Saturday, 18 December 2010

Formal Proposal

Formal Proposal

SUBJECT
the subject we chose to do our documentary on was chocolate. We chose this because it’s a very broad subject, which has the ability of having a large target audience, could be broadcasted at anytime and also because the majority of the world knows what chocolate is.

TYPE OF DOCUMENTARY
This documentary is a mixed documentary because it’s going to involve different aspects of mixed documentaries. These include Vox Pops; which are quick paced and edited piece of footage of people answering a simple question about the subject. Also it will include interviews of different people in different environments to get a broad opinion of chocolate. We will use a voice over to support the images and video which are showed on the screen and also to give the documentary meaning.

STYLE OF DOCUMENTARY
In our documentary we are using fast paced editing and lively music. Also we are using bright colours to draw the audience’s attention and so we don’t lose their attention whilst they are watching it. The subject of the documentary will be kept clear throughout the footage and the audience will be kept informed because throughout interviews we will use cutaways so keep the .and make sense.
CHANNEL AND SCHEDULING
when we sent out a questionnaire to our target audience, the results we got back determined how we would schedule our documentary. The majority of the audience that filled the questionnaire in watched channel 4 mostly and watched television between the times of 8pm to 9pm. Therefore we are going to broadcast our documentary onto channel 4 and put it on television at 8pm.

TARGET AUDIENCE
As well as getting feedback for channels and scheduling, we also asked people their age so we could find out who we were talking to so we could make the documentary suitable. We found out that the majority of people who watch TV at 8pm and watch channel 4 are between 16 – 35, therefore we are going to make our target audience that age. Also we found out that the most favoured colour out of our target audience is blue, therefore we can use this colour for our graphics to make it more relevant. We asked our target audience what their favourite style of chocolate is, and they mostly preferred milk chocolate. We then thought when we do our research to the public audience we will use milk chocolate because people will enjoy it more. The majority of our audience was allowed to eat chocolate as a child, therefore if we do interview children most of them will be able to answer correctly.

PRIMARY RESEARCH NEEDED
Primary research is information that you are able to go out and find yourself the research we need to film ourselves include different interviews, Vox Pops and audience feedback. For Vox Pops, I’m going to attend a primary school in my area and ask the children different questions such as what is your favourite chocolate. The question must be simple otherwise the Vox Pops wont work and the children wont be interested and too confused if they don’t understand. Also for the interviews I will interview my grandparents about how chocolate was in the war time, if it was rationed and if it was popular. For the interview I’m able to be a bit more flexible than in the Vox Pops because it’s a longer piece of footage.


SECONDARY RESEARCH NEEDED
the secondary research is information that already exists and you are able to use for your own documentary. For example, we can use the internet to find different achieve footage of chocolate adverts from previous years, and adverts from recent years. We can then compare them to each other and discuss the changes and how it’s evolved about chocolate. Also because we are discussing how chocolate was in the war time, we can use images of posters from the war advertising rationing and posters showing how important chocolate is.

NARRATIVE STRUCTURE
the narrative structure is how the documentary will flow and the order of the footage we are showing. At the beginning we will show the many different types of chocolate you can get, who buys the chocolate and the inflation of chocolate prices. In the middle we will show the impact of chocolate on people and interview members of the public, for example we will interview older generations to discuss how chocolate was, when they were younger living through the war. In the end we will do an over view of the documentary and show how chocolate has changed through different generations and discuss the question if it will change more.

OUTLINE OF CONTEXT
we will first show an opening, quick cuts of chocolate brands and shops with people buying chocolate. We will have a male voice over explaining what’s happening on the screen and introduces the overall question. Then we will use Vox pops of people saying their favourite chocolate bar. We will then go onto an interview with Thornton’s chocolate employees; we will use cutaways that are relevant to the interview. To then get a first hand response of how chocolate was for older generations, we will then have an interview of grand parents on how chocolate was through the war. Then we talk about how chocolate is affected by different times of the year, for example; Christmas, Easter etc. Achieve footage from these times of year. The voice over will talk about how important chocolate actually is at these times of year., then use Archive footage of old adverts and adverts from the present day. Then we will totally contrast the subject and talk about people to don’t eat chocolate, interviewing somebody that is diabetic.

