TV advertisement evaluation

We were assigned to create a television advert to re advertise an existing product from Unilever.  We had to make it original and create a new product idea which didn't exist, for example; Sure Energy for men.  We made a group decision to use the existing product Sure because we thought it would be the easiest to market to different people eg; we wanted to market our product to men aged 15-25.  This was because we knew that Sure was already aimed more at adult women and we wanted to branch it out more in the opposite direction (young males).

We started collecting feedback on Survey Monkey and according to the results of this survey, the target audience was met.  A summery for the main points would be that the people that took the survey were aged 15-24, thought that the advert was aimed more at young males, thought that the advert should be shown around the afternoon (4pm being the earliest time and 6:30pm being the latest).  Most people thought it was a good quality advert although some thought it needed improvements and the majority of people were students and few did part time work as well.  Here are my survey questions:

Create your own user feedback survey


 I think in our group we did manage to get the main message across to the target audience because as it was aimed for teenage boys to young adults, we had to think about what would appeal to them. Using the gym a a setting would probably make this target audience relate to working out as we noticed that the majority of people who use the gym are male.  Using fast paced music that you would hear at a gym would catch their attention and peak their interest which would enable them to carry on watching the advert.  We had a lot of close ups of the product itself in the advert so they wouldn't be able to watch it without knowing what we were selling.  The slogan "Be Cool, Be Confident, Be Sure" is snappy and the repetition of the slogan would stick in their minds.  Watching the young male in the advert using the product and making girls run up the stairs towards him could had humor but the target audience could also interpret the scene into thinking that if they use this product girls will start to "notice" them, therefore making them want to go and buy the deodorant.

My advert complies to most BCAP codes.  For example it doesn't break any codes such as Harm and Offense or Alcohol.  It may waver on Environmental Claims because of the aerosol being sprayed but we made sure that if we could help it, there wouldn't be any violations.

Examples of a BCAP that didn't apply and one that may have applied to our advert:

The content in this advert is appropriate for the target audience, as they can imagine themselves in the position of the male in the advert.  This would stick in their minds and make them want to buy the product, especially since we used a lot of close ups of the can and used an everyday situation such as working out at the gym.

I wanted to show young males that this deodorant was the best kind to use by showing how it can cool you down (Be Cool) make you more confident (Be Confident) by making girls attracted to you because of the smell.  Also by using the fast paced music and the setting of the gym, the target audience could relate to it or even inspire them to use the product anyway because of the female members in the advert following the male around all being of the product.

Running machine scene from our advert

The final advertisement is quite different to our original intentions. For instance, we filmed the two girls next to the gym instead of from the inside of the gym because it was closed.  We also had to re-film the whole advert again because of the closure of the gym and because some of the actors were not wearing the same clothing.  With this in mind we also had to alter the storyboard and also with tutor feedback, alter some of the scenes when it came to editing so it would flow well.  We had to ask for help with the text which appeared on our advert at the end so we could get  it in line with the speech.

Slogan and close up of the product

I am satisfied with how the advert turned out in the end, although in my opinion, if I were to change anything it would be to have the actor spray on the deodorant without his t-shirt on.  I would also make sure that you could hear some diegetic sounds instead of having the whole advert with only audio from the music.  This probably would had added the feel that it was a real life situation instead of  it looking as if we just heavily edited our advert.

My involvement in the project was that I did my share of the recces forms, helped film the production, edit the production and I also was in the advert.  I also helped design the Sure Energy logo which was to go onto the can of deodorant.

FEEDBACK:

Positive feedback:

• "There were a variety of angles"

High Angle:

Slanted Angle/Dutch Tilt:

Close Up:

• "It was engaging"
• "Well paced"
• "Good continuity"
• "It had good continuity, it caught my attention and linked well with the product"

Criticism:

• "Should have used sound effects"
• "Male should have lifted his shirt when spraying the deodorant"

Example of mistake in television advert:

• "Speech should have been clearer at the end"
• "It was good although there could be some improvements"