Evaluation of Final Advertisment

Evaluation

         

Is your advert fit for purpose

The aim of the brief was to create a 30 second TV advert for Cadburys chocolate of re-launching some of their past brands such as Flake,Double Decker and appealing to a new audience, but also still appealing to their past buyers. I think overall our advert does meet the assignments of the brief as we kept to the 30 second limit and also through our advert we did keep the idea of Flake appealing for mainly women and keeping the satisfaction that the woman receives after taking a bite out of the bar but also, we made it appeal to men by including a late for a date scenario, that the majority of people who are or have been in relationships are able to relate to as it able to create a bond between the audience and the actors, as they can relate to the characters. Also when it came to the re-branding of Flake, we decided to move away from the style of the past adverts, as they included slow music, Flakes theme tune and the presentation of women looking relaxed and sensual, to a more fast paced, energetic advert such as at 0:02 where we see the male in a rush and running which will be able to engage with the audience more but still keeping to the old brand of Flake being able to give women satisfaction and pleasure after eating it such as at 0:25 as this will be able to appeal to the previous buyers of the Bar and could create a sense of nostalgia for them. I think the rebranding of Flake was quite beneficial, as I think our advert is more engaging than past Flake adverts, as it has more going on and a whole different concept, while with previous adverts, it just a woman in a setting, doing something and then taking a bite out of Flake, which is why if we followed Flakes previous adverts exactly how they were, I don't think our advert would be that engaging, especially to a new audience. The reason why I think our advert is able to engage with the new audience, is because they are able to relate to a date scenario situation and are also able to relate to the characters because nothing stands out from them, but also gives them some entertainment and something to enjoy, as our advert is slightly different from others, as we keep what the main message and product hidden until 0:21, which is able to keep them engaged throughout it all as they want to know what it's going to reveal at the end.

Clarity of communication

We pitched our ideas through a presentation to our teachers, where we described each part of our idea in detail, but also using pictures who help put our idea across more and also an idea of dramatic music that we would like to have played during our advert, so that our teachers are able to get a better idea of how we want our advert to come across like, also I think having a rough sketch of a storyboard of shots that we would most likely use, also allowed are idea to be more vivid during are presentation. Through the presentation we did research into the past Flake adverts, which helped us more when it came to our final idea. As from the research we knew how to keep it appealing to the old audience by including the woman taking a bite out of the Flake in our advert such as at 0:24 , but also on the style that they used to have and how we can make it to a more modern situation, which in the end we decided it to be a man running late for his date, as it appeals to both audiences and still the previous one. Overall I think that our presentation went quite well, as we did a lot of research into the previous brand and their values, which then benefited us when it came to our advert, as we had more of an idea of how to appeal it to a new audience, but still keeping to the old and also the research allowed us to not cross any of the ASA regulations, as when planning out our idea, when it came to the pact shot, that we made sure that it shows the details on the packaging, so it doesn't come across misleading for the audience. 

Appropriateness to audience compared with original intentions

Our advert was able to appeal to the intended target audience as the age group that we were aiming for was from 17-23 and for this we used both female and male actors, but including the scenario of the man running late for the date and the woman getting annoyed, is able to relate to the target audience more, as they will be able to relate to relationship situations, where they have done something wrong and have to make up for it in some way. We were also able to keep it to the target audience, as our cast members costume was just casual clothing and not anything over exaggerated, which indicates to the audience that this sort of situation can happen to anyone and the outcome isn't always a bad one. The shot types that we included were a variety, but the main shots was close ups of the woman gradually getting more annoyed, as this is able to add humour to our advert, as the audience knows the males viewpoint due to the jump cuts such as at 0:05-0:06 and also allows tension to build up through the close ups and keeps the audience intrigued as they want to know how the man is going to get himself out of it. Also originally, we was going to have the male actor perform small stunts during the advert, such as jumping over objects, as this would be able to relate to our male audience more, due them having an interest in action. But, in the end we decided to keep it to him just running, as we didn't want him to cause injury to himself and also so that it doesn't make the advert look to complicated and too much going on all at once, as this could cause the audience not to understand the scenario of the advert and loose interest with it. But also, we had a 30 second limit, so we didn't want to over complicate it with shots of the man jumping over things, as this may of lead away from the story, as it's a short time to put everything together and make it run smoothly and show continuity. 

