1 1) Is your advert fit for purpose?
At the start of this unit we were
given a brief. The brief had asked us to choose one of our much loved Cadburys
chocolates, and with the product we were asked to inject some new life into it.
The task to do this was to make a 30 second advert which would catch the eye of
new customers but also keep the current customers the product already had.
Our chosen product was the
marmite like Turkish delight. You hate or you don’t. so our main task was to
find out who the current audience was for the previous adverts, doing this
allowed us to look at the previous adverts and see what we could take from
them. However looking at them with concluded being very stereotypical, this
basically means they try to add things which corresponded with Eastern Europe,
but had no relevance to the product they were advertising. So we used this in
our advantage to help reach new customers. So from looking at our advert I
believe myself and my partner Taylor accomplished the task. We managed to make
a 30 second advert that reached a new audience, but also the old audience, and
by using Jess, our actresses we believe that this reached out to all faiths and
mature adults.
To meet the brief, we noted down
what we had to do and slowly ticked them off once they were accomplished. Our main
goal was to make sure that we had an advert that would attract customers but
also bring back memories for the older customers. And since the last advert was
aired 20 years ago, I would expect hardly anyone to remember it straight away. We
then took this idea into our hands and worked from there. We then looked at the
concept of the advert and how the narrative would work, we went for something
that was similar to the Greek yogurt Okios and wanted to make something that
was similar to that. Reason being is because they used our celebrity endorsement
but the advert was aimed at middle aged women – the same as us.
The advert itself was made to appeal
to everyone and unlike the previous adverts, ours wasn’t weird. We kept it
rather subtle but relaxed. This is because we wanted our viewers to be relaxed
when watching the advert but also get them interested when watching it.
2 2) Clarity of communication
We first began to plan or pitch,
the aim was to have very little text but enough to show our ideas effectively. We
planned our main idea but also had our second which linked into the initial main
one. We had our initial idea laid out with pictures to represent each scene,
the reason we did it like this was to make it easier to talk about but also
give a better understanding of what we was talking about, visually and theoretically.
But whilst doing that we presented our primary research with sufficient research
which backed up why we thought the idea would work really well.
Our pitch was presented to our
media teachers. Who listened to us and gave us feedback. The feedback given was
on how we could improve our ideas, and the different things we could add or
even change in our initial idea to make it reach beyond the expectations. This
also allowed us to get a second opinion on our ideas and things we could do to
make sure we meet the brief.
Our idea was conveyed effectively,
when presenting our ideas; we made sure that we kept referring back to our
market research. We figured that if we done this, we would show the benefit of
doing such things in the advert would aim at our target audience. However this
also helped us, actually pitch the idea. As it allowed us to keep a steady flow
with what we’re talking about and how we allowed us to not make any mistakes.
3) Appropriateness to audience compared with
original intentions
Looking back at the previous
advert which was aired in 1984, we noticed that their target audience would be
more of a mature audience but for both genders. From our primary market audience
we noticed that not many people actually remembered Turkish Delight itself. This
helped in some ways but it also did not, it meant we had to do things in the
advert that the old hard-core fans would still love about their chocolate, but
at the same time mean we could still reinvent the chocolate inviting a new audience
for the chocolate.
To make sure we aimed at our
target audience, we chose Jess our 30 year old female. The reason we chose her,
is because she naturally has a bubbly personality which allowed us to work
better with her. But at the same time keep the adverts mood positive. We got
her to wear her everyday normal clothes that she would wear on an evening to
watch TV. This is because we wanted to aim the advert at everyday middle aged
mums or even dads. We also chose a homely environment; this was to make sure
that we did not involve any hierarchy’s which may offend a viewer.
4 4)Effectiveness
of techniques
Firstly the editing side of the
advert, we had to face an issue where our actress didn’t want to speak in the
advert so we had to work around that, using my initiative I used graphics which
represented what she said. We wanted to keep the shots wide and open so that
most of the scenery was shown, and to also show that our actress was in a
homely environment. The edit I kept simple, this is because I wanted it to look
professional but nothing childish, as my target audience where adults, I wanted
something that would be a conversation starter but something the audience would
enjoy watching at the same time. This also brings in the song we used, well it
was more a jingle, so that the viewer would remember the advert so when the see
the chocolate in the shop, that’s the first thing that comes into their mind.
The graphics we used where simple
but we used them to represent the dialogue of our actress, visually I think the
advert looks good with them, and without them it would be boring. Plus we
wanted something that would be an eye catcher, so using them graphics keeps the
viewer interested in what Jess is saying.
5) Effectiveness of content
So first of all our advert was
aimed at the more mature target audience, we wanted to keep it relaxed and
something our target audience could relate too, so our opening shot at 0:02 we
have Jess in her home clothes looking comfortable on her sofa, we wanted to
show that everyone gets bored, so we see her fiddling around as most people do
when they are bored. But notice we never reveal what the advert is about till
0:17 where jess finally pulls out the chocolate from the sofa, we did this because
we wanted to relate to women who sit in front of the sofa and watch TV after a
hard day’s work so they can relax. We made the advert so it makes a viewer
think, “shes a bit like me.” Wanted to give that thought in our viewers head so
they again can relates back to Jess.
6) Effectiveness of conventions
We wanted to have the narrative
aspect in our advert. We believed that if we did this, it would keep the viewer
watching, and judging from our target audience we know they would have a larger
attention span then say a teenager who you’d need to catch their attention
straight away. We also figured that once the viewer would start watching the
advert they would be eager to see what Jess does and how she overcomes her boredom.
And then to finish off the
advert, we reveal the chocolate alongside its slogan, this is a overt message
where we want the viewer knowing once they have a Turkish delight they actually
have added a delight to their lives.
7) Impact of work
Our advert sends out a positive
message to females or even males who get bored on their night in when their
watching TV, we have shown that the chocolate can be a nice treat after dinner
when you feel a bit peckish when relaxing. I can say that from asking women who
are around that age, they normally do get peckish once watching and tend to get
bored. One thing we purposely put in, was to allow Jess to be alone, the reason
for this, is that it’s less likely that she would be bored with someone else
with her. So were trying to show that the chocolate is her best friend.
Then looking at the old advert,
we can say that it is a bit random, and wouldn’t fit in today’s adverts. So I think
we would attract the old customers, because the advert isn’t like anything on
TV today and plus the generation who saw the 1984 advert would be much older today
a least well in their 30’s.
8) Technical Qualities
This part of the project claimed
to have its toll against me as my partner did not help me, filming and I had
our battles where my actors kept bailing out on me, this meant that the initial
idea that I had chosen had to be altered in places so it was suitable for the
actors I had on hand. Eventually I had found Jess, a family friend who was
happy to do the advert. But did not want to speak in it that became slightly
annoying. But brings us to my next point, the editing, the edit wasn’t too bad.
However I did have to find a compromise in which I could still show Jess’s
emotions just not from her facial features. So I decided to use speech bubbles.
This filled up some of the empty spaces the I had on the background of the
shots and also gave it a touch of colour.
Talking about my partner helping,
was because we wasn’t on the same page, so for time sakes, I had to make sure
that I got the advert recorded leaving myself enough time to edit. There wasn’t
much I could do about the situation I was in other than actually completing the
task on my own to my best ability
9) Aesthetic Qualities
The advert didn’t come out as we
first planned it but from wat we made I think it met what we were trying to
make. For example we wanted to give that homely feel in the advert, so we had a
big comfy sofa and made Jess dress in her homily clothes to make the scene look
a lot more relaxed. Overall I think all the elements that we used came together
and worked rather well together.
