UNIT 30 - Rehearsal Wispas advert evaluation

This week me and my group had filmed a rough version of our advert and have filmed the scenes we thought we would need for the actual advert. In this we had featured the shots and angles and motions in which the actors would have to play in the actual advert itself. This was simple and took roughly about 14 minutes to film and once edited it came down to 30 seconds exactly. So if we follow the conventions we done in this rough cut of our advert then hopefully the actual advert will be more detailed in terms of quality and have the same time frame (duration).

UNIT 30 - Shooting script

UNIT 30 - Job Roles

UNIT 30 - Production log 2.0.1

Since our old advert idea was not up to standards and we hadn't really used that many conventions and the plot and purpose of the idea was very confusing, me and my team have decided to change the idea to something that would be of more quality and that would make more sense so that the specific audience would find it more appealing. Our new idea features a bunch of kids one of which tastes our chocolate after purchasing it at the shops, he then find the chocolate bar extremely tasty and runs off to "whisper" to his friends about the bar. This connects with the name of the bar as 'Wispa' indicates a whisper (pun intended). This in effect adds some quality and shows we had thought out our idea to engage the audience. The children would all rush back to the shops and also purchase the chocolate and spread the joy, this also links to our slogan as it is also "Spread the joy".

UNIT 30 - TV ad pitch evaluation

Pitch Evaluation

In our pitch we talked about our  chocolate advert idea based on the different types of audience research we had covered, by doing this research it gave us a target audience and a rough idea as to what our own advert would consist of. The primary research we had done was quantitive and was a questionnaire to find out a little bit more on what audiences prefer and like in a chocolate bar advert. This put us in the position to adjust our idea and make it relatable to the audience in as much detail as we possibly could. In our actual pitch when presenting we were very clear on how we had found the information we had gathered. We showed this on slide 12 where we presented the questions we had asked random people with different ages so we had covered all of the audience. This was very helpful.

Our target audience that we had decided upon would be 7-30 year olds and the socio economic class that we would aim the advert towards would be of D-E's. This is because from or research we found that Cadbury Wispa is a family brand and is very affordable. It is usually sold in shops such as Tesco, Sainsburys and Asda. These shops have very affordable items and can are well known for being family orientated. This is why we had decided to sell it at these stores instead of a store such as Waitrose. Selling it at a shop such as Waitrose would not be suitable as our socio economic class aren't likely to shop there and it wouldn't be within their price range. This is very important to consider because it would effect our sales and it wouldn't really come across as appealing.

Our advert idea that we had decided to do would be the genre of Humour as we found out in our audience research  that that's what most people liked in an advert. By making the advert humorous audiences will be able to engage with the advert more and remember it as it will stick in their heads. We spoke about this in our pitch that our advert will be humorous and why we chose that idea. 

The secondary research we had done was looking at previous Wispa adverts and other chocolate adverts similar to the bar just to see the success they had and what conventions they had used in order to be so successful. We had done this to see if we could get a rough idea as to what other adverts do so we could either use or distance ourselves from being too similar. As we want our advert to be unique and memorable we decided to not be too similar in our adverts like the other chocolate brands. With our secondary research we found that our "competitors" 'Galaxy' usually used attractive women in their advert in usually a very luxurious place eating the chocolate looking very seductive, taking that into consideration we decided to use a woman however she wouldn't be represented in the same way, instead she would be appealing to many of our audience as she is a mother struggling with her child trying to get her train. This shows our advert is different and unique to our competitors.

There were also some legal and ethical constraints which affected our thinking when it came to our advert. The ASA are the advertisement standards authority would have many constraints to check if we are breaking any rules of advertising such as misleading information, inappropriateness, nudity, showing health in a negative manner etc. Since we are aiming our advert at  young audience we have to take into consideration the things we can have in our advert. We will be showing the advert before the watershed as young audiences will be able to watch it too. And we decided we will show it on channel 4 in between The Simpsons. We chose this because we think that it applies to all our viewers and it is shown at an appropriate time.

