TV Advertisement
Unilever
For this unit we had to create an advert for a Unilever brand. Unilever has over 60 brands some of them include Marmite, LYNX, Brut, Colemans Mustard and Helmans Mayonaise. We then had to come up with an idea avertising one of the brands to a new target audience. To do this we pitched our ideas using Prezi to our classmates and then we were put into groups and discussed our ideas.
I was grouped with Lucia and Guy and Guy came up with the idea to rebrand Vaseline but me and Lucia didn't really understand the plot. Lucia didn't have one because she missed previous lessons so we decided to go with my idea but come up with better scenarios.
Once we got our idea we then had to decide which product to rebrand and which audience to rebrand it to. We chose Lynx and decided to target women. We did this by looking at demographic and Psychographic charts to classify our target audience. We decided from this that women aged 25-30 are our target audience. The reason why we choose this target audience is because people round this age would have their own home and are more likely to be in a realationship and would be mainstream.
Finished Product
Feedback
After we created and exported our advert onto youtube we then had to get feedback on it. There were two ways we got feedback. One was where our class watched the advert and talked about what they liked and what they think we should improve.
Things that needed to be improved:
- The dinner scene should be more brighter to give that warm, relaxed feeling
- More colours as it looked bland
- We should have said the slogan on the voice over
- Camera movement could have been smoother
- Pace not quick enough
- Voice over could have been recorded better
What they did like about the advert was the end scene, slow motion pan, parallel music, voice over and acting.
The other way we got feedback was by creating a survey and handing it out to our target audience we did this by creating a survey online, on SurveyMonkey and distributed it onto a facebook message.
The result of the survey:
Target Audience:
I think that our advert realated out to our target audience because the setting was authentic and the characters were mature and had their own house. The message I was trying to get across to my target audience, is that most women want guys to help them occasionally, for instance doing the washing up, cooking, cleaning and opening doors for them. I think this message got across to them because in the advert you see a guy giving his girlfriend a cup of tea instead of playing video games as well you see another guy opening a car door for his girlfriend instead of tinkering with his car. This tells the audience that Lynx can change your man which at the end of the advert you see the slogan which says ' Only Lynx can tame men'. I think the advert is appropriate to the target audience because nothing was said or done out of context and it the men didn't seemed forced to do what the women told them.
Technical qualities:
Mise-en-scene
We decided to set our advert in Lucias house because it gave the advert an authentic feel to make the audience feel more at home. The lighting in the house we didn't really take notice of but when we started filming in the living room the light gave the scene a warm, happy feeling which can connotate to what the spray will make you feel. When we filmed we were happy with what we done but when we had to edit it we realised that we didn't follow the continuity system so we couldn't put it onto our finished advert. The mistake we made was that the spray was facing backwards when she went to pick it up and we done a close up of the spray but the spray was turned around the right way. For the costumes the actors had to wear was what ever they wore on the first day we filmed. but the boys had to wear either slobbish or dirty uniform so when the girl sprayed he would change what he is wearing to something that is presentable. For the last scene the boys and the girls dress up to go to a meal.
Camera
For the camera work we used simple shots such as close ups, long shots and medium shots. We used close ups to present the spray, so it was reminding the audience what the advert is selling. We also used close ups to show the reaction of peoples faces, like the guys facial expressions when they smell the girls spraying. We used long shots to establish where each scene took place and also to show how big each room/location is. I like long shots because its easier to film two people in and can also show the distance between them. We used medium shots to show the body language of the guys when they didn't care that they weren't helping and when they girls were annoyed with the guys. This is important because it let's the audience know how the characters are feeling. The camera movement that we used was tracking and tilting. We used these to make the advert more effective and make some characters seem powerful.
Editing
When we started editing we done a quick edit to see if the clips flowed together but when we did it we found that the beginning scene didn't flow well. When we started properly editing it we put the scenes that made the storyline together but we were having trouble with making them flow well together and they just seemed to suddenly cut into the next scene. This was making all of us stressed because we didn't understand how to make it better but then we realised that we just forgot how to make the clips flow together and everything would flow well. To make a lot of it better we used the snipping tool and the stabilizor which made clips more still instead of shaky.
Sound
The sound we used was ambiant sound for when we sprayed the spray of Lynx. But we also used a soundtrack which gave us the lovely music for the end scene. We also used a voice over to reasure the target audience that the product does really do what it is promoting. The soundtrack of music was used at the end for the dinner scene only because the voice over was being used for the other scenes and we needed to end the advert with something that gave a calm and happy feeling as it represents how the spray is supposed to make you feel. The reason why we used ambiant sound for the advert is so that it gave more authenticity to the scene. The person who done the voice over was a woman because woman are the main target audience. So it was important that the voicever was a woman so the target audience has someone they can relate to.
Content
I think that the Lynx adverts narrative does and doesn't appeal to our target audience. The reason why I think it does persuade them to buy the product is because the narrative was split up into little scenarios which recognised that men will act differently if you wear Lynx and my survey proves that 80% of women wish that the men in their life were different. What also works well is the scene at the dinner table as we edited it to be in slow motion which made the atmosphere seem more relaxed and the characters seemed happy.
