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.