TV ADVERT EVALUATION

TV ADVERT EVALUATION

The brief of this assignment was to rebrand product, owned by the conglomerate Unilever, in order to attract a different target audience both demographically and psychographically. By ourselves, we chose a product and created a pitch of the new advert for the new audience, using evidence and information collected by analysing existing TV advertisements. My chosen product to analyse was the ice cream brand: Ben & Jerry’s. However, when were had the task of deciding one product to choose to create the advert for, in a group of three, our chosen product was Viennetta. We decided that this product would be best suited to us due to the resources, budget and time scale that we had available to us. The current target audience of the brand are busy mothers with families, purchasing Viennetta as a quick dessert for the evening meal. We rebranded the marketing scheme to appeal to students, typically those at University, as a cheap and easy dessert to consume around their busy schedules.

The narrative of the advert follows three students who appear to have a lot of class work and can’t find the time to prepare dinner for themselves. The advert features three students in order for the target audience to relate to the characters. The style of the advert is simplistic and an easy to follow narrative, the advert is also stand-alone as the full story is told within 50 seconds, but however, it does have the potential to be a series of adverts. A survey was conducted online in order to collect feedback of our trailer. An online survey allowed for us to target our audience directly as they stereotypically use social media more than any other demographic, and our survey could be shared over different social media platforms.

The durations of the shots used in the advert were kept short as to not bore the audience and the keep interest. Tripods were sued to have a precise and still shot, to portray a professional look. Natural light through the windows was used to create a relaxed and natural atmosphere. Another way in which we kept a professional feel about the piece was through the use of a boom mic, in order to record quality sound.

The advert effectively sells the product to the new audience through the age of the characters used and correctly portrays the message that Viennetta is also for the younger generation. The advert looks professional and complies with advert regulations of BCAP and OFCOM. The advert doesn’t breach these BCAP rules: 13.2 Adverts must avoid anything likely to condone or encourage poor nutritional habits or an unhealthy lifestyle, especially in children.

13.2.1 Advertisements must not condone or encourage damaging oral healthcare practises, especially in children.

13.3 Advertisements must not condone or encourage excessive consumption of any food.

These rules are not breached as the advert does not encourage excessive or poor eating habits.

My original intentions of the TV advert fit with the final product, the intention was to rebrand the product to a younger audience and I feel like the advert portrays this. Overall, I am satisfied with the advert but would however change small parts of the production process in order to create a more professional look.