Media Coursework Evaluation (Part 3)

Part three of my media evaluation.

Media Coursework Evaluation (Part 2)

Part two of my media evaluation.

Media Coursework Evaluation (Part 1)

Part one of my media evaluation.

NEW Video Game TV Advert 2 (Remake)

After analysing my audience feedback, I change my second advert to make it aimed more at the target audience.

NEW Video Game TV Advert 2

This is the second new and improved TV advert that I have made for my Media coursework.

NEW Video Game TV Advert 1

This is the first new and improved TV advert that I created for my Media coursework.

NEW Video Game Magazine Advertisement

This is the new and improved version of the magazine advert that I made for my Media coursework.

NEW Video Game Digipak Design

This is the new and improved digipak design that I have made for my Media coursework, improving greatly on the older version.

Video Game Title

For this project, I have looked into a way of making an effective and professional looking video game title. Firstly, I needed to choose a suitable font for the text. This font had to be representative towards both the genre of the game and the game play style of the game. Here is an example of a game title that has done this:

From looking at this title, it can be assumed by the target audience that the game is set in a fantasy world. This is because of the texture of the font, which looks cracked and withered, symbolising age. The text is also very chunky and coloured a rusty orange colour, which could connote to wealth or power. All of these aspects can be used when working towards my own video game title, as many of them relate to the specific genre my video game is based around.

This is another example of an existing video game title.

This title is stylised in such a way that it appears to look futuristic. Several aspects connote to this, such as the colour scheme. Many futuristic games use metallic coloured font (usually chrome) that has hardly any rounded edges. This all connotes to machinery and industry.

This is the final design for the title that I created in Adobe After Effects.



The font that I used indicates to an old, medieval style, while still looking quite new and fresh. I also created the effect of the title being underground, with streams of light and dust. THis all connotes to mystery and age, which works well with the font.

Finalized Advert 1

This is the final TV advert of the video game. This version is the longer and more detailed version. It would be played occasionally on television, because of it's length.

Finalized Advert 2

This is the secondary final TV advert of the video game. This version is a much shorter 'teaser trailer'. It would be played on television more often, as it is much shorter and more cost efficient to broadcast.

Final Magazine Advert

This the final image that I have produced for my video game advert that could be used in a magazine. It will be displayed as a double-page spread.

Final Video Game Packaging

This is the final image that I have produced to show what my video game's packaging would look like. Due to file corruption, only the front of the game packaging has been saved.

Location for Filmshoot

To organise filming for the advert, I  asked my father if we would be allowed to use one of his fields for the day so that we could get a brilliant setting for the advert (one of his fields is featured in the image above). He agreed that we could use any of the fields that weren't being used for growing crops or paddocks that contained horses. Even with a limited number of places to film, it is good that we found somewhere to actually film the advert.

I decided to film the advert at this particular location because it suited the style of many other fantasy style games. For example, many different fantasy styled games tend to display a vast amount of different landscape shots for their scenery. Here, I would be able to try and re-create this effect by using a large and versatile area of land that is out in the open. It would make it very flexible for editing in different background images (i.e. placing a medieval castle on a large hill in the background, etc.).

Casting for the Video Game TV Advert

For my video game adverts, I decided to create it in the form of a 'live action' advert. I chose to do this because animating a TV advert would require skills that I do not know. I decided that the best way for me to create an advert was through the use of live action. This type of filming is where real actors are used, usually to act out the scene from an animation. For example, if a live action film is produced based off of a children's cartoon, this means that real life actors will play the roles of the cartoon characters.

Because I decided that the video game advert should include a live action cast, I have selected people from my class to help me in the filming aspect of the production. These are all the people who I have chosen to help with the project:

Main Actress - Charlotte Grant
 Charlotte will be playing the main role in the advert. She will be the female character who faces up against the monster depicted in the storyboard.

Second Actor - Thomas Coad (me)
I will be the socondary actor who will appear in the advert, alongside Charlotte.

TV Advert Storyboard

To plan out what the advert should look like, I have designed a story-board that lists roughly what the shot will look like.

The background images used in the fifth panel will be created using Adobe After Effects. This is the program that I will be using to create the majority of the special effects for the adverts. Depending on what type of background is shown in that particular shot, the background objects may differ (i.e. if the shot is of a grassy hill, I may create the illusion of an old building being there, if the background is of a rocky mountain, I may create the illusion of a cave being there, etc).

