Advert evaluation

CAST: Selim, Nadar, Marcelo

Cameraman and editor: Daniel

We used a variety of shot types which include Close up, Long shot, tracking shots, medium shots, POV, and low angle, Over the shoulder and sticking to the 180' degree rule.

The starting scene is of the male protagonist (Selim) walking over to Nada who is sitting on a bench on her phone. I decided to use a tracking shot to follow Selim up until he reaches the bench the following a medium shot of the brief conversation they are going to have. Combining these two shots together it creates a flow between the tracking shot to the medium shot through match-on-action.

After the brief conversation we used over the shoulder shot types and applied the 180' degrees rule to portrait the conversation between the two characters. We kept the conversation short and to the point therefore it allowed us to give the audience a clear understanding of whats happening and staying within the 30seconds length limit.

During the last interaction which uses a over the shoulder shot switched it up to a behind the bench shot, doing this  allows the next character to appear more smoothly because it he coming from that particular line of sight. 

However in this shot Selim moved away from the shot slightly therefore we need to re-film this shot. During this shot the dialogue was the same as what they said during their over the shoulder conversation span but we kept it continuous without cutting, by this this it gave us more versatility when it comes to editing as in which part we could replace with this shot type.

After this shot we switched to a tracking shot in Selim's POV showing the new character walking over to Nada, during this interaction a close up POV shot from Nada is used to take a look at the object she has been given however Nada solely looks at the chocolate therefore a deeper meaning could show that she does not care who it is but he was won her over simply by giving her the Terry's Chocolate Orange.

A front tracking shot is used as-well as showing Selim in the background, this makes the audience feel sympathy for Selim as they are leaving him. This shot allows us to clear see each emotion of each character for example Selim in the back feeling sad and confused whereas Nada is feeling happy and excited.

After this scene a close up of Selim is used to portray his feelings in line with the dialogue of him saying " Come back please ", this shot allows the audience to either feel sorry or laugh at him which both engages the audience through the story.

During the end shot, this is similar to a behinds-the-scene extra, it allows extra insight of the two characters after the interaction has ended. The shot is of a low angle which shows the Terry's Chocolate Orange in the front as well as the two characters in the back, they characters are in a romantic situation where Marcelo gives Nada a flower, in this shot it is perfect to place a typography and a slogan to finish it off.

In general we were happy with the finished product however there was more we could of implemented to have a more relatable storyline, by this i mean by the first encounter of Selim and nada when nada was on the phone instead of having a regular conversation nada could of said something along the lines of " This is his last chance " etc, this would of made the advert more dramatic and humorous.

Further evaluation:

The advert appeals to both existing and new consumers, looking back at the history of Terry's chocolate orange adverts, the theme revolves around humour, through different ways such as being selfish by eating the whole chocolate by one person when the chocolate is meant to be shared, we adopted this humorous theme and added a original urban twist with a relationship setting which is relatable to almost everyone, the main idea is that the female leaves the man for another man who has Terry's chocolate orange, in regards to this our Moto/slogan 'Irresistible Unregrettable' fits in perfectly by suggesting that the female made the right choice to leave behind the man simply because the other man had a chocolate which made him both irresistible and a choice she wont regret. To put it simply, a man without Terry's chocolate orange isn't a complete man. The uses and gratifications intended for the audience is entertainment by filling time and getting the reactions of enjoyment and laughter.

We used a variety of specific camera language such as tracking shots of Selim walking over to the bench and ending with a low angle long shot of the aftermath, in advance to this we filmed all the scenes twice with different angles to provide a variety of shots when and when it came to editing this allowed us to become versatile and create a smooth experience for the audience. We kept with the 180 degree rule and used shot reverse shot during the interaction between the two characters, this allowed the advert to create a gap in when a POV shot of Selim is used when a new character arrives allowing the shots to flow consistently. However in terms of the sound, wind and excess background noise can be heard over the characters dialogue however it wasn't that major  to arouse any issue therefore some scenes can be re-filmed.

There is no particular 'clear cut message' in our advert this is due to the fact that our advert is humorous and it can be taken in many ways but the general idea is that A man with Terry's chocolate orange is a better man. Our advert could potentially be seen as misleading when the female goes with the man with the chocolate this can be seen as stranger danger and opposes the idea that children should not interact with those they do not know however this is the only possibility that our advert can be seen as misleading. In terms of ASA we are positive that it would not get banned by ASA this is because we didn't use any music in our advert and the location of our filming is a public park.

The equipment we used to film consisted of a fully charged handheld camera and a tripod, it was sufficient enough for our advert and did not cause any trouble. The location of our film also did not cause any trouble being a public park however since we filmed it at a public outdoor space background noise had be taken in during the footage and was inevitable but it did not interrupt our characters speech therefore it can be looked upon. We managed to pin down our footage to under 30 seconds, we did not have any slight issues regarding this but we had to carefully trim down each clip and also maintain a smoothness to the advert, this was easily achieved by us because we cut many shots with a variety of shots allowing us to connect clips efficiently. 

The mise-en-scene we used was perfect for the advert, by having a park as the location makes it relatable and extremely relatable in terms of our target audience, we filmed on a sunny day which corresponds to our natural lighting and creates a positive atmosphere. For our actors we had a boy and a girl both in there teenage years and both of different backgrounds, this allowed us to target most people within the targeted age group. The costume both our actors had on were their own clothes which further represents them to being ordinary teenagers. The props that we had only consisted of the product we were promoting being Terry's chocolate orange, all in all it was an relatable scenario where a two friends meet up in a park and another friend comes along and treats the girl with the chocolate where the other friend gets left behind. Although it is a bit exaggerated the mise-en-scene of location makes it seem as it is only a light joke such as those played in the park and shouldn't be taken seriously.  

In our original pitch we communicated our ideas across pretty well, showing images of our product and explaining the whole narrative and structure of our idea in detail, i've did a blog post evaluating in depth on our evaluation but briefly speaking our communication amongst our group members were excellent by everyone having a solid understanding of what the basis of what our advert will concern; location, various shot types, and the general idea. Our communication towards the audience was also good explaining all those i've mention above in detail in specific slides. What would we have done differently? I believe that if we had changed the way the spoke to the audience as if they were part of our production team would allow the audience to understand our idea on a deeper level and allow more constructive feedback, by this is mean addressing what is possible and sharing what ideas we wanted to implement and was unsure on, by doing this it would also allow us to further understand the restraints and constrictions such as if an idea would fit in the 30 seconds limitation therefore allowing us to add more depth to our idea or remove certain unnecessary parts thus eliminating the factor of having to re-film because it did not fit in the criteria first try. 

Our original target audience remained the same targeting ages 7-17, we did change our idea but it was only slight changes such as the cast and the dialogue, however we did consider changing the age range to a bit higher at the end of the scale to about in the 20s but we realised that this allowed the advert to have a sequel in terms of series where in the future another set of adverts  targeted audience could be at older audiences in contrast to having characters being older, this would allow each targeted audience to feel specifically targeted at the through uses and gratification personal identification by having each advert approach a different plot regarding the age ranges for example TA 20-30 being fired by boss and further develop a humorous twist.

There wasn't any technical elements we had to change to suit the target audience, however we did have to bare the fact that we are targeting the age ranges of under 18 therefore for the typography and slogan during the editing stages we had to keep it appropriate. Moving on, the camera language we used such as a shot reverse shot is easy to understand for all ages that a conversation between the two characters is taking place therefore there was also no need to change it. All in all we had in mind who the advert is targeting during pre-production towards the end product therefore there was nothing that needed changing.