The Final Advert: https://youtu.be/YueXbtPl7E0
1.
The
Brief
a. What was the brief? The
brief was to take a Unilever product and rebrand it for a different target
audience by designing a new logo and advertising campaign. Then we were put
into groups, and we would choose someone’s idea and make an advert for the new
advertising campaign of the chosen brand.
b. What was your chosen product and how / why did you decide, as a group, to
choose it? We chose my rebranding of
Pot Noodle, to change the target audience from teens and young adults living busy
lives, to a filling family meal that could be prepped quick and easy. We chose
this because it was the most developed of the ideas and had the most planning
behind it, so therefore most of the work was already done and we had a solid
idea of what type of advert we were going to do.
c. Who is the current target audience for the product and who did you decide to
appeal to? Why? The target audience
for Pot Noodle was working class 16–24-year-olds that needs a quick, easy meal
to save them time so they can spend more time working towards success. However,
we changed this target audience to families who need a quick filling meal to
keep everyone happy, as that’s a bigger target audience and the family audience
is one of the most marketable audiences because it can fit a wider range of
people.
2. The finished product &
feedback
a. How did you collect the feedback (comments / responses from other) on your
finished advert from your target audience? Provide a summary of the main
points. We collected feedback through a
google forms survey. Most of the responses said they enjoyed the humour within
the advert and the idea of a Pot Noodle Superhero. However, as an improvement
we were recommended to not include prices due to tax, and to keep the tone livelier
or have a shorter advert as to keep viewer’s attention from ignoring the advert,
and to have the family look happy while eating the pot noodles.
b. Appropriateness to 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
think we managed to target the advert to our target audience well enough for it
to be recognisable. When we asked those taking part in the survey who they thought
the target audience was, most of the answers got it correctly, saying it was targeted
towards parents and families.
c. Think about the technical and aesthetic qualities of your advertisement.
Analyse your use of: mise-en-scene; camera; editing and sound. The advert
had a warm colour tone to it with some dust particles overlayed with the video
to add more to the summer aesthetic we were going for. We also limited the
sound to only the voice over and some copy right free lo-fi music to make the
advert feel more relaxing and calming. We had a still camera throughout, apart
from when we had the blanket going onto the ground, we added some tilt there,
and when we panned to the family eating the pot noodle. The setting was in a
park, to make it relate more to summer and taking kids out for picnics. The editing
was cutting up slow clips, and making it look dramatic with slow-mos and jump
cuts.
d. Effectiveness of content: Do you think your finished advert effectively
sells the product to the specified audience through its storyline/narrative? I
think it could have been more effective, by having the age gap between the
children and parent actors be wider, so the child actors look younger and the
adult actors look like adults, instead of just using teenagers for the acting. However
due to the clothing choices and how the advert was filmed, I feel like it was
obvious enough to who the parents were to communicate to the audience that we
are targeting the advert to parents and families.
e. What was the effectiveness of the persuasion techniques you used to sell the
product? We tried to use a calm atmosphere, a relatable scenario and featuring
our target audience within the advert so they feel more connected to it. I feel
like it was relatively effective, as the survey most people were able to tell who
the target audience was, and most said they would consider buying the product
after seeing the advert.
f. Clarity of communication: what was the message you were trying to send to
the target audience? What were the main techniques you used to send that
message? E.g., I wanted to tell teen audiences that drinking Bovril is not just
for older people so I used younger actors and hip/colloquial language to appeal
to them in the hope that young audiences would identify with them. I wanted
to tell that you could have a quick meal and it be for filling for the whole
family. I tried to show that by having a calming atmosphere to the advert and
showing a family go from crazy to calm due to the pot noodle.
3. Personal Reflection
a. How does the final advertisement compare with your original intentions?
Reflect on your documentation, e.g., you storyboard and other pre-production,
final advertisement and audience/peer/tutor feedback. We originally decided to have 3 children using
water guns to fight each other, with roughly 4 shots of them tumbling in the
grass and firing water at each other. Then it would show the tired parent
drinking some coffee and narration explaining the situation, and then the Pot
Noodle Superhero parent would come in and save the day with our new Pot Noodle
to relax everyone with a filling meal. We were going to have some upbeat and
loud music at the start to demonstrate how lively the children were and how
tired the parent is, and then bring in the relaxing music at the end when the
superhero parent comes in. Our advert differed from this however as we couldn’t
find music which suited the mood at the beginning, so we tried having the
relaxing music all the way through which ended up working well and furthered
our message of this rebrand of Pot Noodle being relaxing and a filling meal. To
suit this new tone, we also made the colours more pastel and dreamier to make
it feel even more relaxing like a lethargic summer’s day.
b. Self-evaluation: reflect on how satisfied you are with your final advert.
Would you do anything differently if you were to undertake the task again?
Finally, evaluate your own involvement in the project. I am relatively
satisfied with the result; I like how there is a set mood of the advert and how
everything fits in well together. However next time I would prefer to get the
framing right on some shots, like film further away of the last shot of the
whole family eating the pot noodle so when we edit in the zoom it doesn’t cut
out actors, and for the second shot where one of the children is pushed onto
the ground, I would like to have the camera a little bit lower but angled
further up so we get a clearer shot of Mireya throwing grass on Lucy, and so
Lucy’s head isn’t cut off by the framing. I would also like to give the actors
more direction on the acting, for example the scene where they all sit down to
eat the pot noodle, instead of looking relaxed they look depressed, but other
than that I felt like everything else fitted the mood. When recording I
directed Kris with the camera and told the actors when to come in and move and
I done most of the editing for the advert as well. If I was to do this next
time, I would split the editing so then I could have other’s input more on it
to improve the editing more.
F
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