The focus group enjoyed the radio advertisement and thought it was effective at promoting the documentary. Some feedback included adding a gap between the opening montage and voiceover, including the tagline to improve brand identity, and slowing down parts that felt too intense. While they agreed the tone was appropriate, some felt the radio ad and poster were more sophisticated than the documentary. Important two-step flow model insights were gained from the sophisticated audience members influencing the opinions of others.

1. (Featuring: Luke Gyesi-Appiah,Amanda Stafford, Anna Garcia,Amey Perry,
Charlie Rayns,Charlotte Bennett)

3. • The group really liked the poster and thought it
was very successful
• Something of a popular topic was our title,
‘Fatual’. Members of the group thought this was
a clever pun and thought it was very effective
• They also really liked the focal image of the
burger and the use of newspaper within it as it
reinforces the theme of government health
advice and the ever changing beliefs
• All members also really liked the tag line and
thought it completely resonated with the themes
of our documentary

4.  I think that something we could have
improved on was utilizing our tag line and
placing it in our other products. For example,
it could have appeared at the beginning of
our montage during the documentary
 Mrs. Bennett also thought the photography
was very effective and created a cinematic
and filmic style to the poster

5.  All of the group thought that it did give the
right amount of information, while still
catching the attention of the audience, which
is what we aimed to do
 Due to the tag line, it gave an insight into the
documentary without revealing too much

6.  Mrs. Bennett mentioned the fact that she liked the burger
as it looked ‘nasty’ and not appetizing, to connote the
revolting effects fat has on the body.This made it easy for
the passive and active audience to realize the harsh
consequences eating unhealthy can have on the body
 The audience thought the use of white font was also very
effective as it stood out from the background and caught
their attention. It also contributes to the brand identity as
the font is white in our documentary which makes the
campaign more cohesive
 Our actor choice, by using a teacher who is in the suit also
connotes the fact that everyone eats unhealthy, even if
they are sophisticated which creates personal identity
with the audience

7.  A clear point that we have established as something to
improve on is the cohesiveness of the campaign regarding
the poster and radio relating to the documentary. For
example, due to the shallow depth of field, creative font
and colour, it gave the poster an ‘auteur’ style, similar to
the radio which worked together to create a filmic and
cinematic products. However, this cohesiveness was lost
as the documentary lacked real cinematic style and
creativity.Therefore, in some respects, the ancillary tasks
were more successful.Thus, the consistency of the brand
is not followed through in the documentary as it is
something that you would see onTV, for example on
Channel 4, like one of our group members said, instead of
in independent cinemas.

9. The focus group overall really enjoyed the radio advert and thought it was
a very effective product.We were very happy with our response due to the
fact that sound is not a visual medium and is therefore a very difficult
method of attracting the audience. However, I think that we used sound to
successfully target the audience and advertise our documentary.

10.  Luke liked the opening ‘mish-mash of voices’, probably as it gave
him the gratifications of entertainment and information. He could
have perhaps really liked this element to the radio advert as he is a
fox thinker, being in our secondary audience, and therefore
appreciates something with pace and interest to quickly attract his
attention.
 Amy would have liked to see a gap between the opening vocal
montage and the main voiceover, as it was perhaps too intense
without a gap.
 Mrs Bennett would have liked to see more cohesion between the
radio ad and the poster with the documentary. She found the
radio ad and poster to be more suited to our sophisticated
audience, as they satisfy Maslow’s highest need for creativity due
to the engagement of the audience, especially as the music is
more creative and powerful.

11.  Anna said that she was hooked from the
beginning, probably as the montage gave her
the gratification of Personal Identity, as she
felt that she could relate the confusion
portrayed by the headlines.
 Mrs Bennett would have liked to see the
tagline in order to create a better brand
identity.

12.  Miss Stafford said yes as she though that it
sounded professional.This coming from a
sophisticated audience shows that we
pitched it right, and chose the right tone for
our documentary.
 They all agreed that they could relate and
image it to a real life context.

13.  All agreed that yes, the tone was appropriate.
 Mrs Bennett reiterated her point about the
cohesiveness between the poster and radio
ad created by the dramatic and cinematic
tone, which is lacking with the documentary.
She found the radio ad to be much more
sophisticated.

14.  Luke said yes, as it was not overloaded with
information which would have caused even a
sophisticated audience to switch off due to
sensory overload.
 Mrs Bennett liked the excerpts from the
documentary, as it gave her the gratification
of information, without giving too much of
the narrative away.

15.  Everyone agreed that yes, the clips were
appropriate.
 Miss Stafford made the same point about not
too much information – as if we had, then it
would make her think that she wouldn’t need
to watch it.There is just enough to grab the
audience’s attention, as it sparks the need to
fulfil the gratifications of entertainment and
information by watching it.

16.  Everyone would have liked to have heard the
tagline, and would have liked it to be slowed
down a bit as they felt that it was too intense.
It was probably a lot to process – which
creates sensory bombardment considering it
is only audible.
 Charlie also said that he liked the ‘64%’
headline being separate, as it made it more
dramatic.

17.  Something very important to note is the fact
that there was one sophisticated audience
member therefore who stated ideas that the
other group members did not think of. However,
they all agreed with the sophisticated ideas.This
therefore links to the two step flow model
theory where a sophisticated individual/
authority as an active audience produces their
own opinions and ideas which are then passed
onto the more passive audience.