1. EVALUATION

2. In what ways does your media product use,
develop or challenge the forms and conventions
of real media products?

3. In what ways does your media product use, develop or challenge the forms
and conventions of real media products?
During the creation of my media products, I studied various different cleaning products which
inspired me into creating what I‘ve done.
Below is one of the major adverts which inspired the
creation of my own adverts:
Cillit Bang- Here’s a link to the advert on youtube
Very early on in the construction of my product, I analysed a Cillit Bang video for research. The speaker, Barry Scott,
influenced me to do a rather cheesy voiceover as it’s very memorable for the right reasons. The memorability aspect of the
voiceover means that key words such as the product name (Spray Glide N Glimmer) and tagline (3 actions one result) are
really stuck with the viewer which is a key attribute of an advertisement. Also the voiceover helps apply a secure feel to the
advertisement. It is known that voiceovers telling the person what to do makes the viewer feel safe and secure. It’s called
having a ‘Brown voice’ meaning having a warm, calm and inviting voice. Having a brown voice in your advert helps with the
security aspect of your advertisement which I researched in the Maslow's Hierarchy of needs theory. When the viewer feels
safe, the product will look more appealing meaning that my advert becomes more effective.
The close-up shot which establishes the product is a cliché within cleaning advertisements. It’s used in the Cillit bang advert
to establish the product in the advertisement. With potentially 30 seconds to advertise your product it’s essential that you
establish your product really quickly.
Left and right Cillit bang, centre my advertisement
The action shots are an absolute normality within cleaning product adverts. Not only was it apparent
in this Cillit bang advert, it was also apparent in pledge ads, flash ads and so on. Showing what the
product can do is important when trying to sell it to the viewer as the viewer, if they hold an interest,
is definitely going to want to know what the product does.

4. In what ways does your media product use, develop or challenge the forms
and conventions of real media products?
Music within the adverts
When advertising a cleaning product, sound is important as it can set the mood and theme of the advertisement. I used the
music as a sound bridge to link and smoothen the advertisement out and to add a more audio based dimension to the
advertisement. Although the music I used does serve the purpose of setting a theme and mood, it’s still quite generic as
the focus is supposed to be on the visuals. I did a post on my blog on how music is kept generic in advertising and how I’ll
do the same thing and keep it generic .I got the music from http://incompetech.com/.
I used two different royalty free tracks I found off the internet. One of the songs used in the radio advert and the spray glide
and glimmer surface cleaner advert was used as it had a build up at the beginning of the song which fitted in well with the
build up to the resolution of the problem within the advertisement. The song is called ‘happy-boy-end-theme’ and it can be
heard in this link- http://incompetech.com/m/c/royaltyfree/index.html?keywords=happy+boy+end+theme
I used a different piece of music for the multi-purpose spray glide and glimmer advert as I wanted to freshen things up and add
something new to the package. The music used in this
advertisement is quite generic but with the brand already
established by the surface cleaner SGNG, I felt that there was
enough product identity linking the advert that it didn’t
need the same song. The song’s called ‘sunshine’
and helps reflect the freshness of the product and theme.
It can be heard through this
link-http://incompetech.com
/m/c/royalty-free/index.html?keywords=sunshine&Search=Search
One more reason as to why I didn’t use the song id used in
two of the 4 adverts is because in the multi-purpose SGNG,
there’s less of a build up to the problem meaning that the
slow start to the song was a bit pointless as it didn’t relate or
accommodate very well with the advert.

