Media Evaluation


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Evaluation for my A level media coursework.

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Media Evaluation

  1. 1. AdvancedportfolioEvaluation Serena Moriarty
  2. 2. In what ways does your media product use, develop or challenge forms and conventions of real media products?
  3. 3. In many ways all media texts can be seen as highly conventional, employing conventional advertising techniques, and taking inspiration from the conventions of real media products. Partly, this was because I wanted to use dairy conventions to position DairyFriend as a dairy product in the eyes of the consumers, who would see these conventions and understand the product better.Main advertsmy choice of music was based purely - Click to listen to the chosenon research into the conventional dairy soundtrack, “come back” byadvert. I found that dairy adverts Rosie and Me.primarily use upbeat, feel good music.This is therefore something that helpsthe audience distinguish them as dairy.I therefore recognised the soundtrackas an important aspect of the advert,both positioning the product and settingthe right mood and tone for the ad. Ithink the track I used, “Come Back –Rosie and Me”, had the conventionalpositive, upbeat tone that I was lookingfor.
  4. 4. Beginning I also employed a very conventional narrative in the main adverts, described in my earlier research as “the exemplary story”, this is a conventional ad style that shows a strong narrative In which the product is placed in a situation where it is needed middle or necessary. It also has a distinctive linear narrative, of beginning, middle, end, which in itself is conventional. However, I do feel although I employed a conventional narrative, I didnt use it in a stereotypical, or overtly conventional way. end
  5. 5. However, the ad’s are not aesthetically conventional, containing no imagery of cows or real milk, which for a dairy advert is uncommon. This is a convention I chose to challenge, as I felt it was over used, and too obvious. I thought the mise en scene used connotes a dairy product, and that I didn’t need these overtly conventional images to establish the product. However, in my audience feedback, it became apparent that some of the audience were confused about what the product was, and this may be down to the lack of conventional imagery. If they were to see cows and puring milk, they would immediately establish the brand as a dairy product. I’m therefore not convinced that challenging this convention has paid off. This is very conventional screenshot from a muller advert, featuring both milk and the cows in the background, set in the country. I chose to not to feature Such conventional imagery, but still set it in a country
  6. 6. Although I steered off overtly conventional imagery, I did adhere to some basicdairy advert conventions. This includes the countryside setting and the milk van in the mise en scene, but also the slow paced editing and the connotations ofnatural, fresh and healthy. These were basic conventions I chose to incorporate into my ad’s. When researching into dairy ad’s I found the countryside setting, which held fresh and natural connotations, was key to all the products.
  7. 7. I decided this was an important convention to incorporate into my advert, as part of repositioning the UHT milk was toshow it as fresh and healthy, which it is I incorporated elements I also made a very currently not known such as the brick basic, traditional lookingas. Part of using this pattern, the chimney, car. This was similar to countryside setting the white framed dairy ad’s I had seen included the tree’s windows and the picket which use older looking, and the river, but fence to give off these more traditional vehicles also using a conventional that hold these traditional looking connotations. If I were conventional home and a basic to create a more connotations. car. I found in Dairy modern looking house,advert’s, the mise en this wouldn’t have the scene always had same effect. traditional, homely connotations.
  8. 8. Sponsorships My sponsorships were slightly Footage that unconventional, and didn’t fit neatly into the was set of conventions I found when researching. removed – I They contained a strong narrative, in tried to put keeping with the main adverts. I found in my too much of research, conventionally, they tend to have a narrative more of a loose narrative, working on into them branding and association with the originally, programme, rather than portraying a strong and had to message. I deliberately chose to challenge simplify and this convention, as I felt the narrative was an shorten important concept to the idea of the ad them. I think campaign, and that the product and brand I was trying didn’t stand alone without it. to challenge the I also didn’t incorporate the programme into convention my sponsorship, which is often common as it too far.. creates an association between the product and programme for the viewer. This is mainly because I chose to sponsor a strand of TV, daytime, and therefore kept the sponsorship very open to appeal to different audiences, rather than tailoring it to a specific
  9. 9. I did however incorporate arguably the most important convention, and this was the strong branding. I noticed in my research that each sponsorship sequence portrays a strong brand image, through the use of colour, logo’s etc. This is due to the time restraints and the purpose of a sponsorship. Unlike main adverts, they don’t try to sell the audience a product, as much as try and remind them of it, and build up an association in their minds with the programme. A successful sponsorship sequence should help the viewers connect with the product, and this can be done easily through branding Iconic Iconic characters colours Company slogan name/logo I used branding in my sponsorship byfeaturing the logo on the van within thesponsorship, and by featuring the van itself,which I believe would become iconic of thebrand. I also positioned the DairyFriendlogo at the end, along with the ITV logo, tohelp the audience associate the two.
