Mise-en scene
Waitrose bohemian rhapsody advert has a lot of dark to set it as some sort of boring play but when they start signing the bohemian rhapsody song they start adding a lot of colours into it such as blue and red to make it brighter and brighter before the whole screen is covered with bright lights. The location is a school to pull at parents and children alike. Mostly parents though because they are the ones spending their money on it. The audience is covered in black until one point a light shines onto them to brighten it up. While the stage is completely dark and then lights up with blue and goes on top use the lighting to make things brighter but also to give it a show performance feel because of the use of colours. The set is a school stage with students on the stage and the parents in the audience to show who the target audience is. The song itself was a major part of it, the song was very bright and powerful but started off very low just like the video.
In the McDonald’s advert the colours are very dull with only some bright colours being seen, mostly yellow being shown to say that it’s not all bad and there are lighter aspects to it. The ad originally started within the bedroom, which was very dull but did have a lot of yellow in it to set the tone for the advert. It goes to the living room to show the fact that they are a family, just missing the dad and gives a bit more context to the shot before with the son putting on his dads glasses. The colour scheme is still present through the scene with the mother. It then goes to the country side to show that we’re tracking them to McDonald’s listening to the kid and his mother talking about the father to start to build up the emotion to of the end. They see footballers and girls and talking about his father and how great he is to make the audience feel even more emotion towards them it is also tracking the main characters so we feel like we know them more. It then cuts to the bit at mconalds with a lot brighter atmosphere and the twist kicks in when we find out that the son and the dad have the same burger choice as their favourites and because how its been built up it hits hard for a lot of people.
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Research into how sensitive the topic is.
The PMCPA yesterday announced that it would run advertisements in the British Medical Journal, Nursing Standard and Pharmaceutical Journal noting the regulatory breach by Astellas UK, and a separate breach by pharma company Gedeon Richter.
This is a standard disciplinary method used by the body, whose key responsibilites include ensuring that companies may not market, or be seen to market, prescription drugs to the general public.
Astellas UK had made a voluntary admission to the regulator that one of its employees had found patient support material for two of its drugs on the website of one of Astellas's agencies.
The ruling says: "Astellas understood that in displaying the material (without Astellas’s permission), the agency’s intention was to market its abilities, driven by a new creative director who was not trained on the Code. Astellas immediately asked the agency to remove the material, which it did. The web page went live on 15 April 2016 and was taken down on 22 September 2016."
"Astellas discovered that the agency had also used imagery from another Astellas programme, which was closed on 22 May 2016... This identified Astellas medicines within the transplantation area and included product brand names and a claim.
"Astellas considered that the use of the brand names and therapeutic indications on the agency website went beyond any requirement to market creative capabilities and constituted promotion of prescription only medicines to the public, in breach of the Code."
Both the PMCPA and Astellas declined to identify the agency involved when contacted by PRWeek.
For this, alongside various other voluntary admissions relating to its patient support programmes, Astellas was ruled to be in breach of nine clauses of the Association of the British Pharmaceutical Industry, which the PMCPA enforces. These include clause two, which covers "bringing discredit upon, and reducing confidence in, the pharmaceutical industry".
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In a separate decision from the PMCPA also published yesterday, Gedeon Richter was ruled to have breached the code in three places, including clause two, over inaccuracies in a leaflet for a gynaecological drug.
A patient support leaflet from Gedeon Richter had said women using the drug should not use it alongside oral contraceptives. It should have said "hormonal contraceptives", and in addition to being named in the print ads, has been forced to issue a corrective statement.
The adverts will run on 17 June in the BMJ, 21 June in the Nursing Standard and 24 June in the Pharmaceutical Journal.
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Fragile childhood advert, which I'm basing a lot of my advert on.Sadly, the kinds of monsters we fear as kids are usually not the ones we actually end up encountering as kids. The latest ad from Fragile Childhood focuses on some of those real-life monsters: drunken parents. Created by Euro RSCG Helsinki, the “Monsters” ad takes a cinematic approach that would do John Carpenter proud. A series of haunted-eyed young children appear to struggle getting through their day, as each one is visited by a figure that looks like something coughed up from the bowels of slasher movie hell. As the music crescendos, though, each of these monsters–a sinister clown, be-cloaked Death–reveals itself as some sort of parent figure. And just like in those movies, the victims’ suffering is inflamed by the fact that nobody else can see the monster.
Fragile Childhood was established in 1986 as a resource for the children of alcoholic parents. This deeply disturbing ad makes a strong case for the organization, which encourages kids to seek help against the monsters they can’t (and wouldn’t dare) fight themselves.