5. Target audience
What social group is represented in my advertisement?
One of the problematic areas within the cleaning product institution is gender.
I feel that the target audience of my product is unisex as in the TV
advertisement there is a female not knowing what to do and in the radio
advertisement we hear what is obviously a man frustrated and trying to
clean.
Female not knowing what to do.
This is the link to the page of which my radio advertisements
on. At the beginning of the advertisement the man
screams in frustration.
With my sponsorship sequence and then my multi-purpose SGAG not having any protagonist, I feel
that I've balanced out the gender problem well enough to merit it a unisex target audience.
Some people could argue the point that the male voice telling the woman what to do amplifies
quite an old fashioned view that the male is the dominant sex, however I feel that because I’ve
got both sexes in a state of panic and frustration and both being told what to do, both sexes are
seen as equals because they both find themselves in the same position. I did a
post about gender and how that nowadays products aren’t particularly aimed at particular
genders but instead aimed at the point that people will need these products rather than desire
them. What this means is that plenty of advertising institutions go for unisex audiences
nowadays as they are concentrating on the needs of their audience rather than the desire
because when someone needs the product it’s a necessity and they will buy it however when
something is desired, it’s bought because the customer feels like it. My advert displays this
necessity for the product through the point that the protagonists need the cleaner as there’s
nothing else that’s good enough to help them, pointing to the fact that the reason they’re in their
dilemmas is because no other product can clean as good as SGNG.
Blue and pink fonts suggest a unisex
theme within the advertisement.

6. Target audience
What social group is represented in my advert?
The social group in this advertisement is supposed to be aimed at young adults so 25-34. The actress
in my advertisement is very young however I hoped the young look of the actress would
personify the inexperience and lack of knowledge of how to clean. Younger people or mature
adults are not as accustomed to cleaning as those of 40+ so there’s more of a chance that
they’ll not know what to do when tricky stains come up on their surfaces, which is the situation
shown in my adverts.
Bland grey t-shirt emphasizes the stressful
nature of having to clean tough stains and
surfaces.
Loose checked shirt represents the untidy and
informal aspect of having to clean and its
widely known that nobody cleans up in smart
and clean clothes.
My sponsorship sequence sponsors the program ‘how clean is your house’ which I feel further
emphasizes the target audience and reaches out to them because how clean is your house offers
advice and help to those who need which in my advertisement package the characters are heard
and seen in the adverts needing help.
The same goes for my radio advertisement. I did some research on the target audience for my
advertisement and I had to think of where it would be played and to what audience. I eventually
came across LBC 97.3. This radio station was perfect as it wasn’t to specific in what it discussed
on the website it mentioned features such as gadget shows, book shows and travel shows
emphasizing the diverse mature of the advert and the unisex audience I’m appealing to.

7. Target audience
My advertising package being associated with adults from around 25-34, had to include features and themes of
which the target audience could relate to. I carried out an analysis of the consumer lifestyles associated
with my product. Questions such as how often do you work, are you a busy person and do you find it
difficult cleaning were some of the questions. What these questions helped me in doing was studying the
lifestyles of the target audience I was going for therefore helping me in penetrating there thoughts thus
helping me in finding out what they want. .
Through this analysis I got the idea of making the product as simple as ever. With the title of the spray as I
mentioned before basically telling you what to do, the simplicity shows. By knowing how often they work
and whether they’re busy I got the information that these people wanted something quick and effective so
that cleaning wasn’t too much of an object in their busy lives. Another question I found quite inquisitive
and interesting was do you have kids as this question enabled me to think of the stress of which the target
audience might be under. By knowing this I can make the product even more accustomed to a stressful
person at home.

8. How did I attract or address my audience?
I used bold big colourful typography to immediately catch the viewers attention. This is one of the
most basic ways of getting the
audiences attention and it’s a
normality for an advert to have
some sort of distinguishable
feature about its text. Also the bold fonts and
typology will help my product stand out and look
good in the shelves in the shops. The simplicity
and action based title of the product “Spray Glide N Glimmer” makes it very attractive to the customer
as it’s telling them straight away from the title what they need to do with this product when bought.
“3 actions 1 result serves the same purpose in that it’s displaying the simple yet effectiveness of the
product making it seem more attractive. Here is a link to a post explaining why I designed my logo
as I did-
http://oliveroryan.blogspot.co.uk/2011/12/creating-my-logo.html
Editing transitions such as the wipes are used to make the advert flow better thus making it look and
come across more fluent ad authentic. I actually added the wipes because it gave the effect the
cloth does when it wipes off the dirt from the dirty surface
The sound effects in the jingle are used to primarily stick in the mind of the viewer. The spraying sound,
wiping sound and glinting sound are all very distinguishable sounds. They all stand out meaning they
really do capture the imagination and thoughts of the audience.