Effectiveness of techniques 

When it came to camera language it was quite simple but effective as we used a variety such as long shots, close ups, mid shots and with the use of a lot of camera movement, we were able to make the scenario/story come across more to the audience and not over complicate it. As beforehand we were planning for the the actor to do small stunts such as jumping over objects, to add more of an dramatic theme to the advert, but in the end we decided not to include this, which I think was a good idea, as it would of been harder to film and could of caused injury to the actor, so instead we just had him running down the street and pathways in Hyde Park such as at 0:15, which was still effective due to the dramatic music we chose. When it came to the audio for our advert, we decided to look for dramatic music as we thought that that type of music would best fit our idea of a man running late for his date, but we made sure that it wasn't too dramatic as then it would come across as more of an action packed, dangerous advert. But also with the music, I think it is able to add humour for when the male is running such as at 0:03 as it's quite a normal situation to happen and adding the dramatic tone to it, creates a sense of a man on a mission and for the male audience, it is able to relate to them by relating it too scenes that you would expect in an action movie. Also, the beginning of the advert, brings the audience in straight away as at 0:01 the hand hits the alarm the minute the music begins to get louder, as this connotes that it's the beginning of the males journey and it's not until 0:08 that the audience is able to tell what the situation of the advert is, as the music and the fast paced editing allows the audience to be kept in suspense. When it came to editing, the main technique that we used was jump cuts such as at 0:05-0:06 and 0:12-0:14, as this way we was able to tell the story from both the male and female perspective and also show the emotions of the characters through their body language and the close ups. When it came to the females perspective, we mainly focused on filming her face as from her expression at 0:05 to 0:17 changes drastically form being slightly annoyed to extremely annoyed, while with the male we focused on his journey to the destination and how in the end, he is able to make her become happy due to the expression at 0:26 by giving her a Flake. The graphics that we used was for the slogan for our advert, and with the typography as at 0:28 we tried to keep it to the same style as the Flake font and colour, so this way we don't move away too much from the brands identity. Also when it came to our graphics, we used a voice over with a females voice, so our advert is able to keep to the previous adverts audience and also as the voice is quite soft, it is able to go well with the slogan " for the days that crumble" as it connotes to the audience that Flake makes every bad day turn into a good day and also by using ordinary people as our actors, it's also able to put this idea across, as if it was directly aimed to a certain group, then it wouldn't be able to relate to the large audience that it does. Also with the camera language, I think including long shots and mid-shots of the casts body language and using close ups of the female's face, I think was able to tell the story more, as the audience is able to see the female gradually get more annoyed.

Effectiveness of content

The concept of our advert, is that a man wakes up late for his date and we use jump cuts to from the man to woman, to show that he is late and her gradually getting more annoyed as the advert progresses and when he finally reaches her, he falls onto the floor because he is out of breath and notices that the female is looking angry at him at 0:17. Then the male gets a bright idea and pulls out a box at 0:20 to give the impression that the woman is about to get proposed to, but instead of a ring being inside a Flake bar is and then at 0:21 and 0:26 it shows the woman being more happy, forgiving the guy and enjoying the bar. The fake marriage proposal part of our advert, I think would engage and surprise the audience a lot, as they are given the impression at 0:20 that the man is going to propose to her by his body language, which gives the sense of excitement through the audience, as it's unexpected and within the female part of the audience, they would find this scenario cute and also would be able to create social interaction, by for example them saying how they would like their partner or so to be more spontaneous. Also, the marriage part of the advert is quite unexpected, as through the advert we see the man running and the female getting annoyed and no sign of any marriage themes are presented through the advert, so it comes as a surprise to the audience and creates a feeling of the relief within the audience as the woman has forgiven the guy and there both happy again, where through the advert, it is expected that the woman is going to yell at he man for being late. The proposal scene, is where the advert meets it's climax, as through the advert until 0:22 the audience are kept waiting to see what the advert is truly about and then the Flake bar is revealed. I think our advert content, is able to engage with the audience quite well, as with the dramatic music playing from the start, the man running and the jump shots from both situations, the audience get the sense that it's a date scenario, but what keeps them engaged with it, is to see what the advert is promoting and how the situation is going to turn out when the man finally reaches the woman. Also, I think our advert is able to meet the brief through the fake proposal, as we are able to engage with the new audience, by the dramatic music and creating tension and anticipation through the advert, as our audience are young adults and might need something to make them feel more excited. Also, are advert is able to relate to the old audience, which was mainly females, by including the pleasured face of the our actress at 0:26 when she takes a bite out the Flake, as this way it shows that even though Flake hasn't been advertised for some years, it is still able to make you feel relaxed,satisfied and can still make you feel happy inside. Right at the beginning of the advert at 0:01, our advert is able to engage the audience straight away as different shots are shown quite quickly, but it is still able to get across that the male is running late for something due to the alarm clock  and it is not until 0:03 where the audience is able to get the idea that the advert is based around a date, but it is able to keep them entertained, as the female slowly gets more angry and to the audience they might want to see the outcome of what's going to happen to the male e.g. they break up, she shouts at him or so. Also throughout the advert, dramatic music is played in the background, which creates the shots to be more engaging and helps build tension through the advert, as things are slightly exaggerated such as at 0:05 where he steps in a puddle, the music allows it to be shown to have quite an impact and gives the interpretation that his in a rush, also the close up of it allows it to emphasise the rush the male is in. In our advert, we also added small sections of humour such as at 0:10-0:13 as we see the woman ring the man to see where he is, but then it goes to a shot of his phone ringing at home. Through these shots here, we are able to make the audience chuckle a bit, as it seems like a cliche thing to happen and also allows the audience to be more engaged, because from the womans expression, it shows that she has nearly reached her limit of patience and makes them really want to see what she is going to do to the male.

