Advert Evaluation

Evaluation

1) Our group was given the task of an advert for a spray for a tween girl. This meant our target audience was girls between the ages of 10-13. Our audience wasn't typical for the product we was trying to sell so did some research to find out what type of things tween girls like and tried to incorporate it into our product to give it a selling point they would be attracted to. Our product was called 'Agent Rainbow' with the slogan "Brace yourself".

2) Myself, Molly, Oakley and Lee worked together to produce this advert. We divided the roles so me, Molly and Oakley did some research into tween trends and other popular sprays. I then wrote out the storyboard for the filming and Oakley produced the filming schedule. Lee was the main camera man and done a lot of the filming and also was a actor in the advert with myself and Molly helping on separate days. Then myself, Lee and Molly split the editing and all contributed on equal amounts to produce the finishing product.

3) We planned our sequence of filming by creating a storyboard, script and filming schedule to effectively plan and film our advert.

4) As part of our groups research we looked into what tween girls like and trends they tend to follow and be attracted to. We also looked into popular known sprays that girls like: although there was very few adverts made for any of these we used our research to be able to create an image we believed they would be attracted to. When then planning our advert we decided which days we would film which scenes in and the actors we would need to be part of it (which is why we used students from the lower year groups to show the age group we were aiming our product towards).

5) Our initial feedback for our advert was very good for advert, we was told it was almost like a music video which is good because thats what tween girls love so to intertwine a product within one was a successful aim. We was told at first we should make the video itself brighter and turn up the contrast which is what we did and it made our whole video look more vibrant and lively.

6) I believe our advert went really well as we had no videos to get ideas off of due to non being made so we had to completely create one from scratch with no guide lines how it could look. Our product itself is creative and different from anything else and we aimed to show how exciting it is in our advert and really took on the challenge of creating a party in a advert. Next time to improve our advert we could have added some animations to the video itself etc, when the spray comes out the bracelet a rainbow of water could project out. Also, if we had more time we would have liked our slogan to move across the screen at the end.

7) From completely this task, I have learnt the importance of planning in order to create a successful video. It is also helping me to be more creative and think outside of the box when thinking of ideas from scratch. It has also improved our communication as a group and highlighted the importance of doing your part and pulling your own weight.

8) This learning will be effective for future productions as it will help ensure our group is organised and effective and help make our product to the best of its capacity. It should also help highlight to people everyone needs to play there part in order to create and finalise a project.

Planning

Inventing the product The product we had to base our idea off of was perfume for pre-teens. We decided to call it agent rainbow due to the USP point being that the person wears a watch and every two hours it squirts perfume out. The slogan is 'brace yourself' and we decided to give the story line of the advert of how everything is really boring and plain but as soon as the perfume is set off everywhere gains colour and becomes fun. We wanted to make it similar to a music video to draw the attention more of tween girls.

Specific roles
Production assistant - Lee Wall
Actors - year 7 and 8 students
Props - banners, party poppers, party hats, silly string, confetti cannon, party horns, glitter, bracelet, balloons
Editor - Liv, Molly and Lee
Camera - Molly and Liv
Blogger - Oakley

Music - Girl party: Kenzie Ziegler

Costume - School uniform

Big Six

Twenty                     Purple                 Unicorns            Walk             Sausage               Dogs
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 20th century fox          Paramount             Universal       Warner bros    Sony                   Disney

Theorists

STEVE NEALE- Genre Theorist "Genre relies on repetition and differences"

Language
Industries
Audience
Representation

STUART HALL- Reception Theory
How audiences read a media text; dominant; negotiated; oppositional

ALBERT BANDURA- Effects Theory
Media can implant ideas in the mind of the audience directly, idea that media representations of transgressive behaviour.

• Hypodermic needle

CURRAN & SEATON- Industry Theory
Media controlled by small number of companies driven by profit and power
Media concentration generally limits or inhibits variety, creativity and quality

ROLAND BARTHES- Language Theory
Focus on looking how connotations and denotation have an effect

BARTHES- Narrative theory
Suggested there will be one or more of the 5 codes that describe the meaning of a piece of text

• Hermeneutic/enigma code, clues are dropped but no clear answer given, makes reader want to read on
• Proairetic/action code, uses sequential elements and adds suspense
• Semantic code, refers to additional meaning (an extra layer)
• Symbolic code, symbolism within the text, uses opposites to show contrast and create greater meaning
• Referential code, an external body such as scientific, historical and cultural knowledge

GEORGE GERBNER- Cultivation theory
States that high frequency viewers of television are more targeted to media messages and they will eventually start to believe that they are true, their main focus is on the effects of the viewer to create a behaviour. The more people who are exposed to long term effects of media the more they will be effected by it.

