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1. Smile Campaign Evaluation- Project: TV and print advert for client(‘HappyFoundations’)
RESPONSE:
In thisessayI will be discussingandevaluatingmytwoproductsforcompany‘Happy Foundations’in
theirsmile campaignproject,atelevisionadvertisementandaprintadvertisement. Ibelieve my
productsmeetmostof the clientsbrief well and doesprovideinspirationtoviewers.
Firstly,myTV advertusescultural code to helpmeetthe communitypartof the brief,inthisinstance
I have triedto appeal tomy local communityandsurroundingareas.Thiswashelpedbythingssuch
as doingthe voice overina local accent whichwill be recognisedinthe NorthEast.Otherexamples
of cultural code include the ‘mam’onthe phone call- the mostpopularwayof saying‘mother’inthe
north eastwhereaseverywhere else inEnglandwouldsay‘mum’.Bothof these are quite unusual
for Englishadvertisementstodoandso uponseeingit,viewerscanrelate tothe advert,whichisan
integral partof makingitsuccessful.Ialsobelieve thateveryone inthe communitycanhave a shot
at relatingtoit, forexample Imade sure thatI wasn’t
conformingtoGilroy’sracial Hierarchytheoryinthat
otherethnicitiesapartfromwhite peopleare under-
representedinmedia.Myadvertshowsa range of
ethnicitiesandculturessothatno one feelsthat
white people are dominating itwhichbranchesitout
to a widerrange of people inmycommunity. The
same kindof thinggoesfor the printadvert.As the
subjectiscompletelyindarknessthere isnowayof tellingwhatrace isbeingshownandso
therefore noone canfeel underrepresentedracially.
AnotherimportanttheoryIbelieve myadvertcanapplyto isBlumerandKatz ‘Usesand
Gratification’theory,Ithinkeveryone cankindof see themselvesone wayoranotherinthe advert
whetherthat’swatchingsunsets,reading,personal contentment,beingwithfriendsandabitmore
extrovertedetc.mostlyeveryone shouldbe able tofindsomethinginthere thattheyenjoydoingas
well.Asthe audience isnowrelatingtothe accent/dialect,isrepresentedinrace andnow personally
representedwithsomethingtheylike too,itshardforsomeone tonotfindsome bondwiththe
advert. That’swhyI thinkI can conformto the ‘personal identity’ partof the theory,as audiences
can in some waysee themselvesinthe advert. It’sverymuchdowntoearthand realistic,unlike
thingssuchas the Lynx Africaad whichisbuiltonexaggerationandimpracticalnesswhichmayprove
harderto relate to.Those advertspurposefullypromoteanidealisedworldwhereasforthis
campaign,beinggenuineIthought wasa much saferbet to make audiencesrelate tomine more-
one of the keythingsIwouldneedtomake it successful asitisfor a charity.My printadvertalso
choosesa downto earthlookoveridealising,it’saverysimple conceptof beinginfrontof the
sunsetandjustshowssomeone jumping- somethingthateveryoneiscapable of andencouragesthe
conceptof justlivinginthe moment,whetherthe same asthe picture or fortheirown
interpretation. If I’mpushingtoanextreme,Iwouldhope that myTV advertmay alsobe usedfor
personal relationshipsasitisan inspirational advertitmightencourage peopletogoout withtheir
friendsandlive inthe moment.Comingawayfromthe adand beinginspiredtodevelopfriendships
wouldbe a great resultandwoulddefinitelytickboxesonthistheory.
I alsousedsyntheticpersonalisation(orparasocial interaction) viadirectmode of addressinmyTV
advertby saying‘call from yourfamily’/’evenif youfake it’/’causes youto…’asan attemptto grip
the viewerona more personal note.Typically,if thiswasonTV I wouldn’tknow whoishearingthe
‘you’buttheyshouldfeel more of aconnectionwiththe advert,whichisalsobackedupby some
shotssuch as the endgroup of friendsshotwhere the cameraiseye level andtheylookintothe
camera- a tactic usedtomake the viewersfeel like the advertisspeakingtothemmore directly.

2. I thinkI have alsodone well inconformingtosome
typical partsof TV andprint advertisements.For
example,bothinclude the websiteorsocial medialinks.
