Owen Riseley

Evaluation- Developing idea

Mind Maps
The mind maps helped me put all my
thoughts and ideas together and come
out with a final choice. The first mind
map was just all my initial ideas
together, and this was very helpful as it
got my thoughts to paper, although it is
quite to the point and I could have gone
into a lot more detail, I still felt it was
helpful to have little bits of ideas just so
as I could get my head round what idea I
wanted to move forward with. The
second mind map was a more advanced
mind map that went into more detail on
a specific idea, this allowed me to look
deeper into the idea and get a feel for it,
create and image of what it will look
like. The third mind map was the same
concept but just looking into a different
idea. Both of these mind maps were
quite detailed but the second one a lot
more so than the first, and because the
next step was to make a survey and
have other people decide which one I
should move forward with, I should
have portrayed them equally so that
precipitants could judge them equally
and not follow my bias view.

Owen Riseley

Discussions
Through the process of this advert I
did discus with my teacher and other
students to help improve my advert.
Sarah (My teacher) was the one that
suggested the Marilyn Monroe idea to
bring an element of celebrity
indorsement, and because she is a
amiable figure so people would what
to buy the bread because of her and
will go with go with the slogan kings
mill the bread for all
These survey results enabled me to
establish which advert idea I should
chose. Unfortunately only six people
filled out my survey and they would
have been much more reliable and
resourceful if more people were to fill
them out. The data I revived still gave
me a clear decision that I should
follow idea number two.

Owen Riseley

Story board
The story boards really helped me plan
out my advert and transforming the
ideas that were in my head to
drawings and shot details, it made
sure I knew exactly what I want to do
when it came to filming. The drawings
could have been more accurate to my
final product and more detailed and
some of the shots didnt go to plan
due to complications. For instance the
whole Merlyn Monroe idea at the end
didnt work as I struggled to get the
wig and dress for because of time and
money and I was unable to use the
smoke machine, so in the future I
would be sure to make my ideas more
reasonable and not get carried away.

Owen Riseley

Evaluation- After Production

Visual Style
I chose to use bight natural lighting as it
reflects a positive happy mood so as the
audience associate happiness with the
product. It is used in the other Kingsmill
advert to create a happy, light hearted
mood as well which is where I got my
inspiration from. In the scene with
George on the skate board it is not as
well lit as I could not get my hands on
any lights or power in that position but
if I was able to the shot would of looked
much better and more professional.
I tried to make sure that the visual
ascetics where full of lots of bright and
natural colours, to go along with the
breading being a natural product but I
also wanted to use lots of whites to go
with the white bread being advertised,
like the opening house has a very
predominantly white theme as does the
canteen and the outdoor scene and I
chose these locations with the colour in
mind. The other advert has got a minor
white theme in the house but also lots
of blues which complements and
follows the colours of Kingsmills logo,
but as I did not have the resources and
time to find a house and canteen with a
white a blue theme I could not achieve
that so decided to just go with the white
one.

Owen Riseley

Soundscape
The music I chose for my advert was
Happy - FUNQQUESTRA (Pharrell
Williams) [Funk - Jazz Version], the
reason I chose this is because it is up
beat and modern just like the visuals
to my advert planned to be. The music
choice was also use in an advert for
Fiat and was played when they
wanted to show a glimpse of
happiness and when the car was seen
but I choose just to have it the whole
way so the whole advert was happy, I
also chose to use an instrumental and
jazzier version of the song because I
didnt want lyrics taking away from
the meaning of the advert as they
reflect a different message.

Owen Riseley

Audience
Appropriateness
The target audience for my advert as
established by my survey is B-E which
covers a variety of ages and includes
both genders; so is very broad and
made it challenging to find a style that
would appeal to all of them. I chose to
use a modern style as a unique selling
point and so as it appeals to the
younger audience as well as the older
ones. I feel that this choice was
effective and appropriate as it was
chosen with the audience in mind and
what they would prefer.
Overall I feel my advert is appropriate
as fits my target audience and sticks
by the rule, not being misleading or
offending anyone.

Owen Riseley

Comparison from
Original Idea to
Final Product
The main change from the original
idea was I planned to have a student
dress up as Marilyn Monroe But due
the fact I couldnt find a white dress
and blond wig in such short notice I
couldnt go through with the idea.
However although the Marilyn
Monroe part would of added more
humour to the advert it might of
taken away from the message and the
fact that it is to appeal to the average
human so it might be a good thing that
it was left out.

Owen Riseley

Effectiveness of
Techniques
I used lots of match cuts and
continuity in my advert and they were
a key element of it, the reasoning
behind my decision was that using the
match cuts would create a link
between each of the characters and
that the link was the sandwiches (the
bread); relating to the slogan
Kingsmill the bread for all as the
bread is linking them all and all
different types of people. Other
adverts such as the nick advert use
match cuts for humour and to create a
message, in the Nike advert they use it
to suggest that Nike brings out the
inner footballer in everyone.
Also my whole advert uses close ups
except from two shots one at the
begging and one at the end, this is
because I wanted the audience to
really be involved and be in the action,
I also wanted to make the sandwich
the more focal point of the advert and
by have the close ups and extreme
close ups I was able to show off the
bread more but also allow the
audience to appreciate the expression
of the characters.
I feel like both these techniques
worked well and achieved their
purposes however I feel that they
would have been a lot more affective
in higher quantity and the audiences
would have appreciated the more
varied characters and relate more and
in doing this the diversity of my target
audience would not be a problem as I
would have covered them all.

Owen Riseley

Effectiveness of
advert
Based on the comments I received for
my advert I feel that my advert was
effective and fulfilled what I set out to
achieve. They said it was a
professional looking advert and that
the music, colour and visual choices
were all appropriate for the target
audience and fitted well. The
constructive criticism I reived was that
I should of used some stabilizing
features to the last two shots, which I
agree with, the reason I made the
decision not to use it was because I
thought that it would seem more
natural and it fitted with the fast
movements and pace of the advert
adding to the fun of it but looking back
on it and listening to the feedback for
the final shot it would of look a lot
more professional with some
stabilizing features.