Advertisement Evaluation

Brief.

Our brief was to re-market a brand, we had to pick the brand from the Unilever website. The brand we decided to re-market was PG Tips, this is a tea-bag brand and the current target audience is the older generation. Generally we associate tea with old people, and with this we decided to re-market the brand to all ages. We chose this brand as a group because we thought we could have fun trying to promote tea to younger ages. We chose to appeal to younger ages, however when we started our story boards we chose to make it appeal to all ages instead of just younger people, we decided as a group to associate tea with good things because that’s what tea is meant to be. "PG Tips - making the world a better place" this is our tag line.

The Finished Product & Feedback

After making our TV Ad we had to gather feedback (comments from others), the first thing we had to do was make a questionnaire, this questionnaire was to be given to fellow media BTEC members and also to be posted on survey monkey to gather a variety of results. The feedback I received was interesting and useful, the main points I got was the voice over was not matched correctly, it didn't really represent the goodness of tea because the crime was to major, the beginning is well composed and it was a clear idea and the match on action was good, however the end shot was too long and leaves you confused.

Appropriateness to audience; After finishing the Ad I realised that the end product didn't appeal directly to the specific target audience of teenagers, it might not be appealing directly to the target audience however I do think this Ad widens the audience to younger people and doesn't associate tea with old people. We tried to make tea have the goodness impact on people, however are time was limited and we didn't get time to do our other little Ads, however I do think it kind of send the message when the criminal admits to what he has done, this shows that he is truly sorry and shows a little goodness.

The effectiveness of the content was not as effective as we wanted it to be, this is due to the time and absences of members. We planned to do three individual shot Ads which would be combined into one big Ad; however we felt the pressure and lack of time to do it so we decided to focus on one. Even though we didn't go through with our original plan i felt the effectiveness of the persuasion techniques did work, the crime might of been at the top end of the scale and we could of made it more funny however it sends a message and its different from all the other Ads so it will draw attention and promote the tea to a larger target audience.

Effectiveness of the persuasion techniques; in our pre-production we decided to use comedy as our way of promoting PG Tips however when we realised we didn't have a lot of time we went with the idea to show that tea was good and using our slogan "bring out the best in you" tells people that this tea is good for you and helps make you a better person.

Clarity of communication; The message we were trying to send across is that tea is good for you and it gives you a clear mind and conscience and we wanted to direct it away from the typical old people and try promote it to teenagers and we managed to to this by showing that tea make you tell the truth and want to be a better person, however I think we done this better with the end title screen with are slogan "bring out the best in you" this tells the audience that this tea will make them a better person and can achieve more in their life.

Overall don’t think our Ad is fit for purpose due to the extremity of the crime and it does not appeal directly to the younger generation like we intended it to. also the first 10 seconds looks professional then its cuts to a very long duration shot and it loses interest. Also due to the crime being major it does not comply with advertising regulations.

The final advertisement was nothing like our original intentions this is because in out pre-production (documentation) we decided to have 3 different Ads and they would be comical and appeal to the younger generation i.e. teenagers, however we had absences of members in the group, Me and Ben done all the pre-production by ourselves and our other member returned from a trip and disagreed with stuff and wanted to change what we had already planned, this left us contemplating which idea to go with and found it hard to all agree, this meant we wasted a lot of time and ended up rushing to complete one Ad instead of doing all three.

Self-evaluation

Personally I am very disappointed with how the Ad turned out, Me and Ben Kippen did all the Pre-production perfectly in my eyes and it all went to waste, however if I was to do this task again the only thing i would change is the production of the Ad, We lost valuable time because of member absence and if this was in the media industry it would not be acceptable to not show up to half of the production time period, Anyways apart from the absence and conflict on ideas i think the Ad we made was not bad and did look quite professional, however it looked nothing like we planned it to.