My Identity Theft Adverts

Identity Theft Evaluation

Identity Theft Evaluation

- What was the brief, who was your target audience and why did you choose them?

The brief that I was given was to produce an advert about Identity Theft, which make them aware of identity fraud and help them in future and is related to giving your personal information online. Also to create an advert which would appeal to young audiences. For my advert I decide to go for teenagers to young adults who are between the ages of 16-20. The reason I chose them as my target audiences is because they are the one who are likely to have bank accounts, have a job or some kind of saving and most likely to do shopping online for clothes, shoes, etc.

- What was your final idea – aim, message, campaign strategies and why did you choose it over the other idea?

My final idea is about a girl, who walks out of her house and while walking to a ATM she goes around giving out her pin number to random people on the street. The message of the advert is to show that you wouldn’t go around on street giving out your pin or any other bank details to strangers, so why do you give your personal details online to random websites? The aim of my advert is to make my target audiences aware of identity fraud and to tell them keep their details safe.

- How did you appeal to your target audience in your advert?

This shot is called a close-up shot which shows the expressions of the actors. I used this shot to show the audiences the reaction of the actor and how he may be feeling.

This shot is called a Point Of View (POV) shot. The reason I used this shot is because I wanted to make the audiences involved, to create a feeling as if the actor is speaking to them, which can be useful to capture the audiences attention.

This shot is called Over the Should shot. I mainly used this shot to show the audiences the link and chemistry between the two people, which give audience the idea about their feelings and to show the expression of the actor close up.

This shot is called a Pack shot. Pack shot are often used at the end of the advert to get their point, message across to their target audiences. Most pack shots include a logo, a message, a slogan and a action line, which is all part of an advert conventions.




The conventions that I decide to do, to help my advert appeal to my target audiences was to make a advert which is short so a typical 30 second advert, because most teenagers are unlikely to watch a long advert, so for example 45 second long or more and are likely to change the channel. Also I used a up beat music in the background so that even if they don’t like the advert, they would keep watching it because of the music which also can help to memories the advert. Also because of the actors that I have used who are young teenagers, adults between the ages of 17-19 so that my target audiences can relate themselves to the actors. I have used humour conventions for my advert to make people laugh and are likely to show they friends and family. The reason I decide to go for a humour was because I found out from my questionnaire results that 8 in 10 people are likely to watch an advert that is funny and different, rather then serious and straight to the point. From what I found out from a target market research was that they like some kind of story behide the advert, that’s why I decided to create a advert that is confusing at first but in the end when the message appears, they get the idea behide the advert and understand what was going on from the start to keep them interested. I also have used lots of type of different shots to make my advert interesting, for example I have used over the shoulder shot to give show a connection between two people, I have also used close-up shot to show the expressions on the actors faces. As well as tracking shot to create a storyline of an actor life, where she is moving about and not just standing at one point because that would have made the advert dull and uninteresting.

- How would you improve your advert if you were to make it again?

The way I would improve my advert is to get better actors, so that advert looks more realistic and use more type of shots, for example extreme close-up, worm eye view, bird eye view.  Also I would get more audiences feed back while Im working on the advert so that I could make any changes that need to made on the spot to improve the overall advert.

Advertisement Pitch on Prezi

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My Identity Theft Pre-Production Schedule

 My Final Idea Treatment

My final idea is about a girl, who walks out of her house and while walking to a ATM she goes around giving out her pin number to random people on the street. The message of the advert is to show that you wouldn’t go around on street giving out your pin or any other bank details to strangers, so why do you give your personal details online to random websites? The aim of my advert is to make my target audiences aware of identity fraud and to tell them keep their details safe.

My ID Theft Advert (Ruff Edited)

This was my first ruff edited for my ID Theft advert. After editing it and looking back at it, I found some problems with the storyline that I needed to make. The mistake that I made with it was that I didn't create any mystery around the advert and just gave the idea away to audiences as soon as the advert started. So to do that I had to reshot the advert with a different storyboard and few new actors. Also I found that I didn't have many different shot types or voice over or a pack shot, so I had to work on those areas with my new advert.

Questionnaire For My Target Audiences

I am going to be making a forces group, filming them and asking them questions, which can help me out when making advert for my target audiences. Which is young people between the ages of 17-20 mainly male.

Questions:-

- Do you buy thing online? If Yes, then how often? If No, then why not?
- Are you interested in Gaming, such as PlayStation, Xbox or any other online gaming.
- Do you have Bank account?
- How many passwords do you have? And do you change them often?
- What kind of music do you like listening to? And who is your favorite artist?
- How much do you spend on average, when you shop online?
- What device do you use to shop for games?, Mobile phone, Computer, etc.
- Do you always make sure to log out from your social networking, Banking website?
- Do you have a email, and how often do you use it?

http://vimeo.com/13599787

Primary and Secondary Research into Conventions And Style of Production

For this task, I need to find and Analyse at least three examples of public service advertising campaigns. for example: Binge drinking, Knife Crime, etc.

