TV Advertisement Evaluation

The Brief

Our brief/target was to re-market a Unilever product to either a new audience or to change the product briefly like one of the groups changed the named of one of Lynx's products. Our groups chosen product was PG tips and we chosen to re-market it to a younger audience, that audience being teenagers as we thought that when you mention tea or coffee you think of older people. Before we chose this was our final idea we had to come together as a group and decide that this was our final idea as we all had to come up with different Unileaver products and then pitch our separate idea to the rest of the group. We then voted on the best idea and chose PG tips as our product and now we could develop our ideas from this choice. We came up with different idea but the main one which got the most votes on was the idea to set it in a classroom and the class are misbehaving but when the teacher comes in with a box of PG tips the class change and they start doing different activities like playing card with teabags instead of playing on the their phones. Like I mentioned before the Target Audience we chose was teenagers, we chose this audience as we believed that tea is looked to be for older people.

Feedback
To collect some feedback we done this two different ways, a focus group of our class and we done questionnaires. First we choose to do the focus group, we done this by playing the advert a couple of times and then after we have played the advert we got things that the people liked about the advert and things that people didn't like. One of the things that people liked was the camera use, many people out of the group said that the use of the camera worked well, like the camera angles and shots. They also said that the editing was good in places and that some people did like the titles at the end of the advert. The things that people didn't like were, some people said they did fully understand what the advert is about so we could remake the advert so it is more clear to people. Another point that got mentioned and that should be re-made was the last scene where the titles pop up, they said the titles were fine but the placement of the titles on the advert may not be in the area to get shown on TV, this is a big problem as it might cut out some of our logo. When we can re-edit the advert we should move the titles about and make sure they will be able to be seen on TV.

The focus group could understand who the target audience was but they couldn't see the message behind the advert and the impact that it will have on them. This is a big problem as this is confusing the people who are watching it.

The technical and aesthetic qualities where overall good as mentioned by the group, they like the mise-en-scene for example the use of cups when they are sitting around table. Also the editing and the camera work was also mentioned strong parts of advert. The parts that let us down in professionalism is that the sound in some places goes quieter than in others so this lets the advert down for example the bit when there is music played when an actor has his headphones in, the sound is too quiet. The two shots when sound is the problem are the ones when the actor has his headphones in and at the start it is rap music and then it changes to classical music. It got mentioned that the classical music starts too late when that shot is shown. So we need to change the volume and cut the clip a little earlier and make it a little longer.

If the advert was shown regularly this would play into peoples minds that it would be perceived that tea is said to be for adults and teenagers now not just adults. The focus group believe that the effectiveness of the content is not entirely effect the storyline of the advert is not clear. I believe that because other people don't get storyline the advert will not be effective. In our advert I believe that we didn't have a main persuasion technique as we didn't entice people into our advert. This advert was to re-promote the brand with teenagers being socially accepted, so this could have been the persuasion technique by showing people that teenagers do drink tea.

The clarity of communications where, the message our team was to show people that teenagers do drink tea and we done this by placing teenagers in our advert drinking tea, the main technique we used was to place teenagers in the advert, also that how it changes people just by drinking the tea by acting responsible when the PG tips box is in the room.

Overall I think that our production is not completely professional but this could be corrected when we are updating the advert after the feedback we gained, I think the advert just needs some extra time to edit it.

Advertising Regulations

I believe the advert did comply with regulations as the product did not include harming/misleading or offencive material. If the product did we would not be able to show it on any media as before any advert is sent the advert is checked by a advertising board. One of the rules to follow is this 'The use of a title, logo, set or music associated with a programme that is broadcast on that medium needs special care. The audience should quickly recognise the message as an advertisement.'  In our advert you can clearly state that it is an advertisement as the use of titles at the end of our advertisment. Another regulation to follow is 'Advertisements must not materially mislead or be likely to do so'. Our advert may mislead some people in the way that they don't understand that why the people act like older after the PG tips box comes into the room, this may offend adults causing us a problem. Overall this may mean that our advert may not be fit for purpose as if it offend adults this may cause a problem. The offence may link to the

'Advertisements must not cause serious or widespread offence against generallyaccepted moral, social or cultural standards.'

Personal Reflection

The final advertisement did seem to match up with our original intentions but the thing that I believe that threw most people off was that when the teacher turns round the people in the classroom have changed somehow. I liked our idea before this one where the teacher would go out of the room and he finds that all the teabags from the box have disappeared and when the students leave the classroom one drops out of the students bag and the teacher sees it. I believe that the previous idea would have worked better as more people would have understood it. Matching our production to our documentation, the storyboard is basically identical as we used the storyboard during our filming to make sure that we get every shot right. Our tutors feedback was the he didn't really understand the advert, this seems to be a big problem throughout the feedback so more than likely if we had time to do it we would have to change our idea to the previous one. Also that if our tutor doesn't understand it this may show that adults don't understand the advert.

Self-Evaluation

Overall I though our advert was too a good standard but maybe becuase I worked quite alot on the actuall advert, whereas the people who we questioned seeing it for the first time. Taking other peoples opinions into account I believe the advert was average because people didn't understand it. If we was to remake the advert we should chose our previous idea as it would have been funnier and more understandable as you see the students do something whereas in this advert they just change somehow. Overall I think I played a big part in the projet as I done most of the filming and most of the editing throughout the project, this could be good or this could be bad as the other people in my group may have carried out the same things better. Next time I should let the other people in my group do more work so it gives us an even chance to show what we can do with the equipment given.