RESOURCE OF REQUIREMENTS
the requirements we need for our documentary are a camera and tripod, to film our interviews and our secondary research. Also a microphone and headphones, again for the secondary research so we have clear speech and are able to hear we are filming. We need achieve footage, of video’s and images to support the subject we are doing our documentary and show the audience realism of it. For primary research we will interview different people to get a wide range of opinions, also we will include Vox Pops to also add to opinions of the public audience.

Research

Chocolate Research


For the research of chocolate, we thought we could use different statistics to support the subject and show relevance to the audience. I first found some strange uses of chocolate which would make the audience interested.

- The Aztecs once used cocoa beans as a form of currency
- Extracts of cocoa have been recently found to be more effective than fluride and used in toothpaste.
- Dark chocolate is rich in flavanols that improve the circulation of blood around the body.
- Chocolate is used in spa treatments as they contain antioxidant, these include a chocolate fondue wrap and a chocolate bean polish
- It is used to make perfume, which claims to contain a male aphrodisiac that makes you thin.


Also I found some strange facts about chocolate which again we could use to support the subject and entertain the audience.

Chocolate is responsible for the microwave as scientists were experimenting with radio active waves and on one occassion, someone walked through with a bar of chocolate in his pocket, realising you could cook food.
American chocolate companies use 1.5 billion pounds of milk per year.
Dogs can become addictive to chocolate, which explains one of the reasons why they cant eat chocolate other than health reasons.

Because parts of our documentary are talking about how chocolate was in the war, with the rationing and lack of sugar, butter, etc. We thought that we could find some old posters from that time to show relevance and support what were talking about. And then also the background of chocolate, how it was discovered, how it was made and when was the first chocolate bar?




Cocoa trees grew wild in the jungle, and they used them to make a spicy, rather bitter drink for special occasions. Centuries later the Aztec Empire fell, and the Conquistador Hernan Cortés brought cocoa beans back across the ocean to Spain.

Gradually chocolate spread across Europe – it was the fashionable choice of Kings and Queens, the nobility and the rich, just like caviar or champagne today. At the end of the 19th Century milk was added, and at last someone devised a way of making chocolate to eat as well as to drink. But it wasn’t until the 20th century that chocolate became affordable for everyone.
Cocoa trees grew wild in the jungle, and they used them to make a spicy, rather bitter drink for special occasions. Centuries later the Aztec Empire fell, and the Conquistador Hernan Cortés brought cocoa beans back across the ocean to Spain.

Chocolate arrived in England in the 1650s and the aromatic drink became hugely popular in King Charles II’s court. But you’d have to be rich to drink it – high import duties on cocoa beans meant that it was expensive.

Gradually it started to become more widely available. In 1657 London’s very first Chocolate House was advertised: ‘In Bishopsgate Street, in Queen’s Head Alley, at a Frenchman’s house, is an excellent West Indian drink called Chocolate to be sold, where you may have it ready at any time and also unmade at reasonable rates.’

18th century France produced pastilles (tablets) and bars, but it wasn’t until Bristol company Fry & Son made a ‘chocolate delicieux a manger’ in 1847 that the first bar of chocolate as we know it today appeared.

It was a mixture of cocoa powder and sugar with a little of the melted cocoa butter that had been extracted from the beans. The result was a bar that could be moulded. It might have been coarse and bitter by today’s standards, but it was still a revolution.

Moulded into blocks and bars, and poured over fruit-flavoured centres, this plain chocolate was a real breakthrough. But there was more to follow.

In 1875, a Swiss manufacturer called Daniel Peter added powdered milk to make the first milk chocolate bar.

