Evaluate the adverts M3 (U20)

Learning Outcome 3 (U20): Be able to produce the planned media components

M3 (U20): Explain how the created media components comply with the codes and conventions of the media sectors

Magazine Advert/ Billboard 

Our Magazine:

Our Billboard:
Colours

The colours of the magazine are bold, the benefit of this is that they really stick out to the readers of the magazine as this large collection of the red colours is unusual for an advert. This mix of red can grab the attention of the reader who will then read over the ad and could be enticed to then follow the products campaign on social media platforms, by also reading the ad they can be grabbed by the the campaigns logo which features prominently at the bottom of the ad which can get stuck in their head. The colours were chosen by the team as during research into what kind of adverts seem to grab the attention of audiences the most the red was predominantly the most used for this. Therefore, we chose to use as much red as possible. For the billboard as it has consistency with the magazine advert can be quickly linked and this helps to establish brand awareness with the consumer market. With the same different shades of red continues to connect the advert with the taste of the drink this being the strawberry laces which feedback has suggested being a popular aspect of the campaign and the drink. We used the mood board to help choose a colour for the the poster and the red from the mood board is what stood out to us which could make it bolder. 

(Image from google)

For colours we also used our competitor coke's use of colours as a idea for ours so we could try to use the idea to our advantage, we used the advert from coke to inspire our advert, as a one of the most popular brands of beverages in the world we wanted to see if we could use some of the ideas from it to try boost our own adverts. As in the advert above the drink is centre stage in it all which quickly put the focus of the audience onto the drink. By having this large image on a billboard will give audiences a good view of the product as well as the bold red colours again giving off the flavour. The red will help to attract peoples attention to the advert. `

Slogan

The slogan "A Fruit Blast from The Past" is meant to get the audiences attention and is to provoke a feeling of nostalgia which is the key part of the Phizzwizzard campaign as it aims to provoke memories of from the 80s and 90s to the audience. This slogan is eye catching to the audience as they would then be curious to what this slogan could mean and make them want to find more information, and they can see the flavour of the drink and this again brings memories of the time that strawberry laces were a very popular sweet in the UK so they will want to go buy the drink to remember the taste and bring back some of their old memories. Having it in a large format like the billboard will also gain the attention from the audience so they can pay attention to it and feel almost though the advert is personalised for them. By researching into competitors we were able to find what makes a good slogan and figured something that make the audience think what it could mean was a good one to use. We used the same slogan across the campaign and as you can see on the magazine advert. We chose to place it at the bottom as though to give our consumers something to look forward too. As magazines are read in a Z format, it's the last thing they will read and therefore most memorable.

(Image from google)

The slogan was thought of by the team using our visualisation diagrams, by research into competitors like coke and Red Bull, Red Bull's slogan of "Red Bull Gives You Wings"  was chosen as a good influence, by using it we combined the flavour of our drink the fruity strawberry laces with the retro sort of theme, we want the customers to feel as if they are weightless as if their flying and the weight of their current life is gone as they are transported back to the 80s when life was less complicated for them. 

Imagery 

(Image from google)

The images we used for the magazine advert and billboard were heavily based to showcase the flavour of the drink, we got this idea from a Fanta advert (image above). The Fanta advert heavily features pictures of orange slices making up a big orange , so for our advert we used a lot of images of strawberries to show the flavour os the drink is strawberry, then the audience can look closer the flavour is actually strawberry laces which can then build on the retro concept due to the nostalgic feeling behind strawberry laces. Placing in images that alluded to the drink, flavour, elements of the drink and the can with labelling itself all link back to the product which is ultimately what we want our consumers to purchase. Using this across the magazine and billboard were incredibly effective.

The red bubbles featured in the advert are used to capture the attention of the audience, this was done as bubbles help to quickly give the audience the sense the drink is going to be fizzy and the fact they are red implies the drink must be flavoured with something thats red which will make them enquire into that and look closer at the strawberries. By researching into our nearest competitors we found having pictures of key ingredients helped to entice the consumer market into purchasing the product. 

Social Media - 

Image above from the poster

Image above from Billboard

We used social media  icons in the advert to give the  campaign cross promotion, this is as audiences can quickly make out the famous two social media brand logos of Facebook and Instagram and will know that they can follow the campaign and the brand on these social media platforms. We chose to use social media platforms and feature them in adverts to try attract more of our younger target audiences as they are more likely to use those platforms and will also know the brand isn't just for the older generations. We used normal magazine conventions to some up with the social media strategy as this was normal to get the audiences attention and involvement with the campaign. From our research into competitors the advert above shows a # showing sprite wants to get customers involved on social media by using that hashtag. 