The creature that appears in the fifth panel of this section of the storyboard will also be created in After Effects. I thought that having a monster that is ceated in the form of a natural disaster may make the game feel more realistic to the target audience. This style of monster also goes against the conventions of a fantasy genre, as most enemies in fantasy games are usually based off of mythology or fictional creatures. By having a tornado as an enemy in this advert, it can make the setting seem more real to the audience, but also more surreal, as the tornado is displayed in the advert as a living creature.

The forth panel in this section is a common shot used in many video game adverts. It is used because it creates the feeling of suspense, as the heroes are about to fight the monster, but also leaves the audience guessing as to what happenes next, because the scene is left as a cliffhanger.

Other Video Game Trailers

These are other video game adverts that I have found during my research. I can use these to show examples of the common conventions used in these types of adverts.


Advert 1


Kingdoms of Amalur Reckoning - Launch Trailer from Nuuvem on Vimeo.



This is the first video game advertisement that I have found to display the common conventions of an action/fantasy style video game. This is one of the more important advertisements that I analysed, as it's genre is very similar to my own video game. This means that I can analyse the advert for ideas of costumes, film locations, etc.


Advert 2



This is the second video that I found during my research. It shows different conventions that are similar to my own project in terms of game play, as my game is also in a 2D style.


Advert 3


A.R.E.S. : Extinction Agenda Gameplay Teaser from Nenin Ananbanchachai on Vimeo.



This is the third advert that I decided to analyse in relation to my own game ideas. This is because this game relates to the idea of having side-scrolling elements.


Advert 4



This is the forth advert that I have analysed in relation to my own project. This is a game that is very similar to my own game in all the styles of game play elements (i.e. a side-scrolling "beat 'em up" style of gameplay). The game in this advert is the most relevant to my game idea out of all four of these other adverts.


Advert 5



This is the fifth advert that I have found during my research into other video game adverts. I chose to analyse this advert because it contains live action footage using real people.

Budgeting for the TV Video Game Advertisement

Budgeting is a very important aspect of advertising, as it is a good idea to try and save money when filming and producing the final product. One reason for this is that general advertising can be very expensive. From my research, I have found that the price of advertising can be very variable. The price of the advert all depends on what channel it will be shown on, how long the advertisement is, what time the advert will be shown at and what TV shows will the advert be viewed between. From my research, I have found that it can cost around £10,000 to show an advert on Channel 4 at around 2pm. However, showing the advert on the same channel at 4pm can cost around 25-30 thousand. This cost can increase to hundreds of thousands of pounds if the advert is shown on TV around 5-8pm on the same channel.

For the props, equipment and location cost, I have made a list of all the major items that I used and how much I paid for them.

Filming location - permission from local farmer to use his field for filming purposes (free)
Actors - help from classmates (free) 

Canon EOS 600D Digital Camera - Borrowed from college (free) 

Tripod - Borrowed from college (free) 

Knight's costume - Rented from local costume shop (£20 for the week) 

Knight's weapon - Borrowed from a friend (free) 

Mage's costume - Borrowed from a friend (free) 

Adobe After Effects Editing Software/Final Cut Pro Film Editing Software - Using college program (free) 

If I were to pay for all of the props, locations, actors and equipment, the prices would be much more expensive. These are the estimated prices that it would cost to shoot the film in a real life senario.

Filming location - roughly £750 per week

Actors - roughly £50

Canon EOS 600D Digital Camera - roughly £300 per day

Tripod - roughly £45 per day

Knight's costume - £20 per week

Mage's costume - roughly £15 per week

Adobe After Effects Software - £499.99 (price from official Adobe website)

Final Cut Pro Editing Software - £550 (price from official Apple website)

Camera Shot Types

For my project, I made a short film with some classmates which shows several different shot types that are commonly used in advertisements. I will probably use a lot of these different camera shots in my own filming, as they closely follow the conventions of advertisement.

Looking into game packaging templates

3For the packaging on my video game, I had to analyse the layout so that I could get a better idea of how to organise the content on both the front and back. Many video games sold on CD-ROMs today have a 'Games for Windows' logo as a banner (usually at the top of the game packaging). This symbolises that they are to be used on a Windows computer. Here is an example of a game's frontal packaging with this banner.

