Advertisement Evaluation

The brief was to re-market a product to a new audience. We chose the product by searching the Unilever website and researching the current target audience, deciding which audience bracket to target our new advert to. Our product we chose as a group was Ben and Jerry's ice cream. the current target audience is teens mainly aimed at girls. We decided to aim it more towards the gamers and male students as there's is no existing adverts that aim at this audience and it is a target audience that Ben and Jerry's would appeal to being a more teen ice cream brand.

Feedback

To get feedback about our advert we created a survey about it and shared it on facebook and other social sites. we also got feedback from the class for the more techincal side of the advert. we aimed the advert at teens and gamers so for the survey we asked people in that age range. Six people answered the survey they are all between 15-19 males and all are students.

The questions we asked were: What is the advert about?, Who do you think the advert would appeal to?, Would you be tempted to purchase the product because of this advert?, What do you specifically like about this advert?, Is there anything you dislike about this advert?


What is the advert about?

the people who answered the survey got the main plot of the advert saying that it is about ben and jerrys calming you down and enhancing gaming skill.

Who do you think the advert would appeal to?

The people who answered the survey said that the advert appeals to gamers and teenagers.

Would you be tempted to purchase the product because of this advert?

from the people who answered the survey there was an even split between Yes, No and Maybe.

What do you specifically like about this advert?

Most of the people who answered the survey said they liked the music and the camera angles like the close up at the end of the tub.

Is there anything you dislike about this advert?

There is a few things that the people answered to this question like, the voice over is too deep so it sounds disjointed, the location was off it should have been recorded in bed room rather than college and the overall advert was not that thought out.

Appropriateness to audience

I think our advert was appropriate to the audience, it was clear who the advert was aimed at due to music. I think the advert will have specific effect on the target audience because rage is a common thing in gamers that happens all the time and can relate to the advert, so they will want Ben and Jerry's to calm them down.

Technical and aesthetic qualities

I think we could of done better in the technical qualities of our advert. first of all the mise on scene was not very good with the screen not having a game on it and the set being in college rather than a bedroom, the original set for the shoot was at my house, but due to issues with the recording we had to reshoot with time being an issue we had to shoot at college. although that was handy it made the advert feel less sincere and real.

also we did not think about the clothes we were wearing. everything in the scene was black which made the advert look dull and boring which for a light hearted advert was not good. i think the camera work was okay but as said before the composition of the scene was not, which made the advert less effective. however i think we did well on the aesthetic qualities of the advert the music was effect with an 8-bit feel to it and being very game-like makes it have an impact on the target audience of gamers.



The effectiveness of the content

I think the narrative of the advert to target teens and gamers was effective but could have been more effective if the advert was shot better by the things said above that were wrong like the colours and the location.

The effectiveness of the persuasion techniques

I think the persuasion techiniques that we used were effective. For example, that ben and jerry's calming you down is a benifit of eating the product

Clarity of Communication

the message we were trying to send to the audience is that ben and jerry's ice cream will calm you down, stop raging streaks and improving your gaming skills.

the main techniques we used were using close ups of the keyboard and mouse showing that he is "gaming" and we also used the music to add to this effect making the music like an 8 bit game music

Overall I think that the advert is advert is not fit for purpose as some of the shots are not done well with the mise on scene being weak and also the weak composition.

The advert also breaks one of the rules of Advertising regulations:
 

13.2

Advertisements must avoid anything likely to condone or encourage poor

nutritional habits or an unhealthy lifestyle, especially in children.

Our advert condones unhealthy eating by saying teens should eat icecream while playing games which is unhealthy.

Personal Reflection

The advert is similar to what our original intentions we stuck to  the documentation we had (Our storyboards) I think our idea was too long to make into an advert with some of the shots lasting longer than they should in an advert.

I am partially satisfied with the result of the final advert but if i were to undertake the task again i would take extra care on the mise