Evaluation
Main Advert
Second Advert
Main Advert
Second Advert
Fits the Purpose
The brief of the unit states that they want us to create a 30 second television advert for one of Cadbury's old but beloved chocolate bars, such as Flake, Time Out or Double Decker. The advert must take it mind to appeal to the new generation of teenagers without alienating the loyal and older fans of the brand. The brief also suggests to look at old adverts of the chosen chocolate bar and include a nostalgic message to the new advert, but remember to also think of the new audience as the prime audience. Finally it reminds me that the advert will need to aired at prime times and channels that the target audience are going to be watching.
From what the brief is asking i needed to create an 30 second advert that appeals the the teenage age range of a British audience, (as Cadbury is a British Chocolate company) but keep in mind the older and loyal fans of the chocolate bar. Personally i think i have fully met their requirements.
Firstly i would mention both adverts are 30 seconds each and where planned in the pitch (mentioned on part 2 of the pitch, at 6:22) to air on TV during evening and late night screening, these where the times that our audience told us in primary research where the most common time they watched TV. This proves that we are using prime times and channels to reach the adverts message to as many people and more importantly, our target audience of the advert.
During the research of previous advert we thought that the way time has change would make flake ineffective if branded the same way as the old adverts as it was very feminine, seductive and rather classy. Modern teenagers do not share much relation to any of these brand identity and we though the best idea is to change its marketing technique to a humorous style instead of a graceful style. The Scenario of both adverts are dates that go wrong for the man as he either is running late for the date (Main advert) or cooks a bad romantic dinner (Second Advert) By casting both a male and a female actors, it allowed us to appeal to the male gender as it introduces a connection the men can relate to. The humor of the advert is put in the modern idea of a mans cliché way of doing something wrong but finding a simple solution, what has been popular in TV shows, Films and other media products. Both Scenarios are complete possible to happen in real life relationships and most likely has happens lots of times, giving a scene of realism and connects the audience to the advert and brand just the bit more. Using the location of Hyde pack in London and local British streets also made sure that it would be marketing the UK audience, as they would recognize the well know park in London and outside weather would also give across the typical cloudy scene the UK often has. The enhancements made during the advert such as the cliché stereotypes, relatable scenarios, and even the location and age of the actor and actress, give the audience more of a social identity with both adverts due to the similarity the advert has with their own lives as well as giving across a sense of humor about the difficult points of dating.
All together i think both the adverts appeal and connect with the audience in a personal way due to similar age range, similar situations, recognizable settings and the personal identity with the two characters.
Firstly i would mention both adverts are 30 seconds each and where planned in the pitch (mentioned on part 2 of the pitch, at 6:22) to air on TV during evening and late night screening, these where the times that our audience told us in primary research where the most common time they watched TV. This proves that we are using prime times and channels to reach the adverts message to as many people and more importantly, our target audience of the advert.
During the research of previous advert we thought that the way time has change would make flake ineffective if branded the same way as the old adverts as it was very feminine, seductive and rather classy. Modern teenagers do not share much relation to any of these brand identity and we though the best idea is to change its marketing technique to a humorous style instead of a graceful style. The Scenario of both adverts are dates that go wrong for the man as he either is running late for the date (Main advert) or cooks a bad romantic dinner (Second Advert) By casting both a male and a female actors, it allowed us to appeal to the male gender as it introduces a connection the men can relate to. The humor of the advert is put in the modern idea of a mans cliché way of doing something wrong but finding a simple solution, what has been popular in TV shows, Films and other media products. Both Scenarios are complete possible to happen in real life relationships and most likely has happens lots of times, giving a scene of realism and connects the audience to the advert and brand just the bit more. Using the location of Hyde pack in London and local British streets also made sure that it would be marketing the UK audience, as they would recognize the well know park in London and outside weather would also give across the typical cloudy scene the UK often has. The enhancements made during the advert such as the cliché stereotypes, relatable scenarios, and even the location and age of the actor and actress, give the audience more of a social identity with both adverts due to the similarity the advert has with their own lives as well as giving across a sense of humor about the difficult points of dating.
All together i think both the adverts appeal and connect with the audience in a personal way due to similar age range, similar situations, recognizable settings and the personal identity with the two characters.
