TV Advertisement Evaluation

For our advert, we had to re-brand a Unilever product. I chose Cif because I thought it was branded to only one target audience when it could be branded to so many more. The current target audience for Cif is middle-aged women who would spend their time cleaning. All of the adverts are based around this audience. I chose to make it appeal to teenagers who might want to take some of the pressure off of their parents who clean all the time. We decided to do this because we felt that it is more likely in this day and age that teenagers and young adults would be buying cleaning products for their parents or if they were living on their own. We wanted to show them how easy it is to clean with Cif.

We collected our feedback in a few different ways. We used Survey Monkey mostly. Survey Monkey is a website in which you can make your own surveys based on what you want from them. We made a survey for our advert and sent it out to our friends and people within our age range.

We also did a class showing of our advert, and through this we got verbal feedback from other members of our BTEC Creative Media class.

 These are the questions from my survey.

Throughout all of the filming, editing and showing of the advert we had the help and feedback of our BTEC Creative Media teacher. Throughout all of the filming and mostly the editing she helped us to make sure everything was in the right place and making sure it looked okay. She also helped us make sure our music went with the theme of the advert as well as worked with the cuts in the advert.

Our feedback for our advert was collected by a group screening of our advert in class. We also created a survey on Survey Monkey to get feedback from our target age range. We got a few different opinions on our advert, but overall everyone thought it was really well done. A few of the points we got were that the acting in the advert was really good. I feel this was because we used people that were the age range we were trying to target. People also said that the music was good and matched the advert. I feel that our advert was appropriate for our target audience and we managed to get across the right message. I think that because we managed to get across the target audience quite well as our class feedback guessed the target audience really quickly. We wanted to get across how easy it is to clean with Cif and through that we wanted teenagers to realise how much they could help and how simple it would be.

I think that our advert used a good range and choice of shots. We included quite a few panning shots because we wanted to show originally how dirty, and then after Laura had cleaned up, how clean the bathroom was. We used Mise-En-Scene fairly well as well. I think the use of the bathroom products was really good because we had to work with what we had. Taking this into consideration, we did really well to make so much mess. I think the use of editing is really good. I feel like we worked well to be able to put everything together and still be able to get it down to 1:19. We had to cut a few bits and speed up the cleaning quite a bit to do this. I think the use of “one spray one wipe” for each of the places she cleans works really well, as well as the last bit she cleans, which is the bath. She does the one spray one wipe and almost all of the dirt where she wipes comes off. The sound I think is the best part of the advert, as it really makes the advert better. I think the use of the sighing that Laura does really works well as you can see how angry she is at her mum for making her clean and for threatening her with the party. The music kicks in a little bit before she starts cleaning. I think this works well because if the music started as she started cleaning, it would look and sound wrong. I like the fact you can still hear her second sigh even though the music has started. It really shows her disinterest.

I think our advert really sells Cif well. I think the fact we had young actors, as well as the use of language by Laura is well used for the audience we are trying to appeal to. The story line is aimed at teenagers, as the girl who has to clean is a teenager. We used the young actors to our advantage to appeal to our audience.

I also think that the use of the end shot with Laura looking at the camera really adds to the fact that we made this advert for teenagers. The sighs Laura does before she cleans, I think appeal to the target audience, because it shows her anger and disinterest in cleaning.

We wanted to get across to teenagers that it is easy to clean with Cif. We did this by using our “one spray one wipe” technique where we only showed Laura spraying the dirt once, and wiping it once. We also used young actors and language they would use.

I think our advert mostly followed AIDA. We definitely attracted attention towards the product in more than one way.

We used a shot of the Cif on the floor before Laura starts to clean, and the shot of the Cif at the end where it zooms in on the logo. I think this definitely shows off what product we are promoting as well as adding to the whole advert. I think we aroused interest within the advert with how quickly all the cleaning went. I think the “one spray one wipe” technique helped with this as it shows how easy it is to clean with Cif. I feel that this works for stimulating desire too. The same way we aroused interest helps with stimulating the desire. The people who watch this advert will desire the easy cleaning and Cif gives. However, I don’t think we managed to promote action. I feel like this could be something to be improved when we make our changes, if we can.

I feel that the advert worked really well to get people to see how simple it is to clean with Cif. I think it works well to show that Cif is the best cleaner, as this is what we wanted to portray. According to the BCAP Code, our advert may violate the 3^rd part of the BCAP Code; Misleading Advertisements. We have seen small print of disclaimers on other adverts that say the amount of time the product was left on the dirt for. However, the bottle we used says you can wipe it away straight away. I feel that our advert does not violate the BCAP Code.

Originally, we had planned the advert differently. We wanted to have a couple arguing so we could re-brand Cif to males instead of females. However, we couldn't find a male actor who was able to shoot when we were.

Instead, we changed our advert to re-brand it towards teenagers who might have to clean up their mess. I feel this worked better as most every teenager has been called messy by their parents, and have had to clean up after themselves with the thought of being threatened not to be able to go out with their friends/go to a party. I feel that our advert went really well with what we had planned because it really called out to teenagers.

Personally, I am very happy with our advert. I think that it worked really well to call out to teenagers and shows how easy it is to clean with Cif. If we were to do this again, I would like to make the advert a little shorter. I feel that the advert is too long and we could take out at least one cleaning scene to make it shorter.

I had no involvement in the filming, as I wasn't able to be in college when we filmed it. However, I mostly took control of the editing with Dora. I did a lot of it as I enjoy editing, and because I wasn't at the filming I felt I should take control of something. I also helped Dora to do some of the editing so I wasn't doing it all on my own. Laura took control of doing the music.
Using Survey Monkey, I have taken some of the answers from the question "What did you specifically like about this advert?" to analyse.

I think this was a good one to pick as when Laura was cleaning, before she started cleaning, and after she had cleaned, you always saw the bottle either on the side, on the floor or being used to clean up the mess that had been made. I have already taken screenshots of this.

I think this was a good one of the best answers out of the ones that I have had. I agree with this comment because I think the acting worked really well to appeal to our target audience. I also think that the advert was funny because we tried to keep the humor we had in the scenes we shot in the actual advert.
I also have taken some of the answers to the question "What didn't you like about this advert?". I feel like the comments I have taken from this question have given me a good idea as to what needs to be improved.

I feel as though this could not be helped as we didn't have any lighting to shoot with other than the lighting from the window in the bathroom. Here is an example of where one of the shots is slightly dark

I agree with this comment. I think the advert is slightly too long, but we managed to keep it within the time we were given. Although the advert is a bit long, I feel like there is quite a lot going on at all times, and do it is never boring to watch.