PG Tips Advertisement Evaluation

Brief

In unit 30: TV advertisements, we were assigned the task of creating a new television advert of a re-marketed Unilever product. We were individually placed into groups of four in which we shared initial ideas. Josh and myself pitched the possibility of marketing lynx as a more luxurious product. However, Alice and Zachary shared their idea of marketing PG Tips to a younger target audience of teenagers. As a group, we decided that re-marketing PG tips to a younger audience, would be a more viable option due to the fact that we are selves are teens. Our age allowed us to relate to the audience, and create an effective advert that would appeal to teens.

 After brainstorming advertisement ideas, we decided to create an advert that would primarily use humor as the key appeal factor. We would show a contrast between a badly behaved class of students and a well behaved class that is drinking the PG tips tea. The comedic contrast as well as the catchy slogan "join the tea-nage revolution" , would hopefully attract teens to the brand. We then began to notice that if the advert was perceived as being "cool" then it could create an effective hype for the product.

PG currently target a middle aged audience of both genders. Although their brand identity is very popular, the current celebrity endorsed adverts such as the series which included johnny Vegas was well perceived but in my eyes struggled to attract new audiences. As this is the case, we decided to prioritize our efforts in appealing to a new audience. Teens can be very influential, by things they see on TV and on the internet.

Finished Product And Feedback

In order to receive feedback on the finished advert, we decided to show a group of teens (target audience) the advert. After viewing the advert once or twice, we asked for both positive and negative feedback on all aspects of the advert. This consisted of how well we edited the advert, the use of sound and lighting, effect narrative, persuasive techniques, professionalism and mise-en-scene.

The key points made in the discussion allowed us to re-think certain features in our advert as well as informing us on things that worked effectively. one of the main positives highlighted in the group discussion was our use of music. Our target audience found that the music fitted the adverts theme very effectively and set the mood in the correct manner. Sound was something that we felt would ever make or break the popularity of the advert, so therefore this feedback is very reassuring. Feedback was also very positive when discussion our use of dynamic shots and camera angles. We tried to use a varied range of shots/angles in order to engage the target audience. 

Although discussing the adverts positives is very satisfying, we also wanted to know were the advert could make improvements. one of the main areas for improvement, was the clarity of narrative. While going through the processes of production, editing and shooting, i felt that the initial ideas began to change without us really realizing. This is why i believe that the audience seemed confused in certain shots. This is apparent when the contrast of behaved and badly behaved contrast is shown.

I believe that we were effective in reaching our target audience due to the fact that in our feedback discussions, the overall reactions were positive and could therefore create the buzz/hype that we hoped would ultimately be created. Our marketing plan was very ambitious as the current market that PG tips targets, is far older then the one we chose to aim at. In the discussions the audience were interested in drinking tea as its something that most of them had never tried before. They also found that our use of promotional content publicized in the end credits was effective in creating interest in the "tea-nage revolution".

In order to create a professional and appealing advert, we had to take certain aspects into account before shooting such as our use of camera angles and shots. We wanted to introduce a fast paced and dynamic advert to our audience and i think we did this too our best ability considering the setting/props and time limit that allocated to us. If we were to make improvement in this section,  i would defiantly include more realistic props and higher quality sound equipment. When designing our storyboard, we didn't have to take too much consideration into mise-on-scene due to the fact that any classroom would look effective.

The feedback that we received would suggest that we did effectively reach the target audience, as they sounded very intrigued in the product that we re-marketed. One of the main factors that allowed us to reach our target audience, was the use of persuasive techniques, the comedic/appealing narrative and the effective use of camera shots. The persuasive techniques used in the advert ranged from the "hip" actors/actresses that teens can relate to, as well as the  comedic aspects of the advert. We also used the credits as a a persuasive technique as we promoted the slogan and social networking sites that would offer prizes for buyers. 


  
Personal Reflection

Our intentions for the advert changed slightly while developing our initial ideas and shooting. When developing our initial ideas onto the storyboard, we realized that the beginning of the advert was  too slow and boring. We ultimately decided to shorten the advert at the beginning (and in other areas),in order to create a more fast paced/snappy advert that would engage the audience more effectively. Once we had finished the storyboard, we began shooting and noticed that original shot ideas did not fit with the humorous theme of the advert. One of the main issues with the advert, was the editing and the poor acting. Some of the scenes were confusing (shocked face of teen) and unnecessary (teacher walking down corridor). When editing, we naively placed text in awkward places meaning that important information was  hard to read.

After receiving both positive and negative feedback, it became clear that the advert lacked in certain areas such the narrative and its effectiveness in appealing to the target audience. However the advert was successful in grabbing peoples attention and creating an interest in the product. Regardless of the adverts downfalls, we were able to create an advert with simplistic camera shots/angles, an appealing narrative and hints of comedic elements that created an overall effective advert. 

From my own personal perspective, the advert did have flaws, flaws that were easily visible and confusing to watch. These flaws could have been easily rectified but with the short editing time and strict deadline we were not able to complete the advert to the highest standard possible. I myself have slight obsession with perfecting my own work, however this can be difficult when working in large groups. When working in groups, everyone will have brilliant ideas and perspectives on the way the advert should be perceived. Taking everybody's ideas and thoughts into account is something we organised and shared very effectively. However i do feels as though my own communication skills could have been improved as i did not voice my opinion on occasion were changes should have been made.

If i was able to change anything, i would have changed certain shots into more dynamic and fast paced ones. The slow and some what boring  beginning should have been shortened even more so that the target audience were engaged quicker. I would also have altered the sound levels, in order to counter an confusion as to why the teacher turns around. Also the on the screen graphics at the end of the advert were visually awkward and too bright. If we were able to alter/adjust these issues then i strongly believe that the advert would have been a very professional and effective in targeting the re-marketed audience.

I feel as thought i had a very important role in developing my own creative ideas and proposals. I had a leading role in creating the narrative as well as the adverts use of camera shots/angles. I tried to voice my own opinion in a open and friendly manner as well as listening and taking into account other members of the groups ideas. I particularly enjoyed developing everyone's ideas into the final narrative that was used in the advert. I also found that  i was an effective member of the group when assisting in filming the advert. I made sure that the props/equipment was set up in the correct place. This was a fundamental factor in creating the professional setting.