Lines of appeal  
   Humor   
   Fear   
   Shock   
   Surrealism   
   Solu1on to Problem   
   Sex Appeal   
  Celebrity Endorsement

Conventions of a Public Service Advert  

Message
Voice over  
Ac1on line  
 Logo  
 30 Sec Dura1on  
 Narra1ve  
 Slogan  
 Text/ statics   
 Music      



This Campaign advert is aimed for people who smoke, and it's aim is to stop them from smoking. The message is that they should get unhooked. The target audiences for this advert is mainly males, between the ages of 25-40 because the actor looks this age and is at work. Also the advert is aimed at working class, white men. This is the evidences of mise-en-scene that has been used, because the man is in the office, wearing suit.


In this shot, you can see that they have used SHOCK, which is a line of appeal to get public attention because if someone was walking past and saw the advert on the T.V they will get hooked to the screen.

In this shot, you can see the action line, and campaign logo to represent which organization has made the advert, In this case it's NHS which is a health service run by Government. They have also used Slogan which is "Get Unhooked" which likes with the image above.

 In this shot, you can see the action line to on the cigarette box, which says "Get help to stop smoking" to encourage the target audiences to take action and it doesn't have to be that way.










This campaign advert is aimed to people who binge drink. And its aim is to stop people from binge drinking. The message of this campaign is to show what happened s if you binge drink and if you wouldn't start a night with sick all over your hair and face, then why would you want to end it that way. This campaign is mainly aimed at young adults, between the ages of 18 - 25 females, because in this advert they have only used a female. And the way I can tell that the target audinces because of the actor that has been used in the making of this advert. The mise-en-scene represents the girl that have moved out and who might be living on their own or sharing with friends.

 In this shot, you can see that they have used SHOCK, which is a line of appeal to get the audiences involved in the advert and which makes it eye-catching, which also helps them to get their campaign message across.

 In this shot, you can see that the girl is pouring alcohol over her clothes, which can help gives audiences a clue to show what is the advert about.

In this shot, you can see the action line, campaign logo which represents the organisation that have produce this advert, in this case is the Home Office. It also have a slogan, which is "KNOW YOUR LIMITS" to show what is the campaign advert trying to achieve, which is to know you limits when your drinking alcohol.








This campaign advert aim is to educated young children about crossing the road safely, The message of this advert is that even if you know your neighbourhood well and you know the people all around you, you can still be surprised what can happened if you don't Stop and Look and Listen when crossing the road. The target audiences that this advert is aimed at is mainly children's between the ages of 3- 7 because at that ages lots of children still like to watch cartoon. Also this advert is aimed at both genders because of the song/music in the background.



In this shot, you can see a adult hedgehog and a baby hedgehog which is used to present a parent and a child. This shot represents a parent stopping their child crossing the road, without looking around

In this shot, you can see both adult hedgehog and baby hedgehog using a zebra line to cross the road, which denotes that using a zebra line is a safe way to cross the road to children and parents who are watching this advert. And the type of shot that has been used is a birdeye view to show the audienece the zebra line clearly.

In this shot, you can see the campagine logo, which is "THINK" and message with a action line. the message of the campagin is to "Stop, Look, Listen, Live". The reasohn they have kept the message simple and kept it small is so small children can read and understand. Also the action line is for children to go and visit the website, where can they can play a game to do with crossing the road safely, which is a good way to teach children and is fun for them.

Type Of Identity Theft

 Identity Theft is a common problem faced by lots of people. There are different types of Identity Theft.

- Credit card fraud which accounts for 28% of the fraud in the UK

- Phone and utilities fraud which accounts for 19% of the fraud in the Uk

- Bank fraud which accounts for 18% of the fraud in the UK

- Employment Fraud which accounts for 13% of the fraud in the UK

- Government Document and Benefits fraud  which accounts for 6% of the fraud in the UK

- Loan Fraud which accounts for 6% of the fraud in the UK

- Others ( Social network) which accounts for 22% of the fraud in the UK

- Attempted fraud which accounts for 6% of the fraud in the UK




10 Facts about Identity Theft

1 - Approximately 100,000 people in the UK are victims of identity theft each year.
2 - It takes victims of identity theft an average of between 3 and 48 hours to unravel the damage caused by identity theft.
4 - Benefit fraud alone through identity theft costs over £800,000 per year
5 -  1 in 4 adults either have been victim or know someone who has been a victim of identity theft.
6 - According to Home Office Identity Fraud Steering Committee, identity fraud has cost the UK economy £1.7 billion.
7 - Identity theft is Britain's fastest-growing white-collar crime, increasing at nearly 500% a year.

5 Top Tips to avoid Identity Theft

1 - You should frequently review your credit reports and credit card statements.

2 - Place an extended fraud alert on your credit reports.
3 - Watch out for merchant who offer prices that look too good to be true, and don't give you any offline way to contact them or verify tier validity.

4 - When entering a pin at a ATM machine, make sure no one is looking over your shoulder.

5 - Try pay your bills at the Post Office. Never leave leave your paid bills in your mail box to be sent out.