Fitness of purpose....does your advertisement clearly communicate a message about a specific product ?
Was the main idea for the advertisement creative and original ?
Is the advertisement appropriate for and relevant to its target audience ?
Did the final advertisement match your original intentions and planning ? If not, what changed ?
Were the technical and creative conventions you used ( use of camera, editing,lighting, sound, music etc.) effective and successful ?
Were your persuasive techniques (USP, lifestyle appeal, emotional responses of audience,hidden messages etc.) and use of product's characteristics ( benefits of product, advantages over other products etc. ) effective and successful ?
My product is called Spirit Surge which is an energy drink for all genders aged 12+. My advert idea was of a man (aged between 18-25) is jogging and is suddenly out of breath. Then a hand pops to the side with an energy drink called Spirit Surge. The man takes it, drinks it, and then suddenly has a burst for energy and then runs off, faster than before. I think, in some ways, my product communicates a message about my product because of the way the hand says 'just drink this', meaning that this advert is promoting a drink. I, however, have not shown a design of my product, instead, I have left my audience with a sense of mystery at the end when I say that my product is 'COMING SOON' and 'Only available at McColls', which means that my product is not available just yet in stores.
I think the main idea for my TV advert is indeed creative and original because it is an idea that I have created on my own from no other evidence from any other advert. It is a realist advert which means that it is set in modern day life, following one man jogging in Old Coulsdon. I also wanted my advert to have a lifestyle appeal because it motivates my audience to drink this drink and make them want to exercise more
I do believe that my advert is relevant for my audience, aged 12+, because it is supposed to have almost a dramatic feel to it, but I also wanted the actor to relate to our audience, so he used a more comedic voice and actions to his acting that would associate with the audience well.
I don't think my final advertisement matched my original intentions and planning. For my original planning, I wanted the actor to drink a drink that would give him a boost and then he ran off. Instead I wanted the audience to be left in suspense over this new drink that will be available. So at the end of my advert, I used the words 'COMING SOON' to leave the audience with questions and give the whole advert a sense of mystery to it.
My technical and creative conventions, I think, were very successful. Firstly, I like to think that my use of camera shots were very effective, I used a PoV shot from the actor's point of view as you see his struggle to try and finish off his jog. With the music, you also get to hear his heavy breathing as well as another reason to hear his struggle. I also used a lot of full body shots and feet shots to show what the actor looks like and what he was wearing at the time. I used a lot of head shots to show the struggle on his face as well. The music I used for my background is the '300 Violin Orchestra - John Quintero (High Quality. I used this particular music as it reminded me more of a motivational music that you would expect from videos aimed at motivating a person in a specific thing they are doing. I also wanted the music to stick with the audience's minds as well. As you listen to this music, you hear clapping in the background, which suits what I wanted which was to motivate the actor to keep on pushing by drinking the drink. Finally, the lighting I used, I think, was also very effective and successful. For the first 40 seconds of my advert, I used a black and white video setting to present to the audience that the main character is jogging and is then suddenly out of breath. My advert then converted from black and white to normal to present a light change and a bright setting to present maybe a symbol of hope.
I think my persuasive techniques and use of product characteristics could have been more effective than I could have expected. For my advert, I wanted my product to have a lifestyle appeal so that more people aged between 12-16 would get up and exercise more rather than being inside and on their phones all the time. I wanted to convey this message, although I should have conveyed it more by maybe the actor being on his phone all the time. I think the emotional response's to this advert will be quite comical as this advert was meant to make the audience laugh. I think I conveyed that particular message. I think my use of product's characteristics were a bit successful but lacked something. The benefits of my product were when you drunk the energy drink, you felt a big burst of energy inside to make you work more and I think I conveyed that message effectively and successfully.
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