MERIT - evaluation for adverts

1. EVALUATION - MERIT
Required codes and conventions have been met when creating my adverts. This is because the visual audio advert can be shared before
watershed. This means that my advert appeals to all audiences as it isn't harmful to children therefore following ASA's advertising rules meaning
that my audio-visual advert meets the clients brief because we haven't included any strong language, sexual or violent content making it safe for
streaming any time during the day. Classic conventions and codes that follow water adverts is that they include a still image of the water bottle
product for a couple seconds which is what my advert does too thereofore once again meeting those requirments. Another example is that
water adverts are required to be fresh, playfull and fun just as Evian did with their 'live young' visual audio baby advert. My adverts meet this
convention because vesi water ads are playfull and fun as we include video game features with bold colours. My audio/ visual advert both
include models of the target audience which means that it is leaving room for target audiences to relate to characters based on either gender or
age and gaining an attachment to vesi water as they syncronise with its health benefits because they realise it’s aimed at them therefore making
the audience feel special as they believe it belongs to them specifically. We have also considered copyright issues making sure that all graphics
belong to us such as the logo and is a completely original idea, which it is. The only things that don’t belong to us are the sound effects used in
the visual and audio adverts. However, they are downloaded from a royalty free website making them completely fine to use especially because
we have permission and credit all artists used to collaborate on this project. Because my models are diverse, and my target audience is a diverse
community I have made sure not to use any stereoytypical or harmful content such as images or dialogue. I have used my research on evian to
help me create my adverts by how they keep a constant style. For example, evian has been using the CGI baby idea for over a decade now to the
point it has become recognisable as them without even looking at the name or logo they keep a constant theme ranging from their visual
adverts to prints. This is a brilliant marketing technique as their brand has become the most memorable amonst water campaigns due to their
recognisable campaign ideas espically because their campaign even matches their slogan of keeping young/ stay young as they use babies doing
stuff adults could do such as backflips or having baby lookalikes wear the same costume as an adult to make them look like a younger version
of a model for prints. This is what made me think of the keeping a constant idea theme as it worked amazingly for evian. However, you could
argue that it could get boring overtime and audiences could lose interest in the product due to the boredom. Lucozade did a similar idea as
mine of using a story and adding a twist, except my idea was a video game and turned-out better reaction wise than lucozade. This is because
they did a spin off/ skit of the biblic david and goliath story which received bad reviews from christian groups as they found it offensive and even
started a petition to get the advert removed. This may have inspired me to do a collaboration with a video game that matches vesi's benefits,
but it also inspired me to be careful with how I present content on adverts to avoid accidentally and mindlessly offending a certain audience.

2. Both campaigns have met codes and conventions by following OFCOM laws to avoid copyright by either using their own graphics and content
or asking for permission from artists. For example, evian would've had to ask permission from the song's artist they used in their
rollerblade advert and Lucozade would've had to gain rights to using the david and goliath story as the bible is a copyrighted content.
They wouldve also had to follow ASA's rules in terms of advertising by making sure it's safe for all audiences to view so making sure nothing can
harm any audiences. For example, neither use violent themes.
EVALUATION – MERIT [CONT]