Marmite wild
Final Advert goes here
Questionnaire goes here
https://forms.office.com/Pages/ResponsePage.aspx?id=PNUkHnh4x0ylEy_CM5zBQSwo7ZMZOHJKgrDi3or6kCVUN1NUWFJQS09PN1lCTVc5VkZRQVoyNEZaTi4u
The Brief:
The brief we’ve followed was to rebrand a specifically chosen product from Unilever’s catalogue. Our team has chosen to rebrand Marmite to seek out an approach to Marmite where we would be able to market such as a viable product for animals/pets.
1)What was the brief and the product you chose? And why did you choose the product?
The brief was to make an advert for a rebranded Unilever product that would be 30 – 45 seconds long. Our chosen product was marmite. The advert is aimed for pet owners. We did this because the location access would be easy to use. We had parks and forests to help the advert have a habitat like feel it and to make it known to the audience that the advert is aimed at animals. We also chose marmite because there are many different options you could pick. Some examples are changes in flavours and intensity of the marmite taste. Another choice that influenced us to marmite was that we already had an idea of what wanted to do with the advert in terms of genre and a storyline
1a) Who is the current target audience and who Is the new target audience for your chosen product
The current target audience for Marmite aimed for anyone. Interests, age, culture, and social class does not matter when eating marmite because it appeals to anyone. However, our Primemite product Is only aimed for animals and pet owners. Anyone can buy primemite . We decided to appeal to the pet food industry because it is a unique idea, and it has never been done before. We also chose to aim our products towards pet owners because we could advertise our products to multiple animals, so we had a variety of secondary target audiences, for example cats and dogs
The finished product & feedback.
2a) How did you collect the feedback (comments/responses from others) on your finished advert from your target audience.
We have shown them the advert and then handed them the questionnaire. They then answered a variety of questions about whether they thought the product was advertised and if they got the idea of what the product was and whether the cinematography and editing is impressive or laggy or pixelated.
Mixed results were given from the questionnaire. Most people in the questionnaire said that they understood what the product was to a certain extent however they said the target audience wasn't clear enough . They said the cinematography was good and that the editing was good aswell overall the response was 50/50 given us things to improve on and praise, this helps us improve our next work so we can avoid these mistakes again
2b) Appropriateness towards audience: do you think you managed to get the main message across to your target audience you specified in pre-production. Would the advert have an appropriate impact on them?
Our advert holds a funnier and more relaxed and an intense approach towards its presentation and marketing of Marmite. This makes it less direct in terms of traversing a main message across to our audience. However, it still manages to portray some form of message around Marmite being an admirable treat to animals at the very least, if not humans. This can go against the divide against people either loving or hating Marmite, as ‘all animals love Marmite.’
2c) Think about the technical and aesthetic qualities of your advertisement. Analyse your use of mise-en-scene; camera; editing and sound.
We used a variety of zooms and camera movement when shooting our advert, we used a forest because provides natural bright colours and lighting towards the camera, we also used camera rotation when shooting our adverts to reduce too many cuts and quick edits when during the editing process. We have also used copyright free music and sound to apply to make the audience more gripped to the audience
2d. Effectiveness of content: Do you think your finished advert effectively sells the product to the specified audience through its storyline/narrative?
The content put within the advert makes the product clear because the location has relevance has to animals and this will remind them of the zoo. The product is explained clearly and effectively because there is a scene where the main character explains what the product is within a comedy conversation scene. The script has effectiveness because it has a gripping comedy element to it to tells the audience what the product is, but it also makes the advert enjoyable. This makes the audience want to know what happens in the plot of the advert. This makes sure that the audience can see the information at the end to see how to purchase the product. The Storyline which portrays as a man who lives in the forests persuades an average hiker to buy marmite because of the popularity it shows to animals will show the audience that any pets can try the product and that there are specific flavours for each individual animal.
2e) what was the effectiveness of the persuasion techniques you used to sell your product?
We tried to have a “direct message” effect within the advert so that the audience and the characters within the advert have a clear idea what the product entails and the benefits the product has. We had a storyline within the advert to interest the audience so that they do not find the advert boring. The storyline within the advert would also be gripping to the audience this will make them want to watch the entirety of the advert to gain to clear message of the advert. The music used within advert gives more of a realistic atmosphere and shows the audience the atmosphere of the monkey's life within the advert.
2f) Clarity of communication: what was the message you were trying to send to the target audience? What were the main techniques you used to send that message? e.g., I wanted to tell teen audiences that drinking Bovril is not just for older people so I used younger actors and hip/colloquial language to appeal to them in the hope that young audiences would identify with them.
We wanted to make It clear to the audience that the product is Soley aimed at animals. To make the message out there we put pictures of animals eating the product within the advert. One example of this is that we had a poster of a monkey holding a jar of primite. The title and poster used in the scene would make the audience see that that primite would be aimed at marmite. Earlier in the scene the wild man says, “even cats like marmite.” This shows that the product is aimed at animals. As wild man in talking to the hiker. This would suggest that the product is targeted towards Pet owners because they are the people feeding the animals.
2g. Overall, do you feel your advert is fit for purpose? i.e., does it look professional and does it comply with advertising regulations? You must extract information from the ASA / BCAP code here as it will meet the requirements for Unit 2: GC1.
I think the advert fits the purpose because it shows the audience the effects that marmite has on animals and how likable the product is to the animals. It also shows the audience that it is specifically made for by the labels presented in the advert. For example, a cat label would mean that the marmite would be specifically for cats. We also presented the advert in a non-offensive way to respect the ASA and the BCAP code. We did this by making the storyline suitable for all ages. This means that we didn’t add any swearing, serious graphic violence, and dark humour. We also followed the ASA and the BCAP code by making sure that all religions and social groups would not be offended by our adverts
Personal reflection
a. How does the final advertisement compare with your original intentions? Reflect on your documentation, e.g., you storyboard and other pre-production, final advertisement, and audience/peer/tutor feedback.
Our final advert relates to our original idea because we still used the concept of 2 men talking in a park/ forest discussing marmite. Somethings that have changed are the involvement of animals used within the advert. We were originally going to use Dogs and cats in our advert. We were originally going to show some animals marmite and they react to it. Instead, we used the animals as references in adverts. Some examples are the poster of the monkey and the cat being mentioned in that he likes marmite. Some other details in the adverts that would have changed are some words in the script. This would be because of the conversations not relating to the advert or editing cuts. Some of the cinematography would have changed this would have been because of storyline changes. We have still incorporated different angles and shot distances within our advert. We also made our advert have more dialogue; personally, I think this was better overall because some of the phrases used in the advert would be remembered by the audience and some of the scenery and the action scenes will also be rememberable to the audience.
b. Self-evaluation: Reflect on how satisfied you are with your final advert. Would you do anything differently if you were to undertake the task again? Finally, evaluate your own involvement in the project.
The team’s effort around the result of our advert is overall positive. we all contributed to the pre-production or the postproduction element. Personally, I wish I helped to contribute towards idea and allowed my social confidence to reveal itself more to the group I was working with. This would have allowed me to contribute more to the storyline. However, I feel that I contributed well towards the pre-production documents and the questionnaire and evaluation. By finishing my evaluation first this will give my group an idea of what the evaluation should look like. I feel that advert was done well although it was too long, I think that was good because it gives us a bigger variety of scenes to choose from. if we were to undertake the task again, I think that if we could have tried to record dialogue separately next time as the audio will sound more clear and there will be no background noise. This would make the storyline more interesting and intriguing to the audience.
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