The reason why I don't think it appealed to the target audience is because while editing we found loads of errors with the scenario which was originally going to be the open scene so we decided not to use it. The errors that we found was that I didn't pick up the Lynx and we didn't show the front of the Lynx and the Lynx on the window had a flower pot behind it. As this scenario wasn't used it didn't make sense for the characters for that scenario to show up in the end scene. It also didn't make sense to the audience because we aren't showing them enough what the product is and can do.
Persuasion
I think we had good persuasion techniques because women seem like they do want their man to change and the scenarios that we thought of does just that. It shows that if women wear Lynx they can get their men to change there ways. It was persuasive because the women who watch the advert can relate to the scenarios. The voice over attracts them to buy the product because they are hearing a voice which is saying what could happen if you buy Lynx which wil sound good to the audience. We interest them by saying you could change your man because in our questionnaire 80% out of 100% wish their men were different so this will mae them wonder if it really can. We made the target audience desire to have the product by showing that the men on the advert do really change after the women spray Lynx. The only thing I dont't think we done was really say how much they need to get the Lynx because we......
Why you made the advert
We wanted to make this advert because the original advert for Lynx Attract was alongside the boys advert for the guy version of Lynx Attract. I did not like this because it was the first time that the brand Lynx done a product for girls. Not only that but they advertised it in the same way that they advertise guys Lynx but instead of girls chasing boys it was guys chasing girls and I don't think women are persuaded by advertisement the same way guys are. So we thought that women seemed to appreciate it when a guy is a gentlemen or helps out. To advertise our message across we had different costumes for each scene so that they boys were seen at first like they didn't care about how they looked and then when the girls sprayed they all dressed up. Some other techniques that we used were slow motion at the dinner scene to show that they were all happy at the dinner table. This shows that when women use the spray they are happy because they smell nice and that the men are helping out a lot more.
Fit for purpose
I do feel like my advert is fit for purpose because the questionnaire proves that my target audience liked it. They did say there was things that needed to be improved but nothing can ever be perfect. I think that women are able to relate to our product because they can relate to the characters on the advert. I think the advert would have looked more professional if the first scene which was the man on the sofa was put into the finished product.
Personnal Reflection:
Over all I enjoyed making the advert although the advert itself was different from our original intentions but we still got the original message across which was the point of the whole advert. When we were happy with our original idea we started making the storyboard, risk assessment, props and costume list and we were ahead of the other groups but then we were told to change it a bit because there were some scenes that one of our teachers thought that it didn't really fit with what the main woman was trying to show. So after we worked out other scenarios we found a better idea which was the finished product. For our finished product we had to get permission to film in one of my groups house, to do this we had to get the house holder to sign a recce form. In the end we think that our advert does persuade the target audience to buy our product because of the results we got from our questionnaire which 23.33% of them said they would buy the product after they watched the advert.
At the end I wasn't happy with the finished product because we didn't watch what we filmed so when it came to editing we had to cut out the first scene because we didn't think about the continuity system. As a result of this the ending with the two couples didn't make sense. Next time I film I am going to make sure that it shot makes sense with the next so when it came to editing they should blend easily together. I think I put all my effort into making this advert but need to remember to refresh my memory with Premiere Pro before I need to use it.
Technical qualities:
Mise-en-scene
We decided to set our advert in Lucias house because it gave the advert an authentic feel to make the audience feel more at home. The lighting in the house we didn't really take notice of but when we started filming in the living room the light gave the scene a warm, happy feeling which can connotate to what the spray will make you feel. When we filmed we were happy with what we done but when we had to edit it we realised that we didn't follow the continuity system so we couldn't put it onto our finished advert. The mistake we made was that the spray was facing backwards when she went to pick it up and we done a close up of the spray but the spray was turned around the right way. For the costumes the actors had to wear was what ever they wore on the first day we filmed. but the boys had to wear either slobbish or dirty uniform so when the girl sprayed he would change what he is wearing to something that is presentable. For the last scene the boys and the girls dress up to go to a meal.
Camera
For the camera work we used simple shots such as close ups, long shots and medium shots. We used close ups to present the spray, so it was reminding the audience what the advert is selling. We also used close ups to show the reaction of peoples faces, like the guys facial expressions when they smell the girls spraying. We used long shots to establish where each scene took place and also to show how big each room/location is. I like long shots because its easier to film two people in and can also show the distance between them. We used medium shots to show the body language of the guys when they didn't care that they weren't helping and when they girls were annoyed with the guys. This is important because it let's the audience know how the characters are feeling. The camera movement that we used was tracking and tilting. We used these to make the advert more effective and make some characters seem powerful.
Editing
When we started editing we done a quick edit to see if the clips flowed together but when we did it we found that the beginning scene didn't flow well. When we started properly editing it we put the scenes that made the storyline together but we were having trouble with making them flow well together and they just seemed to suddenly cut into the next scene. This was making all of us stressed because we didn't understand how to make it better but then we realised that we just forgot how to make the clips flow together and everything would flow well. To make a lot of it better we used the snipping tool and the stabilizor which made clips more still instead of shaky.
