Evaluation
Initial Research
At the beginning of the project, I was given a brief to create adverts for the NHS' campaign 'Better Health'. Better Health is a campaign that helps people start exercising,stop smoking,etc through the use of apps and giving helpful information to those who need it. the audience the brief described were young people from ages 16-19.once I knew who the client was and who the audience was the next step for me was to go into detail on what and who the NHS is so I could craft a greater understanding of the client and have a better basis on which to gain inspiration for advertisements by going over previous adverts for the NHS. I gained historical facts about the NHS and compiled them all within a PowerPoint in blogger along with Better Health adverts that I had analysed. This proved useful and influenced the later flat plan i would create which would include the Better Health and NHS logos and feature the bright colours that are characteristic of Better Health adverts. Despite this though, I realised that most of the adverts were directed at older adults and were a bit bland so i would eventually try to gain other influences to suit the audience
As previously mentioned,this wasn't the only thing i researched as their was alot of data i accumulated on the audience through focus groups and surveys i conducted to get a grasp on what the assigned age-range thought about Better Health and what they were doing. I asked questions like "how often do you exercise?" and "how often do you smoke?". I would also analyse the results i got back and decided that because majority of the people surveyed already exercised I would aim my radio advert at Physical Fitness while the Anti-Smoking message would be assigned to the print advert. I also asked what their social grade was and psycho graphic group type was to get a better feel for what the audience might personally like and can afford. Without the use of Focus Groups and the Surveys i wouldn't have been able to get the important information needed to impact the audience with my product. It was incredibly helpful to the project.
Pre-Production
After concluding my research, I had set out on the ideas of a poster and a radio advert as i believed that they would be the least complicated logistically to do and I thought my skills in both of these area needed to improve. The first bit of planning was the making of my radio script which you can see below. The aim of this particular advert was to go against the codes and conventions by being slow and clear as I believed it would make it stand out and more memorable. Another thing i planned for the radio was the use of Foley sound to emulate someone on a run to link in with the message of exercise.
The next part of planning had to do with the print advert. The flat plan I had created while being influenced by better health was also influenced by magazine covers that were targeted at teenagers (16-19) so it could appeal to my audience. The specific one i was referencing included a celebrity in the picture, so while i did not have the liberity of using someone famous I decided to go for something abit more obscure and original which would still grab someones attention effectively which led to the idea of the flatplan.
I decided to conduct a presentation after these drafts were made where i had listed my reasons and inspirations along with the images shown above and gained feedback from classmates who were in the age range of the audience to try and sell my ideas to them. This went very well as the people who listened to my presentation liked my ideas for both adverts and found them intriguing which led me to stick with my ideas going into the production
The logistics for mainly the print advert had a lot of potholes i had to fill as they're was a recasting for the modelling due to my previous model no longer having the time to take part and being replaced by a classmate and plenty of rescheduling due to the weather not giving off the best lighting as well as location changes due to the recasting. Other than this I was granted access for the shooting location and was able to get the props for the mise-en-scene in time for the production.
Production
When the shooting day arrived for the print advert i tried to utilise different ideas with post production in mind with taking single shots of both the model and the water being poured as well as a double shot of both at the same time. I also tried to use a deep focus when shooting so that the red colour of the background would later be noticable along with the model and the water. I also experimented with creating a new scene for a photo as after we were done we dropped the cigarette prop on the floor where there was a puddle and i decided to place the glass that held water in it on the floor on its side.But after going through the photos i decided that this photo was the best
The Radio advert on the other hand would took a little longer to do as i had to make sure when reading from the script i was speaking as clear and slow as possible to make feel as though the recording was addressing the listener. After going through the multiple takes i chose take 5 as my recording of choice
The first thing i did in Post-production was get the sounds needed to create the sounds of someone on a run in the radio advert. I used freesounds.org as they have a good selection of different sounds uploaded to the website and they're free. I selected sounds of footsteps crunching on snow to emphasise what the activity was. I also added a wind sound and someone panting out of breath, I would change the breathing sound during post-production as i didn't think it was clear enough for the listener. I would play all of these sounds over the top of each other to create a clear image in the listeners head that what they were hearing is someone on a run while in reality its sounds that have been placed together to create that illusion. I realised during this though the audio would come in and out to abruptly and it sounded unnatural so i learned about the fade in/out lines which would help seamlessly transition the audio into the next part of the advert. It was great to learn this as it makes it sound more professional and doesn't break the immersion of the audio. Lastly for the Radio advert, I added in Take 5 of my script reading and uploaded it blogger for my final product before receiving feedback.
Next was the Print advert, My original plan of trying to use the single shots of the model with the cigarette and the water being poured did not plan out as intended because of the two objects of the photos being different sizes and not reaching one another. So i chose to use the the double shot.
The next step was make the image brighter and make the model pop out more from the image. The way I conducted this was by upping the saturation and contrast so that the red bricks in the background became more visible which the deep focus helped with. After this, i added the Better Health and NHS logo along with the Anti-Smoking logo to show off who this advertisement has been made by and a direct reference to the message as well as keeping inline with the flat plan design. My choice in the flat plan to have information on the right-side would be scrapped as i thought it didn't look appealing to the eye so i went with the tagline of "Smoking.Can.Kill" at the top in sans serif font. This type of font looks more serious and bland so it gets across while the poster is bright the message is important. Below is what i created and what i showed to my feedback group
The Feedback I would receive would mostly all be positive with the negatives either being about my choices to go against the codes and conventions or small things like the placement of images in the poster which i both would disagree with as I was really happy with both final products.
Overall Evaluation
Overall, I believe i have achieved my vision of creating adverts that leave an impact on the audience and grab attention in different ways. I also have achieved my goal of learning new skills with the adobe applications and feel a lot more confident now using Photoshop or Audition. I'm proud of my work and tried my hardest to create the best product possible.
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