Clarity of Communication
Pitching the idea for our main advert was a well thought through process as we wanted to make sure we hit all the key points that need to be communicated across to the critics who where giving us permission to create our advert. We structured the advert in the follow way; first we talk about the actual idea of the advert. After that we would go in depth on each section of the idea such as location, convention we would use and cast members. Then once the idea has be explained fully in depth we mentioned the advertisement plan, which included where we would spend our £1,000,000 budget and why we would chose the channel and times we did. Finally to wrap up the Pitch we would mention the equipment we would need and how we plan to do the Post-Production. The reason we made sure we had such a specific structure is to make sure we didn't miss any point we wanted to mention to the critics, who happened to be our media teachers and another member of staff of the school. They where used as our critics as they are best qualified to judge how effective the advert would be as well as specialising in media. We had to influence them that our advert would be successful if made and aired as we explain the pitch. I we succeeded. Throughout the pitch my partner and I spoke clearly and confidently about our idea for the Flake advert and explained in detail why we made all of our decisions. For example during the 2nd part of our pitch, at 11:43, it is mentioned that the reason we chose channel 5 for our main screening channel is because it relates back to our audience as the audience watches Breaking Bad, which is aired on Channel 5. We showed that we knew what we where trying to pitch as we have very little words on screen, if any, during each page of the pitch. By using pictures to illustrate our ideas and help visualize to our critics what we are talking about. It also adds more confidence and trust from the critics towards us to make the advert as they know, we know what we are planning to make and know how we are going to make it.
During the feedback of our pitch, shown on part 3 of our pitch, we both answered any question they asked quickly, confidently and knowledgeably. This insured that they did not get the impression that we did not know about the points they mentions, but instead forgot or missed the point out in the pitch. Once again showing we are trustworthy and confident in making the Flake advert. Overall the pitch went extremely well and i personally think that we covered all the necessary point we needed to cover.
During the feedback of our pitch, shown on part 3 of our pitch, we both answered any question they asked quickly, confidently and knowledgeably. This insured that they did not get the impression that we did not know about the points they mentions, but instead forgot or missed the point out in the pitch. Once again showing we are trustworthy and confident in making the Flake advert. Overall the pitch went extremely well and i personally think that we covered all the necessary point we needed to cover.
Appropriateness to Audience compared with Original Intentions
Both adverts are successful at appealing to the target audience of a British, mainstream, teenagers and young adults, as well as still connecting to the older, loyal fans of the chocolate bar. The old audience for Flake was middle and young aged woman, therefore the long term fans would be mainly adult woman ranging between 25-50 years old.
The adverts are set in a modern time situation, but is also would relate to the past as well. The sernario with dating is a topic that can be targeted towards anybody above the age of 13, this is because aproximently people start dating at the age of 13. Even older viewers of the advert and reminisce on similar events in their past while the teenagers can relate to events in their life that has happened recently. On the Main Advert at 0:13 you see that the boyfriend left his phone at home and the girlfriend gets the miscall and looks quite angry. This is a 'tipical' problems with the male gender at a whole, females genually think that men do not awnser their phones or mess up somewhere, for example here leave his phone at home. This will make the female audience connect knowing how it like having their own boyfriend/husband or even just another friend no anwser their calls or being forgetful. The male audience can also connect to this 'typical' event, as they do sometimes forget their phone and end up getting in trouble for being forgetful. Due to the simulaarity of the events in the adverts and real life events, giving the audience a personal identity with the advert as well as social interaction as they can discuss with their friends, family and partner how simular situations happen with each other.
After finishing the advert i showed it to a couple of people in both audience categories and they reason they all said they enjoyed the advert is due to it being 'amusing.' The humour of the advert is in the realism and the amplification of the music on top of the clesha sernario of the actual advets themselfs. Humour is one of the most effective and largely used advertisement method due to it being a great way of making the advert rememberable. The aim for the advert was to use a relatable sernario to attach the viewer to the following series of these characters, demonstrated in our second advert.
