Fitness of purpose....does your advertisement clearly communicate a message about a specific product ?

I feel my advert is very fit for purpose as it shows the main selling points of my products and clearly represents the main ideologies i wished to achieve.  My aim was for my product to be perceived as aimed at anyone and everyone and to be easily accessible to anyone and everyone. I did this by showing a whole variety of people using the product; furthermore, I used the same song to give an impression that everyone was together to give the brand a friendly image. The main selling point of the product which is the revolutionary technology for the music to follow you is clearly demonstrated in the advert.

Was the main idea for the advertisement  creative and original ?

I believe that whilst I used a number of adverts as inspiration, the different ideas cobbled together worked well and made for an original, innovative advert idea. the way certain clips almost cut to the beat is not original but is creative and requires accurate attention to detail.


Is the advertisement appropriate for and relevant to its target audience ?

I believe the advert is appropriate to its target audience as i don't see this as a product aimed at a particular person; but rather at a whole range of people, and the advert demonstrates this, we see elderly people, younger people, middle aged people, people working, people having fun, people at church. The music also is rather universal, it's modern and groovy, yet chilled and not intrusive so to appeal to older people as well. I believe the song is a very clean sounding song as well, and is minimalistic so its there, but it doesn't distract you from what's going on. 

Did the final advertisement match your original intentions and planning ? If not, what changed ?

Unfortunately, the advert didn't meet my original intentions; nor did it end up exactly how I imagined, this was due to problems with cast and timing. I originally intended for the advert to be filmed at my house and feature my father, however he was away with work and so couldn't be there. So I had to do it college and I did some filming in my car out on the open road. My biggest disappointment with the end result of my video has to be the quality of the camera; whilst that to a certain extent is out of my control, I could have got a better camera and I believe it would have added drastically to the perceived quality of my advert. Camera shake was also something I regret. In hindsight, I should have taken more care

Were the technical and creative  conventions you used ( use of camera, editing,lighting, sound, music etc.) effective and successful ?

As i previously mentioned, I feel that the camera quality really hindered the level of quality i wished to achieve but i do believe that my camera angles were effective and gave a professional image. The text overlays I put on the advert looked very good and continued HTC's brand image which is important when making a product for an existing company. As previously mentioned, I am very happy with the music and think my little remix of a couple of songs flowed well considering i've never really edited music before but i feel it was effective. 

Were your persuasive techniques  (USP, lifestyle appeal, emotional responses of audience,hidden messages etc.) and use of product's characteristics ( benefits of product, advantages over other products etc. ) effective and successful ?

My main persuasive techniques to try and sell the product was to greatly emphasise the effect it has on people, everyone in the advert looks happy, they look hard working, and they're al different yet they're all admirable characters that potential customers could wish to be. By creating this marginal attachment, it will make people want the product more. Another main focus of mine was to sell the product by showing just how easy it is to use and set up, this brings me on to it's lifestyle appeal. Like i said before, this is a lifestyle product; and that is it's main USP and the fact its a lifestyle product is a persuasive technique because as i said everyone wants to improve their lifestyle.

Client: 
Pepsi with their new product 'Pepsi-tamins' 

Purpose of campaign:
Promoting their new product, to increase sales, market share and product awareness

Unique Selling Point:
The unique selling point of these are they are the only flavoured vitamin sweets. There are many 'cola' flavoured confectionaries available but none of them have health benefits. Furthermore, these aren't just for health; being aimed at gym-goers, they contain protein, creatine and zinc

Placement:

Kiss 100, Kisstory, Capital, in the evenings; so like after 5:00pm because that's when most people go to the gym and also lunch times (Midday) because all the working people will most probably be on their lunch break.

Production Roles:

There will be 3 main roles that i will take charge of in making this advert. The first is director, I will direct the advert as i will make all the decisions, and have come up with the idea for the ad. 
The second is the writer. This will consist of me writing the script and adjusting the length of it which will determine the length of the advert. The last role is that of the editor who will fine tune the advert, add sound effects, and produce the final, quality advert.

Elements of budget:

I'm using a zero budget for this ad because there is nothing that i have to pay for. This is because the people i'm using for the voiceover are media students, and so will not have to be payed. Furthermore all the music and sound effects i'll be using, will be free to use.

Target Audience:

This advert and product is aimed at men and women (although mainly men) aged from roughly 20-50 years of age, who go to the gym or are very keen in fitness and exercising. 

Justin Timberlake Prezi Presentation

Radio advert analysis

The first advert I have chosen to analyse is the Lexus Switch advert.

This advert was created by Radioville and was aired on most main british radio stations such as Capital, Kiss, Jazz etc. It went on to win a Cannes & Annual Ariel Award.

The advert does not have a story or narrative as such; it consists of spoken dialogue but the main feature of the ad is how the person speaking seamlessly changes which is supposed to reflect the seamless quality and change of power from the new Lexus hybrid engines. At the end of the advert, the audience is rhetorically asked "Did you notice i'm not the same person that was speaking at the beginning of this ad?" This is particularly interesting and will grab the audiences attention and interest as it is a very unique and cool aspect.

The advert is available to listen too below.

