Final Evaluation Re-Draft

          This advertisement was for the product ‘Polo’ by Rowntree. This mint product is not age specific as it purchased by both young and old audiences. Therefore, we decided to aim our advertisement for all ages; after taking out research using various techniques, we decided to create an advertisement in the style of comedy. This was because we found that most people preferred the comedy genre.

          The idea behind the advertisement was to create a comedic way to show the invention of the Polo. The Polo was obviously not invented in the way we have portrayed within the advertisement (arrow being shot through the mint in medieval period) although it is a funny suggestion. We aimed to sell the product through this as it engages the audience and makes the advertisement memorable.

          To evaluate how successful/unsuccessful our advertisement was, we had to gather audience feedback. We decided it was best to use a range of different methods to do so as it meant that we could be more knowledgeable of the viewer's opinions. We held a focus group in which we gathered information from an audience after they had just viewed our advertisement. We also created a survey on a website called ''Survey Monkey'' which allowed online viewers to give their opinion. We decided to ask questions to the audience of the focus group almost immediately so that the advertisement was still fresh in their mind. We recorded the focus group on a video camera so that we could refer back to it when looking at the results.
          Again, a survey on a website called ''Survey Monkey'' was created so that we could collect feedback from an online audience. This allows for a wide range of viewers giving their opinions, giving us conclusive feedback. As the advertisement was uploaded to the video sharing website YouTube, people from all over the world can see it. They can then visit the survey which is linked in the details of the advertisement and give feedback. This allows us to receive feedback from not only one type of audience (e.g. if we were to only ask fellow pupils/peers in our class) but various people. 
          The questions asked were designed to specifically receive certain results. We decided to receive both qualitative and quantitative feedback as it broadened our results and gave us a better insight into how un/successful the advertisement was. Qualitative research was used to gather in-depth understanding of the answers the audience gave; not only this, it also lets them explain why they think certain aspects were good/poor. Quantitative research was then taken out so that we could gather numerical stats and understand how many people shared the same views. We could then see if the majority of people were fond of the advertisement or not. 
          As for the questions we asked, we decided to ask a range so that we could collect the qualitative/quantitative feedback. We achieved this by asking a range of open/closed questions. The quantitative questions asked were open and allowed the viewer to give a long answer as it asked why they gave the opinion they did. We then allowed an expanding box for them to write in as much detail as they wanted.  The qualitative questions were closed as we only wanted a yes/no answer. We allowed only a tick box of yes or no; we could then easily put the results into a chart and see if the results were positive/negative. 
          An example of a qualitative question asked would be "do you feel this advertisement was entertaining? Yes ☐ No ☐". This is a closed question and allows for the viewer to either answer yes/no. Looking at the results on the survey feedback, we found that there was a 100% positive feedback result for this question. All the viewers thought that our advertisement was entertaining which shows that this aspect was successful. We asked this question as it is very important that the audience feel entertained by the advertisement and do not become bored. If they lose interest in an advertisement, they will not remember what it is selling and will not sell the product. 
          An example of a quantitative question asked is "did you like the way in which the advertisement was edited? Explain why". This allows the viewer to give their opinion and then explain why they thought it was edited well or if they thought it was poor. They have an expanding blank box to answer in which allows them to write as much as they want. From what the viewer writes, we will gain a better understanding as to which aspects were good/bad and a range of answers means more depth of feedback we have; this leads to us having a better understanding of what we could have improved. 
          Looking at the feedback results collected from the audience, I can see that our advertisement was effective and people did enjoy it. Some facts that I have gathered from the results are that the viewers taking out the survey were no younger than 16 although two were 18 or above; the rest were within that age group in the middle. All of the viewers said that they thought the acting within the advertisement was satisfactory. Some more positive feedback we received stated that the advertisement was "funny and made you wonder what was going to happen". Another viewer thought that the shots ''were excellent, had a great variety and were technically secure". 