9. How effective is the combination of your main
product and ancillary texts?

10. How effective is the combination of your main product and ancillary
texts?
When creating my products I had to make sure that there was distinctive branding within all four
pieces of work.
One way I did this was by using repetition. Repetition was used to emphasize and solidify the theme
of the brand. So for instance, I used the same close-up shot of the product sitting on the surface
three times to create a link between all of the tv adverts.
There’s plenty of repetition within the advert with the tag line 3 actions 1 result
coming up in every media product along with the SGNG jingle.
The voiceover, me, also narrates every advert, bar the sponsorship sequence. I stuck
to myself doing the voiceovers because I felt it would add and solidify the brand
identity with my voice being an important part of the memorability of the
advertisement.

11. What have you learn from audience
feedback?

12. What have you learnt from audience feedback?
Class feedback
After having shown the class my rough cuts, they gave me feedback as to how I should
improve my advertisements. I found this information very useful as it gave me the
idea to add more editing transitions like the wipes which in my opinion work very
well. Here is a link t the feedback I got-
http://oliveroryan.blogspot.co.uk/2012/02/peer-assessment-of-advertisement-1-and.html
Questionnaire for TV advertisement
I did a couple of questionnaires to gain a basic understanding of what people wanted in
their advertisements. I gave the questionnaires to friends and family meaning that
the age range was of a diverse nature which was good as it enabled me an insight
into different ends of the spectrum.
http://oliveroryan.blogspot.co.uk/2011/10/questionnaireresultsresults-summary.html.
These are the questions and results I got. I got information as to how long my ad
should be and what genre it should be.

13. What have you learnt from audience feedback?
Radio questionnaire
I did another questionnaire similar to the one I did for the tv
advertisement so I could gain an insight into what people thought
would be good for my radio advert. In my feedback I got things
such as should there be jingles and how long my advert should be
answered which really helped me in learning the basics of what
people preferred in an advertisement.

14. How did you use media technologies in the
construction and research, planning and
evaluation stages?

15. RESEARCH AND PLANNING
There were plenty of programmes and software's available for use in the planning and research part of the
coursework. YouTube was very useful for researching similar products. I uploaded and analysed many adverts
because of it and this helped me greatly. Of course blogger was good in that it enabled me to keep tabs on what I
was doing and helped in my own organization. Paint. Net was good for helping me design mock ups of what I
envisioned to be my product. I also used Google images to again help me analyse and research other products.
Word and Excel helped me gather and display information. For instance I used excel to present the research I got off
of my questionnaires.
Construction
There was plenty of technology used when constructing my final piece. I used a digital camera to take pictures of
props and locations as well as using a video recorder and stand to film my media products. One of the software's
I used was Audacity. Audacity allowed me to record voiceovers and sound effects which I could then add to the
adobe software we were using at school. Audacity was actually really easy to use with the only problem being that
it wasn’t compatible with any other software. Adobe on the other hand was quite difficult. It froze a lot and was
quite slow however, after a lot of waiting and consulting with the technicians, it produced.
I used Microsoft word and paint. net to construct the logo for my product. The different effects of paint. net and the
simplicity of word meant that i could come up with an authentic logo with considerable ease.
I used also a PowerPoint website to display my photos I’d taken of props and settings. The website was called
Kizoa.com and it was really helpful. Again I used YouTube and Blogger to display my videos.

16. Evaluation
For my evaluation I used power point as it was the best programme for me to
be able to present what I’d constructed and made over the past months. I
used screenshots and images also to display and provide evidence to the
different points I was making. After having done my PowerPoint I uploaded
it onto Slideshare.net so that it go on my blog. The reason I used
Slideshare.net is because it makes it easier for the viewer to browse
through my evaluation and with it also being on the log, my blog posts are
there as well for browsing.