Evaluation

  1. Who would be the audience for your media production?

For my advert, my audience would be Mars current target audience, which is ages 12, and up. This advert could still be used towards middle-aged women whom of which are dieting because I still used the slogan ‘The lighter way to enjoy chocolate’ at the end of my advert therefore appealing to this audience. However I have also addressed the younger generation, as this seems to be missed out a lot within the Maltesers adverts. I believe all ages and lovers of Maltesers could enjoy my advert.

  1. How did you attract/address your audience? (Did you create your outcome in a certain way to appeal to a certain audience/group?)

I attracted my audience by creating something new that hasn’t been down before for the particular product, making my advert stands out from the others which have been made. I used animation making the advert appeal to the younger target audience. I used the use of red from the colour from the box of Maltesers and kept the scene natural, like done in previous adverts. However I turned to ordinary into something exciting bringing the Maltesers to life. This made the advert childlike however still gets people thinking whether Maltesers could come to live or not. My advert allows the inner child to come out and to interactive. I showed my advert to my mum and my 13 year old brother whom of which both enjoyed the advert and asked how I done certain elements. I would say that I met my outcome for my target audience, however this is only going on a small scale and others may have other thoughts, feelings and opinions.

 

  1. What have you learnt about technologies from the process of constructing this production? (Photoshop, camera use, Premiere Pro, etc)

As I have done most of my work on Adobe Creative Cloud Programmes. I learnt many new skills that I can now use in future projects if needed. When I started this project, I didn’t know how to creative an animation on Adobe Flash but with this Youtube Tutorial which I followed I managed to create an animated Malteser with arms and legs, that blinked, eyes moved and so do its mouth.

 At first I did have some trouble but the more I went over the steps, trying over and over again, I got the outcome I wanted. I also learnt that you don’t need to go out filming to make something good, it can all be done from behind a computer screen. Furthermore I learnt how to make my pictures look like an animation or a painting. I would have liked to have featured these within my final project, however I didn’t have enough time to do this but I think the advert looks fine without it. Regardless this is still a new skill that I have learnt, that can be taken on board in the future. 

  1. Looking back at your project, what do you feel you have learnt in the progression from research, to planning to the full production?

Firstly I learnt that research is a vital point when creating anything. If I hadn’t of analysed different styles of advertisements, picking out various different points, I wouldn’t be able to evaluate my own work now. Now I can compare my work to others out their and what I done differently to them. When I had decided on my idea I looked in depth about the company Mars and their product Maltesers. In doing this, it brought to my attention many valid points from target audience to marketing and advertising. If I wanted to create an advert in the style of Maltesers adverts I had to have all the background information. Furthermore I done a lot of planning for my advert, as I knew it was going to be complicated, I done mind maps, scripts and storyboards. In addition I looked at many tutorials for help on things I didn’t know but could learn. After finding many useful tutorials on the Internet I played around with different programs teaching myself how to do different things alongside what I already knew. The production took my the longest to do as it was very technical as I had to research stuff that I didn’t know before I began production. However I completed my goals and tasks to the best of my ability.

  1. How did you feel the project progressed as whole? (Did you come across any difficulties? Did the project change entirely at any point?)

Overall I think I done well in this project as kept to my deadlines and time schedules, TV production is something I want to do when I leave college therefore I was motivated to do my best and think outside of the box and I put a lot of time wanting to learn new skills to show off within my advert. The production did cause me some frustration as I struggled with some of the steps but practice makes perfect and after many hours of sat in front of a computer I finally achieve my goal in time. Alongside the skills I already knew and the skills I have now learnt, I was able to create my advert and finish on time before the deadline.

 

  1. What has been your individual input into the project (Did you film a scene, source audio, etc)

I worked by myself for this project. I did most of my work on Flash and After Effects, which I then put all together in Premier Pro. I got one video from Youtube, which featured the slogan and tagline for Maltesers, which I needed to show the end of my advert as well as advertise the brand. I got my sound effects of the Internet, which I cropped and messed about with the pitch (the laughing sound effect) as well as getting non copyrighted music to play in the background of my advert. Due to my advert not going out for a particular purpose within the public eye and only for a college project I could use sound effects and music downloaded from the internet. I managed to complete this will minimal help from others as I wanted to be independent and believe that I could achieve something off my own back by teaching myself to be familiarised with different programmes that I can use throughout my course.

