Documentation
Before shooting my advert I had to do pre production planning, first I thought of a synopsis which briefly outlined the content of my advert, which I then finalised with a story board which displayed what would happen in each scene and also gave camera shots, voiceovers and sound effects, I then moved on to do a shooting script which was like doing a story board however it was written and a lot more detailed and included things such as production direction, camera and editing, I also had to to do a location plan and risk assessment identifying intended locations, permissions needed, health and safety considerations, next I had to outline the actors and crew members I would be using, then explain and justify their roles in the production, the Last thing I had to do before shooting was a Production action plan where I had to organise/arrange people, resources needed deadlines and a contingency (back-up plan)
Comments
After I had finalised my advert, I then showed it to a selected few people in order to get feedback from it, I asked questions such as:
1.What message do you feel this advert gives across about the product?
2. Could you suggest any improvements?
3. If you was to see this advert on Tv would you stay to watch it? why
4.Do you feel the Pack Shot fits in with the advert? (If no, why?)
I mainly received positive feedback about my advert, most people saying that the advert reflected the message I was trying to put out about the product, others also said the music was well suited to the advert and its themes, how ever one comment suggested that in order to improve the advert I should change the music, but due to the fact the majority of the people's response to the music was positive, I felt It was better to keep the music as it was because I also thought that it suited the advert well.
Fitness for purpose
Personally I feel that my advert is effective in promoting the brand and product in a positive way as you see the product in almost every shot of the advert, so while the family are enjoying time together and having fun, the audience may associate the product with enjoying your self and family fun, also the last shot and the pack shot clearly show the bottle along with the logo therefore when people are out they will easily be able to recognise the product labelling and could consider purchasing it, although I feel the pack shot could be made more effective by having it fit in more with the surroundings shown in the advert, for example I could have taken the pack shot on the table, or in the garden, where one of the shots were filmed so that the advert flows more naturally into the Pack-shot.
Clarity of communication
I thought I communicated the message of my advert clearly in my advert, firstly by the actors used because as soon as they are shown drinking the Ribena the immediate effects of 'Bringing out happiness and fun' are shown by them laughing and enjoying their time together, and also playing together, I also feel that the change in music after they drink the Ribena helps get the message across by changing the atmosphere as the music is a bit more upbeat and matches the actions of the characters, as well as that the Voice over clearly states in the pack shot "Ribena, Bringing out the fun in you", also after the family have drank the ribena the voice over says "This seems to have done the trick" which also implies to the audience that Ribena would be the cause of their fun and happiness.
Appropriateness for audience
I feel that the advert was appropriate for my target audience as there was both adults and children shown in the advert which were shown as a family, therefore when families watch this advert they will get the impression that this is a product for family use, however the children shown in the advert were all under the age of 11 which may make it appeal to younger children rather than teenagers and young adults, as it is children who are having fun and playing together in the advert, other children may get the idea that this is the effect it will have on them and also the it is a product most suited for their age group.
Compare final outcome with your original intentions (changes to your idea and why?)
When looking at my original idea for my advert there is not really any change compared to the final outcome, the only change I made was taking out one shot whereby the family pet was shown wearing a party hat, I made this change due to the fact that I was unsuccessful in being able to achieve this shot because the character was uncooperative, I also made slight changes to the voice over as I had originally intended to also give nutritional information about the produce such as it's vitamin C content, but I chose not to do this as I felt it ruined the theme and humour of the advert.
Impact of work on audience (is your advert successful?)
I feel that my advert is successful as I had received multiple positive reviews about my advert, many saying they enjoyed it and found it funny, which I felt was a good point as my intentions where to make the advert come across with a slight sense of humour, also after having my advert shown on a social media site, I had received additional positive reviews where some people had said they feel like going to buy some Ribena after watching the advert.
Technical qualities (use of camera, editing, sound and effectiveness)
At the beginning advert I used shots such as close ups and panning shots which helps the audience identify the main characters and aspects of the advert, also by the use of the close up shots you are able to see the families facial expressions individually and gain an understanding that they are not very happy people and not enjoying them selves due to the absence of Ribena in their lives, these shots also work along with the background music as it is a slightly dull sound, perfectly matching the families expression, the voice over also has quite a simple voice with a slight sarcastic hint to it which I feel was very effective when rhetorical questions were asked during the advert such as "They don't look like they're having a good time do they?".
The first shot changes from a wide shot into a close up panning shot, which is almost like an introduction to the family so you can see what they're like and would be able to compare them from how they turn out after drinking the Ribena, after the product had been consumed I had used more wide and mid shots to try and get the whole family and surroundings in the shots to give a sub-conscious message of 'togetherness' and that they have been made to have more fun together due to the effects of drinking Ribena, likewise the music had also changed at this part of the advert to match the atmosphere given by the actors enjoying themselves, and the voiceover saying "Ah this seems to have done the trick", which will ensure the audience realise that a change has happened in the characters.
Aesthetic qualities (audience appeal through mise-en-scene, actors etc.)
I think this advert would be appealing to the audience through the use of mise-en-scene as it is set in a typical family house therefore families would see that this product is tailored and suited to them specifically, as in the background of the scenes you can see general mess that you would normally see in a family house and it shows the audience that you don't need to be perfect, and any family can buy this product, the use of actors also has an effect on the aesthetic qualities as there are a range of ages used in the advert who are represented as a family, therefore the advert should also appeal to families.
Effectiveness of techniques used
j I think that the techniques used in my advert such as the range of different shots and also the timing of the shots were effective because I felt it kept the advert interesting and would have kept the audience attracted and entertained due to the fact that the shots did not drag out and were not stuck in the same scene for a prolonged amount of time, also the range of wide,mid, close up and panning shots worked well with the timing as each scene changed there would be a different type of shot, another thing i felt was effective was the narrative and voice over used, firstly I thought the way the narrator talked was very direct to the audience making them feel more involved in the advert, which Ideally would make them want to stay and watch the advert, However these questions were rhetorical so it got the audience thinking about how the product would effect the family, but then these questions were also answered by the narrator which would confirm the audiences thoughts on the product, as well as the narrative being effective, the actual voice also had an impact on its effectiveness as it had a well suited tone to the advert and gave a slight bubbly and humorous atmosphere, which would make the advert more enjoyable to watch, behind the voice over their were two different sets of background music used, the one at the first half of the advert is used to represent how the family are before they drink the Ribena, then the second half of the advert features a different more 'fun' piece of music, I this works as it gets the in message of the advert more effectively because the changed in music altered the atmosphere from dull to happy.
