Questionnaire Analysis

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(Some sides were not scanned, and one questionnaire not included.)

In our questionnaire, we asked our participants a selection of questions to help us understand what adverts and advert conventions appeal to a variety of audiences.

We asked people in our class who were our age, and older people. The advantage of asking different people of different age groups were that it helped to see if what conventions were appealing changed with age.

We also asked whether they were male or female, which affected our results because it altered what adverts men and women found appealing, for example the males found adverts such as Titanfall 2 appealing because of the live action but not perfume adverts because of the lack of engagement. However the females found adverts such as the Doritos advert appealing because they found it cute, but not adverts such as Wateraid and Unicef because it made them sad. From this we can see that men and women find different factors primarily appealing or unappealing.

The first question we asked our participants was:

‘What type of adverts appeal to you most?’

The answers available were:

  • Humour
  •  Fantasy
  • Adverts with a strong story line,
  • Realistic (relatable scenarios)
  • Strong visuals (special effects)
  • Other (participant could suggest own individual answer)

8/10 people who filled in our questionnaires selected humour as one of their choices for what they find appealing. The age group that selected this ranged from 16 -57, which tells us that humour is appealing to a wide age demographic and not just younger people. This result also tells us that if you were to create an advert it would be favourable to include humour.

5/10 people who took our questionnaire selected fantasy as an option for what they find appealing in an advert, which suggests that it is favourable but not as much as humour. The age group that selected this range was 16-33, which shows that fantasy in an advert appeals to a younger audience. This result tells us that if your product is aimed at a younger demographic it is favourable to include fantasy.

5/10 people chose adverts with a strong story line as an option for what they find appealing in advertisement. This suggests that making an advert with this aspect is a favourable choice if you are a large brand with expendable money and a wide audience. The age range for who this kind of ad appeals to is 16-57 which suggests that story line based adverts does not apply to a certain age so much as what individuals find appealing.

2/10 people selected realistic (relatable scenarios) as an option for what they find appealing in an advert. The age group for these people are 33-57, which shows that adverts which are relatable are more appealing to an older demographic than a younger one, so if your product or brand is aimed at an older demographic it would work better than if your product was aimed at a younger audience.

3/10 people selected strong visuals (special effects) as an option for what they find appealing in an advert. The age group for this is 16-57, which tells us that having strong visuals in an advert can appeal to a wide age range so has no niche age group target. Both of these factors combined tells us that strong visuals are favourable, but not essential in order to sell a product or brand.

For our second and third question, we asked:

  • Whats your favourite advert and why?
  • Whats your least favourite advert and why?

The answers to these questions often fell in line with what each participant found appealing in an advert.

The people who chose humour as a factor for what they found appealing chose brands/adverts as their favourite such as:

  • Baked bean ad
  • Money Super Market
  • Doritos (the one with the dogs, and the one with the mermaid)

They found these adverts appealing because they had a ‘clever plot’, were ‘funny’ and ‘catches my attention’.

However their least favourite adverts contrasted this, such as:

  • Head and Shoulders – ‘boring, no spark, no fun’
  • Always Discreet – ‘cringe worthy’
  • Unicef and Wateraid- ‘sad, make you feel guilty’
  • Go Compare – ‘annoying, loud’
  • Long story line adverts – ‘boring, sad, doesn’t intrigue me’
  • Perfume ads – ‘not engaging, promotes double standards’

People who chose fantasy for what they find appealing in an advert chose brands/adverts such as:

  • Doritos (the advert with the mermaids – this applies as it uses fantasy to sell the product)
  • Baked bean ad
  • Titanfall 2

They chose these adverts because they had a ‘clever plot’, ‘use of fantasy’, ‘live action’, and special effects such as slow mo.

However the people who chose this had least favourite adverts that contrasted this such as:

  • Perfume ads – ‘not engaging, promotes double standards’
  • Long story line based ads – ‘boring, sad, doesn’t intrigue me’
  • Wateraid – ‘sad, make you feel guilty’
  • Always Discreet – ‘cringe worthy’
  • Flash adverts – ‘annoying’

People who chose adverts with a strong story line chose adverts such as:

  • John Lewis
  • Doritos (with the dogs)
  • Titanfall 2

They chose these adverts because they were ‘cute’, ‘grabs your attention’, ‘has dogs in’, and because they were ‘action based’.

