Final Evaluation (Final Draft)
Initially the idea was to produce a television advert and I have accomplished this task. This was my main target and I've achieved this. Although there were positives and negatives that came with the final product, I'd say that the overall final product was suitable for our target audience and it can be broadcast at our chosen time of 18:00. In summary, Elite Spring Collection has successfully created and produced a fashion line and an advertisement suitable for our target audience. Our idea was based to create a fashion line for both males and females so that they are able to seek comfort when wearing our product and hopefully us, as the Elite Company shall see various groups of customers wearing our fashion range.
As the "Elite" company, we planned to release our new, upcoming fashion collection in the spring/summer of 2016 - entitled "Elite Spring Collection". Our initial idea was to release a 30 second television advertisement for our target audience - aged 13-23 (based on our questionnaire results) as we believed that our new fashion range will be suitable for this age group to wear since their ages fall into our company's age range of young teens to young adults. The fundamental ideas for the advertisement's production were formed around naturistic settings, i.e. the weather. Due to the season falling into spring/summer, our company decided to reflect our upcoming product around these seasons as it was the appropriate time of year to begin production, hence the name; "Elite Spring Collection". The clothes also reflected the season as we presented floral patterned clothing. The company has chosen the slogan "Be Elite". This is due to the reputation our clothing line standing out above other clothing lines as we provide user friendly and comfortable fitting for all of our customers.
Every product we aim to design in the future will always consist of the feedback of our audience, thus why our company used the website; www.surveymonkey.com to create a questionnaire to gather information for our product. After gathering enough information, the final advertisement was created. I later held a focus group to gain feedback on the advert to see that whether or not parts of the advert were exceptional or needed improving so the viewers could have full acknowledgment of what product the company was selling. This feedback was conducted through qualitative research. Overall I was able to receive positive feedback towards the final product, however there were a few areas that needed improving.
I provided the focus group with the following questions:
- "What do you like the most about the final product?"
- "Do you think the advert could be improved? If so, why?"
- "Would you say the product is suitable for the fashion industry?"
- "Is the product suitable and user friendly for the target audience?" (13-23-year-olds)
- "What do you think of the final product? Would you rate it: excellent, good or satisfactory?"
A member of the focus group (Diana) stated how I needed to "add more text" into the advertisement so that the audience are clear of what product is being sold. Another member (Bradley) stated how the advert was able to "flow" and how the background music was "fitting" with the clothes we aimed to produce. Lastly, I stated to the focus group that if they were to provide a rating for the advertisement, would it be excellent, good or satisfactory. Overall the product received the rating: good.
I believe the advertisement was successful because I was able to portray the fashion line to the audience. Moreover I have definitely taken the audience's feedback into consideration for any future projects our company decides to produce. At the beginning of the year, I was firstly introduced to editing and now that several months have passed by, my editing skills have advanced and I was able to produce the advertisement. This is something I would definitely count as a positive aspect of the final product. During the filming process I was provided with the opportunity to film a few scenes (and some new deleted scenes). These scenes consisted of exemplifying a member of the company posing for a few shots and filming the sun travelling by in order to create a time lapse. Due to the time limit of the advert however, one of these scenes had to be included into the deleted scenes. In addition, to create an effect I filmed a few scenes through close up shots, medium shots and long shots. The close/medium shots were filmed only for displaying the models posing for the camera. To summarise my whole performance on the formation of the product, I would say that I have improved my skills on producing advertisements to a great standard and I'm proud of this end result.
Furthering my point on camera angles, my favourite scenes consist of the first opening modelling scene and the group shots of the models altogether as I believe these scenes were shot exceptionally well. The scene displaying the models in a group is a personal favourite because this scene was shot with the camera travelling in a circle, capturing the models and the clothing all on camera at the same time. In my opinion, the models being captured in this shot presents the fierce demeanour our company was willing to array to help sell our product on the market.
There is a small portion of improvements I would make on the final product. These include the duration of the shots. Due to our time limit of 30 seconds, the vast majority of shots were shown on screen for 1-2 seconds and had disappeared after this... therefore I would say that this is a disadvantage for the advertisement and for future references I shall extend these clips. As I have previously mentioned, I would use the addition of text in the advertisement for future purposes and future projects to make sure that the audience have a full understanding of the product.
Initially the idea was to produce a television advert and I have accomplished this task. This was my main target and I've achieved this. Although there were positives and negatives that came with the final product, I'd say that the overall final product was suitable for our target audience and it can be broadcast at our chosen time of 18:00. In summary, Elite Spring Collection has successfully created and produced a fashion line and an advertisement suitable for our target audience. Our idea was based to create a fashion line for both males and females so that they are able to seek comfort when wearing our product and hopefully us, as the Elite Company shall see various groups of customers wearing our fashion range.