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Advertisement Evaluation
KMI
Daniel James
Advertisement Evaluation
KMI
Daniel James
Advertisement Evaluation
KMI
shots were not of a high standard and this had to be changed. In addition
the ending of the advertisement was weak, I improved this by adding
various emotions that the protagonist may be feeling. This enhanced the
vibrant requirement which was asked of me.
The clarity of communication was successful. I organised a focus group
and asked the participants a serious of questions. One question was what
do you think the advertisement is about? they all said that it was about a
person being cyber bullied and how people can get help. In addition, I
asked if they thought the advertisement fitted with what the brief required
(vibrant and youthful). They each gave individual opinions; one person
said that the music was upbeat which made it vibrant, another person
made a point about the age of the protagonist; they said that he was
young and this meant that she could relate to that person. The last person
mentioned the colours used at the end, he said that the colours were
vibrant and engaging. The brief asked me to ensure that the
advertisement related to school aged teenagers. When this was put
towards my focus group, they thought that my target audience were late
primary to secondary school children. Furthermore, when I asked them
what were the most effective parts they said that the long shot at the end
was effective because it looks optimistic, the camera shot that focuses
on the feet running up the stairs shows that the victim is in a hurry to get
away from their problems. The last person said that the graphics used at
the end shows optimism. I did ask my focus group what would you do to
improve the advertisement? they said that I should use dialogue because
it would help the audience understand his thoughts, they also said that
more close ups should be used and this would show emotion. Lastly, one
participant said that friends could be included to show a social side.
I believe that this piece of work is the best out of all my moving image
pieces of work. This is because of the experience I have gained and what I
may have done wrong in previous pieces of work or the quality and
creativity that I lacked, I made sure that this was portrayed in this piece of
work. The reason why I think that this is the best piece of work is that
there is an actual message behind the work and this makes it easier to
interpret. In addition, I think that the quality of shots has helped this as
well because some of the shots used are creative and thought has gone
into creating imaginative shots. Moreover, this advertisement had a clear
message compared to my music video. I believe this was the case because
I managed to plan the whole advertisement whereas I only came into the
filmmaking process of the music video in the latter stages. By creating the
initial ideas and then planning it, I had more of an idea about how to
portray a clear message.