          One negative aspect that seemed to reoccur that some viewers felt could have been improved included the storyline being more clear; they felt that not all audiences would have understood what was happening. One viewer was not sure that ''all age groups would understand the Marco/Polo reference''. Another viewer felt that the advertisement needed ''a bit of a back story or more of an establishing shot''. With this said, all other audience members thought that the advertisement did not need improving which shows this advertisement, overall, had a positive impact. I did feel surprised that that some viewers did not understand the storyline as I aimed to make it as clear as possible. 
          I feel that the questions I asked were very useful and helped me gain a better understanding of which aspects were good/bad about my advertisement. From previous quotes and facts within this essay you can see that I have gained a lot of information from the questions asked; this shows how useful the questions were. If I were to criticise questions, I would say that I should have reworded the question ''Which did you prefer: the storyline/the shots? Why?''. I feel that this could have been worded in a better way. ''Which aspect of the advertisement do you prefer: cinematography/narrative? Explain why.'' This has been phrased more appropriately and can be understood better.
          As for my own opinion of my advertisement, I feel that it was very successful and the final edit looks how it was planned. I feel that the acting within the advertisement was proficient as the actors play the characters on screen very well. I also feel that the soundtrack throughout was suitable as it immediately set the scene and time period. This was an important factor as it tells the audience so much through just sound, which I feel was done very well. When watching my advertisement  back I do not feel that there are parts which are boring and should be taken out; this is a positive as it shows the audience won't get bored, which is important in an advertisement, as I tried to keep their interest throughout. 
          All viewers of the advertisement said that they thought it was entertaining. I feel that this result shows that it was successful and it done it's job in keeping their attention. This is what I wanted the advertisement to do as it is more likely they will remember the product as it would tempt then to purchase some Polos. If I were to make any improvements to my advertisement, I would rewrite the script so that the plot was clearer. I feel this way as not all audiences may understand the Marco/Polo reference, which is also a view that some audience members from the survey share. 
          To summarise the positives within my advertisement, I would start with the technical aspects; a tripod was used for shots which helped steady the camera. This meant that the camera did not shake throughout the advertisement, making it look more professional. The tripod also helped for panning which created smooth movement of shots. The rule of thirds was referred to for framing, using the points of interest to place the important aspects on screen. A shallow depth of field was used at some points to focus the eye on either the foreground/background. The focus was then pulled to reverse this. 
          It is made clear what the product is successfully which is the most important part of the advertisement; without it being made clear what the product is, there would be no point in the advertisement. There is a distinct point within the advertisement where the Polo is held aloft and the hole can be clearly seen. The Polo is known for being ''the mint with the hole'' so it is noticed straight away. Also, at the end of the advertisement, a Polo packet is seen. This successfully sells the product and prompts the audience to purchase a packet of Polos. 
          To improve the advertisement, I would make more of a backstory to enable all audiences to understand the Marco/Polo reference at the end of the advertisement. I would improve this by having the character that walks past shouting ''Marco'' having some extra lines. If I were to create this advertisement again I would have him say something like ''where is he? I can't find him'' before he then shouts Marco. This makes more sense than just having a random man walking in the background shouting ''Marco''. This would mean everyone understands the advertisement and creates no confusion.
          To conclude, I feel very satisfied with my advertisement and I am confident it will continue to be successful. The final edit looks how I planned and from my results I can see that audiences found it entertaining; this, along with the majority of the audience having a preference to the acting/soundtrack/narrative/cinematography, shows that the advertisement was successful. 

