Week 4 – I want to finish the treatment and all of the primary research and include some graphs for analysis.

Week 5 – (Carry on as last week) – this may take some time Week 6 – Add more to the secondary research. For example use an advert that shows benefit of sport and do an analysis.

1. – Are there any reasons why you don’t like to play any sport?

Yes -

No - 

2. – Do you feel comfortable playing sport? Yes -

Questionnaire:

1. Do you like sport and if so what sport in particular? (Both)

Football -
Rugby - Basketball -

Football and celebrities:

“Football is one of many sports where the sporting celebrities make a difference off the pitch. They are used in many marketing ways and show how effective it is. Such is the popularity of football that some players become better known for their ‘off-the-pitch’ activities. The celebrity status is such that advertisers and sports goods manufacturers hire them to sponsor their products. The Brazilian footballer Pelé is such a player; he was so admired as a player during his time that he went on to become a UNICEF ambassador, as well as being a spokesman in advertisements for many different companies. He also spent some time in politics in Brazil. Former FIFA World Player of the Year, European Footballer of the Year, and African Footballer of the Year George Weah secured most votes in the first round of the 2005 Liberian presidential election, but was defeated in the run-off ballot.

Another (current) football celebrity is the English footballer David Beckham. While he is talented on the football pitch, he is also admired off it. He is a trend-setter in England, with his frequent hairstyle changes triggering copycat looks in the country. He is also married to the former Spice Girl Victoria Beckham, and his relationship difficulties were widely reported in the UK press in 2004 and 2005. Statues have been made of him, notably at a Buddhist temple and as him made out of chocolate. Many other players have also become celebrities and are treated as heroes in the cities or countries that they have played for. Retired players, such as Gary Lineker, have also become celebrities in their own right by working on television or radio. Even non-footballers who are connected to football have become famous through their association alone. After the 2002 World Cup the head of the South Korean Football Association decided to run for president of the country. ” This furthers my secondary research by showing how effective celebrity footballers have on culture. So this is another reason to have a clip of a football superstar in my advert.

Benefits of found footage of Thierry Henry

Having a clip of Thierry Henry in my advert will make my advert more recognisable by more people. He is a leading footballer and has a very high celebrity status off the pitch. He has done other football projects that is aimed at youth. For example he done a advert for Nike. This advert was a campaign that influences children and teenagers to play with more “heart, honour and spirit”. This message was sent out because off the constant cheating and diving in the game. So there had to be a message that sport is not about cheating and fighting with the referees during games.

Thierry Henry has also done a programme for Pepsi, were he travelled to Cairo to be a football coach for teenagers from around the world. This programme was two contestants from countries such as UK, Italy, Brazil, Turkey and Argentina etc. They had different football competitions to gain points and at the end the team with the most points earned prices such as cars, shopping in Milan (with Paolo Maldini) and getting a huge amount of money. Most of these teenagers came from poor housing, so Thierry Henry being in this programme made him more of a role model. So him scoring a fantastic goal in my advert (which is found footage), will make people more aware of my advert. Thierry Henry has also appeared in the world famous Time Magazine which has a lot of coverage and respect from people across the world. So this is yet another reason why I will choose Thierry Henry to be in my advert.

That there is 25 ways that benefits women and girls to take part in sport, this is what they stated:

“1 Sports are FUN.

2 Girls and women who play sports have a more

positive body image than girls and women who

don’t participate.

3 Girls who participate in sports have higher

self-esteem and pride in themselves.

4 Research suggests that physical activity is an

effective tool for reducing the symptoms of

stress and depression among girls.

5 Playing sports teaches girls how to take risks

and be assertive.

6 Sport is where girls can learn goal-setting,

strategic thinking and the pursuit of excellence

in performance – critical skills necessary for

success in the workplace.

7 Playing sports teaches mathematic skills.

8 Sports help girls develop leadership skills.

9 Sports teach girls team-work.

10 Regular physical activity in adolescence

can reduce girls’ risk for obesity.

11 Physical activity appears to decrease

the initiation of cigarette smoking in

adolescent girls.

12 Research suggests that girls who participate

in sports are more likely to experience

academic success and stay in school

than those who do not play sports.

13 Teenage girls who do sport are less likely to

get pregnant than teenage girls who do not

do sport.

14 Teenage girls who do sport are more likely to

report that they have never had sex than those

girls who do not do any sport.

15 Teenage girls who do sport are more likely to

experience their first sexual intercourse later

in their teens than girls who do not do sport.

16 Teenage sports participation may help prevent

osteoporosis.

17 Women who exercise report being happier

than those who do not exercise.

18 Women who exercise believe they have more

energy and felt they were in excellent health

more often than non-exercising women.

19 Women who are active in sports and

recreational activities as girls feel greater

confidence in their physical and social selves

than those who were sedentary as girls.

20 Women who exercise miss fewer days of work.

21 Research supports that regular physical activity

can reduce hyperlipidemia (high levels of fat

in blood).

