Wednesday, 1 March 2017
Pitch Reflection
We found that a younger audience was most common in purchasing and appealing to the chocolate. Our chosen target audience is 4-17 year olds as we feel the theme and choice of bright colours on the packaging will appeal to them and grab their attention, making them want to buy the product. We have researched past chocolate adverts and took note of all the conventions they used to make it a successful and engaging advertisement.
When presenting our pitch, we spoke confidently about the product we were re-launching and made it clear as to why we were re-launching the product. We discussed that the chocolate 'Marvellous Creations' needed to raise more awareness as it has a lot of unique qualities that are undervalued. We had also included a diagram with all the ideas we had brainstormed on what the advert should be about and how we will present our product so that it can raise awareness.
Our first ideas was that we would use a mother and her two kids located in their home. The mother would come home with the Marvellous Creations chocolate in shopping bags and the children would get all excited. The product would also have competitions and giveaways such as 'WIN a trip to Disneyland', however thought this would bribe the consumer.We then moved onto another idea where we portray an evil and excited scientist to create the chocolate using all of the ingredients that are contained in there such as Popping Candy and Jelly Beans. The scientist conveys himself as a creative and experimental person who love developing new ideas. This advert may be better suited in appealing to the targeted audience as I feel children are quite imaginative and creative and they love creating new, unique things everyday and so therefore the scientist would connect to them. We have considered different ideas to develop the success of our 30 second advertisement.
We included all of our pre-production materials that we are planning to do such as finding our locations and getting our cast together and buying our props so that when filming, the set looks professional and suits the theme. We also presented our Risk Assessment which went through all of our safety precautions and what would be considered dangerous whilst filming our advertisement. This is done to avoid any danger or harm that may occur on set.
The elements that we could improve on is developing the idea more so that it appeal to a more wider audience range. I will have to consider the fact that the scientist may not appeal to the very young audience aged 4-7 as they may not understand a scientists purpose with what they do. I have researched the products colour scheme which is mainly purple, however I feel that I have not really considered the colour being used in the advert and so therefore people may not be able to associate the advert with the print advert. When presenting the pitch we could have shown a bit more confidence performance wise. This is for when presenting the product and the ideas that we had which could have been conveyed with a stronger understanding of our pre-production ideas. If we were to present another pitch, we would work on our confidence and the initial ideas.
Regulation Issues
Aero Chocolate
TV
For the Aero Chocolate advert, the content stays within the ASA guidelines by being suitable for children and adults as it does not show footage that will affect childrens health or influence them to do dangerous stunts. It show the skateboarder on a skateboard which could be offensive or dangerous, however the skateboarder is wearing a helmet to protect himself from hurting himself.
I have found a quote from the ASA guidelines which clearly states 'Advertisements must not condone or encourage practices that are detrimental to children's health'. The Aero advert clearly following this rule by showing the skateboarder wearing the helmet on his head which encourages children to protect themselves and prevent harm. If the producers for the advert had shown at 0:15 seconds the skateboarder not wearing a helmet, a great offense to many may be generated and could cause discomfort towards the audience.
Comparison
Both adverts from the same campaign stay within the same guidelines by not misleading the product and showing an accurate representation of what it looks like in store when buying it.
Pantene Shampoo
TV
The Pantene Shampoo advert makes boastful statements about what the product does to the consumers hair. This called advertising puffery. The statement it makes is 'strong is beautiful' indicating that the shampoo physically makes your hair stronger. It is misleading the viewers into believing that their hair would be physically stronger when in fact it would only be more resistant to breakage when combing. This may be criticised by many viewers.
Print
In order to steer clear of misleading the viewers, they should follow the ASA guidelines which is clearly states 'Obvious exaggerations ('puffery') and claims that the average consumer who sees the advertisement is unlikely to take literally are allowed provided they do not materially mislead'. The Pantene campaign must get rid of the slogan strong is beautiful as it might be misleading for the audience and thing their hairs will not fall out when brushing it. 
Comparison
Both advertisements stay within the same guidelines by not materially misleading all of the audience and making all consumers hairs strong and healthy.
