tv advertisement evaluation (pg specialitea)

8/9/2019 TV Advertisement Evaluation (PG SpecialiTea)

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TV Advertisement Evaluation

The Brief

For this advertising assignment, we were given the task of rebranding a Unilever

product for a new audience. This involved extensive individual research into the Unilever

brand and its many products, determining the audience that already exists for them. We

were put into groups based on the products we had chosen, with Reuben, Connor and I

having all chosen popular tea brands: PG Tips and Lyons Tea. This made settling on PG Tips

as our product very easy, especially as Lyons is rarely available in England.

We agreed that the current target audience of our product, PG Tips, was a

demographic of people between lower middle class and working classes and a

psychographic of mainstreamers. This is due to the humorous style and typical working class

household the existing adverts are set in which eliminates the upper and middle classes. For

this reason, we chose to attempt to rebrand the product to appeal to these upper classes in

order to widen the audience range; according to BARB viewing figures there are nearly 5

million more people who watch TV in the ABC demographics than the DEF demographic.

Feedback

To gather feedback about the advert, I created a quick and easy survey online using

the Survey Monkey website. To help get the survey noticed, I tweeted the link several timesand emailed it to friends, family and classmates. You can view the results in the embedded

slideshow below this embedded document. Unfortunately, despite many tweets and emails

only 14 people answered the survey, which I realise is by no means an accurate

representation for the audience of our advert.

The overall response to the advert was positive, with 13 people saying they enjoyed

it on the whole. Similarly, a majority of people said they thought the advert was appropriate

for the product and they would buy the product based on the advert. The responses

regarding audience mainly appear to say it is gender neutral, which is what he had hoped in

order to increase the audience size, but there is confusion about the intended age range. As

a general assumption, ABC demographics would include people between 35 and 50. The

survey results display an equal divide for 35-50 and 20-34, with some even concluding it was

more suitable for the 13-19 age group!

The suggested improvements vary slightly, although many commented on the

quality of dialogue and sound, which I would agree is a big issue for the advert. Another

common concern was the location of the advert not being suitable, which again I completely

agree with. A few mentioned the camerawork, others mentioning transitions between shots

and one or two commenting on the acting skills as well.


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Reflection on the Product

Compared to my original intentions for the advert, I do not think the finished

product is quite what I had wanted. To begin with, I do not think we homed in enough with

appealing to our new target audience for the rebranded product, as pointed out above. Theintended audience, of upper classes and succeeders were not accurately represented by the

set of the film obviously being a small caf. Although this was out of our control due to four

alternatively preferred restaurants refusing to allow us to film in their premises; we had to

use whatever we could get in the end. It seems that the feedback received from the survey

agrees with this, with many people being confused about the intended audience. This was

agreed with by peer and teacher feedback and because of this I would conclude that the

advert does not appropriately sell the product.

I am personally unhappy with several technical aspects of the advert. The

camerawork, whilst mostly following our storyboard, comes across on screen as being quite

amateur. This included some moments where the camera was very shaky, and in some

shots can even be seen in the mirror. With a lack of available audio equipment, we were

depending on the audio picked up by the camera itself; when we reviewed the footage at

the start of the editing process it became apparent that the audio was fairly poor. Both of

these concerns of mine were picked up on by feedback from the survey.

If we could re-make the advert I would begin with finding a better location, as this

would drastically improve the quality of the advert. I would also then put a call out for

extras to be in the background all smartly dressed and drinking the product - to assist the

impression given by the ambience audio track we used. If we still lacked audio equipment I

would dub over the dialogue in the editing process to improve it immediately.

Despite the changed I would make, I think we did a good job at editing our existing

advert. In my opinion it has a good pace, and some of the worst shots we found time to

rectify by removing shaky movements of the camera and boosting the audio. I am

particularly proud of the work we carried out adding steam effects to the cup and teapot to

make the scene look more realistic. In hindsight, some of this time could have been better

used elsewhere but overall I am happy with how well we stuck to the storyboard and thescript, and stand by the fact it was a good concept for an advertisement even if it wasnt

carried out with a professional look.

Our advert does comply with the ASA and BCAP guidelines because it does not

mislead the viewer or cause offence or harm. Specifically, our advert does not feature any of

the key concerns within advertisements such as political and controversial matters, children,

medicines, religion, homeworking schemes or pornography. The product we are attempting

to sell is not prohibited from advertisements (examples of which include breath testing

devices, products associated with gambling, tobacco, guns and prostitution).


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advertisements should not mislead or cause serious or widespread offence or

harm, especially to children or the vulnerable.[1]

The roles and tasks I took on for this project were, in many aspects, the opposite of

what I would have wanted to do but it was nevertheless an interesting and insightful project

thanks to this. My involvement began by coming up with the whole concept of the

rebranded product and the advert. When it came to the day of shooting the film, I was

unusually in front of the camera (certainly something else I would change if we shot the film

again!) and had no involvement at all with filming, checking the storyboard or checking for

continuity. Additionally, when it came to editing I played quite a large role in cutting up the

parts of the film and condensing the whole advert down to an appropriate length despite

having a self-confessed terrible understanding of the editing software, Premiere Pro. I also

sourced the music and ambience online, and ensured they were appropriately credited. To

conclude I think I still had an effective role in the project as a whole, but wish I hadparticipated more on the day of shooting.

Sources

[1] BCAP Code: www.cap.org.uk/Advertising-Codes/Broadcast.aspx
http://www.cap.org.uk/Advertising-Codes/Broadcast.aspxhttp://www.cap.org.uk/Advertising-Codes/Broadcast.aspxhttp://www.cap.org.uk/Advertising-Codes/Broadcast.aspxhttp://www.cap.org.uk/Advertising-Codes/Broadcast.aspx

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