Report on Febreeze advert
Fit for purpose
Our advert was fit for the purpose of promoting the air freshener febreeze, the advert we created had a humorous side to it, and was almost like a parody, this meant that it went against the generic codes and conventions of normal febreeze adverts, as they are usually done in a household environment, with use of special effects to show the 'refreshing' use of the product, along with a mother character to suit the genre. Our advert was different in using 'police' officers to chase down a 'suspect' in order to reveal that the 'guns' that we are using are febreeze air fresheners, added humour to our advert which is not normally seen in the generic febreeze air freshener adverts. The use of a dream sequence for the main character is not usually shown in generic febreeze adverts and thus, our advert did not conform to the generic codes and conventions that the audience would be used to see in in adverts for air fresheners. The end of our advert was close to existing febreeze adverts, as to use a voice over, and some graphics and then placing the product a final time on a table of furniture, to show the audience the product for a final time, which is also done in existing adverts already, so the ending of our advert did conform to the codes and conventions that the audience would be used to.
Editing
The editing pace in our advert was quite fast, we wanted to engage the audience. Due to our advert being humorous and a parody type, we decided to edit it in a fast pace to move from shot to shot and engage the audience, we had a variety of shot types and thus we wanted to keep showing different angles and shot to keep the audience engaged and be interested into the narrative that we were following in the advert, although we needed to edit out some errors and there a few instances of continuity errors that we could not do anything about due to a van being parked where we were filming and halfway through filming, the van left, and thus, we edited the first person shot very quickly in order to try and minimise this error so that most audiences will not notice this small error, there was use of slow motion, when the 'police' are pulling out their 'gun' and it shows a medium close up of the main character, and the use of dramatic music and slow motion to show the emotion and facial expressions of the character at that time. The editing, i think conformed to the generic advert structure as well, as febreeze advert are usually, around the 30 second to 1 minute mark, and due to us having a longer narrative ours was 2 minutes, but the editing pace and style was the same, and thus i think our adverts fits the purpose and follows a generic editing convention.
Camera Language
the camera language in our advert was quite diverse, from long shots, to close ups, from panning shots, to first person view shots, tracking shots, and medium shots. The type of shots we used were to engage the audience, as the audience would be bored from seeing only a few shot types, the generic febreeze adverts do not usually use these variety of shot types, they usually use medium close ups to show the product being used by a character, where as we did not show the product being used. The product was shown by close-ups from the police characters holding it, and at the end where it is placed on a table in clear view for the audience to see, it is the last shot that the audience sees so it will create a lasting image on the audience, and thus will cause the audience to remember the product and thus be more likely to buy the product. The variety of shot types such as the long shots, when the police are chasing the 'thug' and so the audience can see the distance that the characters are 'running' and the subsequent tiring of the character adds humour as one of police characters is tired after a 10 second run. If the long shot and low angle was not their the audience would not have seen the police character being left behind and thus the humorous advert style would not be effective.
Feedback from questionnaires and interviews
The primary research that we did as a group, such as questionnaires and interviews. The primary research that we conducted allowed us to see what to include in our advert and also what not to include, this gave us an idea on what to implement into our production before we started filming, these then allowed for us to create a production suited for the purpose of the advert. We had both open and closed questions that allowed us to have a variety of answers and so have different answers that we can use to adjust our production accordingly.
