My own views on my advert which was diet coke are that it addresses the target audience and is original because it is our own idea. I like the way we have edited it so it all fits in together and when watching it back it gives a clear meaning to what we was trying to put across. Overall I think the advert was filmed and edited better than I expected as we did change a few shots on the storyboard but it still gave us a clear vision of each shot we was taking. When we came up with this idea and pitched it as a group we all had some disagreements as we didn’t think some parts were very well thought out so we ended up talking as a group to find out what we could do to solve this issue so we ended up keeping some parts but changing the parts we didn’t think through well.
Our target audience was women so I asked a few women to watch our diet coke advert to get their views on it. The feed back I received from the women I asked were:one of them are 17 one 18 and the other 40+. The woman that is 17 said she watches television channels that interest her, and that the advert has a clear meaning. The best thing she likes about the advert is the story as it very interesting and doesn’t bore you like some adverts and that she would buy the coke after watching the advert.
The woman that is 18 said she mainly watches soaps in the evening. She said the diet coke advert has a clear significance of the story. The best thing she likes about the advert is the sound effects used and the story because it is very well presented. She also said she would buy the product after watching the advert as she would like to be able to enjoy a fizzy drink that doesn’t have a lot of sugar in and hasn’t got any fat in ether.
Lastly the woman that is 40+ said she watches documentary’s and soaps e.g. BBC channels, Channel 4 etc. She said the advert has a clear meaning and the thing she likes best about the advert is the way the story is told and the use of technical effects such as text and SFX. She also said she would buy the coke product however she doesn’t usually drink it.
When gathering audience data there is 7 age group categories, they are from 1 age 0-10 and to 7 ages 56-70 the category I would put the audience data in I have gathered would be group 3 which is ages 16 to 18 and group 6 which is ages 41-55. Putting the data in groups makes it easier for us to see if younger or older people (adults) have better opinions.
When it came to the production stage of advertising we all got given roles by our producer so we would be able to work as a team to get all the filming done accurately.It was also so we knew what everyone was doing.In the production stage we had a line producer, director, director of photography and then we had the characters participating in the advert. After we were allocated roles by our producer we then had a couple of hours to rehearse our advert just to make sure everything was acceptable. We also filmed the rehearsal so it would give us a judgement on whether we had enough scenes for a 45 second cut and a 30 second cut. After filming the rehearsals we then used the editing software adobe editing pro to capture our footage and log it onto the timeline. This then gave us an idea of how long our advert was going to be so we could see if we had enough footage this way or if we needed to add more scenes. Once we done that we could see we had enough footage for a 45 second cut which was good but getting the 30 second cut was hard. But having a 45 second cut was fine so we were all ready to film it. When filming we had a storyboard to follow so we knew exactly what each shot was involving and if it was a low, high, mid, close up or long shot. However we didn’t shoot in sequence of the story board but when editing we could put them in the correct order and get the best shots in place because we would watch each shot to judge which one was the best to include in the advert. We also did take more footage than needed just in case we wanted to change some things in the editing process.
Our finished product is fit for its purpose because we have focused on our target audience when producing the advert as it is putting the message across to its audience that diet coke is a lighter way to enjoy coke. The clarity of communication is presented well throughout the advert because when watching it back you can tell the type of audience we want to address. Our advert is very appropriate to the audience as it is addressing the audience we wanted it to address and it shows this in the advert.
When comparing the finished product to our original concept I would say it has came out better than expected because we reformed a lot of the scenes before filming as stated before and we put SFX’s to it, added our slogan and text at the start of the advert we also managed to get a 30 second cut with the finished product in comparison to the rehearsals as we couldn’t get the 45 seconds cut down to a 30 second cut as it didn’t all fit in right but the final product came out fine luckily. Our original idea was:
A middle aged woman dressed in a smart suit returns home from a hard days work. She enters her apartment door and kicks her shoes off. She immediately heads for the kitchen and grabs a wine glass from the cupboard. She opens the fridge door and reaches for what seems to be a wine bottle but the camera does not reveal this. We hear her pour a glass and assume it’s a glass of wine. She sits down and we realise it is diet coke she has poured in her glass as she throws the can in the bin. She takes a sip of the drink and takes a deep breath of satisfaction and smiles.
However because we then realised we couldn’t relate the product to alcohol we then thought this idea was boring and wouldn’t attract the target audience we wanted so we started working on a fresh idea and came up with our new idea which is:A women comes home from a hard day at work with 2 friends to have a quiet night in they kick off their shoes and the 2 friends sit on the sofa whilst the women goes to get them a drink. We see the women getting some glasses out of the cupboard and then reaching into the fridge taking a while to find the product she’s after then she grabs the diet coke and pours it into 2 glasses and walk’s into the living room to give it to her friends she hands the drinks over to her friends. Then one of her friends tries to turn on the television but they realise it’s not working so they check the batteries and it’s not them.
They result into calling an electrician but they purposely pull out one of the wires for the television so it doesn’t work. The electrician arrives and they open the door. They immediately admire the electrician and let’s him in. Whilst he is looking at the electric box in the cupboard to try finding the problem the women and her 2 friends stand there and one of the women shows her 2 friends the wire she pulled out and they laugh about it.When comparing this to our original idea I think this concept grabs the audience’s attention much more and won’t bore them.
The techniques were very effective as it gave us a better perspective of our advert and we was please with the effects such as the text and SFX used because when we was watching it back, it seem much better than our original idea. The content in the advert also really improves it as again when watching it; you can see the content and techniques used. The considerations I have if I was to repeat the exercise are to include a lot more effects and maybe re-shoot some scenes as I think there is room for improvement with some of them.