The adverts are set in a modern time situation, but is also would relate to the past as well. The sernario with dating is a topic that can be targeted towards anybody above the age of 13, this is because aproximently people start dating at the age of 13. Even older viewers of the advert and reminisce on similar events in their past while the teenagers can relate to events in their life that has happened recently. On the Main Advert at 0:13 you see that the boyfriend left his phone at home and the girlfriend gets the miscall and looks quite angry. This is a 'tipical' problems with the male gender at a whole, females genually think that men do not awnser their phones or mess up somewhere, for example here leave his phone at home. This will make the female audience connect knowing how it like having their own boyfriend/husband or even just another friend no anwser their calls or being forgetful. The male audience can also connect to this 'typical' event, as they do sometimes forget their phone and end up getting in trouble for being forgetful. Due to the simulaarity of the events in the adverts and real life events, giving the audience a personal identity with the advert as well as social interaction as they can discuss with their friends, family and partner how simular situations happen with each other.
After finishing the advert i showed it to a couple of people in both audience categories and they reason they all said they enjoyed the advert is due to it being 'amusing.' The humour of the advert is in the realism and the amplification of the music on top of the clesha sernario of the actual advets themselfs. Humour is one of the most effective and largely used advertisement method due to it being a great way of making the advert rememberable. The aim for the advert was to use a relatable sernario to attach the viewer to the following series of these characters, demonstrated in our second advert.
Effectiveness of techniques
The technique we used while doing the filming of our adverts where to keep the story flowing throughout the course of the day, this gave us the advantage of not missing any sections we would want to film and recorded each action at least twice in slightly different positions. By following the story of the advert while filming it allowed the adverts and shots flow into each other as where two actions look like they are recored at the same time, we recorded the same action done at two positions. By keeping the story's flow, extremely consistent i can make sure that the audience stays engaged as well as not making the story difficult to follow, as the inconsistent advert would of made it confusing.
The editing of the footage is rather fast pace for the main advert as a lot of actions must happen during the advert to get across the massage it is enforcing on the viewer. The fast pace gives a the advert more of a dramatic and intense emotion towards itself, with help from the chosen music, which is, "Zoosters breakout" by Hans Zimmer. During the main advert the music picks up after the alarm clock is hit and the frame cuts to a new shot, shown at 0:01. The sequence of shots after are cut though very fast only giving each shot a few seconds of air time if that. This portrays the dramatic emotion that results in the idea the boyfriend is in a rush, clearly presented when the advert is showing male role, for example between 0:02 and 0:06 and again near the end of the advert at 0:14 until 0:20. Both of these moments have a pick up point in the background music, giving the illusion of desperation and effort the boyfriend is going though to get to his date as soon as possible. The music itself is an instrumental with Violins being the leading instrument. It has very sharp notes that gives the music a more profound and adventure-like impression towards the listener. This works perfectly in our advert for that precise reason, it gives off the effect of urgency that the boyfriend does have. An extra bonus to our music choice is that is also the main theme for the cartoon movies Madagascar. This was useful as it helps connect to younger age group that has watch, or are a fan of the family film Madagascar. As it was a fairly popular film for its time a few years back it will give the teenage audience a slight nostalgic moment when hearing the instrumental.
The camera language in the the advert varies to keep the audience engaged and interested in the advert. By changing up the shot it creates a completely new image for the audience to see, this is done throughout the advert from start to finished but the sequence between 0:06 and 0:13 show a great representation of these effect. The girlfriend is on the taking out her phone to find out why the boyfriend is not here yet. instead of having one mid shot of her taking out the phone and ringing him to get a miscall, there are four different shots to capture this one scene. It starts with a mid-shot of the girl where the camera pans up with the phone as she takes it out. Then the camera cuts to a high angel, over the shoulder shot of the girlfriend ringing the boyfriend. Once it starts to ring at 0:09 it cuts to a close up of the girl on the phone waiting for boyfriend to pick up. Using the close ups are very useful in recording the advert as it allows us to capture the emotion the the persons facial expressions. You can tell that the girlfriend is getting very annoyed at 0:10 due to her having cross eyebrows and a serious face. The variety of camera language gives the advert much more personality as well as making the advert more interesting for the audience to watch.
Another way we have boosted the intensity of the advert and also adding a unique twist to the advert is by using a Jump cut sequence. This is where the camera constantly jumps between two points of the story. In our advert it is shown when the boyfriend is trying his hardest to quickly get to the meeting point for the date, and the girlfriend increasingly getting annoyed and angry at the boyfriend for being late. The advert cuts between these two views of the story after every scene/action has been complete. An example of this would be at 0:02 until 0:07, the camera jumps twice between the two view points after an action or emotion has been expressed to the audience. at 0:04 you witness the camera jumping to the girl look annoyed then for a brief moment to the foot of the boyfriend splashing a puddle to represent urgency, then back to the girl about to ring him. The jump cuts allow us to express a lot of emotion of both characters in a small amount of time. It also creates a more active and fast paced video that keeps the audience focused and interested due to the camera dramatically changing scenes as well as just angels of the same action.
