AS3: Task 5: Final Evaluation (Final Draft)

Final Evaluation (Final Draft)

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: 

1. "What do you like the most about the final product?"
2. "Do you think the advert could be improved? If so, why?"
3. "Would you say the product is suitable for the fashion industry?" 
4. "Is the product suitable and user friendly for the target audience?" (13-23-year-olds)
5. "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. 

AS3: Task 4: Final Evaluation (First Draft) - Plan

Final Evaluation (First Draft) - Plan

Introduction:

The Product:

• A fashion item with the given name "Elite Spring Collection".

The Target Audience: 

• Ages range between 13-23 based on results from questionnaires and mainly due to the target audience being the same age as my group members.

Idea behind the advert:

• The fundamental ideas were formed by simply using the weather and the spring/summer seasons to create the idea. Due to the time of year being spring/summer, my group and I believed that it was appropriate to film and advert for fashion (since we all agreed with modelling).

Section 1 - Audience Feedback:

Methods:

• Survey Monkey was used to gather information in order to provide me with the results needed for prime areas of the product such as the target audience and the quality of the actual product. Survey Monkey was a site I used to create a questionnaire for the public.

• After the completion of the advertisement, I demonstrated the the final product to a focus group and I was given feedback on areas that were exceptional and areas that needed improvement.

Feedback:

• The type of feedback collected was qualitative.

Questions:

• The type of questions asked related to the theme of the advertisement, such as the rating of the actual advert itself, whether it being "excellent, good or satisfactory". Shown below are the questions I asked the group.

1. "What do you like the most about the final product?"
2. "Do you think the advert could be improved? If so, why?"
3. "Would you say the product is suitable for the fashion industry?" 
4. "Is the product suitable and user friendly for the target audience?" (13-23-year-olds)
5. "What do you think of the final product? Would you rate it: excellent, good or satisfactory?"

Section 2 - Audience Feedback Information:

What was said about the advert?

• The final received positively good reviews and I was told that the advert only needed the addition of text on certain areas of the video so that the audience were made fully aware of what I was trying to sell.

• The focus group I held stated that they liked the advert and I didn't receive any negative views towards the final product.

• I believe that my prepared questions were appropriate for the manner of the advertisement.

Section 3 - Own Opinion on Final Product

Was it successful?

• Overall, I believe the advert was successful because I demonstrated the reasoning behind the advert, I presented the fashion items I intended to show and I would say that the advert is suitable to show at certain times of the day (noon for example) when people of all ages can watch it.

• I would improve the advert by adding text to the advert (as I have mentioned previously).

• I agree and have taken the audience feedback into consideration.

Section 4 - Summary of the Positives

The Positives:

• Camera angles. Certain shots (such as the first modelling scene) were shot exceptionally well. My personal favourite is the group modelling shots towards the end of the advert, as the shots demonstrated the fashion line in detail. 

•  It was a good idea and does successfully sell the product especially in the fashion industry.

Section 5 - Improvements

What needed improving?

• As I have previously stated, I would only improve the advertisement by having the addition on text to get my point across fully.

Conclusion

Target Achieved?

• Definitely achieved the target - my intentions were to release a fashion advert and I have done so and I'm more than pleased with the end result.

AS3: Task 3: Sources of Information

Sources of Information

        
Pre-Production Documentation:

The pre-production documentation was used all throughout the final production stage. I completed the pre-production task to help organise and partially create the final advert for Elite Spring Collection.

The tables that were created demonstrate the timing schedule my group and I used for filming, the clothes we used for fashion and what equipment we used for the two days of filming.

The documentation was extremely useful because my group was prepared for hazardous tasks or complications, such as having the basketball prop hit a member's face (as I have presented in the risk assessment of the powerpoint presentation). My group also created a contingency plan which would replace our original plan, in case of bad weather (for example). We organised a new location just simple for this purpose.

In case I needed to plan another project, I would use the same plan that I have used for this recent project. Moreover, I would make slight changes. This will include conducting the planning process to fit around everyone's timing. For this project, one member arrived late, so to prevent this next time I would provide a later time schedule to produce the next project.

Overall I would say that the most useful documents were the risk assessment, contingency plan and production budget. I have this reason due to the fact that these documentations were relied on the most for then project - without these documents, it would be increasingly difficult to produce the final advertisement. I don't believe that any documents were not useful because each document was needed to help finish the product. The only document that I would say needs to be improved is the storyboard. I have this view because some instructions were not clear on the storyboard - for example the camera angle shots, whether or not the shots were short, medium, long or close up shots, this wasn't made entirely clear on every box provided on the storyboard sheet.

AS3: Task 2: Screening/Focus Group

Screening/Focus Group

The final product for the Elite Spring Collection needed the approval of others to see whether or not the advertisement would be suitable for the fashion industry. I held a focus group to gather information from my peers and gain suitable feedback about the final advertisement.

Overall, the group stated that they approved of my advert and that is was age appropriate for the target audience (ages 13-23). I was provided the feedback on what should be improved on the advert and this included the addition of text in certain areas to make the audience aware of what I was actually selling on the market.

The group stated how the product was suitable for the fashion industry and gave a clear understanding of how the clothes portrayed how they should belong in the fashion industry.

I finally asked the group if they would rate the advertisement:

• Excellent
• Good
• Satisfactory

The group all had the same opinions and gave the advertisement and overall rating of 'good'. 

AS3: Task 1: The Final Advert

The Final Advert

Task:

The task set was to produce an advert to a professional standard. Thorough analysis of the plan was needed to be conducted for evaluation of the finishing product. This was continued in order to evaluate the pre-production of the final product also.

Final Product