Evaluation Of Advert

Originally our idea was a clear cut idea to aim PG tips by using the treding dance 'Harlem Shake' to help the ad go viral and hopefully capturing teens by branding PG tips as a more cool brand of tea. Unfortunately due to absences in our group, the pre production of this idea did not go ahead and therefore a new advert was made which I believe uses comedy as a mass appeal and give further recognition to the brand. It impact on the audience showing that PG is an honest brand which goes with the tagline, 'Brings out the best in you'. This infers that the drink is relaxing or motivating towards the good and positive things in life - shown how a criminal can change his attitude about his crime and admits it, showing that PG Tips makes you honest, Again capturing the audience with his admirable addimitance and with the quirky comedy that comes with it.

Unfortunately, again, due to absences and therefore lack of pre-production towards the 'criminal' advert, the aesthetic qualities are not shown, however this is something to improve on next time. The costume was not at all their which lets down the realism of the ad as Ben (The investigator) has no investigative clothes on, infact he looks like his dressed for a days shopping in chapelfield.. If pre production was planned, even a shirt and tie would have made him look to be a more appropriate police officer. Kieran could of also had an outfit to make him look more 'yobbish' which would of emphasised the honesty and comedy of his speech. Although, the setting does look like a good setting for interigation with the classic table in the dark room and even Bens acting reminds me of an investigator from the movies but a little more funny and quirky. The lighting is a good set up as, in the close ups of Kieran (the criminal), has a dark and light side to his face which could be interprated as everyone has good in them, PG Tips just brings it out. The technical use of the camera and the use of close ups on Kieran is to show emotion, this is seen in the opening shot where he is positive that he 'didn't do it!' and then again when he drink the tea which is a shot which shows his transformation from bad to good, This is accompanied by a slow zoom in on kieran which is like the audienceis going in his to see his emotions of remorse after drinking the PG. These shots might be to give an aesthetic but the technical use of the camera and lighting produces these aesthetic looks and provides inferences.

I think the content of the film ad is quite effective in the sense it promotes what we wanted it to say. I believe it definitely promotes PG tips as being an honest brand that have a good clean humour which is mostly appealing to everyone. The only fault is that the ad should of been developed more professionally as in use of the mise-en-scene and actors costume hopefully conveying PG tips as more of an upmarket brand by spending more money on the set, however the idea, I think, would work really well if continued and developed the actual video.

The persuasion techniques used in the video would be honesty and the people associated with the trait. Honesty is a quality that everyone is looking for and something that the PG tips advert provides to the audience therefore making it into a Honourable brand. The appeal to teens would be through the use of the teens in the videos showing that the brand does think about teens by having them in their video and showing that teens do drink  tea. Again the brand would be more fit for purpose and appealing if there was a better use of Mise-en-scene and costume as even a shirt or tie would have made Ben more detective looking.

Like ive said the advert didnt compare at all to our original interntions due to the day that i was away in amsterdam and other absences. This effected the advert in a durrastic way as the idea was completely changed. I believe that the pre production wasnt bad but due to my absenses we wasnt able to go ahead with the proposed idea and therefore had to abandon it. despite all the documentation of story boards and shot lists it all came down simply to absenses of the group. The advert is a idea which promote the right positive ideas about PG tips however this is nothing new to them and the originial idea of mainly appealing to teens would of been a clever idea as tea would be juxtaposed next to teenagers and the original ad could of span this stereotype on its head.