Review and Reflection AW

Review and Reflection

We were given an assignment to work as a small production crew to produce two adverts about the same product. The product we were given L’Oreal shampoo is major leading cosmetic product that is sold all over the world, therefore it was important that we advertised the product well and used all the key advertising techniques to sell the product to our target audience.  It was important that I conducted in-depth research during the pre production stage analysing existing adverts and the consistent techniques used.

In both adverts we used fictional characters to demonstrate the use of celebrity endorsement a key technique to advertise the product. Celebrity endorsement allows the product and ad to appeal to an existing audience based around fans. Production companies know that people are heavily influenced by celebrities and celebrity culture linking in with beauty appeal as often all celebrities used in ads are beautiful metaphorically creatinf a form of bribery as using this product may result in giving you a desirable extra something that makes you appear more attractive.  In both ads we also used colour techniques, including colours on screen that match the colour of the products packaging therefore constantly linking back to the product. For example we used red flowers against a black background not only does this represent the colour of the bottle but metaphorically suggests that by using this product it will allow you to stand out amongst others. Finally throughout the whole ad we used simple techniques such as diversion as by using the product you are tackling a problem with your hair to improve your lifestyle promising a benefit.  Including statistical information and facts about the ingredients help to sell the product used to prove the superiority of the product making it more appealing to the audience.

After filming it was important that we edited the ads to ensure the final outcome appeared professional. Using Adobe Premier, as a group we had to work together and agree on what clips we should use. The main decision we had to make was what clips were best , once cut and put together to flow naturally and tell the story. The length of our ads had to be a minimum of 30seconds long therefore we had to work carefully to ensure we not only reached limit but did not excel the limit either. The two main editing techniques we used in both ads were simple cuts and slow motion effects to enhance the action on screen. Used to create an artistic effect slow motion is used to focus the viewer’s attraction on the main subject -the characters hair demonstrating style, healthy hair and glamour. It also has a slight psychological effect as the slow action on screen could demonstrate a calmer less stressful lifestyle as a result of using this product.  Also we had to decide what soundtracks would go best with our ads to reflect the action on screen and appeal to our target audience. We decided that it would be best to use modern chart music by artist that appeal to both younger and older adults. The two songs we used were both instrumental version’s, using instrumental versions was a decision we made as a group as we thought it would be best that not lyrics were included that could potentially distract the audience form the subject and product. The songs we used were ‘All night’ by Alexandra Burke and ‘heartbreaker’ by Alexis Jordan to modern day female artist. When editing the songs it was a simple task of ensuring that the track was cut down to so that it to also only lasted 30seconds fitting the ad. Although we did use another effect on both ads using the fade out tool so that the music began to soften and become quieter as the ad came to an end. We used this effect as we did not want the sound to end abruptly and be synced well with the adverts using songs that reflect the mood and emotions of the action onscreen.

When measuring the effectiveness of our advert, we had to consider the success of our ad in comparison to existing L’Oreal adverts and how it compares professionally taking into account the equipment and time scale we had. Overall I would access both our adverts as being successful in that it could sell the product and appeals to the right target audience. Both adverts were particularly effective in that we followed the basic common structure of professional L’Oreal adverts. The different techniques we used in the ad all contribute to its success and help persuade people to buy the product. Using a fictional celebrity is particularly effective as the ad will appeal to an existing audience and allow fans to be like their idol using the products they are promoting. Both adverts are very similar therefore are effective in the same way. Using colour schemes was a very persuasive technique used to sell the product as it constantly links back to the product.  The different shots and effects we used have also contributed to both the adverts success as we thought carefully when filming about the different camera angles and what angle should be used to create a desired effect.  For example we used several close up shots in both adverts focusing on the subject to demonstrate the effects of using the shampoo. Also using different shots can create an impact on it own as a viewer may only be flicking through the television and see one shot therefore it is important all shots are effective and give you an idea about what the advert is selling making a lasting impression on the viewer.

After the overall creative process was complete including editing the final products were shown to the class therefore we were able to receive feedback both positive and negative allowing us to understand what we did well and what could be improved. Most of the feedback we received was very positive the main comment being that we reflected L’Oreal well and followed the basic structure of an exciting professional adverts also that it was persuasive and the range of camera angles and shots we used were effective and allowed the audience to recognise we were promoting a cosmetic product.

As this was my first major project covering this type of criteria it is important that I am able to analyse my own work and look at the areas that could be improved for future project. Whilst I think both adverts are successful considering the time limit and equipment we had available there areas I would improve.  To help persuade the audience to buy the product to improve both adverts I would try to maybe focus on the scientific facts and ingredients in the product including a short animation motion to demonstrate how the ingredients work to improve your hair. I think this could be a unique selling point that influenced the viewer to buy the product as it allows them to see how it works before buying the product and also using statistical information always creates a sense of security as it is a natural instinct to trust a scientific fact and professional opinion.  I would also change the lighting for a more professional outcome. During pre production I would try to organise lighting equipment to use as in both ads the lighting if quite poor and at time does not reflect the mood we are trying to portray as it looks quite dark. Lighting could also help enhance the camera shots we have used such as close-up shots using lighting as a key technique, helping to create moods and emotions on screen or be used as a contrast with the colour scheme’s used linking in with the products packaging.  Finally the sound quality on our adverts are poor in comparison to professional adverts therefore next time I would ensure we used the microphone as well as the video camera as we only captured the sound by using the camera. Throughout the ad it is quite difficult to hear clearly what the characters on screen are saying or the sound is quite mumbled and unclear. Using the microphone would allow us to record the sound without any complications and would pick up the sound more clearly.

Due to the scale of our production and as it is a college assignment legal issues and copyright do not necessarily apply to our work, however in the professional industry all productions have to be monitored to ensure they meet ASA (Advertising Standard Authority)  guidelines to check they are suitable for everyone and could not potentially offend viewers. If our adverts were to be published professionally we would have to check that they meet certain legal criteria ensuring our adverts inform, entertain and promote healthy competition and do mislead harm or offend. There are broad principles apply regardless of the product being advertised. If our adverts were to be published we would have to make sure we have not breeched any copyright issues in terms of the music used as we could potentially be promoting a musicians music which could be seen as unfair, all scientific claims must be true and scientifically proven, and statistical information must be true for example information about surveys that may or may not have been conducted by an advertising company during pre production. Our adverts must been seen to promote equilibrium amongst all ethnic groups.  After reading through the ASA UK Code of Broadcast regulations I believe our advert does not breech any of the conventions therefore is suitable for everyone to watch without being offended r harmed in any way.