Final Evaluation Draft

          This advertisement was for the product ‘Polo’ by Rowntree. This mint product is not age specific as it purchased by both young and old audiences. Therefore, we decided to aim our advertisement for all ages; after taking out research using various techniques, we decided to create an advertisement in the style of comedy. This was because we found that most people preferred the comedy genre.

          The idea behind the advertisement was to create a comedic way to show the invention of the Polo. The Polo was obviously not invented in the way we have portrayed within the advertisement (arrow being shot through the mint in medieval period) although it is a funny suggestion. We aimed to sell the product through this as it engages the audience and makes the advertisement memorable.

          To evaluate how successful/unsuccessful our advertisement was, we had to gather audience feedback. We decided it was best to use a range of different methods to do so as it meant that we could be more knowledgeable of the viewer's opinions. We held a focus group in which we gathered information from an audience after they had just viewed our advertisement. We also created a survey on a website called ''Survey Monkey'' which allowed online viewers to give their opinion. We decided to ask questions to the audience of the focus group almost immediately so that the advertisement was still fresh in their mind. We recorded the focus group on a video camera so that we could refer back to it when looking at the results.
          Again, a survey on a website called ''Survey Monkey'' was created so that we could collect feedback from an online audience. This allows for a wide range of viewers giving their opinions, giving us conclusive feedback. As the advertisement was uploaded to the video sharing website YouTube, people from all over the world can see it. They can then visit the survey which is linked in the details of the advertisement and give feedback. This allows us to receive feedback from not only one type of audience (e.g. if we were to only ask fellow pupils/peers in our class) but various people. 
          The questions asked were designed to specifically receive certain results. We decided to receive both qualitative and quantitative feedback as it broadened our results and gave us a better insight into how un/successful the advertisement was. Qualitative research was used to gather in-depth understanding of the answers the audience gave; not only this, it also lets them explain why they think certain aspects were good/poor. Quantitative research was then taken out so that we could gather numerical stats and understand how many people shared the same views. We could then see if the majority of people were fond of the advertisement or not. 
          As for the questions we asked, we decided to ask a range so that we could collect the qualitative/quantitative feedback. We achieved this by asking a range of open/closed questions. The quantitative questions asked were open and allowed the viewer to give a long answer as it asked why they gave the opinion they did. We then allowed an expanding box for them to write in as much detail as they wanted.  The qualitative questions were closed as we only wanted a yes/no answer. We allowed only a tick box of yes or no; we could then easily put the results into a chart and see if the results were positive/negative. 
          An example of a qualitative question asked would be "do you feel this advertisement was entertaining? Yes ☐ No ☐". This is a closed question and allows for the viewer to either answer yes/no. Looking at the results on the survey feedback, we found that there was a 100% positive feedback result for this question. All the viewers thought that our advertisement was entertaining which shows that this aspect was successful. We asked this question as it is very important that the audience feel entertained by the advertisement and do not become bored. If they lose interest in an advertisement, they will not remember what it is selling and will not sell the product. 
          An example of a quantitative question asked is "did you like the way in which the advertisement was edited? Explain why". This allows the viewer to give their opinion and then explain why they thought it was edited well or if they thought it was poor. They have an expanding blank box to answer in which allows them to write as much as they want. From what the viewer writes, we will gain a better understanding as to which aspects were good/bad and a range of answers means more depth of feedback we have; this leads to us having a better understanding of what we could have improved. 
          Looking at the feedback results collected from the audience, I can see that our advertisement was effective and people did enjoy it. Some facts that I have gathered from the results are that the viewers taking out the survey were no younger than 16 although two were 18 or above; the rest were within that age group in the middle. All of the viewers said that they thought the acting within the advertisement was satisfactory. Some more positive feedback we received stated that the advertisement was "funny and made you wonder what was going to happen". Another viewer thought that the shots ''were excellent, had a great variety and were technically secure". 
          One negative aspect that seemed to reoccur that some viewers felt could have been improved included the storyline being more clear; they felt that not all audiences would have understood what was happening. One viewer was not sure that ''all age groups would understand the Marco/Polo reference''. Another viewer felt that the advertisement needed ''a bit of a back story or more of an establishing shot''. With this said, all other audience members thought that the advertisement did not need improving which shows this advertisement, overall, had a positive impact. I did feel surprised that that some viewers did not understand the storyline as I aimed to make it as clear as possible. 
          I feel that the questions I asked were very useful and helped me gain a better understanding of which aspects were good/bad about my advertisement. From previous quotes and facts within this essay you can see that I have gained a lot of information from the questions asked; this shows how useful the questions were. If I were to criticise questions, I would say that I should have reworded the question ''Which did you prefer: the storyline/the shots? Why?''. I feel that this could have been worded in a better way. ''Which aspect of the advertisement do you prefer: cinematography/narrative? Explain why.'' This has been phrased more appropriately and can be understood better.
          As for my own opinion of my advertisement, I feel that it was very successful and the final edit looks how it was planned. I feel that the acting within the advertisement was proficient as the actors play the characters on screen very well. I also feel that the soundtrack throughout was suitable as it immediately set the scene and time period. This was an important factor as it tells the audience so much through just sound, which I feel was done very well. When watching my advertisement  back I do not feel that there are parts which are boring and should be taken out; this is a positive as it shows the audience won't get bored, which is important in an advertisement, as I tried to keep their interest throughout. 
          All viewers of the advertisement said that they thought it was entertaining. I feel that this result shows that it was successful and it done it's job in keeping their attention. This is what I wanted the advertisement to do as it is more likely they will remember the product as it would tempt then to purchase some Polos. If I were to make any improvements to my advertisement, I would rewrite the script so that the plot was clearer. I feel this way as not all audiences may understand the Marco/Polo reference, which is also a view that some audience members from the survey share. 
          To summarise the positives within my advertisement, I would start with the technical aspects; a tripod was used for shots which helped steady the camera. This meant that the camera did not shake throughout the advertisement, making it look more professional. The tripod also helped for panning which created smooth movement of shots. The rule of thirds was referred to for framing, using the points of interest to place the important aspects on screen. A shallow depth of field was used at some points to focus the eye on either the foreground/background. The focus was then pulled to reverse this. 
          It is made clear what the product is successfully which is the most important part of the advertisement; without it being made clear what the product is, there would be no point in the advertisement. There is a distinct point within the advertisement where the Polo is held aloft and the hole can be clearly seen. The Polo is known for being ''the mint with the hole'' so it is noticed straight away. Also, at the end of the advertisement, a Polo packet is seen. This successfully sells the product and prompts the audience to purchase a packet of Polos. 
          To improve the advertisement, I would make more of a backstory to enable all audiences to understand the Marco/Polo reference at the end of the advertisement. I would improve this by having the character that walks past shouting ''Marco'' having some extra lines. If I were to create this advertisement again I would have him say something like ''where is he? I can't find him'' before he then shouts Marco. This makes more sense than just having a random man walking in the background shouting ''Marco''. This would mean everyone understands the advertisement and creates no confusion.
          To conclude, I feel very satisfied with my advertisement and I am confident it will continue to be successful. The final edit looks how I planned and from my results I can see that audiences found it entertaining; this, along with the majority of the audience having a preference to the acting/soundtrack/narrative/cinematography, shows that the advertisement was successful. 

