Evaluation.

Section 1. The brief

Our brief was as follows;

Produce an in-depth analysis of a UK television advert, this should include research into Unilever and (extraction from) Ofcom and the ASA. The method of presentation should be a Prezi. You must include quotes, a reference list and reference in the Harvard style.

Create a report for a new idea for a Unilever product advert based on your own and existing research and that can be pitched

Pitch your advertisement proposal, in formal environment, to Unilever representatives

Complete pre-production documentation for a Unilever product

Produce and export an advert that demonstrates repositioning of a Unilever product

Produce an evaluation of your production work , review and amend work to improve understanding and grading criteria that has been achieved

Our chosen product was Magnum Ice cream. We decided to re-brand this to people aged 60-98 of the D and E Demographic, we chose this because foods are a good products to help people reminisce and think of the past. This is because they stimulate several senses. As a group two of us researched Magnum previously and one of us didn't, this helped us decide that it would be wiser to do the most know product in the group. We also chose Magnum over the Ben and Jerry's Research because we had more options for cast as finding children to feature in a Ben and Jerry's advert would be harder than finding some elderly people for a Magnum one.

The original target audience of Magnum was 18-28 year old women of the A, B and C1 demographic. These are women on a high income who can afford Magnums prices. We decide to make the product appeal to the elderly as as previous mentioned food products especially ice cream are good for bringing back memories and this meant we could use the slogan “takes you back to the good ole days.” This is a good idea as the audience would want to remember their favorite times as a child when going to a beach and having an ice cream in those days was a real treat.
Section 2. The finished product & feedback

The cinematography varied throughout as using different shot types and angle would attract the audience more and make the advert seem less boring. We used a variety of shots including pan, birds-eyed-view and point-of-view. I think the use of these shots made our advert more unique and visually appealing than other adverts.

We used a close up on the elderly mans face and super-imposed footage from the beach over the top of his face. I like the idea of this shot however I feel like we should have worked out another way of doing it because it looked a little tacky. I also think that we should have taken some of the less mature family pictures down from the background of the shots from the living room as this is distracting to the feelings we are trying to create in the advert.

Our editing was very simple yet affective. We made sure to use simple cut transitions like other adverts of its type we had researched. We did use fades on text though as we had seen that in a previous Magnum advert. However, after looking back at the video we could have added fades between photographs to make it cleaner and more like memories. We used black and white as well as a sepia faded effect to make our advert seem more dated and old so that it took it's audience back to when they were younger.

The music we used was royalty free music called “Piano Sound” from BenSound.com. We heard about BenSound.com from a group member who had previously used their music before. We chose this track as it gave a slow, paced and emotional atmosphere to the advert without sounding boring or over used like other tracks.

The only other sound we had was a voice over at the end which consisted of the elderly man who featured in the advert saying “Magnum, take you back to the good ole days.” I liked how this turned out, it was cute and heartwarming for the audience. It was however not our first choice. Our first choice was to have the younger version of the man say it as well however after listening to it together it didn't sound quite right so we scrapped the idea and went with only the elderly man talking. We could have had other sound in our advert such as page turning sound effects however I feel that without them the audience focuses more on the emotional side of the advert. Having the sound effects would take them back to reality and the present which is not what we desire.

I believe we have appealed to the target audience well as the advert is very emotionally touching for their demographic. I feel like our message to them that our product was to be desired came across well.

I think that the story line of the advert sells the advert well. Even though it is slightly cliché and cheesy with black and white, memories and reminiscing it works very well and it sets the desired tone. We really wanted to play with emotion and one of the people who watched it cried, so I feel that despite being slightly cliché it fits its purpose and attracts our target audience.

I feel like we didn't use enough persuasion techniques to make our audience lustful for our product so if we were to do the advert again we would include more to make the audience really want the product. Our only real technique was that the photos made him seem like he was missing something until his wife turned up with the Magnums for them.

Our inspiration for our advert was Carl and Ellie's relationship build up in the film 'Up'. We used the idea that something linked them together through their relationship. In Carl and Ellie's case it was the tie and in ours the magnum. In 'Up' Carl raised Ellie's spirits while she was in hospital by floating a balloon over to her. We liked this as it was touching and emotionally hitting for the audience. We used this in our advert by having the wife bring in a balloon with a seaside bucket and two Magnums to raise her husbands spirits. 'Up' was the bulk of our inspiration, we didn't however want to copy it so we added our own seaside and Magnum themed twist.

Section 3. Personal reflection

Our final advert does suit its target audience really well and creates desire for our product. It plays with emotion like we intended and the music especially helped us with this. Our shots match our shot list and story boards except, one of the photos is the wrong way round on the story board, which once noticed was too late to change. However other than this everything is accurate.

I'm reasonably satisfied with the advert however I feel like I didn't get as much input as I would have like in the editing process. I feel like it does look slightly tacky in some places like the super imposed image and the video/picture sizing would have been better so that there would be no black spaces around the advert.