1. Is your advert fit for the purpose?
The brief was to make a 30 second TV advertisement for a cadburys chocolate in way to attract new and existing customers and also to re brand the chocolate.
Our chocolate advertisement meets the brief because we had done a 30 second advert to re brand cadburys Fry's Turkish Delight.We know we met the brief as we done primary and secondary research before we had even planned the TV advert on storyboard. I also know it meets the brief because we had done the advert 30 seconds exact not a second more or less. And we also re branded by keeping the old adverts theme running through our chocolate advert. Our idea of our advert is having a character who is bored watching TV, and she wants to eat fry's Turkish delight, so she goes searching for it in the kitchen and when she finds and eats the chocolate bar she sees herself wearing the headgear and belly dancing belt, and then she is in the middle eastern country having fun dancing around, she then wakes up back into reality seeing that its all a dream. Our idea is clearly portrayed in our advert and is shown clearly from 0:01 to 0:30 where you see our main character doing the expressions and actions of the idea we portrayed. I think the re-branding appeals to a new audience as we tried to relate it more to a target audience by having our first few seconds of our cast watching TV which our target audience love to do as from the primary research feedback we got most people like to watch TV.
2.Clarity of communication
We had pitched our ideas by doing a PowerPoint presentation by pitching our thoughts and ideas through images on a power point, then me and partner explained it thoroughly of what is on each slide. We done a rough storyboard with images to show what exactly is going to happen in our chocolate advertisement. Me and my partner knew exactly what we were saying and how we will portray our ideas in front of the two teachers. We pitched our chocolate advert to two media teachers.
I think our ideas were conveyed efficiently because we had give a lot of detail when we had spoken about every image on screen and tried to make our media teachers understand our concept to the best of our ability. Me and my partner had worked hard before we pitched our ideas so we knew exactly what and how were saying it. I know me and my partner had pitched effectively and efficiently as through the grades we had been given. We had got a distinction for our chocolate pitch advertisement which tells us that our pitch was very good and effective to out media teachers.
3.Appropriateness to audience compared with original intentions
My advert had appealed to the intended target audience as we had related our chocolate advert according to our intended target audience we did this by having our cast watching TV in the first few seconds of the advert, this relates to our target audience as when we had done primary research we looked at what our target audience likes and dislikes are. Most of our target audience had liked to watch TV and listen to music. So we added her watching TV and in the middle part segment of the chocolate advert we had added some music in order to relate it back to our target audience.
When me and my partner filmed we tried to make it very creative by adding various camera movements, shot types. We had used a lot of close ups, two or three mid shots and long shots, i think using close up and extreme close ups makes our chocolate advert look very effective. The props me and my partner had included when filming for our ad is the actual cadburys Fry's Turkish Delight being filmed and also our cast eating the actual chocolate in the advert. The costumes we had used is the belly dancing belt and two coloured scarfs, we had used all these props to make our advert look very effective we had also used to relate some of the Turkish theme in the old adverts, we made our cast do a bit of belly dancing with the two different scarfs on her head to make it feel and look like the whole middle eastern vibe. The belly dancing belt connoted the middle eastern famous dancing which is used to entertain people this is shown in the advert at 0:12 and the headgear connotes the middle eastern culture of women wearing the headgear when going out this is portrayed clearly in our advert at 0:14.
4. Effectiveness of techniques
The technical language that we had used is the various camera shot types and movements, we had used close ups and extreme close ups mostly in our advert. We also tried to make our shots look more creative and interesting by doing low angle, zooming in and tracking in our filming in order to make our chocolate advert effective.The audio format which we included are the reactive diegetic sounds our main character makes such as gasping when she sees the chocolate in cupboard this is to show the excitement that is involved in finding the product. We added some Turkish Middle Eastern music in order to relate back to exotic themes associated with the brand and lastly when doing the pack shot we had recorded a Turkish girl saying our slogan in Turkish because it would add an authentic feel to it, and there after we recorded myself saying the slogan in English because its broadcasted in England there is no point having it in Turkish only, also most people do understand English whether if its their first or second language. That is only audio format we had used in our chocolate advert.The graphics we had used in our advert is the right at end for the pack shot when we had done our slogan on top of a shot where our main character is holding the chocolate bar, the graphics we had done, we tried to relate the colours and writing font when doing our graphics. We had added the purple and white coloured with an italic bold type of font. This goes very well, with the chocolate bar theme and that is why we choose to do it so it matches well and interlinks well at the end for our pack shot. Also when doing the graphics we had used effects in order to make our slogan look more effective giving that final touch to our chocolate advert. Overall the technical language, audio format and graphics had a huge impact on our final product as this is what made our chocolate advert successful and very interesting and effective especially through the use of close ups, the facial expressions given by our main cast, her reactive sounds and lastly the way the graphics was written at the pack shot. The graphics did make a huge difference to our advert as the slogan is what catches the audiences attention and gets them interested and our slogan is very clear to understand, it is also very unique and different.
