TV Advertisement Evaluation

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Our task was to rebrand a unilever product in order to open it up to a wider audience. our chosen brand was Cif. we individually chose what we wanted to advertise and how we wanted to rebrand it. we each presented our different ideas in front of the whole class

The current primary target audience is middle-aged women, predominantly mothers, due to the parodies of popular fairy tales which Cif has used to advertise previously. We decided to rebrand to a younger audience, to encourage teenagers and young adults, who may initially avoid cleaning, to help out, after seeing that the requested chores are easier than anticipated.

Our main method of feedback was to collect verbal responses from our peers; however, we also used SurveyMonkey to create and distribute evaluative response surveys to people outside of the classroom and get results almost instantly. Our responses were varied yet overall positive; comments were made on how well the music fit with the action on-screen and added an almost addictive quality to it and various praises were given to the acting. There were also negative comments made about editing, with regards to the fact that I jump across screen in one transition.

In my opinion, we successfully and appropriately advertised Cif, in order to encourage a younger audience to use it. I believe that the message was appropriately conveyed and would have the desired impact upon the target audience.

We had to change our idea, due to access to facilities that suit our purpose but we used my bathroom instead, as this was close to the college and had props readily available. We could also get a wide range of shots in the space that we had but it restricted our movement, as my bathroom is rather small. As this was a real location, it added reality to our advert but the echo detracted from the quality and the sound wasn't as good as it could be. The costumes added reality as they were just our regular clothes and our characters were just supposed to be normal people. There were no continuity errors with regards to costumes as we filmed all the shots on one day. We planned on using plenty of props so we stocked up on all the products that we needed. Also, we didn't need to buy a lot of them, as I already had a lot of things available. There was a lot of echo in our sound recordings, which reduced the quality but fit the scene because that's how a bathroom would naturally sound. The camerawork was quite steady but there were a few unstable shots; most of the worst ones, we steadied with the Warp Stabilizer effect on Premiere Pro.

I think we followed AIDA through this advert by starting it with a loud and attention capturing sound clip and we retained the audiences' interest with our dynamic and investing storyline. I think our advert would at least encourage parents of teens to buy the product, as it would suggest that their children would be more prone to helping out with this product at their disposal. However, I think it also would encourage younger people to use the product, as they are watching a younger person use it with ease.

I don't think that we persuaded our audience as well as we could have because we didn't purposefully use any persuasion tactics. However, with this being considered, I think we did well because it would encourage people to buy Cif.

Our message was that, when you clean with Cif (even if you don't want to), you'll do such a good job that people will request your services again. We used a montage to highlight the quality of Cif's cleaning power and show how easy it is to use.

I believe that our advert is fit for purpose and complies with regulations. It could have been more professional but, with the time constraints we had due to illness and absence, we did quite well.

I would have preferred our original location of a kitchen, as I believe this would have been a lot more versatile and we probably would have had more room to work with. I'm glad that we changed the audience though, because it would have been difficult to find males of that age willing to be filmed. our Pre-Production work was good and accurate however we probably would have worked better if we had storyboards to base our advert on.

I am quite content with our advert, especially considering the time frame in which we filmed it. If I were to do anything differently another time, I definitely would endeavor to aim the advert at young males. I also would arrange to use another, larger location and try to make sure all members of our group are present for the majority and manage to get to the location. I would also make sure everyone does something during each section. I believe I put a great deal of effort into this project, as I was present for every session and had a lot of input into the work. I offered up the location when we needed somewhere with short notice and I did half the filming, acting editting.