Is your advert fit for purpose?
The brief was to advertise a chocolate bar through a 30 second TV advert. We were meant to advertise a chocolate bar and also aim it to a specific type of audience. The past target audience that the advert was aimed to be both male and female and most of them would be young adults. This advert is meant to have a specific target audience and had to have features and that would appeal to them. Our target audience are mainly teenage females that have an interest in gaming and are competitive, we chose to target the advert to this audience because the majority of teenagers are into gaming and it is a very popular thing in the modern day. the game that we chose was Mario Kart because we chose to use WII and Mario Kart is one of the most popular games on WII so most of the people who plays games especially on the way could relate to the advert. The chocolate bar that it had to make an advert for was Double Decker. To meet the brief, it had to do research that was relevant to the chocolate bar. The results that it has found out in the research lead me to add in parts of their old advert into my advert. The previous adverts for Double Decker consists of split screen which is reflected in the Double Decker bar because it is double sided. Also, the past adverts had a theme colour of orange and purple which was again reflected on chocolate bar because of its orange and purple packaging. It have included some of these features in the advert as it have made it a spit screen so it would be similar to the old adverts but not the same. I have chosen to do this because it would keep to the theme and also some people would instantly know it is a Double Decker advert because of the split screen. The target audience for the advert are teenagers but mainly girls rather than boys; this is because the casts are only females. However the key message to the advert is friendship, being competitive, having hope and also to be happy and in the past double Decker adverts, the key message was mainly humour. The changes made to the advert will appeal to the new audience as it is about friendship and the target audience mostly care about friendship and being the best and the advert shows that having a Double Decker.
Clarity of communication
When it came to presenting the idea, Rachel, Nisha and I had to go in an empty media room with no distractions and we each had to say a part of the power point and how it is all relevant and would appeal to the audience. We each had our own part to say and we had to cover every topic of the advert from the previous branding and audience to the technological resources and locations of filming. We all had to present our idea in front of media teachers who were analysing the idea and to see if there are any downfalls and that we all do understand the work and what we are supposed to do. After, they questioned us all about the idea we had made for the advert and to see if there are areas we could improve in and if we know everything about the idea such as the target audience and where will be filming. the feedback that we had from the teachers give us some new insight to ideas we made some changes to the idea after the presentation such as making the split screen vertical rather than horizontal and also to see if the locations we picked are suitable for the advert. One of the feedback we were given was to make sure the advert does not look like we are advertising something else because in the advert, the casts were playing the WII and if there were too many shots of them playing the game then it would seem as if we are advertising the WII. to stop prevent that from happening, we took out the shots of the TV as it only has the game on it and replaced it with shots of the casts playing the game so it would look like it is just friends playing and being competitive.
Appropriateness to audience
Our target audience was worked out to be teenage and young adult females. We chose them because before, the main target audience for the advert was male teenagers and adults. The advert that we have made appeals to our target audience because the key messages in the advert if friendship, competitiveness, and to have fun, also the casts are girls so because of that, the advert will appeal more to girls because they could relate to it more than boys. the advert would also appeal to game players as the advert includes a game of Mario Karts being played but also the theme of the advert is Mario Karts as it is shown by the music played in the background.
Effectiveness of techniques
The shots used would also make the advert appeal to the target audience because the advert consists of close ups, mid-shots and long shots. The close ups was used to show the emotions when the casts won or lost a game, it would also show the competitiveness between the two. the long shot was used to show the surroundings they were in and it would show that they are in an ordinary living room and it would come across as the people in the advert is just the same as the people watching it so the audience could relate to it. We have also edited the advert so it would be split screen as it resembles Double Decker as being double sided but also to keep a feature the same as the past adverts. also, we added some graphics of a countdown at the start of the advert which resembles the game but also add in some excitement because people would want to know what comes after the "3 2 1" so they would keep watching. The graphics was coloured purple and with orange outline which keeps the theme colour of the Double Decker packaging because their main theme colour is purple and orange. In the last three seconds of the advert, we used a close up of the Double Decker chocolate bar next to a WII remote. we also added in a voice record to say the name of the chocolate bar and the slogan and because of this, the advert and chocolate bar will be remember able to the audience. We chose that specific font because it suited the theme but also, we chose the purple and orange colour because it is the same as the packaging so people would recognise it. The graphics has made a good change to the final product as it is more entertaining to watch and it says some things that can be said on the voice over like it was done at the end in 0.27 to 0.30 where it says the chocolate name and slogan with graphics and voice over included.