This banner is also used to set it apart from other console packaging. For example, a game for the Nintendo Wii will have a different logo compared to that of the packaging on Sony Playstation games. Below is a template of the 'Games for Windows' packaging that I used in my own planning.

Using this base template to create my packaging is a good idea because it allowed me to take into account what changes I needed to make. For example, I had to make sure that the game title was a bit further down from the very top otherwise it will be hidden by the 'Games for Windows' banner.

Audience Profiling

Within any media industry, targeting the correct audience is critical to the success of the products sale values; a good media producer must know, represent and target the right group of people for a product to succeed.

There are two key ways of finding out key facts about your potential audience, one is primary research (such as surveys and focus groups) while the other is secondary research using existing theories. Key theories that are referred to include Maslow's Hierarchy of needs, NRS social value groups and NRS super profiles. . This research is very relevant to my main products because I am creating adverts. I believe that the target audience of These two charts below are used to explain what the different social groups are and also what the different super profiles are:

There are also several types of generalised target audiences. One of these is a 'mass' audience, which is a large mainstream type of audience. These audiences are usually very vast and can usually apply to specific social grades, such as the working class. For example, a company may aim a film they make more specifically at women. The second general type of audience is the 'niche' audience. This type of audience is usually much smaller than that of a mass audience, but can still be very influential. For example, white middle-class British males could be seen as a niche audience, as it is a lot more specific towards a certain type of person. Finding the best type of audience to aim for when making a product can be very stressful, as choosing the wrong target audience could dramatically affect the sales of that product.

Also in terms of theory, professionals refer to representation theory because the primary target audience need to see themselves and their needs reflecting in the product. One example of this is how the Uses and Gratifications theory (Katz & Blumer) can relate to target audience. In this theory, they stated reasons as to why audience members consume the media products, such as diversion/escapism, personal interactions, personal identity and surveillance.

Laura Mulvey is another media theorist who relates to audience profiling because of the way in which characters are represented. For example, a film may be much more male orientated if many of the female characters were very attractive and feminine. This relates to her 'Male Gaze' theory where the female audience would have to view the product from a male perspective. Stanley Hall is another theorist that relates to audience profiling, because he stated that young people had 'a lot of time on their hands'. This could mean that younger people would have more time to purchase and use my product. In addition, professional producers of media products use audience theory to guide them when tailoring their productions to specific groups.

In terms of primary research I conducted a Survey Monkey to find out if my initial thoughts based on my secondary research were correct and find out more specific details regarding what they would like to see in my adverts. To view the questions I put on my initial survey, here is a link to the blog post:

Survey Monkey Questionnaire

Based on my secondary and primary research I have developed the following audience profile for my target audience:

Age group: 15 - 21 years.

I made this choices because, through my research, I have found that video games in the side-scrolling beat 'em up style of genre are mostly played by teenagers. Therefore, I decided to follow this convention,  as I thought that the people who would be more likely to play a specific genre would be more likely to purchase the game.

Gender: Mostly male.

I also found through research that the gaming community seems to consist mostly of the male gender. I also found that the style of genre that my own game categorises into is mostly played by a male audience. This shows how I came to the decision of aiming my game mostly at a male audience.

Class: Lower class/working class.

I chose this class of people to aim my product at because these types of people are likely to have more time to play video games than much higher classes. This means that aiming the product at this class could mean a potentially better amount of sales, as this class of people would be able to spend time to enjoy the game.

Social Value Group: Most probably Traditionalists, as the game strays from the common conventions of modern games and more towards a much older style.

Through my research, people of a Traditionalist nature are more likely to follow common conventions of video games with a similar genre. This is a very good social value group to aim my product at, as I think that my product does follow a large majority of fantasy genre conventions.

Race: White/British (by default) as they would be the most common people to play my game.

As my product will be produced and released in the UK, it makes sense to aim the product at a British target audience, even if it is released abroad as well. I also decided to aim this product at white people because the majority of people living in Britain are white. This would be aiming my product at the mass audience, which can mean more potential customers.

Sexuality: Heterosexual.

Again, because the majority of people living in Britain are heterosexual, it makes sense to aim the product at the mass audience, as there can be a lot more potential customers from this.

