Evaluation

https://goo.gl/forms/rxdZDeD5y68c5Trt1

We had to re-brand a Unilever product to reach a different target. We did this by producing an advert that had to be between 30-90 seconds. We decided this after we had pitched our ideas to each other, the most promising idea for an advert was for V05. The current target for V05 is a young male audience, primarily aimed at teenage-young adult males with the YAKS psycho-graphic (Young, adventurous, keen and single). We decided to aim our re-brand to an audience of middle aged men because it would appeal to a nostalgic feeling of wanting to be young again. Not just that, but they also have a large amount of purchasing power.

We collected the feedback through a survey, and in class peer review. The advert was praised by those who took the survey. It was praised for the camera work, the transition between the old and young male actors, the short and precise nature of the advert and even the music. The only criticism that was received was that at some points, the video is a bit too yellow. (The survey's results are below)

We used a bathroom to give it a rather relaxed and homely setting and feel, also it is a location where hair products would be a common sight. We used mise-en-scene in such a way to portray it being a bathroom, we made sure to include the sinks, mirror and taps in one or two of the shots to effectively set the scene. We made sure that there were a lot of head on and close up shots, something that is common in adverts. During editing we added in a zoom in and out, this helped with the transition between the young and older male transition. The sound was made to dip in volume when the voice over says 'V05, break the old.' This gave that line greater effect as it was purposefully made to be heard by reducing the volume of other sounds.

The advert caters towards an older audience as the storyline shows an older man applying hair gel and then becoming younger because of this. This sells the nostalgic feeling of youth which may be desired by men of an older age. We used the powers of association to link youth with V05. This was effective as some who matches the target demographic praised it for its appealing nature. Despite this, our survey showed that this technique alone was not enough to sell the product, what with a larger majority saying that they are unsure or that they would not buy the product after watching the advert. I wanted to show older audiences that using V05 is exclusive to younger men. To do this, we used an older male actor to demonstrate this point, this in turn could make an older audience identify with this.

Overall, I believe that the advert was fit for its purpose. This advert does not break any of the BCAP code rules and regulations. As you can see here it does not infringe on the following:

• ·         3.1 Advertisements must not materially mislead or be likely to do so.
• ·         3.2 Advertisements must not mislead consumers by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner. Material information is information that consumers need in context to make informed decisions about whether or how to buy a product or service. Whether the omission or presentation of material information is likely to mislead consumers depends on the context, the medium and, if the medium of the advertisement is constrained by time or space, the measures that the advertiser takes to make that information available to consumers by other means.

The advert very closely reflects our original intention and design for our advert, we only changed one or two scenes. Originally we were going to have the older male with a group of teenagers as his friends, but it would seem rather strange to have an older male with a group of younger males so it was cut. I am very satisfied with my final product, however, if I could then I would reshoot a few scenes as to make it have a sharper focus, that and I would fix the colours seen, such as the large influx of yellow. I helped with the editing and the sourcing of the music. I would have liked to be more involved with the camera work and the filming process.