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Evaluation dual[1][1]
1.
2. Dual as a package
Dual chocolate centres around having both dark and white chocolate
in one bar. The unique bar is made up of two halves to deliver to
mass audiences of both tastes. Each half comes along with its
own personality. Thus the white half portrays tranquillity and a
peace of mind. Whereas the dark half is full of energy and
madness. This represents the realistic personalities of people
whom are born with multiple characters. Therefore should be
appealing for everyone.
3. ) In what ways does your media product use,
1
develop or challenge forms and conventions of real
media products?
The DUAL chocolate is both similar and different to other brands of
chocolate.
It is similar to other chocolate products in the broad story concept,
types of camera shots and mise-en-scene used. This is because we
did not want to alienate our audiences to a completely different
representation of the product, as it would be harder for them to
associate with and therefore the adverts would become
unmemorable.
On the other hand building up slight differences to stereotypes then
makes the adverts memorable. Therefore we have kept to norms but
have changed a few aspects within the adverts.
4. Galaxy
Similarities
We can compare our advert 1 to a galaxy advert in a
number of ways as that was where we got the
inspiration for our first advert.
Use of Character- one female protagonist used within
both adverts, to show effects of each half more
effectively.
Story Concept - Protagonist is consuming the chocolate
and then becomes more relaxed. Due to this peace
of mind she starts to read her book.
Within our Advert our protagonist eats the chocolate
in order to help her relax and then allows her to
tackle her work load
Mise- en-scene- The use of colour portrayed within the
Galaxy advert is brown to match the chocolate.
Similarly we used same colours as our bar, thus white
chocolate and dark . The surroundings were
white/cream to match the white side of the
chocolate.
Plus the actress too wears subtle colours to further
enhance this.
Moreover the setting is a house, to show more realism
to the audience. Additionally the lighting used was
high key to represent the white half and light
5. Aero advert
Similar to the Aero advert as the chocolate is
shown at the end. This is similar to our advert,
as we kept to the conventions of showing the
product at the end so it is the freshest thing in
the viewer/audiences mind.
M&M’s advert
The setting for both adverts are in a
realistic house setting which is
relatable to audiences. Likewise we
also did a house setting for the white
half, to show realism. Plus the dark
half we created a party atmosphere
portraying a house party. This make
its more realistic to the audience as
they can relate to it.
6. Differences
DIFFERANCES; CADBURY & MARS
Budgeting
As money plays an important role in getting actors,
costume, settings, lighting, camera and graphics. We
could not effectively use advance equipment nor
graphics to elaborate aspects in our project.
Settings
Limited to settings, we couldn’t base our product around
cultures which made the product different. Ideally we
wanted the second advert to be shot in a club, but due to
several restrictions were unable to do so.
Actors
We couldn’t use professional actors to portray expression
we may have wanted
7. Cadburys chocolate advert
This advert was very successful due to the
randomness of story. As we were limited to
basic camera equipment and expenditure.
Getting a monkey, i.e. – costume or
electronically, would be impossible for us
if we wanted a realistic view. Plus the
music used, was a classic therefore targeted
mass audiences. Yet our music was
targeted specifically for 21st modern
audiences.
Mars chocolate advert
As shown the advert has used various
graphics and with higher budgeting has
been able to perform stunts, that we were
limited too. Furthermore they have more
actors in their advert, which likewise we
could not have many professional adverts.
Therefore may portray an amateur nature
in our advert. However the advert along
with the Mars advert, gets the message
across successfully.
8. 2. How effective is the combination of your
main product & ancillary texts?
The chocolate represents two different types; dark and white.
Therefore we wanted to convey the message of two
different personalities connected with the chocolate. This is
done subliminally in various ways;
• Name and tag line – the same punch line and packaging
were used at the end of each advert and radio advert. This
automatically to viewers connects the dots between both
adverts. The repeated use of having two side and showing
either dark or white chocolate in the advert, made it easier
for the audience to see the effects of THAT particular
flavour in the advert. Instead of confusing the audience by
showing both.
9. • Consistent Actors- By having only one actress within the two
adverts, effectively it connects the effect of the flavour of
chocolate. This enhances our message of the two different
personalities one has after eating the chocolates. However
there may be limitations with this as it can show that the
chocolate is orientated towards the female population. However
due to our packaging and the product itself, it hopefully will not
come across that females can only eat the chocolate. As we
have tried cater for the mass market.
10. Use of Non- Diegetic sound- Although the music isn't the same within the four products it’s
still of the same genre, which attracts the target audience. Songs from the same Artist
Rihanna in the second advert and sponsorship and then Natasha Beddingfield for the first
advert. We have kept the music consistent as if one advert gets played people who have
seen a different advert will be able to then associate the product to the music.
-Plus the voice over in all texts were done by the same person. Therefore an
association can be made within sounds too.
We can see that LINKS advert has also connected their product by using a consistent actors
& theme throughout the adverts.
We kept ours similar as its for the same product and from the research task when asked;
“Do you like when one business has a short advert for the same product that link on a story?
Or would you rather just have one unattached advert?”