  10. 10. • I re edited my sponsorship sequences to fit tighter with the conventions I had seen. My first cut’s included too much information in the end title, which I found to be un necessary, and too much for the length of time, sponsorships conventionally give a short quick message, but do not provide much information about the product. This led me to change the end titles. EXAMPLE I also added the ITV logo to position alongside my branding, for the association purposes. Lastly, I swapped the closing sponsorship around, so the title came first, this was a convention I found in my research, but initially chose to ignore.
  11. 11. How effective is thecombination of your main and ancillary texts?
  12. 12. I recognised the importance of creating synergy between all five media texts, so they could be viewed as a cohesive advertising campaign, however, would still be understandable and effective standing alone.The main way I created synergy Old web pop up –was through the continuity of the too dark andmise en scene throughout all five chosen footagetexts. I used much of the same doesn’t denoteprops, such as the lorry, which is the brandclearly visible in each text. Thiswas something I recognised as New pop up –important, as my original web pop Much more inup didnt feature the same lorry, or keeping with thesimilar aesthetics and colours, rest of the texts,and so looked far too separate featuring thefrom the other texts. iconic van The lorry becomes iconic of the brand within each text, and ties them all together.
  13. 13. I also made each text similar aesthetically, using only paper constructed elements,and keeping each to a similar colour scheme. I think this was an important aspectto consider, as I want the paper constructed elements to become symbolic of thebrand, much like the plastic figures in Cravendales ads have become symbolic ofthem Screenshots from each text, showing the similar colours and aesthetics My pop up, featuring stop motionThe paper elements, compared to aconstruction is conventional pop up. I used thesomething I continued samethroughout all texts, stop motion style todespite it being create synergyunconventional of between theweb pop ups, which pop up andtend to be digitally the rest ofproduced the texts.
  14. 14. I also re used props from the different texts, so they each featured some of the same props, and so were similar in mise en scene. This was obvious in the two ads and web pop up, where I used the same house and many of the same trees. However I also re used them more subtly. The same props – house, tree’s, van, milk bottles.The car from advert one reappears as opposite traffic in advert 2,this was a deliberate move to spark a memory in the audience,from ad one.Similarly, in the closingsponsorship ad, I used the tentfrom advert 1, again for thesame effect. I think this wouldhelp viewers to recognise alltexts as part of the samecampaign, and also help themto remember back to the othertexts.
  15. 15. I continued the soundtrack throughout four of the texts, with the two main adverts having exactly the same soundtrack, and the sponsorship sequence using an instrumental version. This means the tune follows on throughout all four, and would become a recognisable tune, symbolic of the brand. The viewer would associate the tune with the brand, and immediately recognise it as a DairyFriend ad, no matter which text they were watching. I also continued the font throughout each text, and in fact the logo. It is a stylised font, that would become part of the brand. It is seen at the end of each advert andin the sponsorship sequence, with the font colour mirroring the colours of the logo, in order to achieve a consistent brand imageI also used it in the web pop up, - Text and logoand feature the cow from withinthe logo, either side of the text. featured inThis was an added choice to each text,incorporate part of the brand creating aidentity into the pop up, andwould once again make it easily consistentrecognisable as part of the brand identitybrand, and part of the samecampaign.
  16. 16. I asked in my audience feedback whether the audience thought all five texts worked together as a cohesive campaign, and the results were extremely positive, with the majority of viewers answering “yes”, and the rest answering “to some extent”, with no negatives responses. This suggests to me that the effort I have taken to make each text contain similarities and look like part of a campaign had paid off, as the audience received them as cohesive and united.In all, think all five texts support it each other, particularly the sponsorshipsequences and the main adverts, as they both take a slightly different stance onthe same narrative. The main adverts feature a conventional linear narrative,which describe the product attributes, and then the sponsorship sequence builds on this, showing the extent of the products usability. Each text is understandable separately, but if viewed together, the sponsorship sequence and main ads support each other, and build up a strong picture
  17. 17. What have you learned from your audience feedback?
  18. 18. I first posted my adverts on facebook, to see how my friends responded, but soonrealised this was pointless, as it gave me vague directionless feedback that wasn’tof much value. I then created a questionnaire on Google Docs, including some closed questions for data analysis and some open questions to gain the audience’s opinions. I circulated this online to my target audience, males and females 20+, who were fairly middle class. I chose to base my questionnaire around my aims, what I set out to do with the ad’s, to see if the audience think these have been achieved. These were aims such as repositioning UHT milk as a premium product, and creating an advert that would be enjoyable and memorable. I wanted to see how far I had achieved these aims, and so how successful my campaign has been.
