TV Advert Evaluation

TV Advert Evaluation:

What was the brief?

For this unit, we had to decide on what Unilever product we wanted to re brand and what product in which we wanted to aim our new target audience around. For this brief, we were in small groups and had to decide which item we wanted to do, in this case we decided to change Ben and Jerrys ice cream.

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

In our group, we decided to re brand the ice cream Ben and Jerry’s. In our groups, each one of us had to brand a unilever product and decide which item we wanted to do our TV advert on. We decided on doing the Ben and Jerrys in which we rebranded it for bringing people together such as family, friends and strangers. We had watched a few of the adverts that are done professionally and are on the TV and we decided to use some of the pieces of off the advert in which we used to try to make our advert to a higher standard. In this case, we used the small-animated cow to pop up and the logo to make it seem like a real Ben and Jerry’s advert. We also decided to do a certain target audience due to how we would be able to get an accurate survey from the audience and in which was aimed directly to them.

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

For our product, the main target audience is based around children aged between 8-14. This is because of how the advert is presented on the TV by all of the animations and the different flavours in which attracts the younger audience in to wanting the product, but it can also be aimed towards adults due to watching their child watch it could make the adult want to buy the item for their younger child. We decided to appeal to teenagers around the age of 16+ because of how it is shown by two strangers randomly sitting eating ice cream together on a bench around their college. In addition, we also done this age due to how there are not many animations in which would bore a younger child in to not watching it and by how it was put together. Therefore, we decided to appeal to this target audience due to how the originals are based upon a younger generation.

How did you collect the feedback (comments from others) on your finished advert from your target audience?

We decided to do a small survey in which we got the range of ages from 16-22+ due to how we tried to make our advert very professional and tried to put the least amount of animations in to the advert to target the older audience. By doing the survey, it helped us to see how we did on our survey and whether we could have improved. We asked questions such as ‘Did you enjoy the advert’, ‘was the advert successful’, ‘and is it suitable for the target audience’ and so on. We had evaluated from the survey that most of the people had enjoyed the advert and believed that it was successful, in this case their age range was between 16-21 in which is a fairly young age for the advert in which shows how teenagers enjoyed the advert more than an older 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 believe that we managed to get the main message across in which was trying to bring together teenagers due to the amount of technology in which is used consistently every day. I also believe that we got our message across to the target audience because of how we used the slogan ‘the ice cream for everyone’ in which we aimed it at people to communicate and get together. I also believe that our advert had an appropriate impact on them as the advert had teenagers ranging from 16-18 in which I believe would have appealed more to the teenage audience rather than a younger or older audience. I also believe that it was appropriate for the target audience because it did not contain many animations in which some people around this age find animations boring or do not find them fun anymore due to their age.

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

For our advert, we used many different shots to try to get different angles in to the advert. We filmed at college due to our target audience and wanting to aim it towards them more than what we tried. We believed that by filming at college, the target audience of 16+ would be appealed to more because of the surroundings at how it relates to their daily lives until summer holidays. We used different shots such as wide shots, medium shots, extreme close ups and long shots. We decided to use these types of shots due to how we wanted a variety in our advert. We used the wide shots so you could see both people in the shot and their surroundings, the extreme close ups so you could see certain items better, medium shots for wanting to view one person in the shot and the long shots as the two actors are walking off with a small pan to keep people interested.

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

I believe that our advert effectively sells the product due to how we used two actors of the student and correct target audience age and how we filmed it at college in which is based upon what teenagers do most of the time during the day. I also believe that our storyline effectively sells the product because many people enjoy that certain brand of ice cream and how we wanted people to see that it can bring people, even strangers together, and it also shows an effective message of being friendly to someone can cause a lifetime friend. Therefore, I believe that the advert effectively sells the product.

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

For our persuasion techniques, I believe that they were quite effective. By using two people around the age of our target audience would attract people to watching the advert and purchasing the product due to how the actors were chosen. We also used different techniques such as using an ice cream in which we knew would attract our target audience by how popular it is with a younger audience than the older audience.

What was the message you were trying to send to the target audience?

For the message in our advert, although it was not very clear, we tried to use the idea of social media and how it is stopping communication within the teen category. By trying to achieve this we used the concept of how one of the actors were all on their own and by having another actor offering to join them, we tried to show that teenagers don’t need just a mobile phone 24/7. We believe that by sending this message it will help teenagers get out more and socialise a little bit better.

Overall, do you think that the advert is fit for purpose?

I believe that my advert is fit for purpose because of how it meets all regulations by not having copyrighted music and by not taking someone else’s ideas. We also followed the BCAP code by following the rules and regulations set by them in order to have a successful advert.

How does the advertisement compare to your original intentions?

For our original idea, we wanted to do a dairy free ice cream advertisement, due to the knowledge of knowing that the ice-cream was going to have one of those types of ice creams. Although, half way through the course, we had to change our idea due to the fact that we could not get one of the ice creams and also how we could not make our own due to how we wanted the actors to be eating the ice cream to make it seem more realistic. Also by the help of our tutor, he made us realise that it would not be possible to put templates on to already made pots due to how it would ruin the pieces of paper wrapped around it.

Reflection:

I believe that this advert was very successful. I enjoyed filming this and being a part of the advert as it made me realise that social media is not always the key part in life. I also like this advert because of how well thought out we had planned it and how we added small pieces of animations to it to try and make it more interesting/satisfying to watch due to how the rest of the group did not want it boring because of our target audience.