22 Recreational physical activity may decrease a

woman’s chance of developing breast cancer.

23 Women who exercise weigh less than

non-exercising women.

24 Women who exercise have lower levels

of blood sugar, cholesterol, triglycerides

and have lower blood pressure than

non-exercising women.

25 Regular exercise improves the overall

quality of life.”

Some are crazy, but it’s just secondary research of the internet. I might use some of this research to go back to my primary research and conduct a questionnaire and ask whether they think participating in sport will benefit them.

For my Final Scene – The Interview

For my final scene I will have a interview with a doctor, with them describing the benefits of sport i.e. health and stress etc. I think this will be a good scene because 70% (14/20 people) said that they would play sport if a professional such as a doctor or a pharmacist was to say the benefits of a sport. So i know this is a useful scene in my advert as most of my target audience would take the advice. Another reason why listening to a professional such as a doctor will help is because i done some research from a newspaper called “Metro”. The newspaper article was printed on March 27th 2007. On the front page it says “Doctors: Don’t let under-21s buy drink”. This is a good warning on the health for under-21s which is my teenage target audience. The article states that alcohol causes one in four (25%) of deaths among 15-29 year olds. So if alcohol is the blame for 82,000 deaths a year in the developing worlds, then listening to the docotrs advice would be something of a good thing to do. As they seem to exploit the sensitive issues of our modern day society. So after reading this article, it is clear teenagers would listen to doctors advice as I found this paper on the bus where young people find this newspaper and read it. So having a doctor to appear in my advert I think teenagers will listen to the advice that is giving to them . As most teenagers will listen to the advice given to them on the news, whether it be in a newspaper or on TV.    
I have also found out that if teenagers think sports are stressful, then they are wrong!!!!

“Stress can be a good learning experience.
Experiencing stress in sports can be a good learning experience for teenagers. Sports participation can teach your athlete how to handle competition, defeat, and even performance anxiety. It can teach your teenager about physical fitness, how to develop social skills and friendships, and the importance of team-play in sports and in life. The stress of trying out and not being accepted on a team can be a positive learning experience if handled well, or a very negative one if handled badly. Parents and clinicians can be very helpful to teenagers by acknowledging this fact and discussing such issues with them.”
This secondary research is from http://www.dentalplans.com/articles/2974/. This is good research as it is another aspect to show teenagers that sports is not stressful, and it helps with many social problems teenagers face in life. This research explains that sport help develop the skills needed in sport, such as “handle competition, defeat, and even performance anxiety”.

Using Adverts To Inform The Audience

I want to focus on how adverts are used to grab the attention of audiences. For example adverts for Lucozade Sport have been misleading the audience into thinking the drink contains no carbohydrates or additives. This research was carried out by watchdog. Posters for the sports drink declared it was the “water designed for exercise” and it was put on TV as “the fitness water”. So if the watchdog can find misleading information then my advert has to be directed to the right audience and uses the correct language and statements. This is because if I use misleading information, for example saying that exercise will completely make you lose two stones in one try out. Then that would be considered misleading the audience with false information. So if I was the advertisement standards agency (ASA), I would not feel my advert is good enough to be shown to an audience. This is why I am planning my advert very carefully and looking at similar adverts that have benefits of playing sport.

In the moving image I have chosen to do an advert for around 1 to 2 minutes. Getting on to the actual advert I know exactly what I will do to produce the benefits to raise the awareness of sport. Right on the beginning of the advert I will have in writing “what do you think when you see the word sport?”. Then it will cut to a sporting activity of a professional sport star doing something amazing in their sport. For example I might show Thierry Henry scoring a goal against Real Madrid in 2006, as I already have a downloaded mpeg of this at home and on my usb. Then the advert will go on to another text saying “sport is not only for professionals and sport stars, its for younger people too. Like You!!!”. Then showing teenagers of most ethnic and cultural background, playing sport as well. The advert will then go to a clip of a doctor who expertise in physical education and show proof there is a benefit to playing sport. It will also show the health benefits, of what sports can do to you, and how it can actually maybe help you with your school work as you will feel more healthy. This is because if you are more healthy you wouldn’t be that lazy, and you would eventually do better in school.

I am personally looking forward to start this project as I know step by step already of what I want to do in my moving image advert.

To do this advert I must first do primary research about the project. This means I will research by myself, such as doing questionnaires asking what they think of sport. So my questionnaire could look something like this:
- What do you think of sport and if so what sport in particular?
- Do you think participating in sport effects your weight?
- Would you like to participate in sport but think your weight effects this chance?
- What do you personally think the benefits are of participating in sport?

These are a few questions I could ask to help with my primary research. By doing this research I may also find out the target audience, which is really important before I start the moving image.

When I move on from my primary research I will do secondary research which means I will gather information from the internet, TV, radio (if possible), newspapers and books (such as p.e. books in school). I will also do all the other work to help with the moving image, such as a treatment and schedule.