TV advertisement evaluation

TV advertisement evaluation

The brief
The objective of this assessment is to re brand the Unilever product, to target a wider range of audiences to be able to make this product have a wider range in the market. This means the product could sell more to different ages and genders who are not originally interested in this product.







The product that my group has chosen is ''Bovril'' which is originally the idea of Duncan Whyte , he is one of the media btec students in the same group as me.
Before we started this project we had been working on the secondary research to get the history and more information about the product. Duncan's idea of secondary research is very detailed and more informative,compared  to my idea, which is Knorr (cooking production) and Andy's idea, Colman's mustard (condiment production), (Andy is also in the same group with Duncan and I). So we decided to  chose Duncan's product to  re-brand .
The current target audience is the family but mainly you will find a lot of teenagers haven't tried it before. This product could be something to keep in the house just like tomato sauce, salt and vinegar. So my group are trying to introduce this product to the younger audience aged between 13-19 (teenagers). As we know, a lot of teenagers don't eat at the right time for example some teenagers might work late so they might decide to have some snacks during the period, and some teenagers are just staying up late watching movies or talking to friends on social networks like Facebook so they might also decide to have something hot , easy and quick to prepare. This is my main point to re branding this to the youngster.

The finish  production & feedback

 After we completed our media text's production we watched it in class and collected the feedback from other students in our class who are in different groups to us, and also from media teacher (Ellie Buchan). By doing this, we will be able to see our media text from the individual points of view of different people that have been learning the same techniques in the same time as us. We would be able to notice some mistakes that we haven't realised. We would also collect qualitative data and suggestions by people who have higher skills and knowledge, like our media teacher.

On the feedback most of the students and teachers liked the music because it matched the action from the very beginning shot. In the cross-cut they also commented that our media text should be filmed in  different locations, instead of one long street. Also, some of the shots don't make sense, for example, when the actor crosses the road then he appears on the same side that he was walking on originally so the audience  doesn't know where the football is coming from. 

 

The group suggested we retake those few shots. As I also take part in editing, I admitted that we broke 2 of the 180 degree rules, so while we asked our teacher to help, she said the best way to  do it is the ''horizontal flip'' because we don't have time to go back and re-shoot it. This is the reason why the crossing the road shot doesn't make sense. The football shots makes the audience ask the question, ''Where did the football come from?'' but at the time, when filming, we didn't really think about it. This is one of the examples where we didn't see the mistake but the other viewer did. A lot of people made the same feed back on the techniques and editing of our media text.

To be able to get the feedback from the target audience, we have been given choices of online surveys from our teacher e.g. smart survey(http://www.smartsurvey.co.uk/), survey monkey(http://www.surveymonkey.com/),free online survey(http://www.freeonlinesurveys.com/)and soorvey(http://soorvey.com/).  I decided to use smart survey because it's been suggested that it's the best by our media teacher. We carried out this part of the task individually.


From comments and discussions from other students and teachers from my media class, I believe that I have managed to pass the main message to the audience, Being Cool with Bovril, because the teachers and most of the students understand our main massage. Some comments from students and teachers are positive about our main message for example, "the music works well with the action of being cool". However, in my point of view, with some mistakes that I made in the scene I don't think this does work very well plus the production of Bovril isn't shown enough  in the scene.
Also there is some point where the scene doesn't make sense to the audience and this can lose their interest. The main point of pre-production is to re-target new audiences and to create a wider range of audiences, so I believe that there will be some negative feed back about the scene. I also believe that the main massage being passed to the audience doesn't get to their emotions well enough. My production strictly follows the rules of appropriateness on advertising as it doesn't have any swearing, anyrude signs ,sexual content, nudity , violence,racism , sexistsm , abuse, suggest activities that might cause harm in the scene, so this scene can be shown to younger audiences which we targeting (the ages of 13-19). 

This is 1 of the examples of advert that been refuess permission to air on TV by vleacast (BACC).
depicts a teen ager sews her mounth closed.  Refering to the victim feel silent by bullied.
Clearcast deemed too brutal an image for young audiences.
However this is anaward winning advert that can be seen on the online website.




This is othher example of the the advertising that are refussed to air on the TV because of the apropiateness of the language used.




As the main character needs to have the look of being cool, we have to decided what clothes he should wear to match the character's role; high fashion. Other features like the football, we borrowed  from college and one of the members in my team bought the rose and our media teacher (Sean) bought us the product that we're using (Bovril). When we started to filmed we realised that the camera angle we're planning to use is not effective because the view is obscured. We are filming in public but we have to avoid other people who are not characters in our advertisement. However, when we were filming there was a delivery truck at the house that we used as the background, people walking their dogs, people cleaning their windows etc. So we had to wait till they left or either figure out a different angle and camera movement to use. As we were filming on a few different days the weather was another problem; one day it was sunny, one day it was wet and one day it was raining. This affected the continuity. We also had to avoid  the cars that were coming toward us, the way the cars were parked. We only had 1 week to film (about 8 hours all together as we have other lessons to go to). Because of the problems we have and the time given we found it very difficult to be able to complete this scene. As one part of the scene was filmed in my house,  me and 1 of the members in my team went to my house and started to film at about 8:20 a.m., so we did an extra 40 minutes there while the other member in my team started editing the scene we had filmed before at college. (He couldn't come to my house because of the distance of where he lives and it would cost him too much money but actually this division of roles worked well.)