The graphics we used where Purple with a slight yellow glow. This was decided for the soul purpose of matching the typography with the brand of flake, as flake has a yellow wrapper with purple text. we also tried to come close the the font as well as we kept it clear so the audience can read it, but also made it slightly fancy so that it matches with the theme of the flakes font. At 0:26 you see that the graphics fade in gracefully towards the left. This conveys the pleasurable, saterifing and calm emotion that matches the flakes futures. This typography is gives more of an impact towards older fans of the brand than the new teenage audience as the teenagers would see it just matching the brand while the older fans might see the past references towards the older adverts with the statiffing and elegant effect the graphics give off.
The editing of the footage is rather fast pace for the main advert as a lot of actions must happen during the advert to get across the massage it is enforcing on the viewer. The fast pace gives a the advert more of a dramatic and intense emotion towards itself, with help from the chosen music, which is, "Zoosters breakout" by Hans Zimmer. During the main advert the music picks up after the alarm clock is hit and the frame cuts to a new shot, shown at 0:01. The sequence of shots after are cut though very fast only giving each shot a few seconds of air time if that. This portrays the dramatic emotion that results in the idea the boyfriend is in a rush, clearly presented when the advert is showing male role, for example between 0:02 and 0:06 and again near the end of the advert at 0:14 until 0:20. Both of these moments have a pick up point in the background music, giving the illusion of desperation and effort the boyfriend is going though to get to his date as soon as possible. The music itself is an instrumental with Violins being the leading instrument. It has very sharp notes that gives the music a more profound and adventure-like impression towards the listener. This works perfectly in our advert for that precise reason, it gives off the effect of urgency that the boyfriend does have. An extra bonus to our music choice is that is also the main theme for the cartoon movies Madagascar. This was useful as it helps connect to younger age group that has watch, or are a fan of the family film Madagascar. As it was a fairly popular film for its time a few years back it will give the teenage audience a slight nostalgic moment when hearing the instrumental.
The camera language in the the advert varies to keep the audience engaged and interested in the advert. By changing up the shot it creates a completely new image for the audience to see, this is done throughout the advert from start to finished but the sequence between 0:06 and 0:13 show a great representation of these effect. The girlfriend is on the taking out her phone to find out why the boyfriend is not here yet. instead of having one mid shot of her taking out the phone and ringing him to get a miscall, there are four different shots to capture this one scene. It starts with a mid-shot of the girl where the camera pans up with the phone as she takes it out. Then the camera cuts to a high angel, over the shoulder shot of the girlfriend ringing the boyfriend. Once it starts to ring at 0:09 it cuts to a close up of the girl on the phone waiting for boyfriend to pick up. Using the close ups are very useful in recording the advert as it allows us to capture the emotion the the persons facial expressions. You can tell that the girlfriend is getting very annoyed at 0:10 due to her having cross eyebrows and a serious face. The variety of camera language gives the advert much more personality as well as making the advert more interesting for the audience to watch.
Another way we have boosted the intensity of the advert and also adding a unique twist to the advert is by using a Jump cut sequence. This is where the camera constantly jumps between two points of the story. In our advert it is shown when the boyfriend is trying his hardest to quickly get to the meeting point for the date, and the girlfriend increasingly getting annoyed and angry at the boyfriend for being late. The advert cuts between these two views of the story after every scene/action has been complete. An example of this would be at 0:02 until 0:07, the camera jumps twice between the two view points after an action or emotion has been expressed to the audience. at 0:04 you witness the camera jumping to the girl look annoyed then for a brief moment to the foot of the boyfriend splashing a puddle to represent urgency, then back to the girl about to ring him. The jump cuts allow us to express a lot of emotion of both characters in a small amount of time. It also creates a more active and fast paced video that keeps the audience focused and interested due to the camera dramatically changing scenes as well as just angels of the same action.