In addition to this their least favourite adverts were the opposite of this:

  • Loan adverts – ‘looks silly, unprofessional’
  • Go compare – ‘annoying, loud’
  • Perfume ads – ‘not engaging, promotes double standards’
  • Unicef – ‘sad, make you feel guilty’
  • Head and shoulders – ‘boring, no spark, no fun’

People who chose adverts that were realistic as favourable did not provide an example as they favoured humorous adverts over realistic ones, even though they did still approve of realism in an advert.

Despite this, they did provide an answer for what adverts were their least favourite, which were:

  • Head and Shoulders – ‘boring, no spark, no fun’
  • Always Discreet – ‘advert isn’t discreet’ ‘a little cringe worthy’

People who chose strong visuals and special effects as a favourable feature of adverts chose adverts as their favourite such as:

  • Baked beans ad
  • Titanfall 2

They chose these adverts because of ‘humour’, ‘use of fantasy’, ‘live action’, ‘action based’, and ‘slow mo’.

People who chose this option chose least favourite adverts such as:

  • Head and Shoulders – ‘boring, no spark, no fun’
  • Perfume ads – ‘non engaging, promotes double standards’
  • Wateraid – ‘sad, makes you feel guilty’

Our fourth question of our questionnaire was ‘What three words do you associate with Christmas adverts?’  For this question, the answers were consistent. The majority were positive answers. These positive answers were:

  • Cheerful (twice)
  • Fantasy (twice)
  • Family (twice)
  • Fun
  • Colourful
  • Christmas movie
  • Happiness (three times
  • Food
  • Santa
  • Trees (twice)
  • John Lewis
  • Joyful
  • Celebratory
  • Funny (some are)
  • Festive (twice)
  • Snow
  • Exciting
  • Cute

The negative answers were:

  • Spend
  • Debt
  • Money
  • Bad music

From this question we can see that most people view Christmas adverts positively rather than negatively, however some still do. This tells us that a Christmas themed advert would be productive rather than counter productive and will sell the product more than make it look cheesy and unappealing. It also tells us that people associate Christmas with positive feelings and vibes as well as materialistic things, so basing an advert around a mood works as well as an advert based around the materialistic elements of Christmas.

Our fifth question we asked on our questionnaire was, ‘Which words do you associate with a perfume advert?’

The options given were:

  • Elegant
  • French
  • Funny
  • Lust
  • Love
  • Adventure
  • Dance
  • Fashion

10/10 people selected elegant which suggests that elegance is a highly associated trait with perfume advertisement. From this we can gather that if we were to create a conventional perfume advert it would be favourable to include elegance, however if we were to make an unconventional advert it would be a wise idea to make it so it was non elegant.

4/10 people selected French, which suggests that a smaller portion of people would associate perfume commercials with another country. This could be because Paris is the Capital of France, which is the city associated with romance. From this we can gather that creating an advert that is multi-cultural is favourable and would gain more customers globally.

0/10 selected funny, which suggests that humour in a perfume advert is rare/never happens. From this data we can see that if we were to create a conventional perfume advert it would be conventional to not include humour. However, if we wanted our perfume advert to stand out against the rest, adding humour would make it a memorable advert.

7/10 selected lust, which suggests to us that adverts are often associated with intimacy and enticement. Our target audience is young women which means that if we were to create an advert lust might not be an appropriate factor to include, however including romance through the theme of sending a card to a lover is favourable as it reflects the connection between two people.

7/10 selected love, which tells us that perfume is a product viewed to be romantic that ideally attracts people. This suggests to us that if we wanted to create a conventional perfume advert, that the idea of focusing on the romance of two people in the advert would be a good way of reflecting this.

0/10 adventure which suggests to us that people do not associate perfume adverts with having a strong plot. It suggests that perfume adverts are more simple than adventurous, so therefore deciding to pick perfume as a product for our advert was a better idea than picking a product which would require more plot to advertise. It is better that we picked a simpler product to advertise as it means we can focus on getting our advert to a better standard, rather than picking one which would mean more difficult production and a less satisfactory result.

0/10 people selected dance, which suggests that perfume adverts are more associated with the vibes and emotions they portray rather than what visually happens in the advert. This tells us that focusing on the emotion in our advert is important and would be a likely factor that would gain the attention of our target audience.