The conclusion to the scene we made included foundation film editing techniques such as jump cut , close up , medium close up, shoulder point of view, reaction shot, long shot, medium shot, teapot and we also used zoom in and out while we were editing, using the editing program. The camera angles included, low angle, high eye line match. There is only one part of this scene where we have someone talking (Andy, one of the member in my team) and the music has been made by Adam Day one of the music technology students. We have to use every minute to work out the editing as we have 1 week (about 8 hours) to finish off the editing and during that period of time all of my team members have their own work to do from other subjects. Therefore we couldn't work through lunch break or any other spare time, which means we have to work very hard and focus during the hours that we're given.


 I believe that the content is effective and it's carried across to the main target audiences (male, age of 13-19). The story of this scene is about one teenager who drunk a hot Bovril drink then walked out his door and looked like he's going somewhere but during the time of his journey there was an accident happen e.g. people fall over and throw their keys across the road and a football came straight at him. However because he has drunk hot Bovril his life skills have increased and he's able to catch the keys before they drop and he is able to catch the football before it hits him. This also relates to his ''coolness''. I believe that this advert is not professional enough to influence people to buy the product but I believe that our Idea is quite effective. If we had a few weeks more we could develop this scene to make it twice as effective to the audiences. This scene is realistic but there is one part of the scene that is quite impossible without knowing it will happen; this is when the main character catches the keys before they hit the ground while the key is falling quite fast.

 The main idea that I used was to get the audience feeling ''cool'' after they have Bovril. Bovril makes you look fresh and increases life skills, making you more confident and also other people (normally teenagers) look up to you. From a male teenager point of view, this is a big thing and our idea were trying to put in their minds that they could become the main character if they have this product. For male teenagers ; being cool and confident with girls is the most important life skill they could ever ask for. So we are using this main point to target the audience as we know all of my team members are male and we are trying to represent this message to other male teenagers by the production of our advert.

The main message of this scene to the audience is that Bovril is not just for adults, teenagers could also drink it. I pass this message to my target audience by using the look of the character e.g. clothes style, hair style, body language and even the way he walks, most teenagers would call this ''SWAG'' which is usually known as  cool to teenagers. My advert also presents the product to the audience as before I started this idea I didn't know what Bovril was and I believe that many teenagers had never heard of this product before.



Overall in my point of view as an editor and actor I believe that the advert isn't professional. It didn't come out as I expected because of all the issues we had/created and I didn't realise this until we had some comments from the teacher and other students in the class. However we thought carefully about the rules of ASA,BCAP and Broadcast, so our advert can be shown to any ages and gender. On the positive point, our advert doesn't have any bad language or any images that are not inappropriate  such as pornography, sexual scenes, violence and/or other offensive products. ASA/BCAP codes have the power to remove/ban any advertising to keep it within the standards, so if we were not aware of this legislation our advert could be banned and further action as a professional product means we could be taken to court and lose a lot of money. ASA stand for Advertising Standard Authurity which mean it's  have respond ability for checking and taking care of media to take action against mis leading, harmful or offensive advertisment.this mean the system is paid for by instudy which also writ the rules but thos rules are independenly enfores by the ASA. For TV anbd radio it's regu;late under OFCOM.


Feedback
From  the feedback of the smart survey the answer is not quite what I expected as it clearly shows that I was wrong in many parts of my opinion. I have asked many people to take part in the survey  but it didn't work as well because some of the qualitative answers are a little sarcastic such as ''too much swag'' and some people didn't quite understand the question. There are 13 responses to my questionnaire and I believe that most of the quantitative data was taken seriously.

As I  have more older people then young taking part in this survey and I don't have any young people from my target audience (the age between 13-15) taking part, I believe that there will be more negative comments because older people do not understand the main message in the same way as the teenagers do. As there are more female than males that are taking part in this, they will look at it differently to males and this could give more negative comments about the advert.

 This is our

Personal reflection

Our media text production didn't strictly follow the story board as there were quite a lot issues while we were filming(I have mentioned above). Our documentation and the story line is still as we planned but we used different shots and film editing techniques to avoid the issues, but we couldn't overcome all of them as we ran out of time. We did the best we could to make our media text products a few steps closer to the professional level. If we had been given extra time to improve our media product I would have  made sure that we cleared up all the mistakes we made, such as 180 degree rules by retaking certain shots at different angles, adding in a few motivated editing techniques to the scene, and worked more on the contrast in the scene as I wanted this advert to be a classical type. Some shots needed to be added to make it more interesting and the audio needed to be re-done to make this scene reach a professional level.