The graphics we used where Purple with a slight yellow glow. This was decided for the soul purpose of matching the typography with the brand of flake, as flake has a yellow wrapper with purple text. we also tried to come close the the font as well as we kept it clear so the audience can read it, but also made it slightly fancy so that it matches with the theme of the flakes font. At 0:26 you see that the graphics fade in gracefully towards the left. This conveys the pleasurable, saterifing and calm emotion that matches the flakes futures. This typography is gives more of an impact towards older fans of the brand than the new teenage audience as the teenagers would see it just matching the brand while the older fans might see the past references towards the older adverts with the statiffing and elegant effect the graphics give off.
effectiveness of content
My advert is a humourous, realistic advert about a boyfriend who wakes up late for his date with his girlfriend. and runs as fast as he can to get to her as soon as possible. As the advert progresses you witness the girlfriend increasing in her frustration at the boyfriend for not showing up on time and even tries ringing him. when the boyfriend finally arrives at the meeting point, he collapse on the ground and looks up at the extremely annoyed girlfriend. He then takes out a box and looks like he is about to prepose but shockingly it has a flake inside the case. The girlfriend is instantly happy and then during the graphics and sign off you see the couple happy, arm in arm, walking towards the bench. This scenario is to show off a stereotypical view of a boyfriend being late for a date. This gives across to the audience a humorous vibe, one example of this would be at 0:12 where the man has left his phone and doesn't answer is shows as a typical male action due to the social norm being that the male in the relationship is the forgetful and more laid back one. This could create humour because of this, the viewers will have personal identity wit the charters as they understand how the charters fell as well as including social identification and the entertainment.
Another part of our advert the appeals greatly to our target audience is at 0:20, this is once again displaying the humorous entertainment. At 0:20 it looks like the boyfriend is about to propose but turns out to have a flake inside the case. This tricks the viewer what the advert is about until the twist of having the flake in the case, giving off a shocking emotion, but then brakes into a humoured emotion. This is are aim for our advert as the teenage audience significantly are more influenced with entertainment instead of information. One last point with the content is that it is set in a everyday, british neighbourhood as well as a well known park in London. This makes the target audience of teenagers from britain as well as the old fans that would also be british citizens, connect to the advert even more than just the charters as they live in similar terrain.
Another part of our advert the appeals greatly to our target audience is at 0:20, this is once again displaying the humorous entertainment. At 0:20 it looks like the boyfriend is about to propose but turns out to have a flake inside the case. This tricks the viewer what the advert is about until the twist of having the flake in the case, giving off a shocking emotion, but then brakes into a humoured emotion. This is are aim for our advert as the teenage audience significantly are more influenced with entertainment instead of information. One last point with the content is that it is set in a everyday, british neighbourhood as well as a well known park in London. This makes the target audience of teenagers from britain as well as the old fans that would also be british citizens, connect to the advert even more than just the charters as they live in similar terrain.
Effectiveness of Conventions
During my advert three main conventions where used. The first one being realism. This is where the advert is realistic and is something that could possible happen in the real world un-staged. Our adverts both contain this conventions as they are both simple concepts that work well due to how simple they really are. Using the realism to our advantage of connecting the audience though personal identity we are able to make more of our adverts even more connecting though making them relate to actual situations couples have been in, like the late date and the dinner date.
The second convention used was narrative. This means our advert as a storyline, having a storyline makes the advert easy to follow and gives off the message clearly. The intent from using this convention was to make a story of the advert, and later on like we showed off with the second advert, start an Ad Series about the couple. so the storyline would allow the charters to develop. As we planned this is exactly how it turned out and enhances the social identification as well as the teenagers would talk about each of the new adverts and how some of the situations have happened in their life or a similar situation has. This would spread the news about our advert and their for giving the Flake bar more promotion.
The last main convention was done though the advert to add humour and build up to a climatic ending and that convention is dramatic. By making the advert dramatic it allows the advert to convey a mysterious and powerful build up to the revealing of the Flake bar. One moment of this build up is at 0:04 when you see the foot splash the puddle. This is not relevant to the story but it adds more drama and build up, making it more memorable at the end when you find out it is an advert for Flake. Our intent of using a Dramatic convention was to make it more memorable and it worked really effectively.
