Evaluation

Evaluation 

Section 1

a. What was the brief?

The brief was to make a TV advert about a product which we chose to do - rebranding. The advert would last 45 seconds. 

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

Our chosen product was Ben & Jerry Ice cream; we chose this because there was hardly an advert that East Norfolk students had made about this product. This ice cream was something that we all love to eat which then inspired us to come up with an advert for rebranding this product.  

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

The original target audience for B&Js was aimed at 20+ years because the ice cream was sold as a luxury product which has a high price, so adults were more likely to afford this than teenagers and children. We decided to aim our rebranding advert at teenagers, 15+ years because teenagers go through many specific challenges such as stress, family dramas and relationship troubles, so our intention was to suggest that this ice-cream would help them overcome some of these difficulties and chill out for a short period of time.

Section 2. The finished product & feedback

a. How did you collect the feedback (comments from others) on your finished advert from your target audience? Provide a summary of the main points.

We collected feedback by questionnaires that included 10 questions. Feedback suggested that the advert was acceptable to the new target audience and the story line brought out some awareness of the importance of taking time out and enjoying a moment with friends and something you enjoy.

 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 the main point was displayed in the advert which a lot of people picked up on because it was quite obvious and not subtle. The impact was also to encourage more teenagers to buy this product without worrying about the price and focussing on the moment of joy.

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

Our first shoot for this advert did not go as well, when we shot it at the time, everything seemed great but then we uploaded to the computer the footage was grainy due to high ISO. We then had to schedule another shoot which includes our actors but that turned out to be quite challenging to organise; the second shoot came out a lot better than the first; I used a different lense, (50mm) on the camera which helped get a lot of detail from the setting. It was not able to zoom in so I had to capture what was in the frame of the shot but it did help the image quality. We used a boom mike to capture a defined sound when the actors were doing the dialogue, there were not many complications. The mis en scene was organised as a home setting which had a couch to show comfort; we discussed as a team whether we should have close - in shots or medium shots and we decided to do both. We also used depth of field to change the focus on the background characters to the foreground shot of the actual ice cream to ensure the viewer has their attention drawn to the actual product.        

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

I think that this advert effectively sells the product to my specific target audience because my aim was teenagers and how at bad times something nice can help them get through those times; a treat. My storyline was a teenager babysitting someone’s kids so could not go out to have fun with their mates, so the mates decided to bring the fun to her with Ben & Jerry ice-cream to support her. This has some relevance to my target audience and I think this has been shown clearly. I considered this as a normal teenager drama that they would be able to empathise with.

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

In my advert I’ve used an emotional appeal because its makes the viewers feel something towards the actors and the storyline. I believe by doing this it makes the viewer want to continue to watch. The advert also talks about bringing people closer together like one big social club. It makes the viewer want to be close to they friends.  At the end of the advert there’s a slogan which intrigued the viewer and draw them in to buying Ben and Jerry ice cream.

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?

I wanted to tell teen audiences that when you feel down younger people can have deluxe ice cream to help calm their emotions and to relax. I used younger actors and straightforward language to appeal to them in the hope that young audiences would identify with them. I also used emotive body language to appeal to the audience so that they can feel the emotions being expressed. The setting was also important for the message that plays a big part as it was comfortable and recognisable to the audience.

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. 

I would say that parts of the advert look professional but not all; for instance, some of the shots are a bit out of focus but still play a part. The professional part was at the end when zooming in and out of focus

(changing focus on an object). The storyline had a professional touch to it because its original and it’s something that everyone in their lives goes through at one stage.

The BCAP code is they’re for the produces following the rule and regulation that’s in place to prevent any fault adverting and keeping viewer safe.  I believe that I have keep our advert in the BCAP code. So, we have not broken any rule.