Editing Process

This first image shows a screen shot in which I imported my clips. As I was using digital, instead of analogue, I did not have to capture the video information; instead, I had to import the files from the camera which was plugged in via USB. 

My files were then uploaded to the computer and could be put into Final Cut Express. The file names were camera standard so they were a mix of numbers/letters, although I manually renamed these files so that it made it easier upon editing. These files are the ones that I will continue to edit and will be included within the final edit of the video.

My files were then imported into Final Cut Express. I created a 'bin' folder in which I put any 'leftover' clips that I was not going to use. This was because they were not good quality to be in the final edit (e.g. outtakes, bad shots etc).

Upon cropping a video, I chose the ''cut'' tool (shortcut = press B key) which enabled me to select a time within a video to crop it. The image below shows the timeline when this action is being taken out, as the grey line indicates where the clip will be cut. It cut the video and sound clip together so that they would both move at the same time.

To make some clips seem more fluent, I added in a transition so that it smoothly continued from one shot to the next. I took out this action by clicking on ''effects'' and then ''transitions''. I then selected an appropriate transition, in this case a cross dissolve, and applied it in between the title screen and first clip. This resulted in the shots flowing well together without there being a sudden change between frames.

The screenshot below shows how I layered my clips on the timeline to make it easier when editing. On the top line, I placed the clips that the antagonist was in. On the middle line, I placed clips where the protagonist was in shot. This was for ease of use and I found it very helpful. 

The audio needed to be mixed as I wanted to add music over the top of the video, although I also wanted the speech within some clips to be heard. I selected the tool which looks like a mountain (down in the bottom left) which brings up the volume level for each clip. This then enabled me to adjust the sound level accordingly, making the soundtrack quiet when I wanted the speech to be heard on the video.