The second convention used was narrative. This means our advert as a storyline, having a storyline makes the advert easy to follow and gives off the message clearly. The intent from using this convention was to make a story of the advert, and later on like we showed off with the second advert, start an Ad Series about the couple. so the storyline would allow the charters to develop. As we planned this is exactly how it turned out and enhances the social identification as well as the teenagers would talk about each of the new adverts and how some of the situations have happened in their life or a similar situation has. This would spread the news about our advert and their for giving the Flake bar more promotion.
The last main convention was done though the advert to add humour and build up to a climatic ending and that convention is dramatic. By making the advert dramatic it allows the advert to convey a mysterious and powerful build up to the revealing of the Flake bar. One moment of this build up is at 0:04 when you see the foot splash the puddle. This is not relevant to the story but it adds more drama and build up, making it more memorable at the end when you find out it is an advert for Flake. Our intent of using a Dramatic convention was to make it more memorable and it worked really effectively.
Impact of Work
The adverts message is to eat Flake chocolate bar when you are having a bad day, this is told though the graphics and voice over at the end 0:26. The slogan said is "Flake, for the days that crumble," this is a play on words as the Flake bar is a crumbly chocolate bar and is well know for being crumbly as our audience research proves. As well as mean when days go all wrong, "crumble". This cleaver play on words allow both messages to be given across and does not push the viewer to buy the product if they don't want to. This keeps the regulation of Protection of Children thanks to it not giving off a strong persuasive message to any Under 16 year olds, the advert does not contain anyone under the age range. Another regulation we had to consider is promoting that he junk food is food for you, false advertisement. Once again as we never mentioned the flake is either good or bad for you and mentioned very little about the chocolate bar. All we really provided about the Flake bar is that is is a crumbly chocolate bar. Normally this would be bad advertisement for a new product as it doesn't give the products information away effectively, but Flake is a very famous old chocolate bar by Cadburys, a leading chocolate incorporation. Therefor the advert does not need to much information about the chocolate bar as the vast majority would already know about the advert.
Both audiences can relate to the advert still even though it is mainly aimed towards the younger generation. The older fans can connect to the realism of the advert though nostalgia or current events as people date though all ages and just because the cast you young does not mean the old fans cannot relate to them. for example at 0:02 and 0:14 the boyfriend is literally running to get to the date on time and I'm sure that a lot of people have had to run to get to a location on time, date or not. This makes anyone able to connect to the advert, making it more memorable and effective.
Both audiences can relate to the advert still even though it is mainly aimed towards the younger generation. The older fans can connect to the realism of the advert though nostalgia or current events as people date though all ages and just because the cast you young does not mean the old fans cannot relate to them. for example at 0:02 and 0:14 the boyfriend is literally running to get to the date on time and I'm sure that a lot of people have had to run to get to a location on time, date or not. This makes anyone able to connect to the advert, making it more memorable and effective.
Technical Qualities
The filming and editing of both adverts actually ran really smoothly and efficiently, We hardly encountered any major issue and the ads worked effectively to reach out to our target audience. There where only two issues we encountered, one being a tripod with a missing part, and the small issue of the graphics coming in letters instead of words. The graphic problem was an easy fix where we made the animation last longer but then sped up the clip so it look like I'm comes in , in words instead of letter by letter. The second issue was during the production of the second advert. the mount for the tripod was missing so we couldn't attach the camera to the tripod. Luckily my partner had a steady hand and the footage came out really well, if like it was on a tripod. It took more care and probably would of been better with the tripod but we had to make shift as we had a tighter filming schedule the second time round. Overall everything went really smoothly wit the technical performance of the advert as the group worked well as a team and where fast at fixing all the problems.
Aesthetically Qualities
Our advert turned out pretty much exactly how we planned to make the advert like. we planned to make the advert to appeal to the younger audience by making the cast mid teenaged of the age of 16 and 17 years old, and because people date a lot when they are young adults, it makes sense to make the cast this age. The location of the advert is set in a typical British street and Hyde park, a well know London park. This keeps to the brief of appealing to a mainstream British audience as it is set in a typical british street that anyone from Britain can most like relate to at one point. Lastly the costumes we used for both adverts are very casual and nothing special in a sense of aiming to anyone as our audience. This is so that we could get a larger audience as we can appeal to the mainstream mass of casual dressing people. All together we kept the visuals of the advert to match the brief as close as possible and i personally thing we did a good job at it.
