In this project we were asked to make two adverts to promote the shampoo L’Oreal, there were many advertising techniques that we used in both the ads. When researching previous and professional L’Oreal adverts we gathered together ideas and techniques that could help us make our adverts successful and effective. One technique that we tried to use was celebrity endorsement, even though the actors in the adverts were not celebrities our whole idea was to encourage this and to make it look like we were.
Colour scheme was a main technique in the adverts as we used the colours together to link to the colour of the shampoo bottle, in our first advert the location of the first house had red carpet in the kitchen and I who was the actor had red make up on to link to the bottle of the shampoo bed red and cream. Also in our second advert the bottle was also red and we gathered together objects that could contrast well with the colour scheme.
Beauty appeal is a big attraction when watching adverts that are promotion makeup, skin care or hair treatment so this was a big technique that we needed to involve in our adverts and make this the main thing that was noticed and stood out, for this we made sure that our makeup, hair and clothes all looked nice and well presented. An editing technique that we added into our advert to look effective was slow motion, we used this once in both adverts one when spinning around and the other when jumping onto the bed.
When Alex was spinning around we caught a good shot of her hair in full this idea was useful and made the advert more persuasive as her hair looked silky and shiny. The other one when jumping onto the bed made the advert and the model look happy and showing how the shampoo is making this good mood appear.
Editing Decisions
When editing our adverts together we had to make decisions that we all agreed on and mainly work together as a team. The decisions that were made were where we cut and put the clips together to make the sequence relate and flow with the advert, because we shot quite a few shots we had to pick out the best ones as some had faults with them. The time that we got given for our adverts to be was 30 seconds, so as best as possible we had to cut the shots down and delete some to make sure the adverts were not over that time.
Also whilst editing we made the decision to add effects onto the adverts such as slow motion, in the first ad we made a shot of me falling back onto the bed was edited to slow motions, it made the advert more effective and be different to other adverts that we have seen, also it give out to the audience that the shampoo has had this effect on the character to make her in a good mood and feel good about herself because the effect of the shampoo has had on her hair.
In the second advert we used slow motion in a slow of Alex spinning around showing her hair mainly, this was a good editing technique to use because it give a good view of the hair in a full shot and makes the hair look silky and shiny from the effect of the shampoo. After completing both the adverts by putting all the shots together and adding the effects we wanted we then had to decide on what music we should have in the background, we chose music that went well with each advert and had a beat to match the motion.
Another decision was to decide whether to have a voice over in the back on some parts of the advert to see if the advert was better with it, but having the music in the background in both of them we didn’t really need to as we thought the adverts were effective enough and didn’t need to.
How effective the advert was
I personally think the two adverts that we created were very effective, in the way of our target audience we met the criteria well. The advert we got chosen to make suited us well as it was L’Oreal, the main attraction is beauty and mainly women. We tried our best to meet the criteria and the beauty appeal to look like celebrities as all of the L’Oreal adverts are indorsed by celebrities. If this advert was shown to the public of a majority of women I think it would be effective and probably persuade them to buy the shampoo, as in our adverts both girls look happy and like they love their hair for the reason being the shampoo and what effect it has had on them.
Also by using beauty appeal it will attract more women to the advert as they will feel like they want to feel and look how the women do in the advert. During the adverts a technique that we used was slow motion one when spinning around to show the hair and the other when falling onto the bed, this shows the audience a good view of the hair and show what the effect of the shampoo is. Another reason why the advert is effective is because of the music that is used in the ad, it hopefully gives out a good vibe to the audience and makes the advert more exciting to watch to match the mood that the models are in the advert.
After making the advert we then received feedback from the class and all of the feedback was good and positive, there were comments such as our advert was just like a real L’Oreal advert by using the same techniques and the way it was filmed was similar also it was very persuasive and would definitely bring the audience in to buy the shampoo as we advertised it well.
Improvement
Personally I think our ideas and adverts were at a high standard and hopefully the audience and viewers will agree. There was a few things that would be improved and would definitely improve on next time we make an advert such as, the lighting of the in the shot was not as well as it could of been and didn’t go well with the shot in some parts of the advert, when filming in the bathroom in the first advert the light was too dark and couldn’t see my face as well. The lighting caused problems by reflecting off my face and caused shadows, next time I would consider filming in a better and suitable place and make sure the lighting is fitted with the shot and the camera angle.
Another issue that could be improved was the sound, we didn’t use the microphone when filming which we should of, we only used the video camera which made the advert not as good as it could of been. In some parts of the ads it was hard to hear the sound properly and the sound echoed when speaking, but the music that we sued in the background covered up some of the sound which was better for the advert.
Colour scheme was another thing that we tried to include in our ads and thought it was quite important to colour contrast by using the same colour as the shampoo by having the same colour clothing or things in the background. The colour of the bottles in the both ads was red so an idea was to wear red lipstick and the carpet in the bathroom was also red so the colours went well together. Next time when making an advert I would try and improve the colour scheme by wearing a red dress for example or have red cushions in the background.
ASA Guidelines
By looking on the ASA website and reading the UK code of broadcast advertising I read the rules and guidelines of misleading advertising, Harm and offence to others, children such as the advert causing them harm and isn’t suitable for the ages under 16 and also privacy of others. From reading all of these guidelines our adverts does not come into contact at all with any of these and certainly doesn’t cause anybody harm from watching our advert. We presented our advert well and before creating the ads we went through the rules and guidelines to make sure it was suitable to show and that we wasn’t breaking any rules whilst filming.
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