EVALUATION

My advertisement is about the awareness of Cyber Bullying and Bullying in general. I personally believe that a lot of teenagers do not realise when they are bullying someone. This is why I want to create an advertisement that teenagers can relate to so they can become aware of what cyber bullying is. My brief instructed me to make an effective advertisement about cyber bullying and online safety aimed at British teenagers the advert needs to relate to British teenagers and have a positive vibe.

My advertisement is around 32 second’s I wanted to make it short so the viewers are enticed throughout. My advertisement is about a group of teenage boys who are laughing at a picture that is being sent around. The picture is making fun out of a girl who is sitting on the table next to them. When the girl realises that the group of boys are laughing at her she runs off crying. Following this a teacher sees the girl crying and asks her what’s wrong and she tells the teacher. The teacher then confronts the group of boys and lets them know that that what they done are bullying, even if its not them who created the picture. The boys didn't realize this at first and when they did they apologized to the girl.    

The technique I have used in my advertisement is ‘hidden and overt message’. I have done this by making my target audience realise that even just laughing at a picture they have been sent is still bullying so that they are aware of what they are doing. So I had a message behind my video but I let the audience watch my advert realise this them self’s instead of me telling them. They style of my advert is dramatic. I chose to go with this style, as I believe this is the only style that fits into this topic, as bullying is a serious topic and should not be dealt with in any other way. The form I used was talking heads I choose to use this form, as I believe that my target audience will listen to an expert’s testimonial. I also used the form realist narrative, as I wanted to relate to my target audience and use a scenario that my target audience can relate to. I also used the technique, solution to a problem as I have given the audience advice about how to fix the problem of cyber bullying.

My final advert is very effective at the beginning and the end of my advert it immediately tells you that it is about. This makes it very clear to the audience what it is they are about to watch. At the end of my advert it also tells you where to go to find more information about cyber bullying. Also I know my advert is effective and fits the purpose through the feedback I received from my focus group. They told me that my advert was very clear from the beginning to the end and the message behind it was really strong. The people who where in my target audience said they can really relate to this advert and know understand. I chose bright colours to use in my advert so it entices the viewer’s eyes and keep them interested.

My final advertisement is very similar to my original intentions however, I did change some bit and added more to my advert from the feedback I received from my client. For example my client though it would be more effective if I have up beat and exciting music when the boys are laughing and joking and then sad music when the girl realises its about her and starts crying. Also my client told me to add someone narrating what is happing through the advert so it makes it clearer to my target audience. The feedback from my client was very helpful and made my advert very effective.

I have appealed to my target audience who are British 15-19 year olds very effectively through the use of a high school lunch hall set. I chose to film my advert here as I through this is the environment my target audience can relate to the most. I only used actors who were in the same age group as my target audience as I though that my target audience could see it as themselves. I picked this particular scenario as I though my target audience can relate and it maybe has happened to them or they have done it.

I feel like I have improved so much from my other moving image pieces work. As I now feel confortable when using the software to make these pieces of work so I can get really creative when editing my work adding different types of effects to make my advert really good. The last couple of moving image work was group-based work and on this one I was able to do this by myself and improve my skills of editing and filming this is why I found this part of my work the most challenging.