As I wanted to add text at the end of the advertisement for the slogan, I selected 'Text' and then 'Basic Text' so that it was static. I then changed the colour/font/size etc and placed it upon the video clip.

 To upload music to my advertisement, I opened up iTunes and simply used the 'drag and drop' feature to import the clips into Final Cut Express. I could then put the songs onto the timeline > change the length > render them. 

Upon saving the final edit of my advertisement, I selected 'File' and then 'Print to Video'. This then brought up the screen shown below and I was able to change the specification to my needs. 

After the process above was taken out, the video started to print to the video. I had to make sure that all clips were rendered and shots were continuous before starting the save my advertisement. 

Advertisement

Production

          Before we set off, we made sure that we had all of the correct equipment by looking at a checklist we previously wrote out. We had all of the appropriate equipment to film so we did not need to borrow anything from another source (e.g. signing out a camera or tripod from school). We used a Nikon P500 to film our advertisement with it filming in 1080p HD. I made sure that this camera was fully charged before setting off, with a second battery also fully charged at hand incase the first battery drained of charge. A standard tripod was also used with this camera, resulting in very steady shots. We did not have an external microphone as the camera does not support this accessory. We did, however, use the internal microphone which worked well as we didn't have much speech within the advertisement. Also, we had our costumes with us which we previously bought from an online store. We had our recording equipment and costumes in a bag so that we could easily set up when we arrived at our designated spot for the advertisement.

                      We left at 11am to record in the forest as it allowed us to record all day without it getting dark half way through recording; the sun was out throughout recording and the lighting, in the final edit of the advertisement, looks very consistent. When we arrived at the location, we set up in a spot that was out of the way, although still in the sun, so that passers by did not interfere with shooting and so that the shots weren't too dark. To make sure that the lighting was correct I took some test shots and adjusted the camera accordingly. We then put on our costumes and put our bags in a place that we could see at all times for safety, although they could not be seen in the frame of the camera. When we felt we were ready to begin recording, we run through what we were going to do and tried to stick to this plan. We had our story board with us at the filming so that we could refer back to it when we needed to. As we were recording with a digital camera instead of an analogue camera, we were able to watch back clips at points when we felt we needed to which ensured the best outcome for our advertisement.

           Before each shot we walked through what we were going to do so that we could get it right first time. When I was behind the camera, I had to make sure I positioned actors in a space so that they did not walk out of the frame; this is a hard task as they cannot see what is on screen so you have to try your best to explain the perimeters of the area in which they can stand. Also, I made sure not to brake the 180 degree rule whilst behind the camera and made sure that the characters stayed on the correct side of the frame, as it would be confusing for the audience. At one point in the advertisement I decided to pull the focus on the camera whilst an actor walked past in the background; this was a hard task as we had to time it well so that the actor walked past as the foreground blurred and the background come into focus. I feel that the actors were very easy to instruct and the advertisement looks very well performed in the final edit.
           

          As for health and safety, we tried to reduce the risk of anyone getting injured throughout the recording process by changing various factors; as one of the actors was going to be running through the forest, we made sure that the path on the ground that he was going to take was free from branches (and other dangerous materials e.g. glass, cans, metal etc.). The actor could then run through this area without being hurt in the process. Also, we made sure that the arrows being fired had a blunt end and everyone was behind the actor when firing any arrows. We recorded in a way that gave the illusion that the actor was firing the arrow at a second actor, although no one was in any real danger. Finally, we made sure not to leave any materials (metal, plastic etc.) in the sun as they would become very hot and would cause pain to anyone that touches them. No one was harmed throughout shooting so I feel we took out the task of organising health and safety very well. 