Sound
The sound we used was ambiant sound for when we sprayed the spray of Lynx. But we also used a soundtrack which gave us the lovely music for the end scene. We also used a voice over to reasure the target audience that the product does really do what it is promoting. The soundtrack of music was used at the end for the dinner scene only because the voice over was being used for the other scenes and we needed to end the advert with something that gave a calm and happy feeling as it represents how the spray is supposed to make you feel. The reason why we used ambiant sound for the advert is so that it gave more authenticity to the scene. The person who done the voice over was a woman because woman are the main target audience. So it was important that the voicever was a woman so the target audience has someone they can relate to.
Content
I think that the Lynx adverts narrative does and doesn't appeal to our target audience. The reason why I think it does persuade them to buy the product is because the narrative was split up into little scenarios which recognised that men will act differently if you wear Lynx and my survey proves that 80% of women wish that the men in their life were different. What also works well is the scene at the dinner table as we edited it to be in slow motion which made the atmosphere seem more relaxed and the characters seemed happy.
The reason why I don't think it appealed to the target audience is because while editing we found loads of errors with the scenario which was originally going to be the open scene so we decided not to use it. The errors that we found was that I didn't pick up the Lynx and we didn't show the front of the Lynx and the Lynx on the window had a flower pot behind it. As this scenario wasn't used it didn't make sense for the characters for that scenario to show up in the end scene. It also didn't make sense to the audience because we aren't showing them enough what the product is and can do.
Persuasion
I think we had good persuasion techniques because women seem like they do want their man to change and the scenarios that we thought of does just that. It shows that if women wear Lynx they can get their men to change there ways. It was persuasive because the women who watch the advert can relate to the scenarios. The voice over attracts them to buy the product because they are hearing a voice which is saying what could happen if you buy Lynx which wil sound good to the audience. We interest them by saying you could change your man because in our questionnaire 80% out of 100% wish their men were different so this will mae them wonder if it really can. We made the target audience desire to have the product by showing that the men on the advert do really change after the women spray Lynx. The only thing I dont't think we done was really say how much they need to get the Lynx because we......
Why you made the advert
We wanted to make this advert because the original advert for Lynx Attract was alongside the boys advert for the guy version of Lynx Attract. I did not like this because it was the first time that the brand Lynx done a product for girls. Not only that but they advertised it in the same way that they advertise guys Lynx but instead of girls chasing boys it was guys chasing girls and I don't think women are persuaded by advertisement the same way guys are. So we thought that women seemed to appreciate it when a guy is a gentlemen or helps out. To advertise our message across we had different costumes for each scene so that they boys were seen at first like they didn't care about how they looked and then when the girls sprayed they all dressed up. Some other techniques that we used were slow motion at the dinner scene to show that they were all happy at the dinner table. This shows that when women use the spray they are happy because they smell nice and that the men are helping out a lot more.
Fit for purpose
I do feel like my advert is fit for purpose because the questionnaire proves that my target audience liked it. They did say there was things that needed to be improved but nothing can ever be perfect. I think that women are able to relate to our product because they can relate to the characters on the advert. I think the advert would have looked more professional if the first scene which was the man on the sofa was put into the finished product.
I have read all these rules on harm and offence and I know that my adverts does not break any of these rules. We do not use too many editing techniques which could harm the audience because it would strain their eyes or shock them. It is not overly loud so it keeps a calm atmosphere and the viewers don't have to turn the volume down as it is at satisfactory level. There is no explicit language or scenes used in our advert. Seeing all this our advertisement would be cleared by BCAP.
Personnal Reflection:
Over all I enjoyed making the advert although the advert itself was different from our original intentions but we still got the original message across which was the point of the whole advert. When we were happy with our original idea we started making the storyboard, risk assessment, props and costume list and we were ahead of the other groups but then we were told to change it a bit because there were some scenes that one of our teachers thought that it didn't really fit with what the main woman was trying to show. So after we worked out other scenarios we found a better idea which was the finished product. For our finished product we had to get permission to film in one of my groups house, to do this we had to get the house holder to sign a recce form. In the end we think that our advert does persuade the target audience to buy our product because of the results we got from our questionnaire which 23.33% of them said they would buy the product after they watched the advert.
At the end I wasn't happy with the finished product because we didn't watch what we filmed so when it came to editing we had to cut out the first scene because we didn't think about the continuity system. As a result of this the ending with the two couples didn't make sense. Next time I film I am going to make sure that it shot makes sense with the next so when it came to editing they should blend easily together. I think I put all my effort into making this advert but need to remember to refresh my memory with Premiere Pro before I need to use it.
This is good and thorough work. I would have liked some more detailed analysis of particular shots, using screenshots, but in general it is very solid and achieveds a MERIT. However your text formatting makes it very hard to read and one part (tagret audience) is black text on a black background and therefore invisible! Please correct these to confirm the merit.
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