TV Advertisement Evaluation

                                                                         The Brief

The brief was to create an advert of a Unilever product trying to change, or widen their demographic for the product, we were put into groups of 3 - 4 people and had to work together to choose a product, work on the storyboard, planning, etc. And then finally film and edit the advert.
Our group consisted on me, Matthew, and Anthony and we chose to re brand Marmite for men and call it "man might" Anthony was the one that came up with the idea and we branched off ideas from that one. My idea was a lynx advert, but since i was ill when the groups were formed, and my advert didn't really have that well structured of a plan, we stuck with Marmite.
The current target audience was just pretty much everyone who need a quick way of eating breakfast if you're on the go, we re branded it for men, like the way Yorkie chocolate was for everyone, then suddenly it was re branded just for the men target audience. We thought that re branding it for men would be appropriate because it looks like such a manly product, the label isn't all pretty and colourful, its just a bland red and yellow, and the actual product isn't anything amazing, its just a black brown colour these are all sort of darkish colours that are, nowadays, associated with men.

The Finished Product & Feedback

To collect feedback, we made a survey and released it on many different formats, e.g. survey monkey, printed, etc. the survey consisted on 10 questions, ranging from age to preference of the product. our results concluded that 85% of people liked the advert and its comic elements, but thought the pace kept changing a lot, and out of the 8 people that took the survey, 6 of them actually considered buying marmite after watching the advert, comparing to the previous survey, person for person, that factor has more than doubled.

                                                                     

The main message we were trying to project to the audience was that marmite was for manly men of manliness, and that was portrayed using comical elements, and manly voices to get in the peoples head, even though we didn't have a marmite man arising from the jar like we planned and Sean suggested, I still think that people got the message. Also, judging from what all my peers tell me, it also had an impact on them because its memorable.

I thought that the technical qualities were great,
Matthew really knew what he was doing with the camera. The aesthetic qualities were also great, we knew exactly what we were doing, and we a were using the technical terms and understanding each other perfectly while using them. I thought that all the shots were done really well, they were quick and snappy which got you to the point and didn't leave you in a muddle. I didn't like the fourth shot we did, in the other shots, the lighting was sort-of dull and not really well lit. the fourth shot however, was too slow, the music didn't really fit with everything else, and the lighting was far too bright and it was a terrible continuity error. My favourite part of the advert is in shot 10, this is the shot where the marmite man (me) makes the marmite come through the roof. i think the effect that i pulled off worked well with the overall finished project and the sound effect came in at the perfect time. i liked the way the music came to a halt when the explosion happened and then it came back in after that shot.

I personally think that we did a great job on selling the product through this advertisement and I like how we all pulled together to get it done. The whole point of the story is about a man who spreads jam on his toast instead of marmite, this angers the marmite man or “mar-man” an forces him to the ground and gives him marmite, the reason we chose to throw him to the ground was because the narrative is supposed to be manly and violence, below sex, is one of the main things that a man will instinctively look at.

We used a range of persuasion techniques to engage the audience, including using violence, and comedy to make a slap-stick advertisement that would stick in the minds of many, I know this because when asking my friends what was most memorable and they said when Anthony bit into the toast and shouted “I LOVE IT!” and when I spoke with the incredibly, unedited, deep voice, not only that but we also edited the marmite logo to spell “man-might” which could mean the might of a man or “a man might buy this” inferring that you have to be a man to buy this product.

I wanted to tell manly audiences that marmite is just for men so I used manly actors and manly/colloquial language to appeal to them in the hope that men would identify with them.

Not only that but we also wanted to get through to people that it actually tastes good if you give it a go because the adverts that are on for it now portray marmite as “you either love it or you hate it” and that put most people off trying it because they got word of mouth from others that it wasn't nice, but if you haven’t tried it, how do you know that you like it?

I liked the way the advert came out overall, even though there are some minor continuity errors. I went over the BCAP code and it looked like the advert complied with it, although there was one shot in the advert, shot 9, where i throw Anthony to the ground, it was sort of borderline violence going on, but according to everything else, the advert would have passed regulations so we didn't change the advert at all because it wouldn't have made sense if we took it out.

Overall I think that the project was a success but at the same time I feel that we could have done better with the final advert, there were a few things that we thought needed some tweaking, for example, we thought the idea of the marmite man coming out of the jar was a good idea like I said before, but we had no time to re-shoot, so we might re-shoot it after everything has been completed.