Advert Evaluation

The intention for my advert was to create a Nina Ricci and John Lewis inspired television advertisement for the perfume “Story of Lily”. I wanted to create a heartwarming advert featuring a girl who sends a Christmas card to her secret sweetheart.

My original storyboard for my advert (Which can be found here: https://wordpress.com/post/tarrinvane.wordpress.com/650) showed my advert taking place in a town at Christmas time. I changed this idea after being further inspired by Nina Ricci’s L’Elixir advert and wanted the advert to be set in a more whimsical setting.

Through my primary research, explained in detail in my synopsis (found here: https://wordpress.com/post/tarrinvane.wordpress.com/371) I decided to re-brand the product as a body mist to appeal to the primary target audience of young girls aged 14-18 and the secondary target audience of their parents.
I kept the concept of the character writing a Christmas card to her sweetheart and mainly adjusted the setting from a town to the forest. In my synopsis I showed the scenes from the Nina Ricci advert that I emulated in my own advert. I felt that my storyline was strong and could easily be applied to any setting so I found it easy to amend my filming plans to suit the new forest setting.

Originally I contacted a dancer called Maya to play the protagonist in the advert. I found throughout the process that mine and my group’s ideas were constantly changing and evolving faster than we could explain to Maya who had no insight into the production outside of being shown a short synopsis of the advert. As a group we decided to instead use a member within our group to play the character which worked much more effectively and made the process slicker and less complicated as we didn’t need to relay any new ideas or concepts to someone with no inside knowledge.

Technically, I believe my product is not fit for purpose. I believe the filming is amature and the lighting in each of the shots is inconsistent and doesn’t look professional as a result of this. The final establishing shot of the product was filmed without the use of a tripod and thus is very shaky, however I believe the way I have edited the footage has helped to improve the overall quality of the advert. I used fade transitions between shots and shortened the duration of these transitions to make the advert smoother. The fades also encouraged the overall magical theme in my advert and made the character seem graceful. To shorten the final short of the girl walking away through the forest I cut pieces of the long short of her walking out and added long, fading transitions.

Aesthetically, I believe my advert is visually pleasing and is effective in conveying the overall message I was trying to achieve.
I was inspired by Vance Packard’s ideas on sense-appeal and created an advert that would give the audience a visually pleasing experience that would also indicate the product’s sweet and earthy scent that are implied by the heartwarming storyline and the woodland set.

Throughout the process of creating my advert I examined my own abilities and strengths and used these as a platform to build upon. Being a fan of theatre and a musician, the music I used in my advert was my starting point as music is something I’m very confident with. I used an instrumental version of “Once Upon A December” from the animated film “Anastasia” as the morals and messages are appropriate for the primary target audience.

Anastasia is a young girl of an age within the target audience’s and the film explores her gain of confidence, strength and ambition. I used Once Upon A December as an intertextual reference to these morals and subtly inserted them into my advert using this music.

Making decisions that go against the general grain in the perfume advertising industry  such as encouraging morals, I feel, will gain my product recognition and the brand as a whole will be viewed as more than a producer of a scent.

I found through my primary research that perfume advertisements also have loose storylines that don’t directly relate to the product or the intentions of the company and this, I feel, is also inappropriate for my target audience and thus I undertook further research to ensure my advertisement was successful in conveying my intended message.

Todorov’s theories were also applied during this process and I wanted to conform to his theory and offer the audience a solution or an aid to a problem. This is implied in the line “Add a little mist-ery this Christmas” as the protagonist in the advert used the product to add mystery and personalisation to her Christmas card.

Feedback from my peers on the finished product was very useful. The main comment was that my advert was slightly too long for television, and considering the age of my primary target audience, I would shorten the length of my advertisement next time as young people may lost interest too quickly and not see the product that is featured at the end of the advert.
My teacher felt that there were too many shots of the product, therefore I removed a photo of the product that I originally had at the end of the advert and overlayed the same text over the final hand-held filmed shot of the product at the end instead.

My peers praised my editing and “love[d] the transition from shot to shot”, which I also feel is a strong element in the finished product.

 

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