I alsochose to include the sloganinthe TV advertso that
audienceswhosee itcanstart associatingthe phrase
withthe companyas theyare bothon the same end
screen,whichIbelievewillbe goodforclient
representation.The endscreenitsself isquitetypical for
advertisementswhichtakesthe audienceawayfromthe narrative ormontage inthe ad to showcase
logos,websites,companyname etc.Ibelieve thiswasthe bestoptionformyadvertas itmakes
audiencesfocusfora secondonthe
company,creatinga kindof familiarity as
provedbymy producttesting.Ialso
decidedtogo fora one dominantimage
approach withmyprintadvertas to make it
simple yeteffective.Thisproved tobe the
mostpopularapproach that wastakenin
printadvertsto make people smilewhichI
discoveredinmyanalysisof existing
productspart of the project,a tactic used
by bigcompaniessuchas oreoand coca cola. I did the same by usingone dominantimage asnotto
overcrowd the space and to reallypushthe ‘smile’wording- that
and the image are the firstthingyouwouldsee/read.Furthermore,
I optedfora sansserif fontwhichmakesiteasiertoread and
simplifiesitfurther.The colourscheme of the printadvertisalso
quite relaxedshadesof pinkandblue makingitmore of a chilled
vibe andmakesitmore appealingtothe eye asit’sstill quite
colourful. Ialsowentforthe colourful orange/yellow onmyadverts
endscreenas itis a colourassociatedwithhappiness.
In comparisontothe client brief,they askedfor‘A creative
outcome that encouragesthose whoexperience ittosmile’.Ithink
my advertsdothiswell asit encouragesviewerstofindtheirown
happinessoutof small things,whichissomethingeveryone cando.
Thisis showninthe TV ad withmontagesof people finding
happinessinarange of thingsandalso verbally/written.‘Life is
aboutthe experience’‘It’sthe little things’whichactuallytellsthe audience thatwe wantthemto
create a happiercommunitywhenitisconnotated.Thisisthenconfirmedby‘we are committedto
buildingahappiersociety’. Ialsothinkmyaudience requirementsare well suitedasitappealstoa
local community butalsomore so to a youngergenerationoveranyotherage group.These are the
people whoare mostaffectedbymental healthproblems,andtheyare the mostrepresentedage
groupin the advert.I’mhopingtheywill finditmore relatablebyhavingsomanyyoungpeople in
the advertdoinga range of activitiestopromote personal happiness. Thisalongwiththe context
requirementsIbelieve show thatIhave metitwell anddone whatthe clienthasasked to a good
quality. Thisisalsobackedupby the feedbackIreceivedinthe producttestingstage.

3. Thisleadsme onto myreceivedresponsesfrom
viewers.The productswere testedon3 people to
whichI collectedasurveyresponse fromeachof
themusingGoogle Forms.Thiswasable to
determine some of the successof myadvertsand
how potential audiencesmayfeelaboutit.For
example,Ibelieve myaudiencesare beginningto
recognise the companyandclientIam doingthis
for ‘HappyFoundations’asmyresponsesfor
these were ‘the happyfoundation’and‘happy
memories’whichshowsviewerscouldbe
beginningtorecognise the brandandprovedthe endscreen/social medialinksare startingtocreate
some brandfamiliarity.100%of respondentsalsosaidtheythinkitencourageshappiness/smiling
whichwaspart of my brief.A second
opinionon thishelpstoback upthe
ideathat I am meetingthe brief-
anotherquestionIaskedparticipants
aftershowingthemthe brief.
ResponsessaidthattheythoughtIhad
metthe brief,commentingthatitwas
‘well constructed/communicatedand
keepsyouengaged’.2outof 3 also
commentedthatalmosthalf of adults
thinktheyhave a mental healthcondition,whichprovesthatitskeepingviewersengaged andthey
are learningfromit.Lastly,respondentscommentedthat
the mainmessage of the advertin theiropinionwas:
“community”“togetherness”“social interaction”
“importance of beinghappy”“promotionof smilingoften”.
Thisshowsthat my intendedmessage forthe advertand
on behalf of the companyiscomingthroughverystrongly
whichisexactlywhatI’dhopedfor.Audience feedbackof
the final productwas veryhelpfulin allowingme to
understandwhatwassuccessful,leadingme tobelievethat
it waspreferredreadingaccordingtoa theorybyHall- The
audience understandsandagreeswiththe message.
