TV ADVERTISEMENT EVALUATION

 

 

TV ADVERTISEMENT EVALUATION

 

Our brief for this production was to rebrand a Unilever product for a different audience and create an advertisement which appeals to this new audience. As a group we each showcased our chosen products and new audiences, we voted on which rebrand was best, the product we chose was Cornetto. The current target audience for this product is people between the ages of 16-25 of any gender. We decided to change this, to appeal to an older, higher-class audience of any gender.

 

We collected the feedback to this advert though peer feedback within the class and a questionnaire sent out to a wider audience. From the wider feedback, participants said that we successfully targeted Cornetto to the older audience, mainly between the ages of 46-55. We aimed to create a prestige feel to the advert to make the appeal to a high class audience. However, a response we got was "the gloved hand and 'chimp' hair might be comically creepy." the music which got created for us had a nod to the national anthem which helped to steer away from this "comically creepy" aesthetic and towards the prestige we aimed for. The music also appeals to the older generations as they are more typically patriotic and royalists. When asked about the class appeal, the majority of responders said it appealed to a middle income family. This was mainly due to the universal appeal of ice cream and the 'typical' cheapness and affordability of it. 100% of the responders said the advert had no specific gender appeal, due, mainly, to the universal appeal of ice cream, the colour variations and "The atmosphere is inclusive via the lighting/ clothing". Half the responders said that this would make them want to buy the product. 

We also got feedback from the class, this feedback was taken from our first draft of the advert. Lots of the positives were from the technical side, with the editing, lighting and music. Some areas of improvement for us was with the transition, which then we changed from this feedback. Music loudness was picked up on a lot, which we also quietened in the final edit.

To film our advert we got a glass cabinet and placed it in front of a greenscreen. The original plan was to have the cornetto suspended from some wire. However, this proved to be more difficult than anticipated, so we changed the plan and had the cornetto resting on a glass shelf. Due to the time it took to set up and the lighting the cornetto melted and left a mark on the glass shelf. Using a mix of Premiere Pro and After Effects, we tried to remove this. The end result was not as clean as we hoped for, mainly due to time constraints. But, no one in the feedback picked up on this. All of the used sound was created specially for us as, from a friend who offered his help. Our setup worked well, minus the suspension of the cornetto, which allowed us to easily remove the greenscreen background and change it to the colour of the three flavors.

I think we successfully appealed to the audience we wanted to. Mainly this was by making the advert minimal and having the relatability in the music. Overall, I think the advert is fit for purpose, I feel if we were not held back by technical and time restraints we could've made a more professional product but we did comply with advertising regulations. Our advert does follow the BCAP code, for example, we did not encourage excessive consumption or encourage a poor nutritional habit by not showing someone consuming the product, therefore, complying with codes 13.2 and 13.3. We also claimed no nutritional benefits, complying with codes 13.4.(1/2/3/4).

I don't feel like this advert compares with our original intentions, mainly due to technical and time limitations. However, we reflected on the feedback from peers and created an advert which stands up and appeals to all the demographics we had at the start. If I were to start this advert again, I would find a substitute to working with real ice cream, as this is where the majority of our problems came from. I had a large involvement in the project, being the person most familiar with editing I did a large chunk and supported other group members to edit. I also was the only person with past experience with the greenscreen so I supported the group into creating the best lighting and set combination we could create. I also put forward the idea of showcasing the trilogy of different flavours and changing the colour on the background to align with the flavours.