Tetley Tea Advert Evaluation Essay Example

Redbush advert, like all Tetley Tea adverts, was to promote Tetley Tea's Redbush flavour and make it appealing to their target audience. The advert had a humorous touch and a peaceful feel, which is consistent with the style of all Tetley Tea adverts. The second advert I chose was for Tetley Tea's "Extra Strong" product, which had the same purpose as the first advert but featured a different Tetley Tea product. The advert begins with a scene outside a suburban house where the protagonist, a stereotypical old lady, is seen fixing a car. This stereotype can be related to the tea. The protagonist, on the other hand, is stereotypically male, with a bold head and strong appearance, and is also seen fixing the car.

Tetley's method of convincing consumers to purchase their product involves an elderly woman lifting up a car to assist the protagonist. After the old lady drinks the tea, she magically gains strength and lifts the car, conveying the message that Tetley's extra strong tea makes you stronger. This humorous advertisement is designed to be memorable for viewers and create an association with the product.

Primary ; Secondary Research

In order to determine whether Tetley's adverts appeal to the public and if they remember the product, we conducted primary research. This involved creating a questionnaire to gather feedback on elements such as genre, theme, mise en scene, relatability, and viewer preferences. The questionnaire consisted of twenty to thirty questions and was distributed equally among males and females. Additionally, we developed our own Tetley advert influenced by a Kellogg's commercial and presented it to the class.

I was particularly impressed with the concept behind Kellogg's crunchy

nut advertisements, where the main character buys the cereal but cannot resist eating it immediately, often resorting to stealing or going to great lengths to protect it. The objective of each Kellogg's advert is to showcase the incredible and delicious taste of their corn flakes, employing humor to grab the viewer's attention and leave a lasting impression of the product. As for my own ideas, I aimed to connect with the audience on a personal level and inject an abundance of humor into my advertisement, resulting in the concept of a house being burgled.

The concept was to depict a thief breaking into a residence, stealing various valuable items, and eventually stumbling upon an unexpected find. The unexpected discovery entailed a substantial amount of money, as well as a box of Tetley Tea. Subsequently, the homeowner enters the premises and discovers the burglar casually enjoying a cup of Tetley Tea in her kitchen. The advertisement intended to evoke a Mission Impossible vibe, complemented by the iconic Mission Impossible theme song. By incorporating the Mission Impossible theme, the aim was to captivate and retain the audience's attention throughout the entirety of the commercial.

Questionnaire Results

After analyzing my own advertisements, I collected the questionnaires I distributed and recorded the results. The questionnaires revealed that a majority of the participants preferred humorous adverts that they could relate to. Additionally, many participants indicated a preference for advertisements related to films or parodies. Therefore, my idea of incorporating a burglar and the Mission Impossible theme into the background would be well-received. However, one drawback of the questionnaire was that no one expressed a desire for special

effects in adverts. This poses a challenge for me as I wanted to include a laser effect to simulate the burglar triggering an alarm. To present the results in a detailed manner to my class, I created a graph displaying the questions and corresponding options. It is crucial that my presentation effectively communicates how the results influenced my decision to make certain changes to my idea and ultimately determine which of the two adverts I will film.

During pre-production, I was part of a group consisting of myself, Josh, and Katie. Before beginning pre-production, we needed to determine each person's responsibilities. Personally, I enjoy working on the script, storyboard, and camera shot list. Katie expressed interest in handling the health and safety aspects, treatment, and budget list. Josh volunteered for the production schedule and treatment tasks. Given his exceptional editing skills, Josh would take on the editing after the filming stage of the production.

It is crucial to maintain a schedule throughout the entire production process, especially during pre-production. This phase is critical because falling behind schedule would impact our filming time and shorten editing time, potentially jeopardizing our assignment submission deadline. To ensure timeliness, it is vital for our group to have group meetings at least two or three times per week. During these meetings, each member will provide updates on their progress in pre-production, discuss potential project changes, and inform the group if they can't attend filming. By staying on schedule and meeting the pre-production deadline, we will have one week for filming, two weeks for editing, and an extra week as contingency for issues or additional filming/editing needs. Finally, before moving to evaluation

phase, we will allocate enough time to showcase our finished advertisement and gather feedback from others.

To ensure that we stay on schedule, it is crucial to complete our evaluation within two weeks. During the pre-production phase, we encountered difficulties in finding a suitable filming location. This posed a challenge for the directing aspect, as I was unable to create the camera shot list and storyboard. Consequently, our group prioritized finding a location promptly to avoid falling behind schedule. Failure to do so would have limited our filming time and rushed the editing stage. Once we determined the filming location, which happened to be Katie's house, I successfully fulfilled my role in pre-production. As a result, our group completed all pre-production tasks one day later than initially scheduled.

Filming

We chose Katie's house as our filming location because it was essential for the audience to perceive the setting as a suburban area. This choice added realism to the burglary scenario and allowed the audience to relate to the location, potentially recognizing or even residing in a similar neighborhood. By capturing the viewers' attention even before the advert began, this approach heightened their interest.

In order to ensure ample time for editing and incorporating audience feedback, we aimed to film the entire advertisement in a single day. To maintain audience interest, I utilized a diverse array of shots. In one particular instance, I positioned the camera above the head in a corner of the room to create a CCTV camera aesthetic. To further emphasize this concept, I instructed the editor to apply a CCTV effect to the shot, with a flashing record icon appearing in the bottom right corner.

I incorporated

numerous high angle shots to emphasize the power of the bugler. Additionally, I employed a point of view shot to effectively showcase the product being sold.

Editing

Once the filming phase was finished, we proceeded with editing our advertisement. Prior to editing, we logged all the footage into the computer and organized the shots that would be utilized in the advert. With a total of four minutes of footage, it was a quick process to log and capture all the recorded material.

One major challenge we faced during the editing process was that our advert ended up being two to three minutes long, while our assignment required it to be only thirty to forty seconds. To meet this requirement, we had to delete and rearrange scenes. We also had to determine which footage should be kept and which should be removed. To assist in this decision-making process, we presented the full-length advert to a group of people and solicited their input on necessary footage.

Conclusion

In conclusion, I believe that our advert for Tetley Tea was a successful outcome.

The advertisement successfully fulfilled the client's requirements, satisfied the assignment guidelines, and adhered to the deadline. However, it may face a hindrance in winning due to the use of copyrighted materials, such as music from Mission Impossible and showcasing Nintendo Wii games. Our group lacks the necessary rights to include these elements.