 The Lexus Hyrbid Advert

Style:

The style of the advert is very formal yet aspects of it could potentially be seen as complex with the use of the seamless voice change, rhetorical questions and some specialist language. The reason for the complex language is because the people that they are aiming the advert at, would understand the language used. The intriguing voice changes are intended to reflect Lexus as a brand to surprise and impress.

This aiming the advert a particular audience also influences the sound of the voiceover; in this advert, what sounds like a middle aged, well spoken, white gentlemen is speaking. There are a few reasons for this choice:

1) Firstly, a middle aged, well off gentleman tends to be perceived as a trustworthy figure and one that knows what he's talking about.

2) Secondly, a middle aged, well off gentleman is exactly the sort of person to buy a Lexus, and a hybrid one at that so by using that as the voiceover, the people listening that may want a Lexus would feel at ease and like they can relate.

Structure:

The advert is a one off advert and is not part of a series of adverts. It uses mild comical connotations to interest the listener. The reason it is a one off advert is because Lexus don't need to advertise a lot so they will only advertise things that they feel are especially interesting.

Purpose:

The purpose of this advert is directly promoting and selling a product, in this case, the new Lexus Hybrid engines. It also promotes the Lexus brand by portraying them as a very technologically advanced company and a eco friendly image, all of which will sell the brand and could increase brand awareness.

Use of soundbed: 


From the start of the advert, classical music can be heard playing in the background and its volume increases throughout the advert until 0:14 seconds where it levels out. At 0:31 seconds the piece of music subtly changes from violins to piano and the tempo slows slightly. The reason classical music is used is because its relaxing and tends to be instrumental, so is not distracting. The musics speed is in conduction with the speed at which the narrator speaks. The advert could've had a very different tone if different music had been used. if Lexus chose to use some modern Drum n Bass or something the mood would be different and wouldn't appeal to their target market as much. The music is chosen to appeal to the customer of the product being sold, for example, in the new Lexus NX advert which is aimed at younger people, WIL.I.AM music is used and he is featured in the advert.


Use of voiceover:


The voiceover in this advert is done by two different people who seamlessly change. The tone is formal, yet friendly and the narrators are well spoken, English speaking males who's voices seem to be of an middle/upper class. We don't know the nationality of the speakers, all that I can determine is they're very well spoken in english. These voices are used because they're easy to relate to by Lexus's target audience and reflect that outlined individual. At about 0:11 seconds into the advert, the first speaker seamlessly stops and the second speaker starts talking; this goes almost unnoticed and is hard to even spot but is a key feature of this adverts voiceover.

Persuasive techniques: 

I think this advert uses repeated use of product name, price and customer benefits to install them in the listeners minds. What is particularly successful about this advert is that it does repeat all the same main selling points about innovative high performance hybrid engines, without becoming annoying or cheesy. It promotes these new offerings by enthralling the listener and with a use of rhetorical questions when the speaker asks "Did you notice I'm not the same person speaking at the beginning of this advert?" If the advert had tapped into the audiences fears by talking about how hybrids are good for the environment as they help people cut down on their emissions of greenhouse gases into the atmosphere, i feel this would've further persuaded the audience and promoted Lexus as a brand.

Level of Distribution:

This advert will of been broadcasted nationally so to have the largest possible amount of listeners, and subsequently, most amount of potential customers. The reason it wasn't broadcasted internationally was because countries like America will have a different expectation of an advert.


Here I have examples of some of the regulatory standards advertising codes which had to be abided by and followed by every advert that is made.

Children: Any advert containing children or targeted at children will have to follow certain rules to ensure they're protected.

Privacy: Every advert must not depict the views of the people in it and cannot mislead the views of the public etc.



Harm & Offence: There are rules to ensure that ads do not offend a a large amount of people or cause any form of harm. The rules even refer to the loudness of adverts, and flashing imagery which could potentially cause epileptic fits.

Environmental Claims: Rules about making green products, which aren't green, are not allowed.

I don't feel this advert actually breaches any of the regulations as it is very inoffensive and innocent however; if, for example they'd used a celebrity such as the aforementioned WIL.I.AM and claimed he liked the product without his permission, there would be privacy issues there.

Another example there could be if they claimed to have the best pricing or made a claim that something is free, when its not, this would break rules protecting misleading advertising.

I believe my radio advert captures the style i was going for very effectively and fits perfectly with my intended audience of older people and OAP's. I completed this task by featuring older music such as dean martin and luther van dross and i made references to things such as wethers originals. there is a very detailed sounded with lots of layers from doors opening, to engines starting, to footsteps.

I picked this song because the mood is very similar. Return of the mack is about Mark Morrisons' girl cheating on him and lying to him and the song goes on to explain how that made Mark feel. He describes all the things she did despite the fact he loved her so much and was so good to her. The video, just like ours shows the main character with his girl and then he sees her with another guy. In our video i'm with stacey and i return to see stacey doing stuff with my friend. It breaks my heart and there is a number of falling outs. I fall out with my friend, break up with stacey, and can no longer go near taco bell because it reminds me of where all this took place. The mood of the song is very similar with a sad sound and the lyrics are very touching and compliant. The genre of the song is old skool R&B/Rap which fits our characters that me and jake play because we're perceived as cool by the audience and we smoke weed. This is similar to Mark Morrison because he is a very highly rated 'cool' singer/rapper but he shows another; all together, more emotional side to him.