Our brief was to re-marketed an existing Unilever product and create a television advert to display our new concept.We began by investigating our own products coming up with ideas to re-market them. My personal idea was to re-market Bovril too a younger audience and turn it into a meaty protein drink for the health nuts. This would fit both the young health couscous demographic as well as the existing audience who have already bought the product for decades.
We pitched our ideas to one another in our production groups too decide which would be most suitable for filming and making. Hellmann's mayonnaise was chosen as our product (from the selection available to us on the Unilever website). Hellmann's Mayo currently is being advertised as a cooking ingredient (like as a substitute too butter) this we decided was a silly idea as the product really doesn't have the consistency of butter and similar fats instead we decided upon re-marketing the product as more of a condiment as we understand in some countries it's more popular to put on food than ketchup.
This isn't as much a demographic as a personal pychographic about whether or not you you prefer condiments or sauce based cooking ingredients which i feel is more specific and personal a question than a Questionnaire could analyse
To Re-market this product we decided to aim our mayonnaise at people who tend to use condiments most young people who tend to be unable to cook properly so they replace the bad taste of food with sauce.
We screened our adverts to our entire class, and set up two questionnaires.
We gain some feedback from our teachers and peers.
Things that appeared popular with our peers where the use of inside of the fridge shots that that where repeatedly pointed out as very interesting, the time of the advert being refined down to the point of a really fast pace, and the transitions of the advert being smooth and pleasant to watch.
Our teachers said in regards too our advert, the transitions helped make the product look satisfying the music was subtle enough too be unnoticed and that the uses of Mise-en-scene where highly appropriate for the general color of the advert,that we made some good shots when it came to the closeups in the ad however there where a few things that where pointed out to the detriment of the advert.
We found a few limitations when it came to casting the advert we didn't have the resources to get the full family we had initially suggested so we just mad do with who we could get too help us on the day.
Examples of this where the use of the voice over sounded too stressed, a couple of small continuity errors (Invisible unless you are Sean) and a slight error in the audio track that are out of sync.
A great quote from the hand written questionnaires was that "I liked the advert, looked good, made me think that mayonnaise is nice"
Some Statistics that I think are important to bring up are that 67% percent of people said that they where persuaded to purchase this advert on the strength of the advert.
The use of our slogan flying into shot in an almost kicking motion as well as voice over genuinely stating that the product is the latest condiment craze help me feel confident that this advert completely suits the purpose of our endeavor.
In a later cut I learned to use Adobe after effects to a better degree so that I could get the slogan "kick out the ketchup" to loop around the product.
This I hope grabs the audience and plants the seed of using mayo (more importantly Hellmann's) as something new and unique to use on your food.A Major improvement editorially is the the slogan the, color Balancing and Image stabilizer.
Things that didn't go so well in our advert are things like the fact that with most of the shots that weren't shown in the commercial where unusable due to some blindingly obvious continuity error poor direction ad acting.
As well as this we didn't unfortunately have the resources to visualize the ideas we initially came up with the family group was unfortunately. The Island table we decided made the continuity of the advert more convenient as i would be easier to film the shots of myself reaching into the fridge.
We where given a 5 pound budget to purchase food including our mayonnaise this we spent on the mayo itself a cheap burger and some salad the potato shown was given to us by the friend whose house we filmed at.
If we had better access to a budget I would have liked to spend more money on the food shown a higher quality an example of this would be a burger that cost one pound and took a minute too micro-wave.
The effectiveness of the advert sets it up as a safe family friendly advert that leaves the message of the brand in your head as well as the suggestion of using the product for these less often embarked upon idea
This works for our target audience as we only had.
A simple general message "Bring out the best, Kick out the ketchup" works well telling the audience that Mayonnaise should be the new favorite condiment.
One effective thing in the delivery of this advert is that the family sat around the table genuinely seem to be happy around each other having a conversation without a mobile phone in sight this challenges modern meal stereotypes as it's becoming more apparent that families dine together less and less as work and social lives become more intense.