1/10 people selected fashion as a trait they associate with perfume adverts. This tells us that a small portion of our audience would pay attention to the costume of the actor/actress, so to target and include this niche audience it would be a good idea to make sure the actor/actress involved wore suitable fashion.

 

Meeting Minutes

First Meeting: 27/09/16 

Members present: Carmen Earnshaw, Tarrin Vane, Chloe Woollacott, Emily Gagen

For the first meeting I was not part of the group, but Carmen’s advert proposal was chosen out of the group. It was chosen because it was the most achievable and involved the most realistic amount of work load without being too much and being overbearing. Each member of the group had a different idea of what product to advertise – Emily’s advert was a Dove advert, Chloe’s was a chocolate bar and Tarrin’s idea was a Lynx spray. In addition to this during this meeting our group discussed ways of communication such as Facebook and Skype, ideas of location for the advert, costume, and an actress who could be involved in our advert which was to be arranged by Tarrin.

Second Meeting: 4/10/16

Members present: Carmen Earnsaw, Tarrin Vane, Chloe Woollacott, Emily Gagen, Anne-Marie Weiss

At this point I was part of the group and joined this meeting. In this meeting we talked about what potential challenges we could face throughout production. For example, ideas for this we came up with are time management and weather. Time management could be a problem if our work schedules and out of college ideas clash, or if an actress is unavailable on the day of filming. However this problem could be solved or avoided if there was enough communication and everyone in the group was up to date. In addition to this weather problems could be solved or avoided if we planned which day to film and where, and keep up with the weather news to make sure production would not be problematic because of the weather. In addition to this we discussed that it would be appropriate to have back up plans in case any part our production failed.

Third Meeting: 18/10/16

Members present: Carmen Earnshaw, Tarrin Vane, Chloe Woollacott

Unfortunately I was absent for this meeting and Emily joined a different group. In this meeting interpretations of the original idea were proposed. In Chloe’s and Carmen’s advert ideas there was no narrative and focused on visual aesthetic. Tarrin’s idea was voted forward because it had narrative and it was based on the Christmas season which was favourable given the time of year and it fitted the Nina Ricci theme (winter wonderland) who’s adverts inspired Tarrin’s idea.

Tarrin’s idea was very visual and focused on the festive theme. In her advert there would be a woman writing a Christmas card to her boyfriend, who then posts it in a red pillar box but before she does she sprays it with the perfume to add the ‘magic touch’. The advert focuses on romance and a fairy tale, festive aesthetic.

Fourth Meeting: 11/11/16

Members present: Carmen Earnshaw, Tarrin Vane, Chloe Woollacott, Anne-Marie Weiss

In this meeting we altered our original group idea. We decided to film at the college woods instead of St. Marychurch precinct as it was less busy and suited our idea better. We also organised what shots we needed and who would film each one, and discussed the issues with our prop cape which was that it was smaller than we thought it would be, so this was an issue. The original actor for our advert was unavailable so I agreed to take her place in our advert.

Final Advert Evaluation

The original idea for the advert was that it would be a Christmas themed perfume advert where a girl writes a Christmas card to her lover. She walks through a beautiful village and posts it, but before she does she sprays it with the perfume to add the magic touch.

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My intentions were for it to follow typical perfume advert conventions, such as a pleasant aesthetic, peaceful music, and with no script. I wanted it to be a laid back and relaxing advert to watch that was not too busy or complex, but also very dramatic and story like. It was to be set in a pretty village such as Babbacombe or St. Marychurch which would be a good setting for aesthetic purposes. I wanted the editing to flow well to match the relaxed theme, so it would include features such as continuous editing and dissolve transitions. I wanted it to have music that matched the pace of the advert well and matched up with the editing. I wanted the music to have a Christmas vibe and to be a beautiful song to emphasise the magical element of the advert, and for the advert to be Christmas themed. This is reflected in my pre production work, such as my storyboard and mood board and also my treatment, which explain visually and through text what my ideas and intentions are for my individual advert idea with regards to editing, music, and the other technical and aesthetic aspects of the advert.

