The message itself was successfully conveyed, as those who watched my advert were aware that I was advertising Coca Cola. However, my aim was to make an advert that would advertise an image associated to the brand rather than the product itself but my impression of the end product was that without the Coca Cola logos that appeared throughout the video and product placement, it could have passed off as a music video.
learner declaration
assessment record
MAD ADS:
ADVERTISING FOR TELEVISION
UNIT 30
SCENARIO
01
personal
advert
product characterisation
video commentary
commentary script
02
 |  |  |  |
|---|---|---|---|
 |  |  |  |
 |  |  |  |
 |  |
03
COCA COLA
ADVERT
PRE-PRODUCTION
04
This assignment is intended to develop and extend your knowledge of how you can successfully raise awareness of an issue,
promote a product or offer a service through the form of a Television Advertisement.
You have been tasked with creating a product that is suitable to a Hong Kong local or visiting audience.
The product or service must be suited to the lifestyles of local Hong Kong citizens or visitor. Attention must be given to their
needs and unique daily lives.
HOW CLEARLY IS YOUR MESSAGE CONVEYED?
EVALUATION
I ​think I was able to successfully reach my audience. The video is short and fast paced with lots of kinetic energy from quick cuts and transitions which help to keep the younger audience engaged through diversion. The palette is bold and saturated which grabs the audience's attention. My main character also attracts my target audience through personal identity.
HOW WELL DID YOU TARGET YOUR AUDIENCE?
I think my work is quite technically competent. I created the animation of the Coca Cola logo in order to imitate coke filling up in a glass as well as masking my main character in order to make him walk in front of the logo to create more depth. I also added quite a few effects and glitches throughout my video which was generally in sync with the song I chose. I also made an attempt to colour grade in order to give my images a redder tint and more vibrancy.
HOW TECHNICALLY COMPETENT IS YOUR WORK?
While I wasn't able to convey my message as clearly as I would have hoped, the advert was effective in the sense that it was able to promote Coca Cola to my target audience successfully. It was able to promote Coke within a short amount of time without the audience getting bored, and the video itself was cohesive, with music that fit the editing. It was able to associate coke with energy and despite the fact that I personally thought it looked a bit like a music video my peers said that through the product placement, coke’s logo, and the general palette of the advert, there was a constant reminder that the advert was promoting Coca Cola and therefore I believe it was effective.
HOW EFFECTIVE IS YOUR WORK?
WHAT CHANGES COULD YOU MAKE?
One issue Mr Miller pointed out was that although the advert was interesting, he wanted to know what the purpose of the actor was. We see him in different locations of Hong Kong, but there is nothing that ties him together with Coca Cola. So, I would change this ad by adding a conclusion that ties my character with the brand. Another critique I received was in response to this shot:
While some students thought it was a good way of transitioning, one of my peers mentioned that he found the people walking past distracting. Although, this was done intentionally in order to get across that Hong Kong is a busy place, I understand why he thought this was distracting, since this was the only shot where there were people other than the main character. So another change I could make is to make sure my advert is consistent in the sense that if I am going to include other people, I should try to include them in more than one shot, so it doesn't seem accidental.
The general response was positive. People thought the video was engaging and successfully reached its target audience. They thought that the video was consistent in regards to music choice and editing, but would like to see some more narrative or at least a conclusion within the advert to tie the ad together.
WHAT WAS THE GENERAL RESPONSE FROM YOUR AUDIENCE?