The peerfeedbackonmyrationale (before makingthe adverts) provedtobe useful andshowedI
was headinginthe rightdirection.Thoughmostlypositive,IthinkIrespondedwelltowhatwas
suggestedtoimprove whichwastoinclude more statistics.This actuallyendedupbeinginthe TV
advertand wasverballyspokenabouthow manyadultsbelievetheyhave amental healthcondition-
my producttestingresponsesshowedthatthiswasa goodideatooas people were beginningto
take on board some of the facts theyhad learnedbylisteningtothatstatistic asit comesacross as
quite striking.

4. The ‘analysisof existingproducts’andresearch partof myprojectprovedto be veryhelpful as it
allowedme tounderstandthe conceptsaroundHappyFoundationscontext,forexample whatage
groupis mostaffectedbymental healthandwhatpercentof adultsbelieve theyhave mental health
conditions.Forthe printadvert,Iwentfor a mix of both smile advertsandcharityadvertsi.e.using
one dominantimage like charityadvertsandusingthe simplebuteffectiveof smile adverts.Typical
charityadvertsshowedone mainline of text
whichiswhat I replicatedusingthe ‘smile’inbig
lettering.Thispressesonhermeneueticenigma
code- whatdoesthe audience needto smile
about?Hopefullythiswill entice themtoreadthe
restof the advertwhichencourage themto
appreciate the little thingsandcreate yourown
happiness.I’mhopingthiswill be the same formy
videoadvertwhenIsay‘it’sthe little things’atthe
start- viewerswill be thinking -whatlittlethings?
Why are theyimportant?
Doingthe cowboyprojectearlierinthe yearhelpedtogetthe basicson premiere prowhichwas
useful whenmakingthe advert
on the same sort of software.
That and doingthe student
magazine alsohelpedme,in
thiscase withmyphotoshop
skills.Ibelieve bothhave since
improvedasthere are thingsin
my smile projectthatweren’tin
eitherof those forexample I
am now able to effectivelyuse
multiple picturelayerswhereas
the studentmagazine wasjustone picture withtext.Iam alsoable todo betterand smoother
transitionsinpremiereprobuthave definitelyfurtheredmyknowledgewhendoingthe endscreen.
Thiswas the part that tookthe mosttime as the texts/pictures/colourscome inat differenttimes.Its
simple buteffectiveandwasdefinitelyworththe effortof makingit- somethingIhadneverdone
before.Before thisIjustusedtouse the defaultadobe stockgraphicsor legacytitles.
ThoughI thinkmy productswere mostlyasuccess,I didhave a few setbacksalongthe way.The
biggestwasof course the implicationsof COVID-19whichmeantthatI couldn’tworkincollege or
shootanythingoutside myhouse.Duringmyplannedshootingtime Ialsohadto isolate for10 days
so itmeantthat I had to justuse what I had shotinmy ‘testfootage’partof myproject- luckily
thoughthose were goodqualityshotssowere fine touse inthe endproduct- as not to pushthe rest
of myprojectback. AsI couldn’tbe incollege, italsomeantIcouldn’tdoexactlywhatI had planned
inthe storyboardsuchas the smile montage atthe endof the advertor doinggroup shotswhichI
had to getfrom the pexelswebsite inthe end. Irealise thatthismighthave affectedme meetingthe
brief asI intendedthe smilemontage tobe the bitthat wouldmake the audience smile asitissaid
to be contagious.InsteadIthinkmyadvertstronglyencouragesandinspiressmilingbutmaynot
make people smileasa resultof it. My ideahadto be adaptedand changedto make itpossible in
the newconditions,suchasjustaddingmore scenesor removingsome.Iwasstill able toreplicate
thingssuchas the phone scene andbookscene asI originallyintended. The licence forAdobe
Premiere Prohadnotbeenextendedtoofferstudentsitathome soit meantI had to use a free trail
of itand theneventuallyendedupbuyingit.The efficiencywasn’tasgoodas college’smacsthough
as my laptopisslower,butitwas still able todowhat I needed soIthinkIdealtwiththe lack of
software inthe beginningprettywell.Some othersetbacksfollow alongthe same linesinthatthere

5. was noface to face teachingandthiskindof helpwasn’taseasyfor studentorteacher,I did
howevermanage toimprove Premiere ProandPhotoshopskillsbyusinginternetvideosand
teachingmyself howtonavigate anduse itbetter. Afterall this,Ithinkitssafe tosay I have learned
howto improvise myideas tosuitthemtonew circumstances,inthiscase- lockdown.