5.Effectiveness of content
The parts of our advert which engages our audience is firstly when our main character is looking for the chocolate as we did an extreme close up of our main characters eyes moving side to side this is shown in our advert at 0:05, this engages the audience as it makes the viewers think what the main character is looking for. Secondly another part which engages the audience is when our main character is eating chocolate and then looks down to see that she is wearing the belly dancing belt this is shown at 0:12 and then again at 0:14 she is shocked to see the headgear on her head this part is to engage the audience as she has the middle eastern theme and costume on her. Another segment which i feel engages the audience is when the high beat instrumental Turkish music comes on and the background is the famous blue mosque in turkey it then changes to the sandy beach with camels walking down the background and she is belly dancing this is shown in our advert from 0:17 to 0:23. This engages the audience as it makes them feel apart of the whole scenery and the middle eastern vibe. It also engages them as she does belly dancing where you can hear the bells shaking. This segment was also to entertain our audience by having the upbeat Turkish music and our main character doing what she feels when standing on the green screen. I think our advert does effectively engage the target audience as we had included in our advert what our target audience love for example her facial expressions, our character dancing to the Turkish Arabian music, this all relates to our target audience effectively as the youth now are into dancing and music, so i feel our advert was very effective to our target audience. I feel that our chocolate advert does meet the brief because we had included everything possible which the brief had asked us to do. As we had to re brand a Cadbhury chocolate bar and make a thirty second advert, we had followed this exactly as our advert is exactly 30 seconds and then another to seconds was added to keep the pack shot on for longer on the screen. We had re branded as with the old Turkish Delight advert they had the headgear and the sandy middle eastern vibe to it, so we re branded it in a way to meet this generation target audience by having the upbeat Turkish music and the dancing as well as keeping similar ideas from the previous Fry's Turkish delight adverts by adding the same middle eastern sandy desert and the headgear, we also added the belly dancing as this is very common and well known in the middle eastern countries this is clearly shown in the advert from 0:17.
6. Effectiveness of conventions
The generic conventions we had included in our advert is overt, so the message is very open, as soon as you watch it you can tell that this advert will be about chocolate, as it is open message we made sure that our chocolate bar goes with the theme and scenery in the advert, the chocolate bar we choose to do was Turkish delight, so we added the Turkish and middle eastern theme to make it very literal and open to our target audience, we done this in our advert by having our main character wearing the headgear and the belly dancing belt, we also had our main character dancing on the desert through green screen this is shown at 0:19 in the advert. In order to match the eastern vibe and get the message across openly that it is Turkish delight. The impact which me and my partner wanted to have on using this convention is that our target audience/ viewers know exactly what we are trying to portray to them and knowing what we are exactly connoting in our advert. We want our target audience to feel the middle eastern vibe as very literal and make them feel part of the advert through costumes and belly dancing segment used in our advert.Another convention we had included is stand alone, we had included this as we will not make a series of advert with the chocolate bar, me and my partner just made one single advert on Turkish Delight, we done this single advert as this is what we were told in the brief to do. Another convention we had included in our advert is humorous, i feel this worked very well with our advert and made it look more interesting and appealing for our target audience to watch our advert, Our advert was very humorous, this only worked well because we had chosen very wisely our main character who fitted the role we wanted for our advert, our main character is very funny and a bubbly character who loves to do acting. So i feel this advert would have not worked well if we didn't have her as our main character. We had used nostalgia in our advert as another convention as we thought it will make our idea very creative and different we had used nostalgia in our advert when our main character goes into her thoughts thinking that she is in Turkey doing the middle eastern belly dancing. This is shown at 0:16 in the advert. Lastly another convention we had used is music, we had added music to make it more appealing and interesting for our target audience to watch. The segment which we added the music in our advert is half way down the advert when our main character is doing belly dancing on the green screen with the Turkish Arabian music, this gives a feel to our target audience that they are part of the middle eastern vibe taking place and they are enjoying themselves with the upbeat music, i feel that the music did play a huge role in our advert as it made our advert look very unique and also explained what we are trying to portray to our target audience and what chocolate we are advertising. The music segment starts from when our main character takes a bite of the chocolate and goes into her dream seeing that she is in Turkey at 0:16 in the advert. The impact which we wanted the music to have is make it interesting for our target audience to watch and make them feel part of the middle eastern vibe taking place. And this is exactly what had impacted in our advert it made it look more appealing and interesting for our viewers to watch and it makes you feel part of the middle eastern vibe which me and my partner tried to create in the advert.