Legal and Ethical Issues
Aero Chocolate
The legal issues that could occur in the advert for Aero Chocolate is that it could have Copyright issues as they use the song 'ABC' by Jackson 5 at 0:14 seconds and would obviously have to get their permission for using their song unless it was Copyright Free. If the song was used without their permission, it would be illegal and would cause a lot of issues and hassle.They could also receive a huge fine placed for them to pay if the issue was taken to court. For the legal issue to be managed, the producers would have to gain permission to use that song as the song fits really well with the advert, as it creates a very warm-heartened vibe.
Both advertisements overcome the same legal and ethical issues from being allowed to use the music by gaining permission and avoiding all distress from court. Also, the skater is revealed skateboarding safely throughout the TV and print ad which takes away any distress felt from the audience.
Pantene Shampoo
TV
An ethical issue that the Pantene shampoo campaign could create is that the face of the campaign is Selena Gomez who has beautiful brown hair. This could encourage children to develop a negative self image of themselves according to their hair colour. Children are quite credulous and can be easily influenced that they should have the same hair colour as Selena Gomez, otherwise they would not consider themselves beautiful. However, we understand that this advert is mainly aimed at female adults but if the advert is broadcasted at an earlier time this could affect childrens perceptions of themselves.
A legal issue is guiding the expectations of the shampoo experience. In the ASA rules and regulations, there is a quote that states 'Advertisements must not materially mislead or be likely to do so.'
and the Pantene advertisement can be pretty misleading as they use the term 'Strong is Beautiful' interpreting that the shampoo will make your hair very strong in order so that your hair does not fall out, however when consumers brushed their hairs, their hairs would come out onto the hairbrush and this misleading situation had caused the campaign to get many complaints.
Comparison
Both advertisements overcome the same legal and ethical issues by creating Selena Gomez in a positive light as even though she represents the face of Pantene with brown hair, she appeals to all women by showing her beauty and being a feminist.
Call to Action
Aero Chocolate
Skive had created Aero's a recent social media campaign called 'AeroMail' which was aimed to raise awareness to the new Aero bar. AeroMail allowed consumers to 'spread the bubbliness' by sending an uplifting message to their friends using a digital balloon on Facebook and each message had generated a sample bar. The call of Action for the advert was effective and obvious for the audience. The message was positive and light-hearted and effective to drawing in viewers of all ages and genders. In the advert it shows the skateboarder in a sea of bubbles that represent aero chocolate bubbles.
For the print advertisement, the response mechanism for it is to create word of mouth and get a mass audience talking about the product from looking at the engaging print advert. Majority of the younger audience will use social media to talk about the product and advertisement and share it with their friends and family so that it creates awareness. The social media that it will be shared on is Twitter and Facebook where they could also use a hashtag of the product or slogan of the product eg:'#feelthebubbles' to make the advertisement trend globally.
Comparison
Both of the advertisements use the same call to action as they are both interacting with the audience and make them get involved using the internet. They both create awareness of the campaign by interacting with their friends and family and sharing a link of the advertisement.
Pantene Shampoo
TV
The audiences response mechanism in the TV advert is it contains a woman of true beauty and gorgeous hair. It shows how the ingredients in the shampoo makes your hair shiny, soft and healthy. The ingredient they show is called Pro-V which is supposed to be an excellent vitamin making your
hair smooth and shiny. It is not only this that appeals to the audience but also the celebrity endorsement that is put in the advertisement - Selena Gomez.
The slogan that Pantene use is 'Strong is Beautiful' and this encourages a lot of women and makes them drawn into buying the product.
On the social media Twitter they use the hashtag #StrongIsBeautiful to gain a mass audience talking about about their product.
The print advertisement does not use any Call to Action as it is just a magazine and they have not included a web address or hashtag to get the product spoken about using the internet. However, they promote the product by selling it using celebrity endorsement. Many young people know and acknowledge Selena Gomez as she is very famous and has the most biggest fan base on Instagram. Therefore they might have thought they did not need to use the internet to create a mass audience to sell the product, they just needed the face of Selena Gomez.
Comparison
The TV advert can use call to action as they use social media to promote the product and create word of mouth, whereas, the print advertisement use Selena Gomez's face which is plastered in the centre of the magazine to appeal to her fan base and of those who know the celebrity. It is not only her celebrity verification that promotes the product, but also her beauty and image that is being shown that all women would appeal to.
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