It wasn’t a completely new idea – Cadbury produced their milk chocolate drink based on Sir Hans Sloane’s recipe between 1849 and 1875. And Cadbury added their own milk chocolate bars in 1897.

But Daniel Peter was still way ahead of them – using condensed milk rather than powdered milk to produce a chocolate with a superior taste and texture. Another Swiss manufacturer had invented the conching machine in 1879. This refined chocolate, giving it the smooth texture we know today.

Swiss milk chocolate dominated the British market – a situation the Cadbury family set out to challenge in the 20th Century.

We also found some archieve footage of old adverts the compare with new adverts.
http://www.youtube.com/watch?v=bWaPRsBu014 - Old Milky Bar Advert
http://www.youtube.com/watch?v=Lr_J0mV5LrU&feature=fvst - Recent Dairy Milk advert.
http://www.youtube.com/watch?v=pvIC00EqJT0 - Marathon Bar advert from the 1980's.
http://www.youtube.com/watch?v=6t9ZJK-vc-I - Cadburys Whole Nut bar.

HEALTH EFFECTS

Chocolate includes both positive and negitive health effects. Some positive effects include:

brain stimulator
cough preventer
antidiarrhoeal effects.
However if chocolate is eaten in large quantities then it can lead to obesity, it has also been shown to include addictive effects.

Other effects include a increase in brain activity and heart rate that, according to one study by Dr. David Lewis of the Mind Lab, was more intense and lasted longer than a kiss. Some studies have also shown that a daily intake of dark chocolate produced a reduction in "blood pressure and flow meditated dilation". However milk and white chocolate does not have the same effect.


The fat in chocolate consists of mono-unsaturated fat oleic acid, saturated fat stearic acid and saturated fat palmitic acid. Stearic acid however does not raise LDL cholesterol in the bloodstream, unlike other saturated fats. Also, a large intake of cocoa and dark chocolate do not raise LDL cholestrol levels, some studies have shown that not only can they perhaps lower them but also lower the risk of heart attacks. Another study performed in Stockholm at the Karolinska Institue found that heart attack survivors who ate chocolate two or more times per week cut the risk of dying from disease by about three times.


A study conducted by James Madison University that was presented at an annual meeting at the American College of Sports Medicine shown that consumption of low fat chocolate milk post exercise provided equal or superior muscle recovery when comparing to a high carbonhydrate recovery drink with an equal amount of calories. Athletes that consumed chocolate milk had lower levels of creatine kinase when compared to drinkers of a carbohydrate beverage.


Scientists speaking at the annual meeting of the American Association for the Advancement of Science in 2007 showed results from early studies testing the effects of flavonals (which is found in cocoa) and claimed that a specially formulated type of cocoa may boost brain function and delay decline as people age.


It has been reported that many chocolate products have traces of lead, although the beans absorb little lead it tends to bind to cocoa shells and contamination may occur during the manufacturing process. A USDA study from 2004 the average mean lead levels in chocolate samples ranged from 0.0010 to 0.0965 μg lead per gram.


Chocolate includes theobromine which can be toxic to some animals like horses and dogs. When fed chocolate can remain in their bloodstream for up to 20 hours and could result in epileptic seizures, internal bleeding, heart attacks and death.

Running Order




STORYBOARDS







































These are single frames from each of our interview, each interview must be the same in framing when it comes to the interviewee, eye line three quarters the way up the page and on the right hand side.















Diabetic interview

















Dentist Interview
















Fair trade stall interview

Notice how each frame is very similar and their mise en scene backs up their stories.

Interview Questions

VOX POPS

Cream egg, how do you eat yours?

What is your favourite brand of chocolate?

How much chocolate do you eat?

Do you buy chocolate presents for Christmas, Birthdays and Easter?

Do you think of chocolate body paint?

How do you think chocolate has influenced Christmas and Easter?

Why do you think chocolate has had an impact on religion?

Why do you think chocolate is such a varied industry? (Such as chocolate body spray)
Do you consider chocolate a luxury?