Price

For the price we tried to include it in the magazine advert so the audience will know how much the drink is, the price is displayed on the can itself and is 65p which is relatively cheap, also a bit lower then that of our competitor coke. which is 99p per can. However, I do think we could have made the price of the drink clearer in this advert as the 65p is quite small on the can, which means consumers will need to look closely and maybe even squint to make out the price which could annoy older customers which cannot see well. So we should increase the size of the can so the price is more visible. By researching into our competitors we figured the best price for our beverage and the best way to advertise the price was on the can itself. 

Name

The name of our product "Phizzwizzard" is clearly shown in the advert, this is useful for our campaign as it then quickly put the name of the bran into the mind of the audience and the consumer which enables us to build a brand awareness through it. By getting the name of the beverage out their means more consumer become aware of it and will want to try this new drink. The unusual name of the beverage is ls also good as its eye catching to people flipping through the magazine. The red of the name also fits well with the theme of the advert and fits with the flavour. Using our mood board we came up with this name as it was funky and new and would attract the attention of the consumer market.

Video Advert - 

Shot of product

During our video we chose to feature multiple shots which heavily feature are product "Phizzwizzard" as we want to increase the brand awareness to the consumer market and get the image of the Phizzwizzard can in their minds so the next time they go into a store they will see the can and remember the advert and want to buy it. This decision was taken as by doing research into competitor ads we found that their most successful adverts featured a lot of close ups and shots of their product. This is effective in increasing the brand awareness of the product which in turn increases the sale of the product. We feature shots of the products at the beginning, middle and end of the advert to really get the image of the Phizzwizzard can stuck in the audiences head. The shot by shot was used for this to see if the scene was centred around the product itself. This production document significantly helped us when considering where to place the products. In our research of our competitor coca cola, we found an a collection of retro ads from the 80s which is exactly what we want to try make. With this we also chose to make many shots of the product.
Below is our ad (left) and a old competitor ad(right).

Editing

For the editing of video we used a variation of cuts, in the beginning the cuts are slow but at the middle they are fast but become slow at the end. The effect on the audience this has is they can can a build of suspension during slow shots which build up their curiosity of what is going on and what will happen next, but while their guessing all they can do is look at the Phizzwizzard can which again build up that brand awareness as the image sticks in their minds when their next thirsty or in a store. This curiosity also increases their attention to the advert which means they see the Phizzwizzard can even more so they can remember the name of it. The retro theme was also emphasised as some scene usually after the drink can be consumed by a filter being put over the screen, this gives off that retro theme as it has similarities  to old kind of adverts. We chose to do this as after research it was evident that cuts didn't need to be that long. The storyboard was used here to figure how long each cut would last and the type of transition it needed and if any at all. From the old competitor videos we also tried to copy the fast paced ad while also trying to give the product its own close up to the audience.

Sound

At the beginning of the video their is silence but then their is there is the sound of a basket ball being bounced, the audience then see the basket hit the net which makes a clear sound before the can get hit and the soundtrack starts. The video had a soundtrack chosen for it, this was upbeat music, this kind of music was chosen as the soundtrack as we wanted to life the audience to get them engaged with the advert so it can keep their attention. The music was also chosen as it is meant to get the audience feeling how the drink will make them feel so they will want to buy the drink to feel this uplifting sense. The treatment was used in the sound to see what kind of sounds/music were needed for each scene or the advert as a whole.

Types of Shots 

We decided to use a few different kinds of shots and angles for our advert. We used quite a few close ups of the Phizzwizzard can as well as using medium & long shots of the two characters during their scene. The effect of this is so the audience can feel the energy of the scene change as they drink the Phizzwizzard and see the character become more energy filled and more alive so they can be tempted to buy the Phizzwizzard to get that same energy from the drink. We mainly used our shot by shot list to figure out what kind of shot to used in each scene.
The picture below show we tried to use a similar shot that shows the drink being picked up or caught from afar.

Name of product

The name of the product is included a lot during our advert, its included on the can which is in every scene, the name is also very clear and bold at the end of the advert in large. The effect of this is keep that the audience are bombarded with the name Phizzwizzard so they are likely to remember the name of the product.
The Image below shows we also tried to feature the can as much as possible showing the name.