Evaluation
Evaluation
1). How successful was my advert?
In my visual advert, I promote a Christmas coffee sold at Costa. My advert was fit for purpose because the main plot of the advert was to show how coffee is made and how customers are served with a smile at Costa. Also, I made sure that my adverts remained faithful to the theme of Christmas by having themed cups with Christmassy objects such as snowmen. This worked well because these images indicate to the audience that this is a Christmas advert. However, if I had more time, I would reshoot the final scenes of my advert so that the identical cup is used, to ensure that there is continuity in the advert.
In my print adverts, I promote a Christmas drink sold at Costa. I think that my print adverts were fit for purpose because I was able to use the plot of my visual advert to inspire my prints by using similar text. In addition, I used images that have festive connotations such as snow, which worked well because these images make it clear that these are Christmas adverts. However, if I had more time, I would take more pictures of different Costa Christmas cups so that my adverts could vary in what they looked like.
The target audience for my advert is for people who love hot drinks such as coffee. This remained relevant throughout the process because the main theme of each adverts how coffee is made with love at Costa. This had an impact on the advert because it allowed me to focus the visual advert on how coffee is made.
When I started my project, I begun by researching into three adverts from three different coffee chains; Costa, Starbucks and Caffe Nero. Each of these adverts were unique, in the way that they used music, dialogue and graphics, for example, Costa took a musical approach whereas Starbucks used a cartoon approach and Caffe Nero chose to demonstrate how their coffee is made. I was fascinated by how each advert used these different approaches so when I created my own advert, I decided to use a combination of these ideas. Also, during my research, I noticed a lot of Christmas adverts were being released by big market retailers such as John Lewis and M&S so therefore, this inspired me to give my advert a Christmas theme. I felt that the combination of these approaches and themes worked well in my final product.
My planning and pre-production such as storyboards, scripts etc, was very useful because these documents gave me a structure for what my final advert should look like, what should happen in each shot and what it would look like.
I filmed my advert with two other people. My role was to direct my two peers, who were acting in my advert and operating the camera. While I largely told the camera operator what shots I wanted for my project, I was very open to receiving suggestions from my peers such as using different shot types, which I strongly considered. I could have improved the final shot of my advert by showing an advert relating to Costa, however I rectified this error in post-production by adding the Costa logo into the shot via CGI.
2). How was research used to develop my idea and the target audience for my final product?
I think I found the correct target audience because each of the adverts I researched conveyed that their target audience was for people who like coffee. I made all of my research relevant to my target audience because I focused on researching adverts for coffee and hot drinks.
After conducting my research, I was able to develop a plot which showed audiences the process of how a hot drink is made at Costa, which was similar to the Caffe Nero advert I researched and then the customer receiving a drink with a smile from the Costa barista, was similar to the end scene of the Costa advert I researched. A heart is drawn on the cup, which is inspired by the cartoon element of the Starbucks advert I researched. The process of researching different adverts to develop my idea before going ahead with creating my own was effective because I was able to create an advert that included elements of each of the three I researched and also, it would allow me to make my advert as good as if not better than these advert because the conventions of these adverts helped to promote these coffee chains in a positive way. One type of research that was missing from my project was surveys in order to receive opinions from other people.
3). Evaluate the different media skills, knowledge and understanding I utilised to create my final product
Throughout my advert, I used my knowledge of advertising techniques to my advantage by using bandwagons and plain folk. Bandwagons are when it's suggested that someone should join the crowd by having a product. An example of this in my project would be in one of my print adverts, where I say "Get cosy this Christmas with our festive hot drinks" and also in my visual adverts where it says "Taste the freshness of the coffee". This is effective because I have been able to use language to lure the audience into buying my product. Plain folk is when it is suggested that a product can be used by ordinary folk. An example of this in my project would be the use of an ordinary person in my visual advert.
When creating my final product, I used a lot of close-up shots because it allowed me to focus on the main subject of the Costa cup. Also, I filmed at a variety of different levels including birds eye view, eye level and low shots. This was effective because it would allow me to see different subjects such as the cup at different levels and different perspectives.
Overall, I am very pleased with my final product. However, I think that my advert could have been improved by portraying Costa as a busy cafe and also keeping up the continuity by using the same cup.
When I started my project, I begun by researching into three adverts from three different coffee chains; Costa, Starbucks and Caffe Nero. Each of these adverts were unique, in the way that they used music, dialogue and graphics, for example, Costa took a musical approach whereas Starbucks used a cartoon approach and Caffe Nero chose to demonstrate how their coffee is made. I was fascinated by how each advert used these different approaches so when I created my own advert, I decided to use a combination of these ideas. Also, during my research, I noticed a lot of Christmas adverts were being released by big market retailers such as John Lewis and M&S so therefore, this inspired me to give my advert a Christmas theme. I felt that the combination of these approaches and themes worked well in my final product.
My planning and pre-production such as storyboards, scripts etc, was very useful because these documents gave me a structure for what my final advert should look like, what should happen in each shot and what it would look like.
I filmed my advert with two other people. My role was to direct my two peers, who were acting in my advert and operating the camera. While I largely told the camera operator what shots I wanted for my project, I was very open to receiving suggestions from my peers such as using different shot types, which I strongly considered. I could have improved the final shot of my advert by showing an advert relating to Costa, however I rectified this error in post-production by adding the Costa logo into the shot via CGI.
2). How was research used to develop my idea and the target audience for my final product?
I think I found the correct target audience because each of the adverts I researched conveyed that their target audience was for people who like coffee. I made all of my research relevant to my target audience because I focused on researching adverts for coffee and hot drinks.
After conducting my research, I was able to develop a plot which showed audiences the process of how a hot drink is made at Costa, which was similar to the Caffe Nero advert I researched and then the customer receiving a drink with a smile from the Costa barista, was similar to the end scene of the Costa advert I researched. A heart is drawn on the cup, which is inspired by the cartoon element of the Starbucks advert I researched. The process of researching different adverts to develop my idea before going ahead with creating my own was effective because I was able to create an advert that included elements of each of the three I researched and also, it would allow me to make my advert as good as if not better than these advert because the conventions of these adverts helped to promote these coffee chains in a positive way. One type of research that was missing from my project was surveys in order to receive opinions from other people.
3). Evaluate the different media skills, knowledge and understanding I utilised to create my final product
Throughout my advert, I used my knowledge of advertising techniques to my advantage by using bandwagons and plain folk. Bandwagons are when it's suggested that someone should join the crowd by having a product. An example of this in my project would be in one of my print adverts, where I say "Get cosy this Christmas with our festive hot drinks" and also in my visual adverts where it says "Taste the freshness of the coffee". This is effective because I have been able to use language to lure the audience into buying my product. Plain folk is when it is suggested that a product can be used by ordinary folk. An example of this in my project would be the use of an ordinary person in my visual advert.
When creating my final product, I used a lot of close-up shots because it allowed me to focus on the main subject of the Costa cup. Also, I filmed at a variety of different levels including birds eye view, eye level and low shots. This was effective because it would allow me to see different subjects such as the cup at different levels and different perspectives.
Overall, I am very pleased with my final product. However, I think that my advert could have been improved by portraying Costa as a busy cafe and also keeping up the continuity by using the same cup.
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