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My final advert has achieved these intentions closely to an extent. Technically, the advert has achieved my original intentions. The elements from my original idea that are consistent in my final advert are the editing and camera work aspects, and also the audio. There are a wide range of shots used and there is continuous editing such as match on action, which enhance the dramatic vibe intended. The music matches the editing and fits the Christmas theme of the advert, and there are transitions that make the advert seem more fantasy like such as the additive dissolve and cross dissolve.

However there were multiple changes to the advert from the original idea. One of them was that originally we had a friend who was going to play the girl in the advert but because she was unavailable on the day as a group we improvised and I played the girl in the advert. Also when we bought the cape used as a prop in our advert it arrived smaller than intended which was a problem, so I was chosen to be the actor in the advert because I fitted it best as I was the smallest in the group. In addition to this the setting for our advert changed which we decided in our third group meeting. Originally the advert was to be set in one of the group members houses and a pretty village such as Babbacombe, but we had trouble with unhappy locals and travel concerns so we changed our plan and used the woods at college for our setting, which changed the overall aesthetic of the advert from village to woodland.

The advert is both stronger and weaker because of these changes. It is stronger because the lighting is consistent and there is already provided air conditioning which added dramatic effect. It is also an advantage that we filmed at the woods instead because we were undisturbed so therefore the filming is better quality and less shaky. In addition to this having the advert filmed in one place means no setting change so it highlights and puts focus on the editing. However the advert could also be considered weaker because of the changes. For example there is less range in terms of setting, and also the advert may make less sense than our original idea because you can’t post letters in a forest and some people may not understand what the girl is doing in the advert.

The quality of the advert technically is good. This is because it flows and is not choppy, due to continuous editing and transitions such as dissolve, for example when the girl turns away with the card. This also makes the advert interesting and gives the illusion that it is shorter than it is so it doesn’t drag on.

Feedback from peers was that the advert is good technically because the editing is done well and fits the theme (e.g the dissolve and fade ins). There is also a wide range of shots used, such as close-ups, over the shoulder shots, mid shots, long shots etc. These are effective and improve the quality of the advert because they make it more detailed and it also makes the advert flow better. They have also suggested that it fits together well, in a well-connected linear structure. Teacher feedback was that it works well because the music fits the pace of the advert and fits the fairytale theme. It was also well cut and the camera work was steady and it the product was clearly advertised, however it would be better with cross dissolve transitions instead of additive dissolve transitions. It would also be better according to teachers if there was a close up of the girls face.

The quality of the advert aesthetically is also good. Feedback from peers was that the aesthetic of the advert is pretty and girly and also simple which was the aim for the advert – to be simple but also pretty. It has been described as girly which is a good thing as the perfume is for girls so it fits the demographic. The factors of the advert that make this advert good are the music is very feminine and pretty sounding. The visuals are also a plus, such as the setting which was woodland area. This is very aesthetically pleasing as it is pretty which also fits into perfume advert conventions. Feedback from teachers were that it fits a fairytale theme which is positive as that is the target theme. In addition to this according to teachers the consistent use of red and gold works well and gives the product a sense of luxury. As well as this the scene of the card being left in the nest reminded a teacher of the film ‘The Lake House’ which would mean if anyone else noticed that they may approve and be persuaded into buying the product.

The advert is effective at promoting the product. According to peers, the advert makes you want to buy the product because the advert is pretty which therefore makes the perfume look desirable to buy. The advert is aesthetically pleasing and makes it look like if you buy the product your day will be just as magical as in the advert. Feedback from teachers were that the fairytale theme was effective at promoting it as it made the project appear more magical to the audience so therefore desirable.

The advert is appropriate for the target audience because it targets and fits the demographic well. The target audience is young women who are not too old, that are looking for a nice cheap perfume. Peers have said that the advert conveys this well through the aesthetical aspects of the advert. Feedback from teachers was that the fairytale red riding hood theme of the advert targets the audience well as it appeals to the younger generation more but can still be recognised by the older generation which makes the advert universally approved.

An advert I was inspired by was the Killer Queen by Katy Perry perfume advert. I was inspired by this advert because I thought the build up of drama throughout the advert through the use of a large number of different shots put together quickly and editing such as the fade to white transitions was effective. This added drama and pace to the advert which I decided to reflect in my own advert, by using lots of shots and focusing on creating a build up through continuous editing and transitions. The advert is far different to mine because it is more professional and longer, and also features a well-known celebrity. However similarities are similar editing and a range of shots, and it features a female character.