 

  1. Create a list of action points which you will take into the next project (This could be to work quicker, be on time, plan more precisely, etc)

If I was to do this project again this is a list of things I would do differently next time:

  • Make sure I research as much as I can especially on the topic that I am focusing on as this helped me in this project, therefore would be helpful to take onto future projects that I will do
  • Not to spend as much time on looking for tutorials of what to do. Instead spend more time on the production itself
  • I think if I used the same amount of energy and motivation that I had in this project, I would be able to finish to deadlines and do the best I can
  • Plan everything I want to do in detail, from the idea to what props and software I will be using throughout the production
  • Make a time plan of everything I want to do, so I keep myself on time and know what I am doing next

Planning

Mindmap

FullSizeRender

Storyboard 

image1 image2 image3 image4 image5

Script

Production Tittle: Malteseser Advert

Client: Mars

Writer: Ashleigh Johnson

Producer: Ashleigh Johnson

Director: Ashleigh Johnson

Date: 12/12/14

Lighting: Natural

Scene 1: Interior: We start of in a dinning room. A little boys hand places the box of Maltesers on the table,

Camera Shot: Birds eye view looking down

Sound: None

 

Scene 2: Interior: The camera zooms in on the box of Maltesers

Camera Shot: Zoom

Sound: None

 

Scene 3: Interior: The lid of the Malteser box pops open.

Camera Shot: Birds eye view/ Mid shot

Sound: Rattling of the Maltesers, ambiance sound

 

Scene 4: Interior: We see a view of the Maltesers inside of the box now that the lid has opened

Camera Shot: Close up

Sound: Rattling of the Maltesers, ambiance sound

 

Scene 5: Interior: We look apon the box of Maltesers as they begin to come to life and their eyes start to blink and look around

Camera Shot: Close up

Sound: Blinking, Non-Diegetic

 

Scene 6: Interior: The maltesers begin to escape from the box. We see Maltesers climbing out of the box

Camera Shot: Worms eye view

Sound: Excited, child noises, Non-Diegetic

 

Scene 7:  Interior: The Maltesers have escaped from the box and we see many Maltesers running around on the table

Camera Shot: Mid Shot

Sound: Excited, child noises, Non-Diegetic

 

Scene 8: Interior: Maltesers begin to jump of the table, we see them floating down from the table to the floor, this illistrate the slogan ‘The Lighter Way’

Camera Shot: Mid shot

Sound: Excited, child noises, Non-Diegetic

 

Scene 9: Interior: We see the Maltesers running around the floor like little kids.

Camera shot: Low shot

Sound: Maltesers voice *Im a Maltesers you cant catch me*

 

Scene 10: Interior: Everything freezes, Maltesers included and their eyes are just looking around the room

Camera Shot: Low Shot

Sound: None

 

Scene 11: Interior: The camera cuts to a door, the handle is moved down, illistrating that someone is coming into the room

Camera Shot: Wide shot/Cut

Sound: Handle rattling, Non-Diegetic

 

Scene 12: Interior: We cut back to the Maltesers that are now rushing back to the box. We see them running in all directions and climbing back into the box

Camera Shot: Worms eye view

Sound: Quick Music

 

Scene 13: Interior: All the Maltesers are safely back in the box and have all gone back to sleep

Camera Shot: Birds eye view

Sound: Music fades out, gets slower

 

Scene 14: Interior: The lid of the box slowly begins to close

Camera Shot: Mid Shot

Sound: None

 

Scene 15: Interior: One Malteser in the centre of the box pops up and comes back to life, winks at the camera and saying shh, saying to the audience to keep what they have seen a secret.

Camera Shot: Zoom into the Malteser, Extreme Close up on the Maltesers that winks

Sound: Blinking, Non-Diegetic

 

Scene 16: Interior: The lid finally closes and the Maltesers are back to normality

Camera Shot: Mid shot

Sound: None

 

Scene 17: Interior: We go back to the orignianl shot at the begining but without the hand as we obserb the maltesers placed apon the table once again

Camera Shot: Still, then slowly zooms out away from the box

Sound: None

 

Scene 18: Video: The slogan and titles for Maltesers slowing fade into the scene, this is the end of the advert

Camera shot: None, Moving image

Sound: Music from the advert, Voice saying the product name

 

Checklist

Who is the target audience of your advert?

I targeted my advert at people aged 12 and older. I got this age range form the Mars official website, this is the age that they base their product around that age therefore I felt it would be essential to stick to their audience. In addition I felt it was an appropriate for the product to be targeted at.How have they been targeted to with adverts already produced?

How have they been targeted to with Tv Advert already produced?

Children are normally targeted through toy advertisements therefore this allows them to understand the advert as it is simple for younger minds to understand. In previous advert for Maltesers, they have had women doing mischievous things. The product is mainly aimed at women as Maltesers are ‘light’ therefore giving of subliminal messages that even if you are dieting or want to watch your weight, Maltesers are light and don’t have many calories therefore you can still enjoy the lovely taste of chocolate just with less calories. This makes the product a big hit with the women.