  19. 19. What is your view of the product, based on the ad’s?I felt this was the most important question, and so placed it first, as the main aim of the ad’s was to erode any negative stigma around UHT milk and to evoke apositive view of the product from the viewers. The results were very good, and allviewers agreed on a positive view of the product, with 100% answering 3 or over,which is towards the positive side of the scale. The majority of viewers answered4 on the scale, which is not extremely positive, but comfortably. This assures me that the advert connoted the right values about the product, and that theaudience picked up on these connotations. I paid specific attention to what I was connoting throughout all five media texts, wanting the audience to understand the product as positive, fun, exciting
  20. 20. I then asked the audience to add any additional comments on their view of the product. Here I was looking to see if they had responded to the text the way I had intended, and had understood the connotations the way I had hoped. The resultswere very positive, with many people using the exact words I had hoped they might,such as convenient, nature friendly, healthy and fresh. This has confirmed to me that the advert’s connotations were received by the audience, as they had effectively perceived the product as i had hoped. I also feel with these positive comments andviewpoints on the product, I must have achieved my objective of effectively showing UHT milk in a positive light.“Very good product, convienient, good new option for goingout places” – This was the main narrative of the ad campaign, and I am pleased it waswell understood.“made you think of outdoors, fresh air and things that arehealthy, which in turn makes you think of the product asnatural and healthy” – I included aspects of the mise en scene such asthe tree’s and the river to evoke this reaction in viewers. It is conventional ofdairy advertising and I hoped it would help the viewers to understand theproduct as fresh and healthy. for the ad, help make the product“The handcrafted propsseem wholesome and natural”– once again the product was receivedas natural and healthy, with this viewer commenting that the paper stop motionitself has natural and healthy connotations. When I chose this style of animationfor my advert, I knew it would help me position the product as home made anddown to earth, and i’m glad it has been well received.
  21. 21. Did you find after watching the ads that the product, logo, slogan was memorable?This was a simple question to see if my audience thought the advertising campaign was successful in terms of its branding. The results were pleasantly positive, with42% and 45% answering 4 or 5 respectively, where 5 is the top of the scale in termsof how memorable it is. This suggests that the advert effectively communicated the necessary details of the brand. This was useful feedback as it confirms the Ad achieved the most important aim, which is to communicate a memorable brand.
  22. 22. in your opinion, did the ads effectively position DairyFriend as a premium "High end" product?Part of repositioning a UHT milk product was establishing it as a premium product, therefore I set out to position DairyFriend as a premium “high end” product, thataudiences would be willing to pay more for. I wanted to see if audiences felt I had successfully achieved this aim. The answers were very mixed, with the audience answering across the board. The majority of the audience answered “yes” or “to some extent”, indicating that most found interpreted it as a premium product to some degree. 35% of the audience agreed that it did establish the product as premium, however, 30%, almost a third of the audience, voted “not really”. This is a disappointing result, as such a large percentage didnt interpret the ad how I had hoped, and dont feel I achieved what I had aimed to do. I knew the question would generate a mixed response, as when I reflected on my work, I realised they didn’t fully address this aim, and this was something I perhaps overlooked.
  23. 23. What feelings/mood did you gain from the adverts?This was a simple question in order to evaluate whether my main adverts hadconnoted what i had hoped for the viewer. I was hoping, if the ad had successfullyportrayed the product and given the right connotations, the answers would be wordslike happy, relaxed, upbeat etc. This would be largely based on the soundtrack andthe mise en scene in the ad and their connotations.The results were brilliant in this question, suggesting to me that the audience hadreceived the ad’s in the exact way I had wished, and that they understood theconnotations I had built into the ad’s. The most used word’s were cheerful, uplifted,happy, peaceful and calm. Larger answers suggested, as I had hoped, that themixture of the soft but upbeat music and the aesthetics of the countryside were thereasons for these feelings. Scenes like this gave helped establish a cheerful but calm mood.
  24. 24. “The advert made me feel This information was invaluable to me, as calm and at it reassures me, along with question 1, that peace with the messages of the advert were clearlymyself, because received and understood by the audience. It was imperative to the success of the of the use of advert that contained the right the gentle connotations, as much of the power of themusic and slow ad is in the mood created by it. This in turn helps the audience to connect with it, andmoving, simple associate it with positive feelings. images” “The advert gave a calm, happy and
  25. 25. Did you find the ads interesting and engaging? For example, If you were to see them on TV, would you want to watch the whole 30 seconds?This was simply to find out, if The results from this were also positive,viewed on the TV, if they with the majority voting 4 or 5 on thewould be willing to watch it the scale, indicating that they would bewhole way through. I thought if thoroughly engaged. No one voted lessthe answers to this were than 3, also indicating that nobody wasmostly Yes, then my advert’s disinterested in the ad, and that itmust have been successful, wouldn’t prompt them to changeas this is the main aim for channel. This was a useful piece ofmost adverts, to engage and information to gain, as I now know myinterest the viewer in the ad, ad’s were received well by the viewers,and subsequently in the who enjoyed them and became fullyproduct. engaged in them.