Newspaper industry presentation

Created using Visme. Free Online Presentation Software.

Advert research

PINK VS SPRAY FOR TWEENS

Audience:
While the brand says Pink is geared toward college-age women, an executive admitted last year that many core customers are teen girls. The strategy makes sense. Teens girls have shown that they're obsessed with having cute lingerie from a already popular brand, therefore introducing a 'sweet scented' fragrance line that is reasonably priced will also appeal just as much. With the PINK brand ever growing more and more kids are loving it which is also fitting in and being loved by the tween audience. Especially the popular and ever growing line of sprays. It is evidently aimed at teens as in their fashion shows they are shown feature balloons, smiley faces, hearts and a variety of bright colours that stand out.

Language:
When analysing the PINK VS fashion show they use words such as 'wow', 'omg' and 'love', all popular slang words used by todays tweens.  Their outfits are very 'extra' highlighting the use of the popular emoji symbols as well as pink and fluffy clothing items to attract the attention of the younger audience. The brand PINK is seen to be the fun and bright side of the more adult and sophisticated Victoria Secret brand. When a new line is being promoted at the fashion show they use popular hip-hop music whilst modelling the PINK brand, in 2015 Ariana Grande performed as the catwalk artist who is extremely popular with the tween category. The catwalk itself is full of bright colours and fun lighting that flashes and changes throughout the show.

Representation:
The brand PINK represents fun and colour; something all tweens love. Their colourful, popular fragrance represents fresh and desirable which is know seen to be owned by most teens and tweens. Their images picture and appeal achieves this representation without needing to use advertisement for everyone to know what it is.

Hollister 

Audience - 
Although this advert features teenagers around the age of 16-18, pre teens around the world still use it. You can tell this by the phrase it states underneath the video " The girls with youthful spontaneity and personality". The continuous shots of all of these three best friends hanging out with each other is what tweens all around the world do, just wanting to laugh and chill with their besties. I also find that placing the video with older teenager girls makes them like role models to the pre teen girls watching this advert, as typically when your young you want to act like the older girls which i feel is why they based it on teenagers. This is an established brand that has been around for ages and its sweet scented fragrances are constantly changing and updating whilst being at affordable prices e.g. buy two get one free. I also know Hollister bases its products around pre teens and teens as the retailer recently debuted a mobile video game for its Hollister California-style clothing brand, so it can keep up to date with current trends. 

Language -  
The images presented in this Hollister advert are the sunglasses, beach towels, polaroid cameras, surf boards, bikinis etc. which i think stand out the most and what i understand from these is the strong friendship between the friends and how they could possibly be running away from their troubles and the unity together. The camera shots of the waves, beach, van and photos add a cool laid back summer vibe to the advert. Whilst the vibrant colours of pink, orange, red, purple are very girlish colours which stand out the title at the end of the video. The sound in the background is also very pop/hip-hop, catchy music which tween girls listen to. Also the outfits all three girl are wearing are all stylish and very trendy which is the style girls sometimes like to opt for. This advert immediately catches the attention of young girls just from the setting of the beach and the bright pink colours used.

Representation - 
I think Hollister represents friendship and fun, something all young girls love.  Their perfumes present fresh, sweet scents and it is a great first scent for pre teens to use when they first start getting into new things like this. And not just from its perfumes but its clothing ranges and other accessories too which attract and represent all different types of young girls. Plus their advertisement appeals to all younger viewers in a fun, exciting way.

Representation and audience homework

Categorising stereotypes

Disability
Regionalism
Class
Age
Gender
Ethnicity
Sexuality

GENDER:

• Women are nurses, not doctors 
• Women are not as strong as men 
• Women are supposed to make less money than men 
• The best women are stay at home moms
• Women are supposed to look pretty
• Men do "dirty jobs" such as construction and mechanics; they are not secretaries, teachers, or cosmetologists 
• Men do not do housework 
• Men play sports 
• Men enjoy outdoor activities such as camping, fishing, and hiking 
• Men are in charge; they are always at the top 
• As husbands, men tell their wives what to do

Stereotypical media texts:

• Mean girls: This film portrays a stereotypical American high school which is run by a group of 'mean girls'. They are typical pretty popular girls everyone bows down to and is scared of in order for them to gain the power to run the school.
• Mens Fitness: The magazine cover shows a stereotypical picture of a 'ripped' man with a perfect body and physique to show men 'how they should look'. The writing around the image consists of phrases such as "rock hard abs" and "how to loose body fat fast" implying these are all steps men need to do in order to have the 'perfect' body.
• All about that bass- Meghan Trainer: This music video is all about how everyone should embrace being over weight and in some way shaming skinny people. The video consists of all plus size women who are against how the media embraces skinny people.

