Dove advert Evaluation

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The Brief:

The Brief was to Re brand a Unilever product to a different target audience. In our group we chose Dove as our Unilever product, it was a mutual decision in our group as we all ourselves use Dove products and we found great inspiration from former Dove adverts. The current target audience for Dove is 25-30 to 50-60 year old women (mainly women). This is because all the original adverts feature women around these ages. We decided to Re brand Dove to fit the target audience of 14-20 year old Men and Women. We decided this as young people, both boys and girls use Dove products. We decided on such a young age group to show that young people are just the same as adults is the way of the product. Also we decided to include both Boys and Girls to broaden the product and to not discriminate against different genders.

The Finished Product and Feedback:

We all collected feedback in the form of an online survey, which each of us created on www.surveymonkey.com. We then copied the links to our new Re branded Dove advert on YouTube and the link to our survey onto and email and sent it to Friends and Family. Once we got responses back it was very constructive and helpful and everyone said that they enjoyed the advert. A lot of peoples favorite parts of the advert we're the young actors as they liked how honest and brave they were about their thoughts and feelings. Some of them found it visually appealing and liked the background choices and the changed of color. Others just liked the general idea and the soundtrack was fitting to the general theme of the advert. The overall opinion of out advert was that people liked it and its theme, it was appropriate for viewing and that it was good quality and well put together.

The main message for our advert was to show and tell young people that they should love all their insecurity's and not be ashamed of them. I personally think that we were successful in portraying this to our target audience. Our advert would have a positive impact on our young target audience as our advert features young people and we focused more on the positives of people and telling them that you don't have to be perfect to be you.

I was quite happy with the technical and aesthetic qualities with our advert. However some of the shots with the young actors were out of focus and slightly distorted when we first filmed them. We only noticed this error when we placed all the videos on premier pro and began editing; we noticed that some of the shots were in focus but some were really bad and out of focus that it ruined the advert as a whole, because of this, we had to re-shot the distorted shots. As a result this made our advert more aesthetically pleasing and more professional looking. Another technical aspect was managing the green screen. It was difficult to make sure the green screen was flat enough and contained now shadows, thus making it easier to edit in post production. This was difficult because there were creases in the green screen which caused shadows, and it was hard to position the lighting to not make any more shadows. The shadows became a problem when editing because once we removed the green screen and replaced it with a color matte, the parts in shadow made the color darker in patches making it look messy. To resolve some of these problems, we either re-shot some of the green screen shots, or we simply played around with the settings and with the color chance until finally we were happy with the results. I think that our advert successfully sells the product in a positive way because it makes people think and the message is to 'love your insecurity's' and it shows that anyone can use Dove; there is no discrimination. Our advert is also good at portraying this personal message to our younger audience in a positive way, using subtle persuasion by saying the truth about Dove, which is that anyone can use it.
Overall I believe that our advert is fit and appropriate for it't primary purpose, which is to sell the Dove product. However it also has a secondary purpose, which it to help raise young people self esteem. The advert is very professional and comply's with advertising regulations.

Personal Reflection:

Our final advertisement compares well to are original idea which it to convince young people to buy the Dove product and in doing so, telling young people that they should love who they are. In Pre-production we planed our storyboards and our script exactly how we wanted them and in the final shoot it was exactly the same as we had planned. Also based on the feedback we received our advert does what we intended it to do when we came up with the idea.
I am very satisfied with our final project of our Dove advert. As it is as good as I visioned it and everything in the whole production ran smoothly and there was nary a complication, and we worked relay well as a group and got the project completed in time and we had extra time to make every shot exactly right and aimed to get the highest grade possible. If I had the chance to do it again I would take longer on the shots and make sure they were all perfectly shot the first time around. Also I would spend more time editing out the fuzzy sound in the background in some of the shots and making sure the green screen was flat and smooth so that when it comes to editing it out in post-production, it is a lot easier and so the background color is flush and not full or darker and lighter sections.
I am happy with my involvement with the group as I believe we all contributed the same amount to all aspects of the project and distributed the work equally.