Evaluation 3

Evaluation Part Three

Having now completed my three adverts I believe that they are ultimately quite successful in portraying the message I wish to put across. Eventually I reduced the size of the film and added it on ‘Facebook’ and ‘YouTube’ for people to comment on. I was then able to receive feedback and gain an insight as to how effective an audience believed my work to be.
Advert one was the least popular as it was found to be uninventive compared to the other two. Although quite effective in portraying the required message. The audience recognized that one of the characters not see as well without his glasses, which was an action that we was of ultimate importance to this advert, as the catch phrase at the end gave it meaning.
The shot of the knife however was often considered to be too long and therefore wasted time to get to the point. Overall though the narration was considered to be extremely luring and the catch phrase made clear at end why the men were looking for evidence. A major downfall to this ad however was that audience could tell that the lighting is different at different points of the advert making it a little less effective than it could have been.
Advert 2 was liked for its imaginative narrative. Having had so many familiar destinations in the background, the audience were particularly entertained by this advert. Again, the basic concept was considered to be rounded off well with the message at the end.
Media students were the only ones that generally recognized the good use of green screen. However they did point out a downfall: that in some of the shots you could still see a green outline around the actors, instantly making it apparent that I had used SFX for this advert, making it less professional.
In regards to the three of them as a whole people recognized the fact they were all particularly different to one another in the narration and style. However, they generally approved of the voice over as it "rounded it up nicely" and the logo was identified as the main connection between the three adverts. Most also approved of the different catch phrases for each ad and that all three made a clear connection between the character's actions to the company; 'Looking Glass Opticians' In particular though, the use of imagination in the making of all the adverts was the greatest complement.
Considering the codes and conventions of an opticians advert I kept to using the normal mid shots and close ups as do the pace of the adverts also follow the conventions. Limited diegetic sounds are also used throughout my adverts which is a subverted convention in the fact that professional opticians adverts ambient sounds are often more prominent than music. I have also subverted the conventions in terms of how I tell a story within my advert.
When comparing my adverts to similar media texts I would suggest that my editing in particular could still be improved on, as professional advertisements obviously only cut to a different shot when needed. I one the other hand made a fault in making a shot that should have been one on it's own into two separate ones, clearly being unprofessional. I would consider the voice over for each of my adverts to be near the professional standard however, having each message clear and precise in all of them like all voiceovers in ‘Specsavers’ adverts for instance “get two for one at ‘Specsavers’”.
I do believe my adverts have been produced to a high standard, having used a professional program for the application of a green screen in my second advert. I was therefore able to incorporate some clever effects to make it more appealing to viewers. However the amount of decisions that were changed prolonged the time that it took to create the adverts, therefore if I did have to make the adverts again I could use my new found skill with Final Cut express and not have so much restrictions as to what my adverts can consist of.
The trio of Looking Glass Opticians adverts follow some of the codes and conventions of an advert. The first being that all of them have catch phrases to have audience recognision. The third advert consists of ‘an element of surprise’ which is again a clear convention of an advert. On the other hand, by subverting particular advert conventions we were able to provide the audience with mini film like adverts that are all ultimately still effective. Advert 3 in particular is based on a children's amusement book, but was successful because it received audience recognision.
Having looked over my advertisements in a speculative manner I would suggest that I would make each of them connect with each other far more if they had to be created again. I would use Final Cut Express to my advantage and have all three adverts have evidence of the use of professional technology and therefore link together better together. I am however pleased with the particular way in which we connected each advert to 'Looking Glass Opticians'.
The time of day that I would have to show my adverts would be when in the day time for the consumption of audience that are often at home. As well as in the evening when popular soap operas such as 'Eastenders' or 'Coronation Street' are on as adults with the knowledge that vision is important will be watching television at this time. In terms of who I would suggest would direct and produce my adverts I would have Director Mike Bigelow to direct advert 3 who created the amusing over 60’s advert, Director Luke Scott for advert 1 so the needed atmosphere can be created. I would use Cris Mudge to direct my green screen advert having directed what seemed to be a man on top of a gondola cable.