Countertypical:

An example of a piece of media that goes against classic stereotyping is the MoneySuperMarket advert with Dave strutting in a pair of heels and hot pants down the street. This is the complete opposite to the typical image of a man portrayed through the media usually shown as masculine and tough whereas this advert takes a completely different approach and shows a man showing his feminine side.

Audience

Audience: The type of person you want to target a product towards.

Demographic profile:

A- Bankers, Lawyers, Doctors                                                                      
B- Teachers, creative and media people
C1- Office supervisor, junior management, nurse
C2-Plumbers, builders, decorators
D- Semi/unskilled, Manuel workers
E- Unemployment, students, pensioners

Psychographic Profiling:

Mainstreamers: People who seek security, conformists and domestic. Family brands/largest group.
Aspirers: Seek status, are materialistic and focus on appearance and image. Typically younger people
Succeeders: People with strong goals and confidence. Seek control and have a high work ethic. Typically higher management and professions.
Resigned: Seek survival, rigid and interested in tradition. Usually older people.
Explorers: Seek energetic experiences and discover individualism. Typically students
Strugglers: Seek escape, disorganised and alienated. Typically spends money on alcohol and junk food. Usually lower demographic
Reformers: Seek enlightenment, freedom and personal growth but aware of good taste.


        Stuart Hall Reception theory         /   --------------------------> Dominant
                                                             /                                           "Completely agree"
                                                           /
Intended message-----------------------------------------------------> Negotiated
                                                           \                                             "Yeah ok, kind of agree"
                                                             \
                                                               \  ---------------------------> Opposition
                                                                                                         "Don't agree"

Club advert

1) Myself, Niamh, Jennifer, Holly and Harriet completed the second half of the club advert, the first half was done by a different group. We managed the task by choosing to film different snapshots of the advert and dividing it equally upon us. We each took turns with filming and acting within the advert in order to effectively complete it.

2) We planned the filming for our advert by analysing each snapshot of the original advert and planning to match the setting/environment with the props we had as best as possible in our remake advert.

3) A theorist that could be applied to our advert include Albert Bandura: his theory says that the media can implant ideas in the mind of the audience directly. This relates to our advert as the whole focus of it is to convince the audience to buy club chocolate bars ("if you like a lot of chocolate on your biscuit join us"; which most people do) and this message is therefore implanted in the mind of the audience.

4) When shooting our video we considered the the setting we would be filming in as this was important in order to create the similar effect the original advert delivers. We also focused on the camera angles and made sure to mirror these as there was a variety of different ones used throughout. When editing our advert we concentrated on making sure each section was the correct length and especially when we inserted the green screen scene at the end.

5) I believe our advert went really successful for our first attempt, we managed to match the timings and camera angles really well with the original advert. However, it could be improved if the ending scene had more people in due to the original advert being in a busy park whereas ours was sparsely populated. Also, we could have tried to put a coloured effect on the advert to give it a more 'olden' theme to it.

6) Others said our production was very good and accurate and clearly portrayed the original advert well. They said the timing was spot on and matched well to the original. However, next time the ending could have been more accurate in terms of the green screen.

7) From completing this task it has taught me how to use the cameras better and also taught me how to analyse a video in depth in order to create the correct effects. It also helped me develop my adobe premiere skills with editing and showed me how to use a green screen correctly.

8) The skills i have learned from this advert will be extremely useful in future productions as we will always use a camera to record things swell as analysing videos and picking out key features will be just as useful as these are key focus points for all productions. also, knowing how to use the green screen will help develop my productions to be a higher level.

Camera angles

For this task we were put into groups (me, Holly, Jack) and had to investigate and film all of the different camera shots and angles which worked well.
I think we worked well as a group and listened to one another to work out the best way of filming this task. We decided that Jack and Olivia would be in the clips as they were most comfortable in front of the camera and me and Olivia gave a short description of what each shot was and what it is used for. We all took it in turns to film so that we all had knowledge of the camera shots/ angles also so that we each knew how to work the camera for future tasks.
Overall, I think that this task went ell because we managed to film every shot, work well together and know know each type of shot and what it is done/used for.