Primary and secondary research
Primary research (field research) involves gathering new data that has not been collected before. For example, surveys using questionnaires or interviews with groups of people in a focus group. Secondary research (desk research) involves gathering existing data that has already been produced. Primary research is any type of research that you collect yourself. Examplesinclude surveys, interviews, observations, and ethnographic research. A good researcher knows how to use both primary and secondary sources in their writingand to integrate them in a cohesive fashion.Secondary research involves the summary, collation and/or synthesis of existingresearch. Secondary research is contrasted with primary research in that primaryresearch involves the generation of data, whereas secondary research uses primary research sources as a source of data for analysis. Primary research is one that involves the gathering of fresh data, i.e. when data about a particular subject is collected for the first time, then the research is known as primary one. On the contrary, Secondary research is a research method which involves the use of data, already collected through primary research.
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Primary research for my advert: For primary reseach for my advert i used peoples opions on my advert. asking them if that looks good or is that doing what i want it to do. alot of the time they gave back good feedback which i used to improve my advert. such as using text after every act to get my message across and to make it look better which is the advice by lecturer and they also helped me with the pov shot and to set the screen up to only what i want to show up will so i can get things to line up to the rule of thirds. Also so i can use better font than what i was going to use. they also helped me get the beats in time with the cuts on certain buts because it was slightly off on only a few.
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secondary research for my advert: i was orignally going to chose to do a depresssion awearness video but after looking into both of the topics i found out that 77% of people who suffer from drug misuse are men and that opened my eyes that and the drugs people misuse the most are alchole and anti depressaants and that made me feel like i have to show this, thats why in my advert all the peoplee who suffer from drug misuse are men to get that point across.
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Keith Vaz, Chair, Home Affairs Committee: "The problem is that 35% of those in prison have a drug addiction and 6% acquire that addiction once they are in prison, so more come out with an addiction than went in with one."
Jeremy Wright, Prisons Minister: [separately] "It is important to recognise that the rate of mandatory drug testing producing a positive result has dropped considerably, from 25% or so in 1996-97 to about 7% now."
It won't come as much surprise to hear that the prison system in England and Wales has a drug problem. But how big? And are things on the mend?
Fewer prisoners testing positive...
According to the Prisons Minister, the answer to the second question is yes. The National Offender Management Service uses what's called 'random mandatory drugs testing' to measure the level of drugs misuse in prisons. It takes a sample of 5-10% of the inmates of a prison each month and gives them a clinical drugs test.
Jeremy Wright points out that the positive result rate from these tests has fallen from about a quarter in 1996/7 to 7% in 2011/12. This is right - the Ministry of Justice's (MoJ) said as much in evidence to the Home Affairs Committee last year, and MoJ management information has show a steadily declining rate from 9% a few years ago.
...but
There's some reason to doubt the accuracy of these figures. A Home Office study from 2005 found that the testing "underestimates the overall prevalence of use." For instance, the report points out that there's a high threshold for detection to minimise false positives, and refusals to partake in the tests aren't included "even though they might be expected to occur when a prisoner knows they will test positive."
Another problem is that mandatory testing doesn't detect the abuse of prescription drugs. The Chief Inspector of Prisons commented last year that:
"prescription drugs are not routinely detected under current mandatory drug testing procedures which therefore understate the availability of abused drugs in prison.
"Diverted medication is now reported in the majority of prisons we inspect, resulting in problems such as drug debts, bullying, unknown interactions with other prescribed drugs and the risk of overdose."
So while the Minister rightly quotes his statistics, they don't necessarily describe the full extent of the problem.
Over a third of prisoners are 'problem' users
Keith Vaz meanwhile highlights the problem of drug 'addiction' in prison. This isn't easy to measure. Most statistics from the Ministry of Justice, or those compiled by the Prison Reform Trust relate simply to the prevalence of drug use in prison rather than addiction specifically.
For instance, 70% of offenders have reported misusing drugs before entering prison, while last year the Prison Inspector's own surveys found that 24% of prisoners reported that it was easy or very easy to get hold of drugs in their prison.
There has been research on 'problem' drug use however from both the Prisons Inspector and the now defunct UK Drugs Policy Commission (DPC). In 2010 the former found through surveys that 29% of prisoners said they had a drug problem when they arrived and a further 6% said they'd developed a problem since arriving. This is the likely to be the source of Mr Vaz's claim.
Similarly, the DPC found in 2008 that between a third and half of new receptions to prison were estimated to be problem users, equivalent to between 45,000 and 65,000 prisoners in England and Wales.
However what these show is that prison itself isn't predominantly a place where offenders start their drug abuse habits. Instead, most prisoners who could be defined as having or having had a drugs 'problem' had it before they even arrived, and evidence suggests substantial numbers still find it easy to get their fix while behind bars.
There's some research which suggests that the problem may be waning as prison services seek to provide more treatment facilities and tougher enforcement, but in this regard the evidence base rests on shaky ground. Drug testing is most likely to underestimate the extent of the problem, so if anything the figures might give us a more positive picture than is justified.