The document provides an evaluation of a water advertisement. It lists strengths such as having an effective concept conveyed through different elements of the day, appropriate music, and varied camera shots. Weaknesses included some framing and timing issues, room for improving the concept and scenes, and accidental direct addressing in some shots. The document also discusses lessons learned about planning with detail, filming techniques, and the time-consuming nature of editing shots into a cohesive final ad.

1. Evaluation of Water
Advert

2. Strengths
• Concept– Me and my partner composed the concept of keeping
hydrated all day, which we were able to express in our advert
through the form of showing different elements of the day.
• Music – Based on the music that we decided on for our advert, it
was a successful choice as it was appropriate and upbeat, which
fit in well with the whole advert.
• Camera Shots – We were able to use a variety of camera shot
sizes: close ups, long shot, medium close up, which is used to
reinforce the mise en scene in each shot.
• We were able to show some match on action in the advert,
through the form of editing.
• Also we were successful in incorporating the slogan we thought of
in our advert.
• The overall message of the advert was therefore, but just needed
to be reinforced more.

3. Weakness
• Framing – For some of the shots, the framing of the different elements within
the shot, could be improved. This can like onto another of occasions which
included jump cuts.
• Concept – Even though, we were able to show different times of the day, this
could have improved by adding more timing, e.g: in the morning, on the bus,
in a lesson, in the café, walking home. So it could show a better change in
time.
•Along with the concept, the mise en scene within the shots could also be
improved.
•Another weakness is, we forgot to include a package shot at the end of the
advert, making it less effective.
•The font of the slogan, could be better, as it didn’t fit with the overall advert.
•Camerawork - one improvement from this section is, zooming from a distance,
which we need to avoid in the future.
•In a few shots, there were accidental incidents of direct address from the
people in the advert

4. What I have learnt?
With making the advert, there was 3 stages to the process.
• Planning - From planning the advert, I learnt that this takes a lot of time and concentration.
This is the one area that needs a lot of detail about the concept of the advert, therefore even
the smallest detail needed to be noted down. Furthermore from this section, I learnt that there
were different areas to look into when planning, such as: the slogan, the concept, the mise en
scene, the characters, music etc. Planning included drawing the different shots and what
were included in each shot.
• Filming - In the filming section I learnt about how to rightly hold the camera, to zoom, focus
and pan up or down if needed. Also in this area, I learnt about how timing is key when it
comes to filming, as this will ensure that all the shots taken are clear and correct, so are useful
in the editing.
• Editing - For the last section, I have learnt that this requires the most time and concentration,
as editing the different shots is key, to ensure that the whole advert flows and makes sense. I
have also learnt how to use the software for editing, which was hard to begin with, but
eventually me and my partner were able to figure out the different features and use these to
create the final advert itself.