Do you think that one of the main causes of obesity in this country is its relaxed attitude to chocolate?

Would you allow your children to eat chocolate?

If so, how much?

What chocolate memories do you have?

Interview With Morrisons
How long have you worked for morrisons?

Do you buy chocolate as a gift?

If yes, do you buy it for birthdays? Easter? Christmas?

Do you enjoy morrisons own brand chocolate?

Do you think that sales on chocolate increase at christmas time?

Do you class chocolate as a luxury?

How much money do you spend on chocolate a week on average?

Older Generations Interviews

Was chocolate around when you were younger?

How did you feel about rationing when you were younger?

Was chocolate seem as a big luxury when you were younger?

How old were you when chocolate became available again after the war?

How has chocolate changed since you were a child?

Do you eat alot of chocolate now as an adult?

Do you think that childrens opinion on chocolate has changed in this generation?

Were you allowed to eat chocolate as child when it was available?

What did rationing mean to you?

Thorntons

Would you say your sales at christmas increase?

How do they differ from other times of the year?

do you buy chocolate for your family at easter or christmas? Or even both?

Do your promotional christmas chocolates sell well?

Are your 'no added sugar' chocolate ranges popular for diabetics?

Are your personalised gift sets more popular at christmas?

Do you enjoy working in the Thortons Enviroment?

Are your promotional easter packs popular?

Do your celebration packs sell well, for example; Birthday, Anniversary, Exam success?

Do your offers seem popular with the customers?

When is your most popular time of the week?

What is yout favourite chocolate?

Do you prefer chocolate from Thortons or different brands?

Diabetic Questions

When were you diagnosed with diabetes?

What were you told about the foods you could eat or couldn't eat?

Do you stick to your diabetic plan or do you eat what you want?

How did you feel once you were diagnosed?

What are your thoughts on diabetic chocolate?

How has chocolate changed since you were young?









Dentist questions

> What are the main effects of chocolate to your teeth?

> Are there any positive effects from chocolate to your teeth?

> What is the age range normally found with these effects?

> Can eating fruit be more dangerous to your teeth than chocolate as there is no real limit to the intake of natural sugars, however people are meant to be limited to 40 grams of added sugar per day?

> What is your recommended amount of sugar per day?

> What is your professional opinion on the intake of chocolate?

> Is it sugar that causes problems with teeth or are there other substances within chocolate that would have more a bad effect?

> What advise would you give to someone who can't stop eating chocolate?

> Do you eat much chocolate? What is your favourite brand and type of chocolate?




FairTrade / Fair4all Stall Questions.

What got you involved in the fair trade business?

Is it proven to be more difficult selling fair trade?

How much does Easter and Christmas effect your business and your chocolate?

Do you get more of a personal touch with fair trade?

Which brand of fair trade chocolate sells best?

What is one of the main ingredients in fair trade chocolate?

What are your personal thoughts on fair trade chocolate compared to normal chocolate?

Does your fair trade chocolate get sold quick, is there a high demand?

Can you name a variety of fair trade chocolate?

Do you sell any fair trade diabetic chocolate?

Do you think if big companies like Cadbury took over the fair trade business, this would ruin the smaller, more personal and effective business which really make a difference?

Did your Fathers sweet shop inspire you to have your own stall?

Logging sheets


Production Schedule

Name Of Documentary - Sweet Like Chocolate
Directors - Daniel Hancox , Carl Quinn , Ashleigh Walker
Producers - Daniel Hancox , Carl Quinn , Ashleigh Walker
Client - OCR

Start Date of production: 27th September 2010
Formal Proposal Started: 4th October :completed 11th October
Storyboard started: 9th October :completed
Shooting started: 13th October :complete 12th November
Rough cut submitted: 24th November 2010
Final Show tape completed: 30th November 2010
Sent to client: 17th December 2010

Local Equipment Required -
Camera, Microphone, Headphones, Tripod, Digital Camera, Editing software

Transport Required -
Foot, Car, Taxi