Similar Games in terms of Gameplay

The game-play style for the game that I have designed fits into the "side-scrolling/beat 'em up" genre. During my research into these, I have created a small checklist that contains the major:

• This style of game is almost always played within a 2D environment
• Players move their characters to the right so that they can progress to the next area
• The player must defeat all enemies in one area before moving to the next area of the level
• In most games, a flashing symbol appears to tell the players that they can advance
• The HUD (Heads Up Display) will always show the characters life bar, how many lives the character has and what the player's current score is
• The players will usually have to defeat a boss enemy before moving to the next level
• The characters will usually be able to use a variety of attacks (which may also include special attacks)

I have decided to implement these into my game, as it will make it more relative to the genre and also may mean that the target audience will be able to recognise the genre better. While researching into this genre, I found several real life examples and specific guidelines that they all seem to follow. The first example is a famous game created by the large gaming industry Sega in 1991. It was called 'Streets of Rage'.

Streets of Rage is a game that seemed to appeal to teenagers at the time of it's release because, at the time, 2D fighting games were one of the more popular styles of games. During my research, I found that the most popular games produced at the time of this game's release tended to be side-scrolling games and shooter games. Because these genres were popular among gamers at the time, this game caught on fairly quickly.

The second game that I looked into for similarity was a more recent game. 'Ragnarok Battle Offline' is an independently-made game created by the Japanese game company French-Bread in 2007.

It's characters, setting and style is based off of the famous Korean RPG called 'Ragnarok Online'. The game is also animated very smoothly, which makes the gameplay much smoother. Because of it's unique art and animation style, this game looks very colourful and gives the gameplay a generally happy mood. This is very uncommon in many other games of this genre, because the majority of the other games contain very dark colours. This in turn gives some games of this genre a more serious mood. Another important element about this game is that the characters can level up, in which the players can choose specific skills to make them stronger. This relates to the RPG style that the game was based off of, as lots of RPGs allow players to level up their characters.


The third game I looked into for similarity in conventions was a very recent game which was released in 2010. It is another independent game produced by the company Klei Entertainment called 'Shank'.

It is a very good looking game, as the animation is very smooth and it has a 'comic book' style of art, which can make the game look as if it's aimed at mainly teenagers. This is also the more violent of the three games that I analysed, but I decided that my game would not be as violent so that there will be a larger target audience. If a game contains large amounts of gore or harsh violence, the target audience could be much smaller. Usually, if a game contains a 'fantasy' style of violence (i.e. no blood), the game could be played by a slightly younger audience.

Sometimes within gaming, the characters can act as idols for young people. Many gamers have come to idolise a wide variety of video game characters, both good and evil, for many different qualities (i.e. the gamer can relate to the character, the character may have a lovable personality, etc.). One main example of this is Mario (the Super Mario series), who since his creation in 1981 has become a globally famous mascot to the video game company Nintendo. Another example could be that with these games, the target audience could come to idolise the main protagonists because they are trying to fight against evil. This is usually one quality of a main character that brings the target audience to like them. In comparison, one quality that usually brings the target audience to like the villains of games is if they have a comedic or have a funny personality. 

The influence of new technologies on the video game industry.

 

In my opinion, I believe that the game industry can be greatly affected and influenced by the increase of new technologies. This is mainly because the gaming industry requires technology in all of the areas of production, from manufacturing to advertisement. To put it simply, the gaming industry would not exist without technology. But when a new kind of technology is introduced into the gaming industry, many gaming companies may be affected.

An example of this is when the gaming company Nintendo created the Nintendo Wii (2006), which was one of the first video games console that utilised 'motion controls' as it's main form of functionality and user interface. Many other companies were affected by this, as this new form of technology made the other video game consoles of the time look very out-dated. Because of this, the other main video game companies (Microsoft and Sony) had to improve their own consoles so that they would not be outdated. This was so that the two companies, Microsoft and Sony, could try to avoid the Nintendo Wii becoming a much better console than the others. This can be shown as an example when Sony created a new motion controller for their games console, the PlayStation 3. This was their attempt to become equal to the new novelty of motion control that the Nintendo Wii was utilising. This also happened when Microsoft announced a new form of motion control for their console, the XBox 360, which used the players movements as controls. This was their attempt to make their console become better than the Nintendo Wii by having an product that was new, but worked with the current console.

Another example of how new technologies can affect the gaming industry is when earlier this year, Nintendo announced their new product called the Wii U. This also affected the other two companies, as it meant that they would have to work on other new technologies to become equal to the new console that had been announced. This may include either making better adaptions to their current consoles, or making new ones altogether. The right choices will have to be made to keep the target audiences intent on buying their product over others.