Our brands ethos is orientated around family and making the people feel the pleasure of tasting their chocolate. In our pitch we conveyed this clearly on slide 5 explaining the company Cadburys ethos and the brand Wispas ethos. This enabled the viewers to understand what our chocolate company/brand is about.

in terms of our mode of address we were very clear on what we wanted to say and how we came across. The audience knew what we were saying and understood what was our goal. We distributed different slides evenly to each other and ensured all of us had a role in what we were saying. The feedback we got back wasn't initially on how we presented but on what our actual idea was. Many didn't understand the idea we had as we could have gone into more detail about it. So that is one thing we could have changed.

UNIT 30 - Audience info grid

UNIT 30 - Advertising Standards Authority Rulings

Advert: CO2 "bedtime story's" - Act on CO2/ 2010

UPHELD

In the advert of for the Act on CO2 the ASA had banned this from being aired on television. The reason for this was that it had received a total of 840 complaints mainly from parents. The reason being was that the advert was classed under "misleading and scaremongering...exaggerating the likelihood and impact of extreme weather conditions". The advert consisted of a father telling his daughter a bedtime story of what would happen if we keep wasting energy and CO2. The story showed children drowning with their toys and misery amongst the city. This advert was shown before the hours of 6:00 on national television which meant that most children would see it too. This was a main reason why the advert was banned and complained about as children and adults too found the advert too dark and harsh on the audiences watching. The ASA upheld the complaints and banned the advert immediately. 

My opinion and view on the advert being banned by the ASA is that they do have a point on where the advert may come across as scaremongering to viewers. The message of the advert aimed to snake sure that people understand the effect CO2 has on the world. It did exaggerate the effects to make sure people understand the worst that could happen but this also caused fear in many who viewed it. Hence why it was banned. On the other hand I could argue that the ASA and complaints were a bit harsh as the advert was trying to get a serious message out to the viewers. Even though the message was over exaggerated the it did make people think about what they were doing in terms of saving energy and being wary of saving energy for the best. 

Advert: "Engineer" Volkswagen 2008 

UPHELD

This advert was upheld due to "viewers complaining that the advert was too violent and shown before 9pm". The advert consisted of an engineer who'd been working in an office. As the advert had been going on it involved another engineer fighting with the one shown before. The two go through various events wth other people involved fighting and getting involved in various violent actions. The ASA had shortly been made aware of this advert as it was shown on national to quite a few times. The advert got a massive 1,070 complaints from viewers who were mainly parents. Even though the advert was not targeted at children it was televised before 9pm and thus was a problem as most children would be able to view the advert as any time before 9pm would not be suitable for children. 

My opinion on the advert being banned is that I strongly agree that it was upheld. This was due to high amount of violence demonstrated and that it was too innapropriate for the ages that were viewing it. Furthermore the time it was televised on national television didn't help the advert itself as many complained that their children were seeing this advert. This may cause an influence or even traumatise some viewers. The main reason or the key reason why the advert was upheld was because of the violence involved and the innapropriate broadcasting time.

Advert: "Hooked" Department Of Health-2007.

UPHELD

The Department of health had another adver of theirs upheld by the ASA when viewers had complained about their "Hooked" advert. This was because bowers complained the ad was "offensive, frightening and distressing - particularly to children". The advert itself featured a man who was in office work going about his day when out of nowhere a hooked had been attached to his cheek and had gone through his skin dragging him through the office to an outlet outside to have a quick cigarette. The aim of the advert was to show a message of getting "un-hooked" mind upon the addiction of getting "hooked" on cigarettes. The message was seen as too innapropriate for viewers who not just under age but also anyone who sees it and cannot handle brutality. This could be a big problem amongst audiences hence forth the ASA had upheld the ad.

In my opinion I agree with the ASA's decision as to why they banned the advert. I too found and believed that it was too frightening for children to watch and it was very distressing to be put on national television for viewers of all ages to be able to see. However the advert did convey a message which got people who do smoke to think about what they're doing. By making the advert very distressing it may make smokers to re-think what they are doing. This message can be seen in many ways all depending on who is viewing it therefore you can say the ASA were a bit harsh with their decision. The DONH were trying to get smokers to stop smoking through this advert and didn't intend for anything else, therefore the reason you could argue for the ASA being harsh.