One effective thing in the delivery of this advert is that the family sat around the table genuinely seem to be happy around each other having a conversation without a mobile phone in sight this challenges modern meal stereotypes as it's becoming more apparent that families dine together less and less as work and social lives become more intense.
The persuasion technique isn't very subtle it in a short narrative simply tells you that you should use it as a condiment which keeps things simple and not over complicated.
In my opinion the final was appropriate for the audience as (our condiment users, generally young people without much cooking skill) as it suggests
The simplicity has seemed to pay off here as there is no confusion about what we are trying to sell.
The fact that the adverts wholesome family look does allot to tell the target audience that this is the product they want.
I can't think of a way our advert doesn't comply with these regulations.
In my opinion the final was appropriate for the audience as (our condiment users, generally young people without much cooking skill) as it suggests
The simplicity has seemed to pay off here as there is no confusion about what we are trying to sell.
The fact that the adverts wholesome family look does allot to tell the target audience that this is the product they want.
I can't think of a way our advert doesn't comply with these regulations.
However another advert in our group the Man-Mite Mar-mite advert could be considered in appropriate by the harms and offence section of the code.
There is a scene in the advert where a boy is thrown too the floor.
Too some people it could have been looked at like the boy had been threatened or pressured into enjoying this product.
3 Personal Reflection
A. Compare to Original intention
The original intention for all intents and purposes was the same, well besides being heavily cut down post production.Our story boards show most of the same scenes the only scene I can think of that wasn't an original intention was that of the handsome devil in the tie reaching into the fridge.
B. Self-Evaluation
I feel like I could have been in more lessons I had to miss a couple due to health and weather. Other wise I feel like allot of the cut scenes I was in I damaged continuity by looking into the camera lens which damages the quality of the film. All In all despite my poor acting (First time in front of a camera) I feel the film went really well. And we achieved everything we needed out of it.
On the whole I really liked the way our advert came out. My favorite shot was my inside the fridge scene which was an on the spot change of plan the I really liked. Something I didn't like was the large amount of continuity errors we made whilst filming they sucked and limited the amount of footage we could actually use in the end. As well as this I wish that we had a more diverse cast people of different ages would have been great to make it look more like a family. My final issue was that with the quality of the food presented I feel like we could have shown better products to present the condiment. If I could do this again I would like to change all of the above.
4 References
The B-cap code
http://www.cap.org.uk/Advertising-Codes/~/media/Files/CAP/Codes%20BCAP%20pdf/BCAP%20Code%200712.ashx
Our youtube video as well as the other example
http://www.youtube.com/watch?v=IjD8OgZxt6M
http://www.youtube.com/watch?v=n-DeTCJ64Nw
Jonny,
ReplyDeleteWell done, this is a good 1st draft. I feel that you are 99% there but I want to see some specific information on the appropriateness of the advert in regards to the target audience before I award grading criteria. If this were included, I would award P1 & M1 - so just a little addition needed.
In order to reach P1 & M1 (and aim for D1 too) you should:
- add details on exactly how your proposed and final advert was appropriate for the audience detailed in your planning, this could be through actors representing the target age group and/or through the message and content of the advert.
- For effectiveness of content, mention family values and the importance of being together to share a meal/time with each other (I'm sure it was talked about in planning)
- use the term overt message when talking about persuasion and clarity of communication and say that it is helpful as it promotes a clear, easy to get/follow message. You can also mention AIDA here and link it to the way your tried to get the food to look really yummy (talk about the tints/contrast on the food here too?)
- Go into a little more detail on the 'Manmite' ad and say what is problematic for them in regards to the code
- link to your documentation more e.g., you had originally intended a family to be around the table but limitations with availability etc made this impossible. Also, you could talk about timescales and cast/crew issues here too
- Finally, in your self-evaluation, discuss what you specifically liked and disliked and what you would chanhe if you were to do this again.
Good stuff Jonny!
EllieB
P.S., I know you try very hard on this but just take a tiny bit extra time to read through your work. Much shorter sentences are preferable to longer ones as they make points much clearer and it's less difficult to get lost in them.
Jonny,
ReplyDeleteWell done, you have made the required changes and achieved P4 & M4.
EllieB