Evaluation

Fitness for purpose;

I find that my advert fulfilled what the brief asked me to do. The scenario was to create a 30 second advert to rebrand an old chocolate. However I had to keep in mind that the advert could not be aimed at children and has to be shown on prime time television. When I was thinking about the ideas of our advert, my partner and I discussed how we would rebrand it. E.g. Sticking to old slogans. We thought about how we would appeal to a new and younger audience (18 - 25 years old) yet still appeal to long time fans or older audiences. Our final edited advert was 30 seconds minus fading at the start and finish, and we had also included a pack shot. 

Clarity of communication;

We created a presentation and presented our ideas to our assessors. My partner and I put all our effort into this and we managed to communicated our advert ideas as best as we could. At the end of our presentation, our assessor asked us questions about where we got our research from about the new audience. E.g. Questionnaries to find out what shows they liked etc. As well as asking what our final idea was as we had included two. I feel that the assessor understood the ideas that we had, he also gave some ideas to help adapt it further. 

Appropriateness to audience compared with original intensions;

To make our advert link to our targeted audience we had to think of ways in which young people would be interested as well as old. We used young people in our advert, which refers to the younger audience. We also carefully thought what costumes that the actors should wear e.g. casual clothing. We did this because there are some brands younger people might know or wear regularly. To link it to the older audience we bought in nostalgia. We had included the song 'Let's get it on' by Marvin Gaye  which not only linked with the mood of our video, but members of the older audience would hear this and remember the song to draw them in. We had also kept with the themes of the older adverts, the fact that this chocolate is a personal one that must not be shared with anyone, but modernising it by instead of hiding it, we had someone in the situation where they take it off the other person. This also would appeal to younger audiences as we have taken ideas from other adverts to almost make a spoof.

Effectiveness of techniques;

We used our knowledge about camera language and editing techniques to the best of our abilities. We had tried to make the advert flow as best as possible so it keeps the audience engaged in our advert. We had thought about certain camera angles that would make certain moments in the advert stand out, for example, the opening of the chocolate. We had used different angles and shots to make it seem more intimate and to really focus the attention on the chocolate. When editing we had thought about colours and effects that we could to add it to make it work better but in the end we made no changes to the style of the clips. 

Effectiveness of content; 

I feel that every moment in our advert is relatable to a member of the targeted audience as well as the brief. By having Alysia briefly appear in the first 3 second of the advert would engage the audience becaus they would want to know why she was there, what she was doing and what is going to happen next. Therefore from 5 seconds in, people will already be engaged. So when Annie hear a noise also makes the audience want to know what it was, having he look past the camera would make the audience feel as if they are apart of the advert.

Later on in the advert when Annie goes to eat the chocolate, everyone can relate to sitting along with a luxury food source. Then having Alysia  take the chocolate off of her, some people can relate to having a friend or family member take their food, which links in with the comedy aspect of our video.

Impact of work;

The impact our advert will generate a positive respons from the audience. They will almost remember the chocolate and think 'I haven't had one of those in ages', which would then achieve the aims of rebranding an old chocolate. Additionally we showed the advert to a few people to get some feedback on what they thought of it.

The older audience we showed this advert to notice the music straight away. They had said how it worked when trying to bring back older themes. The older members had also said they remember the 'its mine' advert series with Dawn French. Members of the younger audience we showed the advert to mentioned the music as well, saying how they know the song through their parents, and how it worked well with the mood of being alone. The young audience also enjoyed the fact that I take the chocolate off of Annie, it was 'unexpected'.

Technical qualities;

When it came to the technical part of our work, we didn't have many difficulties. As we were working inside for the whole day, we had kept our camera plugged in to stop the battery from running out. Also we had to readjust the camera so that some shots were not too dark. However that wasn't too much trouble because we kept filming at mulitple angles.

Most of the filming was done free hand as well so incase any troubles came with using the tripod it wouldn't of made that much difference. When editing our video, we had a few worries, such as trying to match up the video so it flowed continually, as well as having a slight hitch with the software when it shut down during one of our sessions. Besides these we had no major troubles with the technical side of our production.

Aesthetic qualities;

We had originally planned to film our video in my house. However there was a last minute there was a problem therefore we couldn't film. So in the end we ended up filming in Annie's house. I believe that the mood of the room still worked as well as the layout of the kitchen and where the sofa was placed. This is because of the colour scheme of the room, (there was a mix of red and gold which created a luxury feel.)

Additionally the layout of Annie's house made it easier to have a ongoing continuity editing, as the kitchen and living room were linked. We had no major issues about the house, only Annie's dog that kept wanting to be in shot. Besides the dog and the change of house, we were able to film our whole advert within 2 hours which worked out well. I feel that our video achieved what we had expected it to.