- The document summarizes audience feedback from test screenings of advertisements for a clothing brand. - Responses were mostly positive from the target audience but negative from those who knew they weren't the target. - Some felt the models and music weren't relatable to all, while others liked that different tastes were represented. - Locations, outfits, and editing styles engaged most of the target audience but were too flashy or fast-paced for some.

1. Audience response:
Day
By Lois Jones

2. Audience response
• After looking at our audience response to our
adverts we noticed that we had a positive response
from most of the people we showed. The negative
responses which we got were from the males who
knew the adverts and the brands weren’t for them.
We also got a negative view from Patty who new
again that she wasn’t part of the target market.
However, even though they knew they weren’t part
of the primary audience, they knew that they were
part of the secondary audience. Patty knew that
her daughter would love the brand, Max thought
his girlfriend would love the clothes from there.

4. Day and night.
Audience response

5. We got 6 our of 9 people saying that they didn’t think the models
were appropriate for the advert. We feel that because the models
didn’t look like your everyday high fashion model. We needed to
make sure that our models were easy to relate to as we want our
target market to be able to feel confident in the clothes which they
are wearing. By having two different models with different body
styles and looks we have then managed to target a wider range of
people, also allowing people to then relate to our brand as they can
relate to models who are the faces of the brand. However we have
confirmed the stereotype that fashion is all about youth, which is
then confirming a binary opposition of old vs. young.

6. Do you think the clothes suited the advert?
The clothes suited the advert because they were then able to the reach out and
target different types of girls and their styles in out target audience. The
locations and the music linked as they both suited a more urban audience
allowing us to have something in common with our audience. The clothes
allowed us to connote a more urban look and allowed us to target a wider
audience. For example the bright red phone box connotes feminity of the
model. The clothes suited the advert because mixed with the edits it allowed us
to be able to create this postmodern look.

7. We tried to choose music in which everyone could enjoy by having simple hip –
hop. The reason why the music was simple was because it had a simple beat and
no lyrics. This then allowed our audience to then just watch the advert and not
get distracted about what they are listening to. However not everyone enjoyed
the music which we chose. This will then mean that we needed to try and choose
in more depth for music which more people would be able to listen to while
watching the adverts. We should have had an array of different music's for each
advert as this would then give us a better chance at then reaching our to all of
our audience types and preferences.
Do you think the music fitted the
advert?

8. Do you like the locations filmed
in?
Locations are a big part of the advert and we successfully managed to choose
locations which were interesting and made the adverts enjoyable to watch.
The locations we had chosen for the day advert allowed us to connote a urban
feel to the advert. We can apply the hypodermic syringe theory, the ideology
of living in the city and city life is cool, is being injected into the audience by
the use of our locations. This is then representing capitalism and is therefore
is showing a hegemonic process.

9. Did the models make you want to
purchase the clothing.
9 people out of the 15 we
asked said that the clothing
made them want to purchase
the clothing. However the
ones who said that they
wouldn’t buy the clothing for
themselves said they would
on the other hand buy it for
someone in the primary
audience e.g. patty said her
daughter, and max said his
girlfriend. We decided to
choose two models who were
contrasting in looks, this is
because we wanted to show
a large span of beauty in our
advert. Allowing us to
connote the message and
ideology of loving yourself.

10. If no what could we have done
to promote them more?
• Max- I am male so if you made more masculine and male
clothing I would buy them.
• Amy- I don’t like to wear colour often, and the day
advert was full of colourful and bright clothing
• Patty- I am too old for this brand but I am sure that my
daughter will like the clothing
• Phil- the clothes seem to out there for me if I were a
girl.
• Jack- this brand is for females, but I like the clothes
which they were showing on the model
• William- I think this brand is for people with large
personalities, maybe make clothes which are more
simple?

11. Was the message of the brand
clear?
Only one member of the audience said that the message wasn’t clear. We feel
that this is because the mise-en-scene suggest that wearing the clothes ‘you’
way as we featured different styles within the clothing. This was done by
having a new location for each new outfit. Connoting this sense for change
and new personality when you wear different clothes. By editing in the post
modern filters it allowed each outfit to have a unique look and allowing our
brand to stand out. However, in the night advert we connoted and
represented a more traditional and mainstream look by keeping the clothes
simple and the ideology that you wear clothes to go out and get attention.
The photo shoot location helps to connote this.

12. What did you like about the advert?
Hannah- ‘I loved the clothing in the advert, I can see myself
wearing the clothing as it is very bright and colourful which is
what I love’- the bright colours of the outfits, and the obvious
post modern editing allowed us to be able to capture Hannah's
attention and by showing a wide verity of new and different
clothing it allowed Hannah to still too be able to find something
which she would like.
Patty= ‘ although the brand wasn’t for me, the prices were great
and I am sure that my daughter would love it’- although the
advert wasn’t for her it shows her successfully negotiating a
meaning from the advert to apply to her self.
Max- ‘I like the cool filters on some of the shots, and I thought the
music was really cool’- we chose music which was urban hip hop
music. Allowing our secondary audience to be able to enjoy the
advert as well. Stereotypically our target audience who are the
income bracket of C2- E listen sand like the hip hop genre of
music. Again this is showing max, although not the primary
market, negotiating a meaning from the advert to apply for him.

13. What didn’t you like about the advert?
Amy- ‘ I don’t like to wear a lot of colour, and in the day and night
advert a lot of colour was shown. This isn’t to my taste I wish they
showed less bright clothing and more simple outfits.’ in our advert we
did feature a lot of bright colour and mise-en-scene. This is supporting
Marxists theory that we want to be able to distract ourselves from our
daily lives by buying clothes and spending money.
Claire-’ I thought the photo shoot background was boring I preferred
the different locations in the day one.’- this is because our audience
are fox thinkers we need to make sure that we are capturing their
attention visibly.
Phil- ‘ I didn’t like all the effects and the fast music. It was too hard to
concentrate’- this shows that he isn’t in the target audience for our
advert and represents the binary opposition between old and young as
the reason why the target audience liked our adverts were for the
editing and fast music. Where as these are the reasons why phil didn’t
like them.

14. Do you think you were the target audience for this brand?
Patty, Phil, max, William, Amy and jack, all correctly thought that they
weren’t the target market for this brand. However the rest of our
audience defined themselves as the target audience.
This is because they are fox thinkers- this is because they get distracted
easily and need to constantly be entertained. We targeted them by
choosing to add in the quick cuts, the post modern editing and the fast
paced music.
Our audience are aspirers- our audience members aspire to be better and
gain compliments fro others. We managed to target this proportion of
our audience by showing the models looking confident in what they are
wearing. But also by having the tag line ‘wear it your way’ it connotes to
them that as a brand we are supporting them in what they want to wear
and themselves.

15. Did you like the shot types and the compositions of the models?
Shot types were important to our production as they were out USP, by
the audience liking these and then enjoying them will then allow us to
know that we have successfully fulfilled our USP. Shots which they
would have enjoyed would be the mirrored shot of the model in front of
the phone box in the day advert and the mirrored shot in the
sponsorship advert. This is because it connotes our brand reflecting the
needs of our audience. In our adverts we featured lost of close up shots
of the clothing, by repeating these shots we can apply the culmination
theory to the audience that the more we repeated the shots the more
we are making the audience receive a certain ideology.