How will you target your audience to draw them into the product that you are selling?

Maltesers are the 3rd biggest confectionary brand within the UK and everyone is aware of the product or has consumed the product at some point in their lives.

At ages between 8 and 12 years, children understand the purpose of ads but are still vulnerable to them. They are starting to develop their sense of identity. My advert has a sense of childhood play and bring back your imagination, therefore allowing everyone to bring his or hers childlike side out. Advert for chocolate are shown throughout the day on both children’s channels as well as normal channels e.g. BBC, ITV etc, therefore everyone is open to the ad.

Action Plan

For my advert i have decided to do animation therefore most of my work will be down on a computer. However i will need the following items:

  • Camera –  To take pictures and record a short piece of footage (Placing box onto a table)
  • Actor – To place a box on the table
  • Maltesers – I will purchase a box of Maltesers from the shop in order to take my pictures
  • Computer – In order to do my work and edit
  • Adobe Creative Cloud –  I will various programmes in order to creative my animation (Photoshop, Premier Pro, After Effects, Flash)
  • Blog- To update my work and a use of evidence

Everything i make will be done from programmes either from my taught skills or with help from tutorials. These are the only videos i will be using which is currently used within Maltesers adverts. I will use one for the ending for the Maltesers advertisement  and the other for the voice of the slogan ‘The lighter way to enjoy chocolate’ I will edit these together in Premier Pro to create something new. 

 

Location

I haven’t got a specific location for my advert as i have decided not to film due to issues before with cameras so i thought i would try something different. The only location I have is my dinning room ad I will feature this within my Tv ad. This is a suitable location as I have access to it and I don’t have others to worry about. In addition my only prop is a box of Maltesers that I will be taking various images of to add into my Ad. However I will be using a lot of different software’s on the computer in order to create my advert.

Risk Assessment 

I don’t have any major risks as i have no location. The only issue i have is making sure i remember to save my work every so often to prevent me from loosing all my work and making sure the computers have the programmes i need before i begin. In addition i will save my work to more than on place as a back up incase i lose any of my work.

Maltesers Facts

  • TARGET AUDIENCE – Aged 12 and over as they believe that they believe people can make sensible choices about snack consumption.
  • Maltesers is the 3rd biggest confectionary brand in the UK
  • In the UK, the chocolate market is valued at £3.344 billion and is growing at 3 per cent year-on-year.
  • Maltesers also plays a key role in the substantial bitesize category, which is valued at £515 million and is growing at 1 per cent.
  • Marketing Code to all their advertising and communications and are committed to providing you and your family with suitable and transparent information about the products.
  • Each second, an average of two individual bags of Maltesers are sold in the UK.
  • Comes from the company MARS – Added on product.
  • 1959: The first TV advertisement for Maltesers hits the screen in black
  • and white.
  • 2007: Maltesers engages in daytime television programme sponsorship for the first time.
  • Mars has confirmed its intent to direct marketing messages for confectionery and food products primarily to adults and, where brand-appropriate, to teens.
  • Mars food products are not advertised in other media in an effort to interest children under 13 in our websites.
  • Mars has also implemented reasonable methods to restrict the ability of children under 13 to download screensavers and games or access other features on certain sites, consistent with our commitment to direct our messages primarily to adults or teens.
  • Mars Chocolate UK, which owns Maltesers has a 49 per cent share of the bitesize category and five of the top 10 selling bitesize
  • Mars, Incorporated and its affiliated companies (together, “Mars” or ”we” or “us”) offers other websites, webpages, applications, games widgets and online and mobile services (collectively, the “Mars Sites”). Maltesers-Wrapper-Small
  • Company hopes that you will find the Mars Sites informative and entertaining.
  • Colour Scheme is Red and packaging comes in red packet since 1978.
  • Maltesersare a confectionery product manufactured by Mars, Incorporated. Maltesers consist of a roughly spherical malt honeycombcentre, surrounded by milk chocolate.
  • Maltesers are sold in a variety of packaging, including plastic bags (ranging in size from small ‘fun-size’ upwards), larger cardboardboxes and tubes, and plastic buckets (ranging in size from medium to very large). They also have medium sized “teasers” in Celebrations boxes. Maltesers are also one of the types of sweet included in Mars’s Revels
  • Maltesers were created by Forrest Mars Sr. in 1936, and first sold in 1937. They were originally described as “energy balls” and aimed at slimming women.
  • The current Maltesers’ slogan is The lighter way to enjoy chocolate– earlier slogans have included “The Dri Drink“, “The chocolates with the less fattening centre“, “No ordinary chocolate” and “Nothing pleases like Maltesers“. The Australian version also contains the line: “Made in Australia… …exported to the world.
  • In the 1930s, advertisements claimed that the Maltesers honeycomb centre is seven times less fattening than ordinary chocolate centres; this led marketers to claim it was beneficial for weight loss.
  • In 2011, the product gained Fairtrade accreditation in the UK and Ireland by sourcing all their cocoa and sugar under Fairtrade Terms.
  • Adverts include middle-aged women and have humour to the advert but very short.

Past Advertising Idea’s

  • Maltesers wanted to raise awareness and purchase consideration at ‘key snacking times’ amongst a female 16-34 audience. They also needed to communicate their ‘Sing along with Maltesers’ positioning and highlight ‘The Lighter Way to Enjoy Chocolate’.
  • The ‘Maltesers Moment’ – a daily feature running for 3 months during the Summer period.
  • Between 3pm and 5pm each weekday the stations created a ‘Maltesers Moment’, where listeners requested a track. The listener would explain why the track made them want to sing along. The feature incorporated a ‘Lighter Way to Enjoy Chocolate’ tag.
  • Independent research conducted by Clark Chapman showed that following the activity:
  • Spring 2011 saw Maltesers partner with Comic Relief for Red Nose Day in a bid to raise £1 million for charity, with at least 2p from every special pack purchased going straight to Comic Relief.
  • Maltesers has always had a strong association with film, and in 2011 Mars Chocolate UK launched its ‘Bag a Million Movies’ on-pack promotion across its bitesize range, including packs of Maltesers singles, pouches and ‘more to share’ The promotion offered consumers the chance to win one of a million DVDs, in association with Twentieth Century Fox. The promotion built on the existing heritage of Mars Chocolate UK’s bitesize movie partnerships and was the chocolate manufacturer’s

Spontaneous awareness of Maltesers was more than double amongst listeners compared to non listeners

  • 50% Listeners were more likely to buy Maltesers over Dairy Milk, Mars, Kit Kat and Flake
  • 85% Percentage of listeners that thought that they were likely to buy Maltesers compared to 74% of non listeners (15% more likely)

Similar products include:

  • Whoppers Mighty Malts
  • Mylikes
  • Ovalteenies
  • Whispers
  • MaltEaster bunnies
  • Maltesers Teaser

Tv Advert Analysed (Centre Parks)

1. Who is the target audience for this advert?

The target to this advert is families, mainly the parents saying ‘Take your kids here they will love it’. However showing the things to do there children can have an interested as they might want to go do some painting at Center Parcs or go exploring in the woods, children love to have an adventure. Also is a good promotion within Half terms when kids are off school.

2. How is the audience being targeted within the advert?

The audience is directly addressed, at the end the slogan reads ‘Your family, your time’. This gives of a message that everyones experience is different and there is something for everyone in the family to do from kids stuff to adult nights out. The resort is aimed at families therefore not giving much information for people if you don’t have a family therefore this is something you have to look up yourself.

3. How is the product/campaign/lifestyle/concept being sold to the audience?

This style of advert is a promotional advertisement for Center Parcs, selling their company to many different people especially families. The footage that builds up this advert is videos of different locations within Center Parcs itself as well as a range of activities for everyone to do. In addition they illustrate family as we watch them go through their experience, seeing there happy faces and we sit back and think they are having fun, so will i, lets go. There is also and interactive element to the advertisement on Twitter, giving families the opportunity to upload pictures and comment on there time there. We listen to other peoples opinions and reviews of places before we try it ourself.

Tv Advert Analysed (Diet Coca Cola)

1. Who is the target audience for this advert?

The target audience for this particular Coke advert is aimed at adults of ages 30-50, who are health conscious but still love the great taste of coke. Therefore advertising that Coca Cola is for everyone and anyone.

2. How is the audience being targeted within the advert?

The audience is targeted with stereotypical middle ages women together having a chat drinking the product. It is done in this style because women between 30 and 50 are more health conscious and dieting more than the men are.  In addition they illustrate a young ‘good looking man’ which attracts the female attention as this what as viewers want to see. The advert is aimed towards women, however adding the man into it could also say that Diet Coca Cola is just for women, men can drink it too.

3. How is the product/campaign/lifestyle/concept being sold to the audience?

The advertisement main feature the product, being the Diet Coca Cola, however attention of the product is took away when the man takes his top off. Coca Cola are open to a wide variation of people both male and female of all ages. However this advert had a particular audience therefore narrowing their targeted audience. Coca Cola is be distributed thorough a sexual theme which is common and runs through many adverts that we see today. There is music over the advert which also can be linked towards the sexual theme to the advert. Furthermore the advert itself is shot within a common every day place (a park) where people will socialise however the man cutting the grass has been added in.