Effectiveness of content
The content that we have chosen is for the advert to be dramatic and self-perceptive. The reason why we chose these two is because dramatic features are popular within adverts no matter what the reason is or what the point is. The idea was to over-exaggerate things so it adds in drama but also some humour. The self-perception was added because the audience would want to be in the position of playing a game with their friend and having a chocolate bar instead of watching adverts on TV. The reason why we chose to add in some dramatic features is because it would grab people’s attentions. For example, one of our ideas was for one of the casts that lost would throw the controller onto the sofa which would add in some tension. However we soon thought that throwing a controller would be a bad idea as some people could start doing the same and at would not be good. I think that the dramatic features worked well because it added some humour as well because the casts was being overly serious. An example would be on the countdown because their facial expression looked as an over-exaggerated serious, this was shown by the close up used.
Effectiveness of conventions
The conventions we have chosen to use in this advert were for it to have a good music, for it to have a strong and catchy message and nostalgia. The reason why we chose these were because music would help the audience remember the advert because each time they hear the song, they would think about and this is extremely helpful because the music we chose was the Mario theme song so each time a Mario theme song starts playing, the audience would think about the advert. Also, using the Mario theme song would instantly make the audience think of the game and know that this advert is about or includes the game, so from there it would already have the attention of some people. The catchy message used is at the end when it says 'It ain't half a bar' which stays in peoples head as it gets them thinking and the fact that it is also at the end of the advert makes it more effective as it is the last thing they hear. Also, it is one of the only thing being said in the advert so stays in their head and when they do see a Double Decker chocolate bar, 'It ain't half a bar' will be projected into their heads. Nostalgia was also added because the people will see themselves in the past playing games with their friends, because of this reason and the audiences' memories, they would want to buy the advert. Nostalgia adds in another type of entertainment where the audience could entertain themselves by thinking into the past into a fun moment in their lives.
Impact of work
The advert has a positive effect because it has nothing bad or any misleading features that would not be good as we would be tricking the audience. The main messages that we have used in for the advert is friendship and it would encourage people to keep friends and also to be nicer. However there is also competitiveness in the advert but that could also be in a good way because it would encourage people to try their best to be the best. It would encourage the audience to buy the product because they could take it when they need a break when they are having a competition. Both old and new audience could be interested in this advert because of friendship and gaming. However we chose two girls to star in the advert because we found out most of the target audience was girls so we decided to use girls for the casting. Nostalgia also plays a part in this advert because if elder people see the advert, they would think of the past where they used to play games with their friends. But also, many boys are interested in gaming so they could also relate to the advert when they are playing games.
Technical Qualities
the Technical qualities of this advert is the split screen as it distance this advert from others because we would of needed twice as much shots as one shot should go on each side but also many other adverts doesn't consists of split screen. We chose to add in a split screen because it would keep to the past adverts and would also be very effective than having no split screen. Other qualities are the graphics we have used, I think that the graphics worked best at the start on the countdown because it went to beat with the sound in the back but and also with the shots. The problems that we had encountered were the split screen and how to get it to work well. We did some research on how to get the split screen to work and how to get one shot on the left and the other on the right. However, we did not find any answers to how to make the split screen work so we then asked the teacher and was suggested that we out one shot over the other and crop the part of the shots that we did not need.
Aesthetic Qualities
The advert consisted of close ups, mid shots and long shots. Each time on a close up shot, we made sure that the casts was doing the right facial expression so that it would be shown to the camera and also look good in the advert. An example of a close up that we have done is at the start where it had close ups on the countdown. The mid shots were used to show what the casts were doing so we made sure there were some mid shots to show that the casts was playing some games. Without using any mid shots, the audience would not know what is happening and would be confused. We used the long shots to show the environment and atmosphere where we were filming. we used a the long shots to show to the audience that we are just ordinary people and normal so then the audience could relate to it. There were some shots that had different lighting and we had to re film to get the good shots and when were filmed, we changed from using natural lights to electrical lights so the lighting would stay the same throughout the advert.
