TV advertisement evaluation

PG tips Advert Evaluation

For this work we were required to create a short 30 to 60 second TV advert to a professional standards. First we were put in group of 3s.  My group is consisted of my self, Louie and Angelo. We each individual came up with an idea. Coincidentally two of us though of re branding the same Unilever product for a younger audience aged between 15-21. For our final choice we went with the idea of re branding PG tips. However we also decided to crunch all of our 3 ideas together to make a single shot.

Our intention to re brand PG Tips is to display it as an energy drink. The reason for this is because energy drinks normally contain ingredients which are bad and unhealthy for daily use, however since tea is a much heather drink it could be used daily by younger audience. Also Before we went on with this idea we decided to ask our colleagues if any of then would drink tea in the morning before college and we found out that majority of them actually drinks tea in the morning to help them wake up before the start of the day. This gives us an extra boost we need into taking our idea forwards. Basically the main idea ended up with a mixture of all the three ideas bunched together, however the main one came from Louie. Once again we doing this because we wish to sell this type of tea as an alternative to the mainstream energy drinks like red bull.

How we will do it:
We will use a bunch of different shots in which most of them will be fast cuts to help convey the idea of P.G being used as an energy drink. The fast cuts will bring out the energy and power on the drink. The AD will take us through a person day life. However with a slight change in which he drinks this amazing cup of tea. The person will start of by waking up, lifeless and tired, not in the mood for another boring lame day. Then he has a drink of the refreshing P.G tips tea and instantly becomes a different person full of life and energy. From this point on all the other shots will be done in fast cuts with a slight zoom in as it goes. We will be using one of our crew members house for the home shots, and the rest of the scenes will be recorded in college using college facilities, for example the classroom and the gym.

Here is our finished product:

We each used a different website to make a survey based on our advert to collect feedback from our audience. Although the websites used were different we choose to all have the same questions. I used a website called "smartsurvey" to build my questionnaire. I also embedded the video our advert to the questionnaire so it makes it easier for the audience to read find it.

Here is what it looked like:

    

After the survey was completed i used Facebook to contact some of my friends as they are around my age. I sent a few of them out and I have 20 responses. 

If I go back smartsurvey i can see all my results in a bar chart.

Looking back at my results I can see that i have actually managed to get my message to th appropriated audience as it was between age 15-21.

As we can see 7 of the people who done the survey are age 15, 3 of them are age 16, 4 of them are age 17, 3 are age 18, and 2 of them are age 19 or above. 

To ensure that our audiences actually watched the video we asked a question which involves watching the advert from start to end to know about it.

The right answer for this question is 5. As we can see from the bar chart 12 people were right, meaning they actually watched the video. 5 people said the answer was 3 and only one said 7. 

We also decided to ask our audience if they already buy the product.

I found out that actually 37% of my audience already buy this product, however with this advert we would like to have more of them to be drinking this tea. 

Here are the main comments from the audience who filled in the questionnaire:

" Once every three months"

" Sometimes"

"Every week"

The following question was to see if this advert had any impact what so ever in our audience.

14 people said that the advert was good enough to persuade them to buy this product. So 74% of my audience gave back a good feedback. 5 people still said that they would not buy this tea. I would say maybe is because just don't like tea or don't drink tea or the advert was just not appealing enough for them to like the tea.

Aesthetic qualities:

Come to think about it our advert actually did not looked too bad. As we tried to stick all the 3 ideas together we though it would look really complicated for the audience to read however with some technical qualities used it came out to look better then we expected.

Mise in scene- We ensure that all the appropriated objects and props were put into all our scenes to make it look more realistic. For example we made use of the kitchen in my house as we had all the accessories needed to make it look realistic.

 In this kitchen shot we ensured that the kettle, microwave, cooker and the upper cabinets are shown in the scene. 

Camera- For the video to look slightly more professional we tried to use different camera angles and camera points. Here are a few we used:

We used a camera work called close up to show more facial expression of the actor before and after drinking the tea.

The first shot we done was a slightly high angel. This is was to give it more of a powerless actor. Someone who is about to wake up without no enthusiasm.

This is a medium shot with a straight on angle.

We used a low angle shot to show the feet of the actor coming down. This build up a good contrast from the previous shot as it was a high angle shot.

We also use a straight on angle long shot as you can see on the image above. This was to show the ending of a lifeless person and the start of a new full of energy person thanks to the tea.

Technical Qualities:

Editing-

Editing was not our strongest point as all three of us were new to the program. Although we had not used the program a lot before we knew the basics and enough to put the advert together.

We done some basics edits such as cuts, fade in and fade outs and dissolves. 

At 33 seconds into the film you can find an example of dissolve used in our advert:

However the edit we used the most was the zoom and the speed up. This was an idea from Louie to show time passing really quickly. We speed up most of our fast cuts shots by 150%. And then we also zoomed into our videos to give it just that little especial touch.

For example:                                   The shot starts like this:

And finishes like this:

Sound-

For the first few scenes (home scenes) from the start up to 17 seconds into the advert we simply just used ambient sound as there was no especial effects to these shots. And also like I had mentioned before it is because we wanted to make it look more realistic.After that we added some music into the advert. This background music first started slow and calm building up to a more intense beat as the actor starts to exercise, then it slowly reduces to another calm beat for the last scene. As we could not use any existent media because of copyright we had one of our crew members making this beat. Although we had the beat going on we also had the ambient sound really low as the background sound. For example at 22 seconds we can here the typing of the keyboard.

Communication Clarity

Our main objective was to send a message to the audience that P.G tips could compete alongside with all the energy drinks for example red bull. We wanted to tell our audiences that they could drink this tea instead as a new source of energy. We also made it look like this tea can be a great way to start and finish the day in a less stressful way.

One of the question we had to as our selves was "Is Our Advert Fit For Purpose?".

Well to be honest i would say we done a great job however we would need a few more alterations to make it look slightly more professional before it is shown on TV screens. Also we may have a few problems with the ASA/BCAP code. The reason I say this is simply because on one of the scenes the main character slaps another character in order to keep him away from his computer and distraction. This scene could be seen as promoting bad behavior for younger audiences. 

Here are some pictures of the scene:

These scenes could be offensive and violate the code 4.4 in the harm and offensive section. The code quotes "Advertisements must not include material that is likely to condone or encourage behavior that prejudices health or safety" (1). 

We might have also violated the code 13.3 which states that "Advertisements must not condone or encourage excessive consumption of any food" (2). This means that we should have mentioned in our advert that this drink should be taken in the morning and maybe if really wanted in the afternoon.

How does the final advert compare to the original intentions?

Looking back to our storyboards and all the plannings including the prezi presentations our final advert dont look too bad. For two of us our advert actually has exactly what we wanted, quick shots with fast zooms, scenes on the gym doing some intensive workout, and a relaxing shot on the end to also show the drink as a coll down drink. We did not completely followed the storyboard as some scenes did not fit the structure so we completely scratched it. For example our last shot was suppose to be a shot on the kitchen sitting down having a drink of the tea, however this shot did not match as the shot before as it was a shot in the gym.