  26. 26. I lastly asked the audience to leave any additional comments they had on anything that wasparticularly successful, and equally anything they thought could be improved uponMany people made the comment that the purpose of the advert was sometimes unclear, andthat at points, the product being advertised wasn’t necessarily clear either. I think Iincorporated the purpose of the product into the narrative, but didn’t show it as obviously asoften happens in adverts. As they are so short, ad’s usually provide a lot of informationupfront and easily, rather than giving the audience something to process. In hindsight, I couldhave put more information regarding the product into the ad, through titles or a voiceover.One person made a particularly interesting comment:“the approach is reminiscent of Postman Pat TVprogrammes and may well appeal on a subliminallevel to twenty or thirty somethings who grew upwithhadn’t thought oftarget I PP.” but my this previously, audience would have grown up with stop motion childrens Tv programmes, as these were popular back then. This would make the stop motion format familiar and enjoyable, and they may connect with it better because of this.
  27. 27. How did you use new media technologies in the planningand research, construction, and evaluation stages?
  28. 28. Planning and researchMy planning and research was a crucial part of the process,as it allowed me to fully understand the codes andconventions of both advertising and stop motion. I usedyoutube to research into advertising, looking at past advertsand analysing them.I then used vimeo to look deeper into animation, as itprovided a wider range of video’s than youtube. This alsoallowed me to analyse them, and embed them into my blog,to comment on and compare against.I also used programmes such as flashand photoshop for my earlyexperimentation into rotoscoping andanimation, as part of my research. Thiswas imperative, as it helped me choose apath for my advert, after I decided Ipreferred to work with stop motion. I wasthen able to mimic and develop existingtexts I had found online, making apastiche of their work. This allowed me toanalyse it deeper, and understand theprocesses better.
  29. 29. ConstructionThe construction of my texts predominantly involved adobe flash CS 5.5 andpremier pro CS 4. I chose these versions of the programmes as they allowed thebest creative control. I pieced together the separate images in flash cs5.5, as Ifound this easier to edit and change, and then exported them as quicktime movies,to edit in premiere into one sequence. I also created the end titles in flash, so I couldget effects such as the logo fading in, and the typing effect on the slogan. I also hadmore control over the placing, timings and aesthetics of the end titles in flash. Formy web pop up, the use of flash was imperative, as it was the only program in whichI could create a button with a hyperlink, to give a realistic, working web pop up. Ialso used youtube again at this point for guidance and support on making a workingbutton in flash.
  30. 30. I used other technologies too in the Lastly, I used photoshop inprocess of filming, such as an SLR constructing my paper props, such ascamera and an edirol. The SLR was the DairyFriend van and the car. Iimportant, as it gave me full control originally tried to make them by handover the photo’s I took. This meant I with a ruler, but realised creating themcould control the aperture and shutter digitally and printing them gave mespeed, meaning I could make sure more accurate measurements.they were the same in each photo,whereas a standard digital camerawould have adjusted accordingly, andgiven me photo’s in a different light. Icould also have full control over thefocus of the photo, choosing to usethe manual setting, so I could focuson different aspects of the mise enscene, and leave some in soft focus. an Edirol voice . I used recorder to record my voiceover, which gave me a quality sound, as i could position it close to the person speaking, and it was a quality sound recorder.
  31. 31. EvaluationI used technologies right through to the evaluation stage, uploading my videos toboth youtube and vimeo. This is because they reach slightly different audiencesand would allow me to gain different feedback. I then posted the links from theseonto my facebook page, to get some basic feedback from friends and family.
  32. 32. Lastly, I used GoogleDocs to conduct my audience feedback, this is because it wasan easy tool for creating a questionnaire, that was easy for people to fill in online.This meant I could email and facebook it to people I know, and prompt them tocirculate online to anyone they knew, meaning I could easily and quickly gain alarge amount of audience feedback. It was also a very convenient tool, placing my results into charts and graphs for meto analyse, and presenting the results in a format that was easy for me tounderstand. Had i done this manually, printing paper copies of a questionnaire,analysing the results would have been time and consuming and difficult. It wouldalso have been hard to circulate to an audience. I was also able to post a link to allfive texts on the questionnaire, to watch before they answered, which would havebeen impossible in paper form.