7. Impact of work
I think our advert did have a positive message as in our advert the key message was when you are bored or want to eat something have cadburys fry's Turkish delight as you will feel, you are in the middle eastern country and also feel that you are belly dancing in the sandy hot desert, this segment is shown at 0:16 in the advert where our target audience will feel engaged in feeling the middle eastern culture and vibe. We did not do anything which we were not allowed to do or to mislead information in our advert. This is why our message from the advert is positive. I feel that our advert will encourage the audience to buy the product through the styles and conventions used in our advert, as this should be sufficient to encourage our target audience to buy and taste Cadburys fry's Turkish delight. Moreover the taste and texture of the chocolate bar should encourage our target audience to buy the product as you feel the middle eastern, Arabian vibe when eating it, also the traditional rose flavoured Turkish delight is very similar to the cadburys fry's Turkish delight but only modified by adding the extra layer of chocolate on top which makes you feel part of the Turkish atmosphere and the middle eastern culture. I feel that both old and new audiences can relate to our advert within many segments as firstly everyone watches TV, at least once. In our advert the first second is when our main character is watching TV and getting bored at 0:01. Secondly another part which old and new audiences can relate to is when our main character is sleeping, everyone can relate to this as everyone has to sleep this is shown at 0:25 in our advert where our main character is sleeping. Lastly another part which new and old audiences can relate to in the advert is the segment where we had included the Turkish, Arabian music, as everyone listens to music whether its hip hop, RnB or even cultural/ religious music. This relates well to the cultural background of the middle eastern music in the advert at 0:16.
8. Technical Qualities
I feel that our filming and editing process was quite successful, as we had included all the ideas in our advert which we had visually tried to portray through planning it out and drawing on our storyboard. We were also successful with the amount of time we had been given as we had completed everything before our deadline, this is due to the fact that me and my partner worked very efficiently and worked well together. As we had knew each others working pace and also had the same timetable which made it very beneficial as we cached up if it was required in the same free periods we had. Despite this, we did face some technical problems as firstly with our voice over, as the voice over didn't record my full slogan when i said it, so we had re record it. Also the voice recorder wasn't very clear at first. Another technical difficulty we had faced is when filming as our Tripod was broken on top so the camera was not steady on the Tripod and also kept coming off, so we had overcame this by improvising and doing most of our shots freehand. Lastly another technical difficulty we faced is when editing on Final cut express on the Apple Mac as me and my partner had never used green screen in our previous media projects and so we did not know how to edit the green screen on to the final cut express but eventually we overcame this by understanding and learning from our media teachers who helped and taught us how to do it. Me and my partner tried to move the green parts in the screen screen as to the best of our ability as this was very hard and was very time consuming.
9. Aesthetic qualities
The aesthetic qualities which me and my partner included in our chocolate advertisement is using a variety of settings, props, costumes and colours this was all used in our advert as we feel this made it more appealing and unique to watch, it also made you feel a certain way which we tried to deeply portray to our target audience. Firstly at 0:12 in the advert you see our main character looking down to see that she is wearing a belly dancing belt amd then again at 0:14 where she s wearing the traditional headgear which is very common in the middle eastern countries. The prop we included in our advert is presenting the actual chocolate bar and making our main character eat it, this makes the audience want to try fry's Turkish delight and makes it appealing to our target audience this shown at 0:09 when our main character takes a bite of the chocolate. Another section where you see the chocolate bar fully is at end of the advert, shown in our pack shot where our main character is holding the chocolate bar and the camera zooms into it this is clearly shown at 0:30 in the advert. In 0:20 in the advert it clearly shows that the colours we used for our main characters costume went very well with the green screen as we had tested the costume and colours beforehand to make it look as realistic as possible to the real headgear worn in the middle eastern countries, this was segment was thought about in our advert so we keep to the old fry's Turkish delight advert of the girl walking down a sandy desert with the Arabian headgear on. The settings which we had used is my living room and kitchen and in school we had used green screen for the middle segment in our advert. These settings all interlinked each other very as you can tell exactly what the advert is trying to portray to our target audience and make the target audience visually appealed to our advert. Although we did not experiment the locations of filming our advert i thought that using my home and green screen did make our advert successful. Overall i feel this advertisement was a huge success for me and my partner as we had worked to the best of our ability and our key success is from the main character we had chosen she suited our role perfectly and her expressions and actions has definitely made our advert very unique and appealing for our target audience. Character, settings and costumes overall did work very well together as we had portrayed the chocolate bar advert very clearly to make our target audience understand. And it all interlinked very well together making our fry's turkish delight a successful advert.
