TV Advert Final Evaluation

1.the brief

What was the brief?

We had to create a Unilever product advert. This advert had to target a different audience to what the product we picked was currently targeted at.

b. What was your chosen product and how / why did you decide, as a group, to choose it?

Our group ended up doing magnum. Everyone pitched a different idea for different products and then we got to vote on what idea we would like to be on with my idea of a tech magnum advert being chosen, then once in the group we thought about how the advert was going to look fully and came up with our final idea.

 c. Who is the current target audience for the product and who did you decide to appeal to? Why?

The current target audience of magnum is women aged  this is because of the always lead female characters often being helped by good looking men. Our advert is targeted at men specifically the more tech/gaming men , we did this by setting are advert at a computer with a lead male actor. We felt like the gaming market is big but inst often targeted by food advertisers and we just liked the idea that we came up with and it also had a huge possibility for different shots.

2.The finished product & feedback

We collected our feedback using survey monkey as it enabled us to easily send it around to others to complete it.

These are the results:



I feel that our advert overall had an impact on people wanting / craving a magnum more than they were before watching the advert, even though it was a 50/50 split in people actually wanting to buy a magnum no one said that it made them less likely. The main point that people took out was how ascetically pleasing the advert was with the green colour scheme runs through out.

b. Appropriateness to audience: do you think you managed to get the main message to your target
audience you specified in pre-production. Would the advert have an appropriate impact on them?

I think that we did manage to get the main message across to our desired target audience
(teen males / tech people), we know this from the survey results where the majority of people
mentioned that it was aimed at males, but some people thought we were targeting both teenage
female and male people this could be down to already common knowledge of magnums real adverts
or down to the fact that they think that some people might find our lead actor attractive. From the
survey results we can see that the advert does slightly make people want to go out and buy
a magnum.

c. Think about the technical and aesthetic qualities of your advertisement.
Analyse your use of: mise-en-scene; camera; editing and sound.

I think we managed to get a fair few technical elements into our advert that enhanced the viewing
for people watching the advert, this is also shown in the comments from the survey.

The animation was the biggest technical peace in the advert, the animated magnum
was made using three flat pictures and the duplicating the layers to enable it to become
3D, this took up a lot of time but was worth it due to how much it was mentioned in the
survey responses. People also liked the added sounds (glitches, errors and extra bite sounds)
that immersed the viewer even more into the advert, and kept there attention.

I feel like we had a good aesthetic to our advert with the green running through out with the
green shirt and keyboards to all tie in on the main product the mint magnum. People from the
survey also commented on the green liking the fact that it ran throughout the advert and said
that it was “nice to look at”.  We managed to get a variety in camera angles that kept the advert
interesting, whilst it also added detail

Improvements that were brought up from the survey is that we should add some music
in places especially in the animated magnum section, we were aware of the need for music
in the magnum section and had planned to put some in but we had problems with audio being
duplicated and sounding really bad so we decided to leave it out, but in future edits we would
add in some music to not leave an awkward silents.

d. Effectiveness of content: Do you think your finished advert effectively sells the product to
the specified audience through its story line/narrative?

I think that our advert does sell the magnum well to our target audience because
of the filming location that is recognisable to any tech person that uses a computer and the
stress that crashes cause. I also think the narrative of the advert being easy to follow with the
cuts not being too quick that you don't know what is going on but also not spending to much time
stuck at one point of the story. Also the fact that the  people from the survey said that they would
think about buying a magnum after seeing the advert, the advert also accidentally follows a trend
of having satisfying things incorporated in it that our target audience at the moment our obsessed
with.

e. What was the effectiveness of the persuasion techniques you used to sell the product?

We didn't really use any out right persuasive techniques, other than the end were we show of some

limited edition magnums with an added voice over. Their is also an aspect of making the magnum

seem powerful through the crashing of the computer and the fact that it just appears and makes the

main actor happy and relieved that the chaos is over.

https://www.slideshare.net/rydny/inn-sy12-13-ads-pwp-len

f. Clarity of communication: what was the message you were trying to send to the target audience?

What were the main techniques you used to send that message?

We were targeting our advert at a teenage male (who was interested in technology).
We used a teenage male actor who seemed to know what he was doing with the technology
in the advert, this is done to hopefully get the audience to relate and identify with the actor.
We also used the colours to get the message of the mint magnum across being our main
point in the advert the we were trying to get across.

g. Overall, do you feel your advert is fit for purpose? i.e., does it look professional and does
it comply with advertising regulations? You must extract information from the ASA / BCAP
code here as it will meet the requirements for Unit 2: GC1.

I think that our advert is fit for purpose and goes along with the ASA and BCAP codes.
We don't specifically advertise towards young people even though it is the target audience
we don't force them into buying a magnum like its life or death. We also don't use the forbidden
words of “only” or “just” in our advertisement. We also don't compare the magnum against any
other products

  

One thing we would need to add if this was to be published for real was some small print warning people of the high amounts of sugar and suggesting serving amounts and how many was safe to eat each week.

3. Personal reflection

a. How does the final advertisement compare with your original intentions?
Reflect on your documentation, e.g., you storyboards and other pre-production,
final advertisement and audience/peer/tutor feedback.

Our advert followed what we had planned for in our pre-production almost exactly
with only small bits being added for extra effect. Our storyboards and shot lists were finished
to a high standard which made it easy to shot as we knew exactly what the aim of each shot was
and where it laid in the timeline of our video.We didn't need to add anything extra to our
risk assessment as it was all covered on our initial risk assessment that we made.
We also had planned to have an extra character at the end of our advert and had all
the necessary forms filed out to allow that person to be in the advert, but eventually
we decided to cut that section as it didn't really fit with the rest of the advert.
I like how the final video came out with certain elements standing out to me
like the error section(pop-ups), the added sounds (like the glitches and errors)
and the 3d magnum.  

I do have things that i would want changed and added to the advert.
One of which is the voice over at the end as the mic was too close to the
mouth of the person speaking making it to loud and breathy.
I would also want to added a small print at the end to make it look like a real advert.

Also a big one that the survey made clear was the need for some music in the silent spots especially
during the 3D magnum section as it was a bit awkward and odd.

The advert was well received with everyone who did the survey saying they
liked the advert and also adding vital feedback and ideas that we could implement into the advert.
We also gained praise for certain aspects in the advert that made it stand out and different from other
adverts that they had seen.

b. Self-evaluation: Reflect on how satisfied you are with your final advert. Would you do anything
differently if you were to undertake the task again? Finally, evaluate your own involvement in the
project.

I am satisfied with the advert that we managed to get out even after some group problems that
slowed us down. Next time I would make sure that we did certain things in a different orders for
example i think it would have been smart to have created the 3D magnum early on so that we
could have seen how it looked in the advert, this would have also opened us up to making a music
choice earlier on in the project. I think that I did a lot during the project as I helped a lot during
filming with the setup of the camera and sorting out of which shot was which. During editing I
created the 3d magnum with the help of a tutorial on YouTube and some help from Lauren on
what bit to do as she had the video up on her screen. I also pretty much put a lot of the video
together during editing with help from Lauren. I also managed to gain the survey off of Louis
and got 10 of the 12 responses that we needed. The only bit i feel like i could have done a
bit more at was the pre-production where i didn't do that much , but i did end up scanning
in and redacting the pre-production and sending it round to everyone else.