Unit 30: Advertisement Production for Television - Task 4

Evaluation

My advert’s purpose was to inform the audience of the brand Chanel and inform the audience how classed the product is. I did achieve this through my use of the beach and the Burj Al Arab at the end of the advert to show it’s based in a luxurious location (Dubai). My advert fits in with Chanel because it has the same luxurious and relaxed vibe that all the other ones consist of, shown through the music, body language and the costume. When I saw the Chanel advert featuring Keira Knightley in my research, I noticed that it had conventions that are obvious and I noticed that it clearly projects what a life the product brings to the consumer. When I realized this it became clear that my advert needed to involve mise en scene that would project the luxurious life in the advert.

I used a lot of significant long shots in my advert to show the setting and the model because it would repeat the theme of glamour and luxury to the audience. The audience would realize this and find that if they were to buy this product they would feel as alluring and captivating. This was a technique I tried to use that the real Chanel adverts successfully used because it would cause the audience to want to buy the product. When I edited my advert I used a technique where I added a filter to the recorded bits. This followed the trend that the other adverts had, as well as it means I used iconography because the filter was a similar colour to the product shown throughout the video. It successfully worked and in my opinion made the vibe given by the advert more relaxed. When I used the editing software Premiere Pro I realized that editing helps a lot with the process because when I recorded it didn’t look very good but once I put it all together and changed the speed it looked a lot better. I used many different tools like the transitions between each shot to give it a cool feel. I made the product at the end fade in to make it look professional and it looked amazing blending in with the orange sunset that links to the product because of its colour. I chose the beach to shoot my advert at. This was because I wanted to create a sense that if the audience where to buy the product they could be as successful and professional where they could spend their days on the warm beach. It was also quite a romantic location as the beach is generally seen as the place in movies where romantic events take place and at the end of the advert that is where the two actors meet. The sound in the advert was made to be dramatic and romantic. I did this by intensifying it throughout the advert and by making it synchronous, for example, I did it at the end when the product is displayed a new instrument is introduced making incredibly dramatic as if the audience were waiting for that moment to happen. The lighting in the advert was high key and natural. This was because it was outside and I wanted the advert to have a sense of nature and that the product will cause the user to immerse themselves in nature for their better health.

I made sure I would persuade the audience to buy the product by making it seem that the product would help with Maslow's hierarchy of needs, it would help their self-esteem, need for attention and their need for prominence. The advert involves a female actress which is meant to address to the target audience that if they buy this product they will become strong, dominant and independent. This advert is unique, although it follows conventions that the real Chanel adverts follow it speaks to the audience and tells them they are missing something in there life and if they ever want that sense of fulfilment in their life they will need this product in their life. My advert doesn’t follow Todorov's theory because it is meant to give a sense of breaking out of the norm so the audience feels peace and tranquility which is what the audience strives to have as the only reason people continue with their life is for the hope that on they can look back at their hard work and see that they “made it”.

I think my advert appeals to my target audience because the model is a female and she is showing off her successful and chill life. The primary audience would be attracted to this advert as they wish to have the females model and because she is associated with the brand they think that that's all they need to be successful and attractive. This advert also appeals to the secondary audience. The secondary audience might be people who are looking to buy a gift for their partner or friend and see this and think it would suit them because they like the brand or they like the smell of the perfume.

My advert is good because it was hard to make and I feel satisfied with the end product, in my opinion, it looks a lot better than what I expected it to look like when I recorded. Overall, I have a sense of optimism and satisfaction. The script and ideas went well for me in pre-production because I came up with many ideas and felt that it was going to be interesting, I found the editing process to be the most entertaining part of the entire process where I could put all of it together and see what was good and what needs improvement when I do the next unit such as camera movement. For the next unit, I want to do better when it comes to the organisation because I generally left everything to the last week before it was due and spent all night doing the task. I learnt that I am a lot more of a creative person than I thought I was, I look forward to the next units.