Advert Evaluation I believe my advert was a good at persuading my target audience to buy the product which was Kellogg’s Corn Flakes. I used a number of different persuasive strategies in order to appeal to the target audience and I also did heavy research into who I should actually aim my advert at and who the target audience should be, while trying to think of ways I could expand it so it could appeal to more people. At the start of the process to make the advert I started by doing a lot of research about the product and advertising of the product. This was very interesting about finding out the history of the product and helped me begin thinking of ideas to start making the advert. Two adverts that were extremely useful was one the kellogg’s website because it gave me a brief history of the advert. The idea for the non diegetic soundtrack for my advert came from the product being old and the use of the teenager was me trying to combine the old and new, expanding the target audience. The song ‘Good Morning’ from the film ‘Singin In The Rain’ also connected to my advert because the fact my product is a breakfast cereal relates to the morning. Another site that was useful in finding out the history of the product was the Guardian website. Another helpful research tool was the website YouTube, this allowed me to view older Corn Flakes adverts and I learnt a lot about who they aim their product at. They aim it at mostly at mainstream audiences because it was a well known brand. I used this persuasive technique, conformity in my advert by always making to show the product throughout the advert using close ups, especially the Kellogg’s logo as it is extremely popular. Another persuasive strategy I used was health because I my product was a part of a good balanced diet, I did this by making sure my actor looked healthy and was enjoying the cereal. As a part of my research I did a taste test outside of school in order to get an idea of what age group liked my product the most, I found this research extremely useful because it informed me that people between the ages of 15 to 21 enjoy the product as well as people older between the ages of 35 to 50, I picked to mainly focus it on a younger audience but I would still focus it on both. From watching the the older Corn Flakes adverts I came up with the basic idea for my advert which was a young person getting up on a nice morning and eating Cornflakes then going to school showing that it is part of a good morning routine however keep cutting to the clock showing how much time is passing and how he is going to be late for school.. Once I had come up with the early idea I began work on the pre production, this ranged from doing a SWOT analysis to a script, however I found the overhead diagram to be the most useful piece of pre production because it allowed my to plan out where the camera would go and the types of shots I would get in the area I was filming in, my house. The overhead diagram also made me feel more comfortable about the idea because it showed how feasible it was for me to do and I felt more comfortable about the shots I was getting like the low angle shot of the person walking down the stairs, it proved that my idea was feasible. On the day of shooting it went very well because I had all of the pre production sorted therefore I knew exactly what was going to happen on the day and the star of my advert was a friend so I
knew that I could trust them and didn’t have to worry about any last minute pulling outs or anything like that. I also had not too many props, all I needed was a table, bowl, spoon, milk and the cereal itself, even though the props were simple they were all necessary for the advert. Even though it was all filmed inside I was lucky that it was a sunny day because it gave me plenty of natural light and I didn’t have to worry about continuity, however one regret I do have about the filming process of the advert is that I wish I had longer duration shots as this would of made it easier in editing. I managed to get all of the shots filmed in one day, however because I was not pleased with some of the shots I got I decided to go back and re film some of it, one of the shots I re filed and I thought worked well was the OTS tracking shot of the boy walking towards the cupboard. I also re filmed all of the time shots as I wasn’t happy with them first time round, these shots were an example of another persuasive strategy, comedy because earlier on in the advert the audience know that he has to go to school at 8 however we watch as he eats more and more cornflakes and the time goes past 8 knowing he will be late. These shots were done through extreme close ups so it was clear for the audience to see. I was nervous at the start of the editing process because it was my first time using Final Cut and I was unsure about capturing the footage, however I managed to do it successfully and I got to re watch the footage again to see if it captured okay. Once I had watched it back another regret I had was if I changed some of the shot types because I felt that a few of them were a bit too similar like the medium shots while the boy is eating the Corn Flakes through medium shots. The first draft of the advert got good feedback from the focus group, they enjoyed it however they did give me some tips on improving it like colour correction and to cut down on some of the shot lengths and I agreed with this as my first draft was over a minute long. When I went back and watched my first draft I thought the transitions of shots worked very well, for example the medium shot of the boy eating to the close up of the Corn Flake dropping on the table because this was similar to what the older Corn Flakes adverts. I also got more feedback from a questionnaire, they mostly the same feedback from the focus group and they also said that they thought that the narrative to my advert was clear and funny. When it came to making the second draft of my advert I started by cutting down the lengths of the shots, I found it easier editing it the second time round as I had a clear idea on how to make it a better advert thanks to the feedback I got. I also changed the audio of my advert in order to make it louder and clearer. The second draft didn’t take me nearly as long to edit as the first did, however it took awhile to get the colour correction perfect. I also added a fade at the end of the advert in order to make it look more professional. When re editing my advert I didn’t make any drastic changes, this was because I thought my first advert did a good job at targeting my mainstream audience, all I really changed were any technical difficulties. I believe that my adverts unique selling point is the fact that it is a healthy breakfast cereal and I think that this really comes across in my advert.