Pre-Production - Page 8

Production Budget
Item	Cost
Bow and Arrows Robin Hood Costume Village person Costume Guard Costume	£25 £10 £12 £12
	Total Production Budget: £59

Pre-Prduction - Page 7

Risk Assessment Sheet Title: Polo Invention Client: Polo Writer: Jack Fox Producer: Jack Fox Director: Jack Fox Date: 5/02/13

Major Issues: Filming at: 1.     Being hit with an arrow 2.     Falling into a lake 3.     Getting run over by a car 4.     Equipment getting damaged Solutions: 1.     Always aim at the ground and not jack 2.     Stay away from the lakes 3.     Be safe around the roads and not run near it. 4.     Covering equipment and staying near it at all time when not using it. Contacts: Steve Fox: 01549764253 Mr Johnson: 02064589753 Emergency services: On Site Services: Local Police: 999 Local Fire: 999 Local Hospital: 999

Pre-Production - Page 6

Contingency Plan Name: Jack Fox Production: Polo Invention

Potential problems and how to overcome these problems: Non-broadcasting codes 15.5-Marketing communications must not condone or encourage damaging oral health care practices, especially in children. - This could be a potential problem because of our product which, if eaten excessively could result in oral hygiene problems. To possibly overcome this code we could add a disclaimer at the end of the advert and not add children into our advert. This could eradicate this problem because we would have said not to eat too many as it could cause oral health issues. Not adding children would mean that we are not solely aiming the advert at children.  Broadcasting codes  4.9 - Advertisements must not condone or encourage violence, crime, disorder or anti-social behavior.- This could be a potential problem when creating our advert because of the use of a bow and arrow which could be used as a weapon. To stop this potential problem we can add information at the bottom after or towards the end of the advert to say how this equipment could be dangerous and to take care if using it. 10.1.4    guns (including replica guns), gun clubs and offensive weapons. “Offensive weapons” are items made or adapted to cause injury. References to clay pigeon shoots are permitted only as part of a wider range of outdoor pursuits- This could be a potential problem because we are using a bow and arrow, which was designed as a weapon and can cause harm to people. However because we are dressing as robin hood which is a famous and well known work of fiction the use audience will realise that it is not real so people may not be seen as harmful by people.

Pre-Production - Page 5

Production Schedule Cast and Crew Contact Details Programme Title: Polo Invention Client: Polo Writer: Jack Fox Date: 5/02/13
Name/Role	Mobile Telephone Number		Home Telephone Number
Daniel Cole Jack Fox Danny Daines	07906527492 07054129852 07547833774		02084562874 02045684125 02034829109

Pre-Production - Page 3

Production Schedule Location Visit Sheet Programme Title: Polo Invention Client: Polo Writer: Jack Fox Producer: Jack Fox Director: Jack Fox Date: 5/02/13

Rough Sketch/Explanation of location and key points to note Hainault Forest – Woody area will help to create the thriller style and suspense needed to make this advert effective. Access to location via: Car Name and number of location contact: Hainault Forest Essex ‪020 8500 7353‬

Health and Safety Issues to note: ●      Leaves may be wet and could cause the floor o be slippery

Potential Filming Problems : ●      Setting could be too dark due to the covering of the trees above. ●      The public could interfere with the filming and equipment

Additional Notes:  (map of area/weather forecast etc) The weather will be best on the 15th of February, which is a good day to start and complete the filming.

Pre-Production - Page 4

Production Schedule Call Sheet Programme Title: Polo Invention Client: Polo Writer: Jack Fox Date: 5/02/13

CREW Camera: Nikon Coolpix P500 Sound: Jack Fox Transport: Matthew Cole Props: Daniel Cole

Meeting at: Robert Clack School Location Venue: Hainault Forest CALL DATE: 15/02/13 CALL TIME: 12:45 Transport: Car

Actors: Jack Fox and Daniel Cole Wardrobe: Jack Fox and Daniel Cole

Pre-Production - Page 2

Production Schedule Part One Programme Title: Polo Client: Polo Writer: Jack Fox Date: 5/02/13
Date Programme started: 4/09/12 Proposal started: 23/09/12 Agreement from client: 6/11/12 Storyboard to be started by: 14/10/12 Production to be started by: 12/02/13 Post-Production to be started by:13/02/13 Rough-cut to be supplied to client  by: 16/02/13 To be agreed with client by: 18/02/13 Final Version to be completed by: 23/02/13	Date Completed: Completed: 2/10/12 Completed: 6/11/12 Completed: 25/10/12 Completed: Completed: Completed: Completed: Completed: Completed: Completed: