Mahdi Mustafa
Evaluation Our task was to create a 30 second TV advert that would air on prime time and the product would be a chocolate bar that was allocated to us. I believe that our final product does fit the purpose very well because it does reach out to the target audience, which we have targeted which is 24+. The reasons for this would be that the content and the theme of the advert is played out to reach this target, firstly the content of the advert includes a horror movie styled presentation including the famous “Ghost Face” who appears in the popular Scream movie series. This instantly connects to the target audience due to the fact this film series was first released in 1996 meaning most of this age range will know the character. This also helps meet the brief as the Time Out chocolate bar has not had much exposure on a media platform in a long time so we thought of the idea of re launching it in a more updated fashion but at the same time brining something old with it, in this case the old scream character was bought back and this helped with the not alienating our previous fans for this chocolate bar. The theme of the advert was also something which helped bring the advert to life and also target the audience as we started off with a scary theme and a typical chase scene through the forest but then the mood of the advert changed along with the audio and the advert as a whole changed from a serious tone to a humorous one creating the element of surprise. I believe the clarity of the communication during our project was good as both my partner and myself played a fair role in making sure everything was being done on time. During pre production we had split the work up and made sure we had done the small segments on time, we also split the storyboard up as I did the first half and my partner completed the second half. During filming we made sure we picked days in which everyone was free but we faced difficulties due to weather problems and cast being busy, but in the end we successfully filmed everything we needed to. Finally during editing we made sure we booked out the editing dates and that we had agreed with the timings in which we both will come in and work on the project, my partner and I came in on the days we had agreed and equally worked on the project. The communication level between us was efficient and this can be shown by the outcome of our final product. Our original intentions of the TV advert was perfectly met, the biggest intention before filming was making sure the suspense is kept at the start of the advert and then completely changed near the end, we knew this would be difficult as the sound track change was the most critical part of the editing phase and would either make or break the advert. In the end we believe that our original intentions where met as we made sure that the suspense was kept and the transition of the mood of the advert was kept neat. We believe that the target audience in which this advert was aimed at would also enjoy this type of suspense due to watching horror movies. The segment of humor can also be related to films such as ‘Scary Movie’ films that parody existing horror movies which we have done with our advert.
Mahdi Mustafa The effectiveness of techniques used in our TV advert was mainly the suspense that was built up with the sound and made sure that it surprised the audience. The suspense was created from the very start as the female character in the advert was running away from something unknown to her, the ghost face character is then revealed during the panning shot which creates the effect of “revealing” the mysterious thing causing the women to run away. We then see the peak of the suspense when the character is revealed with a knife chasing the women across the forest, but the suspense is quickly rotated when we see the character run out of breathe and this effect is created with the character’s body language and the sound effect of a record being scratched. The mood is then suddenly changed and we see the women try and giving him the Timeout chocolate this becomes humorous due to the fact the sound track changes help the character by giving him the Timeout chocolate this becomes humorous due to the fact the sound track to a humorous one. The effectiveness of the content used in our TV advert is shown through the elements, which we used to build our advert up. The first thing that can be pointed out, is the music used, we have two different kinds which sets a theme for the advert and also changes the mood half way through. The first section of the advert 0.01-‐0.18 the viewer can hear dramatic music in the background that creates the thrilling suspense attracting the target audience to this advert, after 0.18 the advert turns humorous with a familiar sound track in the back which many people find funny. The impact of work we have done will be able to attract our audience and make sure that this product is advertised thought mainstream TV brining more attention to it. We have used the “Take a light snack” idea and inputted this into our advert. I believe that my partner and myself did have a lot of technical qualities, which we bought to the table. While filming we had already planned out our shots and stuck to the script, but we wanted to come up with a creative way in which we could make a shot showing the viewpoint of the horror character. We improvised and in a short period of time we came up with a solution of filming behind a bunch of leaves and making the camera pan following the female character running. During editing we also realized that our shot of the horror character dropping the chocolate bar did not film, this meant that we had to alter some shots and make it look like the character had dropped the chocolate bar on the floor. We decided to use some effects on Final Cur pro and thought it would be a good idea if we made a shot slow motion as if the bar was dropping and this ended up as a success and on our final video. Another technical quality, which could be pointed out was the sound, we originally planned to have one sound track playing throughout the whole advert. After we had finished cutting shots and putting everything on our time line on Final Cut Pro we realized that having one sound track did not work well with the shot and if we were to have dramatic music at the start the second half of the advert would need light hearted music which set the humorous tone. Finally we decided to use the famous ‘Rick Astley-‐ Never going to’ sound track that was famous for being a humorous song and we also realized that our target audience would already know about
Mahdi Mustafa this song, this was a success as fellow students and teachers stated that this was the perfect sound track and made the advert humorous. The Aesthetic qualities of our final TV advert would have to be the shots that we used while filming. During pre production we agreed to use various shots and angles and the evidence for this can be seen on the storyboards we had made. During filming we realized that the space was small and that the trees where maybe not suitable to do very high angle shots due to health and safety reasons, so we decided to make use of what we can as we improvised on various shots like the shot which can be seen in between the leaves, and the over the shoulder shot where we see the female character turn around was also improvised. The final result shows that these shots worked very well with the sequence and created more of a meaning to the story line rather that the old shots which we originally planned to do. The female character’s acting also played a good part to make sure that this advert was a success, as her body language and facial expressions played a key role In building the suspense up for the viewer. The female character was also a young adult that our target audience can relate to and this also ties in with the horror movie genre, as the characters who are involved are always teenagers and young adults.