Every person we asked said yes to having a link for each advert as it keeps them interested
and makes them think about the advert before. Therefore we wanted the adverts to
clearly link with one another. Thus we kept most of the elements within the texts the
same.
11. 3. What have you learnt from your
audience feedback?
• Our audience feedback proved to be very useful for
us, as it enabled our target audience to look at our
product and subconsciously compare it with others.
They offered fresh eyes to aspects we may not have
thought of, due to the repetitive view we had of our
adverts.
• We gathered various audience data by medias such
as; face book and one-to-one view feedback etc..
• As the product widely covered a mass target
audience, the product was put onto face book to father
positive or negative feedback as constructive criticism
would help us rectify anything that needed so.
• With use of face book, we not only showed and asked
people but broadcasted our product to the rest of the
12. OVERVIEW OF AUDIENCE FEEDBACK
Facebook
19 people commented
Below 10 = 2 comments
20+ = 3 comments
One-to-one
10+ = 7
20+ = 0
The responses to the videos gave a clear indication of the prominent people
who would purchase our product.
Psychographic audience ->
People who love chocolate as it 90% of the world therefore not sex specific.
However each advert does give a representation of gender. As both adverts
and sponsership feature a female, audiences may get the idea it is female
orientated only. However the packaging and ideas were no solely limited to
the female population.
Demographic audience ->
Essentially for 10-30years as the actress used would convey the message of
younger generation. This is not entirely the only people who can eat the
chocolate. But it may be portrayed like this.
13. Our product can be defined as
PARTIALLY successful as via the
audience feedback we learnt various flaws
we may have to fix as well. Therefore we
cannot state that the product was truly
triumphant.
MUSIC
Most of the feedback commented on the
soundtracks as they all knew the music
and associated it with RnB. Therefore the
target audience of youngsters ranging
from 10-29 was hit. But however this can
also be detrimental as older audiences did
not recognise the music, but however it
went with the story idea therefore they too
thought it was commendable.
The music did drown out the voice over.
However due to the feedback we received,
we managed to fix this problem.
14. Graphics and Product
The graphics in designing the chocolate
and packaging was said to be ‘Well
executed’ and that people would
‘actually buy it’
If we started this process again, we would
change;
Music and dialogues
Therefore having the dialogues spoken much
more louder.
Settings
Despite having the setting to match the advert.
We can try shoot in a variety of locations to
present the different places you can eat and
enjoy the chocolate in.
These were the main aspects mentioned
through our audience feedback but to get a
wider and generalised view. We would need
to gather a bigger sample size and via
different medias.
15. 4.How did you use new media technologies in the
construction and research, planning and evaluation
stages?
Phase 1- Research And Planning stages; During the research stages of
our media product we used a range of new technologies to help
develop our ideas of what product we were going to do our
advertisements on and helped us develop brand identity for the product
to help theme the range of different advertisements in which had to
produce.
The Internet- helped when researching other adverts through websites
such as YouTube, it allowed us to watch and compare a range of
different adverts for a existing products.
We also used the internet to research the ASA (Advertising standards
agency) to help keep to advertising restrictions, if we didn't research
the ASA this could have led to a negative reaction to our adverts from
the audiences.
Advantages – YouTube web 2.0, people can leave opinions on adverts,
which gives us the upper hand as we can then see what people likes
and dislikes were.
Digital Story boards- By taking snapshots with the video camera, of how
the shots should look by our descriptions, digital story boarding helped
us as we can clearly see the range of different shot types and helped
particularly as it gave it a clear indication of the 180 degree rule.
16. Phase 2- Production Stages;
During the planning stages we used a range of different filming and editing
equipment to actually produce our advertisements.
DV cameras- We used small portable cameras to shoot all four of the adverts which
proved beneficial for the visual adverts as it is compact so could be move from
one location to another.
Windows movie maker- to edit my adverts at home to figure out how they should be
put together at school to limit time wasting.
Macs/I movie- we used IMovies to edit our adverts. We found using the software
simple as we have used it for AS. Which allows us to select shots and scene in
which we want to use, cut shots, add music and special effects.
However the negative points to make about IMovie are that, during the production
of our adverts at home I used Windows Movie Maker to edit our adverts so I
could get a feel for how we should edit the adverts at school using IMovie. I
found that the IMovie software at school is limited, as there are a range of
different features in which I used on Windows movie maker such as; Cropping
the size of video clips and adding effects such as slow motion to clips which we
couldn't do at school so I felt the software was limited in terms of what we could
do and therefore our adverts were not as good as they could Have been.
17. Phase 3 evaluation;
During the evaluation we used the internet by uploading the adverts to
Facebook a popular web 2.0 website, which we put up in order to get feed
back from the chocolate’s potential audience which is our age. We could
then see what they liked and disliked so we will know how to improve in
the future.
We have also used our smart phones to go out show individuals of the target
market our advertisements and then noting down the response so we are then
getting a range of face to face responses. The Advantage of doing this is that our
products can be shown anywhere with the use of 3G internet, so we then are not
just gathering responses from the same place.