Coffee advert evaluation

COFFEE ADVERT EVALUATION

Who do you think your target audience might be and how did you attract them?• We aimed our coffee advert at a mass audience, particularly

students who like coffee. This would be group C1, where the audience would need to have a medium/high income to buy our coffee.

• The demographics would be people aged 20 to 40, both male and female.

• It may also attract a younger audience because the advert looks quite bright (because of the natural light coming through the window). This makes the coffee look new and current.

• Although the advert is obviously meant to entice people who already like coffee, it is also meant to attract people who may not like coffee and persuade them to try it.

What social groups are you representing and how did you represent them in a positive light?

• I have not represented any particular social group in my coffee advert because I feel it would not be necessary as I wanted to aim the coffee at a mass audience. Although it is not known to the audience, the person making the coffee is a middle aged woman. I think it was a good idea not to represent any social group in particular as I believe it would not sway the audience either way to buy the coffee. This is because I am showing that it does not matter what age you are, you can still buy the coffee.

What did you learn about technology when making this production?

• I did not use a tripod during the making of the advert and I think this is one of the aspects which lets the advert down. If I were to do it again I would use a tripod to make the images more stable and more professional.

• I used Sony Vegas to edit the advert. To start off with I was unsure how to use the software efficiently, but as time went on when I edited the advert, I got used to it and found what I wanted to do very easily. One of the things I did was change the beginning of the advert to black and white, I did this to connote the user ‘making the right choice’ by throwing a major brand of coffee in the bin. ‘Make the right choice’ is the slogan of our product. It also connotes her throwing out the old (black and white television is very old) and trying something new (coloured television).

• I also learnt about using the correct terminology, ‘Camera rolling, speed, action’. This made communication between the director and actor more efficient.