Effectiveness of conventions

Throughout our advert, the main conventions that we used were dramatic,narrative and humour. The reason why we decided to add a dramatic theme to our advert, is that we wanted it to be different from the previous flake adverts and to stand out more and have more of an impact on a larger audience, than just aiming it directly to females. We wanted to re-brand Flakes identity, so that it can appeal to the male audience as well as female, by including the male actor running, dramatic music and location. The dramatic music at 0:01 is able to grasp the audiences attention, but I think it is able to relate to the male audience more, due to it having an adventure/action tone to it, which would then be able to relate to actions films or even gaming such as "Call Of Duty"etc, as a common interest of males is gaming. We was also able to add the dramatic theme to our advert through the choice of location, as having the male run at a fast pace such as at 0:15 through different parts of Hyde Park and local streets, it was able to show his journey more and how important it was for him to get there, which is able to build up anticipation and tension within the audience, as they want to know if he is going to make it on time and also allows the male audience to relate to the actor, as they might have been in a situation like that before. Also with the chose of location, it is able to relate to our British audience, by filming the advert in London, and including shots of Hyde park they might notice such as at 0:14.Overall, I think the impact of using a dramatic theme for our advert, went quite well, as the music allows the audience to be drawn in right at the beginning of the advert and though it all creates suspense of what's going to happen and I think the music we chose really helps the visual side of the advert, as it's more entertaining to watch and enjoy, rather than having using quite music etc. Another convention we included in our advert was humour, but this theme of the advert was mainly shown nearer to the end, as through the advert at parts such as at 0:01, where the audience is introduced to the idea of the man running late for something and at 0:13 where it is revealed that the man has left his phone at home, this is mainly small parts of humour being shown, but at the same time, for some of the audience, it might make them feel sorry for the man, as the more the female gets annoyed, the more trouble is presented he is going to be in to the audience. Also with our advert we included realism and a narrative, as we didn't want to make our advert standard out a lot, as this way it wouldn't appeal to the target audience, so that is why we decided to do a date scenario, as this allowed us to relate to our new target audience and also I think the idea was quite simple, but effective. As with the idea, it was nothing out of the ordinary and was quite realistic, due to there being nothing eccentric about the cast members or their clothes. The impact that a realistic and narrative convention had on our advert, is that is able to appeal to our audience by being a simple advert and they are able to relate to the characters, due to them just being average people in a normal situation that can occur through life, as if the advert had more going on or included dialogue, I think it wouldn't have the same effect that it does, as I think the camera shots, were simple but the shot itself had stuff going on e.g 0:16 where we see the man coming to the end of his journey and also the facial expressions and body language of the cast, are able to tell the story such as at 0:11.

Impact of work

I think that our advert could be considered to have a good message to the audience and is able to encourage the audience to buy the product, but at the same time it can be seen as misleading.  The main message that is concluded nearer to the end of the advert from 0:20-0:30 is that Flake can make a bad situation and day turn into a good one as shows through the advert, the woman is shown to be getting more and more annoyed each time the camera goes back to her, but when she receives the Flake bar her expression becomes more calm and happy, which is indicating to the audience, mainly males in this case, that if you buy your girlfriend a Flake, she won't be angry anymore and you won't be in trouble. But, at the same time our advert is able to appeal to our audience as the slogan says "for the days that crumble" showing that Flake can make anyone's day become brighter and more joyful, even if your having the worse day of your life, Flake will make it better. This can also be considered the misleading part of our advert, as some people in the audience might take the slogan literally and expect that Flake really can turn any bad situation the other way around, which could cause the audience to complain to the ASA, but I don't think much action would be taken, as it's not a massive deal as it matches the story of the advert which is quite a simple scenario and no real harm is shown that could effect the audience. But I think if action was taken, the change that would happen to the advert would be to make the slogan seem less misleading, but at the same time that would mean a change to the advert, as our slogan sums up the whole situation through it. The misleading part of the slogan would be the only problem, that would be considered misleading to the audience, other than that, our advert is able to create a sense of nostalgia for the older audience. Nostalgia in our advert is shown at 0:23-0:25 and By including this in are advert, it is able to still relate to the old female audience, as we kept to the previous Flakes concept of showing the pleasure that the woman receives after taking a bite out of the bar. Our advert is able to relate to the more modern female audience, by being able to relate to them through a date scenario, as the age of are target audience is 17-23 and around that age is when people are or have been in relationships, and the female audience might be able to relate to them by being in the exact situation that the actress is in. Also our advert is able to relate to both male and female, by the costume as at 0:20 both of them are wearing casual clothing, which shows the audience that these characters are just normal people and allows them to relate to them more through this. Out of the advert, the music will be able to relate to the male audience more, than the female, as the music has more of a fast paced, action based theme to it which can relate to males more, due to a common interest of males is action films/ violence and videos games, so the music might be able to engage them more, as it might remind them of a certain game.

Technical qualities

Overall the filming and editing process both went really well. When it came to filming we thought that the weather would be an issue as it would have caused delays in filming and could of caused injury to the actor, but we was lucky to get every shot that we needed all in one day and we filmed a little too much at the same time, but this wasn't a big problem when it came to editing, as it meant that we could experiment with different shots to see which one works best. The one problem that did occur during filming, would be when we tried to film a shot at the train station, which was the doors closing while the male is inside the train, even though we got the shot, it looked a bit rushed as we had people walking past quite a bit, as it was during rush hour, but in the end we decided not to include this in our final advert. We decided to shoot a shot with the male on the train to show his journey more and that he had to travel quite a distance, but I think the advert goes quite well without it included as it still has continuity and shows the main plot of the advert. When it came to editing, we made sure that we followed are storyboard and made a few changes such as the train shot because it took up too much time and seemed rushed, but I think this was a good idea to not include it as 30 seconds is quite a short amount of time to fit everything in and make sure that it flows. So overall the filming and editing for the advert went quite well, as we was able to get it all filmed in one day and didn't have to re-shoot anything either, so this meant that we had more time with editing and finding appropriate music for the advert. 

Aesthetic qualities 

Through out advert, I think the characters,settings and costumes, went together really well, and was able to make it aesthetically appealing to the audience, as there was nothing extravagant in the advert and out of place. When it came to the characters, we wanted them to wear casual clothing such as at 0:16 and 0:17 we see the male wearing jeans and a shirt and also with the female she is wearing jeans and a plain black coat. The reason why we wanted them to wear casual clothing is that this way they are able to appeal to the audience, as the clothing is simple and something that many people wear, while if we made the male dress up in a suit or so, it could represent our advert appealing to business men and would ruin the whole concept of our advert. The characters themselves were just normal people, as they didn't have anything specific feature stand out from them e.g pink spiky hair or ripped clothing, they are just ordinary,everyday people, which allows the audience to relate to them, but also stay intrigued by the advert. As if we included characters that are quite eccentric, the audience might not be as interested in the advert, as they would get the impression that it doesn't appeal to them, so by having them appear ordinary and wear casual clothes, it is able to appeal to the audience. Another aesthetic quality, would be the camera techniques as we used static shots e.g mid-shot,long-shot but had a lot of action going on within the shot 0:17 where as if we moved the camera while filming, I don't think it would have the same effect it does, and would look untidy and rushed. I think the use of a variety of camera language was able to portray the date scenario quite well, as we didn't film anything complicated and we were able to show the emotions of the characters through their body language e.g at 0:17 we see the male fall to the ground, which indicates that his is out of breath, but also shows that he is trouble due to the females body language, as she has her arms crossed and is looking down on him.  So overall, I think it all worked together well, as through the advert there is nothing that stands out from the rest the clothing is simple and the shots and also we didn't use an over populated area to film and Hyde Park is quite a simple place and not much was going on, so we didn't get any unnecessary things in the shots.