TV advertisement evaluation

Evaluation of the TV advert

 

We did this unit because we was going to be re branding a Unilever product. My group choice to re brand the product Hellman's mayonnaise, we chose to do this because we saw that the main target audience was for older parents and mainly parents. So we thought that we could make it appeal to a younger audience, for example teenagers and students because it is a large target audience. He had to make it appeal to the target audience by making it look like an activity that teenagers would do and to make it humorous so people don't get bored watching it.

 

To get a response on our TV advert to see if we can get information where it can be improved on or the parts that are good. We showed the advert to our class members for response, and we got the the results and have put them into our project folder. The other way we got the feedback is that we put it on the website Smart survey, this site lets you create a questionnaire and share it to random people so you can get a larger response from people. The link below is a link to my Smart survey questionnaire.

( https://app.smartsurvey.co.uk/survey/editor.asp?i=101117 )  

 

I think we managed to re brand Hellman's because from the feedback we got from the questionnaire where mainly good, and some of the feedback from the people said that the group of teenagers sat around eating food and and watching a DVD is what they would do so they said it was effected. some people even said that after watching the advert they would go out and buy the product.

 

To make the advert appealing to a teenage target audience we had to add parts into the TV advert that appeals to teenagers and that they can relate to. We did this by making the advert look like a group of friends sat around, eating takeaway and watching a DVD. We also made it comical by making it look like the main character is falling in love with a squeeze bottle of mayonnaise in a fantasy theme look with him running in slow motion to the bottle, which people resemble with love. And finally we know it is a fantasy because we hear the other character calling him, but its when she shouts at him that is when he comes back and he sees all of the people looking at him. Also the music that is used turns into romantic and calm music when he tries the mayonnaise.

 

We kept to the story boards for about 95% of the clip but there where some parts of the story board that we changed or missed out, for example we has going to have the main character after running to the the bottle he would spin around with the bottle with a shot-reverse-shot of them looking back on each other. But other then that we kept all of the shot type and angles. Our advert wasn't the same as the storyboards because in the storyboard, the time frame was too close together so we changer the shots and the sequence so that it looked like the more time had passed. Also because some of the
 shots would had broken the 180 degree rule. 
We wanted to tell our target audience, which was teenagers that it isn't just adults and parents that buy and like mayonnaise, that teenagers and students could buy it. We planned to appeal to them by making it relate to them by having friends eating and having fun.


Overall i think we did a good job of re branding Hellman's mayonnaise to teenagers. The editing and finish to the advert is to a good standard in most places, but in some places the lighting is dark. We made sure that the advert was kept to regulations by following the rules and regulations of BCAP. For example the advert would be aired at lunch time at about 6pm so we had to make sure there where nothing in the clip that would be offencive children. These are just some of the rules we had to stick to. 

5.1 Advertisements that are suitable for older children but could distress younger children must be sensitively scheduled.

5.4 Advertisements must not condone or encourage bullying.

5.5 Advertisements must not portray or represent children in a sexual way.

This relates to the codes of OFCOM as some of the content had to be checked as non of the footage could be offencive to anybody who may have watched the advert. OFCOM have select codes that any media project has to follow. As the advert was aimed at people under the age of 18 we had to follow the OFCOM code sector 1: protecting the under age. These are just some of the rules under this category's.

1.1 Material that might seriously impair the physical, mental or moral development of people under eighteen must not be broadcast.

1.2 In the provision of services, broadcasters must take all reasonable steps to protect people under eighteen. For television services, this is in addition to their obligations resulting from the Audiovisual Media Services Directive (in particular, Article 27, see Appendix 2).

1.3 Children must also be protected by appropriate scheduling from material that is unsuitable for them. 

The finished TV advert has changed very little from the original storyboards, apart from a couple of little shots in the dream sequence. We also know it was successful by looking back on my questionnaire results which in the picture below show 10 time more people thought that the advert would be a successful campaign. 


Finally my evaluation on the TV advert is that it was a successful re branding campaign but i would change the time of filming because when we where trying to film the tracking, slow motion shot of the person running the wind was terribly strong and was hard to keep a steady shot, so i would change the when filming to the summer. I am happy with my involvement in the TV advert because i am the main character in the advert, the acting could be a little better but i am happy with it. Also it was my idea in having the main character falling in love with the mayonnaise bottle.