cornetto advert analysis

 

Tv advert evaluation.

we had to produce a tv advert for a product, but we had to change the target audience that the product already had to target a new audience.

Our chosen product was cornetto each member of the group had to come up with an idea of a product to use for the project and come up with a brief idea that could be expanded on if that product was picked. As a group we decided that cornetto would be a good product to re brand and we all liked the potential in the idea. The current target audience for cornetto’s are teenagers and young adult’s mainly lower class. So, we decided to try and appeal to an older target audience and higher classes, because we felt that this demographic was not being currently hit by cornetto. We collected feedback by creating a questionnaire that was sent around to lots of different people of different age ranges we also shared our advert with the rest of the class and received feedback from them. The main two points of feedback we received was that on a positive people liked the use of colours in the ad and that they brought it to life, feedback we received about improving the ad was that the music was too loud and that some of the transitions were to sudden and bright and hurt people’s eyes. I think that we managed to make the advert in a way that targeted the audience we intended, the main message we wanted the product to have was cornetto being a higher class product, I believe that the advert would have that affect. We made our advert very simple and focused on a couple of details to hit our target of making it look higher class, for example we didn’t have anyone in our advert we just focused on shooting the product itself however we did have the hands of one of our group members in the ad, so we acquired a pair of thin white gloves for them to wear whilst they were handling the cornetto’s, these are the sort of gloves that people wear whilst they are handling jewelry and high value products. We also used the music which was like a different version of the national anthem which obviously represent upper class. [royalty]. Overall, I think we were successful with these details in selling the product to are specified target audience. We let the product do the talking in terms of persuasion techniques. We tried to make the product look glamourous sitting in a glass box, this was also so that we could link the colour to the flavour of the ice cream, and the music to make it seem glamourous and prestigious. The message we wanted to send was that cornetto is not just for young people and people of lower class therefore we put it with a classical sounding prestigious piece of music to hopefully appeal and link to older people and people of higher prestige. I believe that the advert fits its purpose. In hitting the goals, we wanted it too, I feel we did a good job with our resources in making the ad look professional. When preparing and developing the idea for the ad, we wanted to make sure that were not going to breach the bcap code. The main things that we thought related to us and therefore wanted to make sure was avoided was showing the consumption of cornetto’s in a way that may encourage it to be consumed at a dangerous level. [encouraging overeating of the product]. But also, just in general trying to avoid causing offense to any potential viewers.

Our final production was very close to what our plan was when we set out to film it, the only change we had to make was that our initial plan to suspend the ice cream with fishing line or clear string did not work as we had hoped so we had to change and use a glass panel which fit inside the glass container we were using to place the cornetto on, I feel like this did not effect the advert in a negative way and may even have been a positive change. The only changes we made from peer feedback was that we lowered the volume of the music and we edited some of our transitions.

I felt satisfied and happy with our end result I feel like we operated fairly well and if I had to do it again think I would be happy doing it the same way again and there was not really anything I would change. Some of the main things I did to assist in the making of the advert were: buying the cornetto’s we needed, finding the glass shelf for the box, cleaning the entire glass box so there was not any marks or smudges showing up on the camera. I helped a bit with the filming but mainly let the more experienced group member handle that but assisted him with things like getting it all set up and grabbing things he needed, I also did my share of the editing of the product.