When I was starting to make the advert I started by showing some of the action shots of the academy such as shots on the golf course to hook the viewer along with the soundtrack to make it interesting. I think that this worked well because when I showed it to people who were reviewing my advert found the beginning very engaging and better than most other adverts for educational courses.
This could also be considered a persuasive technique because it means that the golf academy is both educational and exciting and therefore could persuade people to join or at least become interested in the academy and the parents watching the advert will not concerned by the course not being educational and a waste of time.
I think that the overall look and the purpose for the advert is good and is demonstrated well because it shows all the advert and shows that the golf academy is a fun but educational course and that despite the main amount of men in the sport that women are also welcome and encouraged to try it if they enjoy the sport.
The clarity of the communication could be better because it does confuse people because although they like the advert and enjoy the humorous idea they didn’t understand some of the clips which were in the advert and therefore gave mixed responses about the academy. This is similar to the content effectiveness although they enjoy it they don’t like some of the shots because they give of mixed signals such as the teaching on the range shots.
I think that the technical qualities were good because I tweaked the sound levels and also fixed some shots which didn't work well and needed to be changed by zooming and moving shots around the screen.
Overall people and I were pleased with how the advert ended up and the overall look I know this by the use of the questionnaire with the responses and therefore I think that the advert does well as a advert for the golf academy because the look of it doesn’t make people want to skip it but watch to see it rest of it. Compared with my original intentions I think that the advert turned out better because of some of the adverts reviews and advice given before I finished it. I think that this advert is appropriate to the target audience because it links with their parents also to make them think that the academy works well as a training course. The adverts success was mainly down to the responses i got from the reviews and friends and family which i got from them helping me make certain choices and decisions which made the look well even though my own decisions wouldn't have chosen to do this and therefore would have made the advert less successful.
Some of the reviews and feedback which i was given was useful for instance over 5 people said that the advert was very adult and didn't seem to target them well enough and therefore would have made the advert unlike its guidelines and brief to target this specific audience i changed this by adding in some younger people to play the roles of the actors and the script to be a little less formal. Although they say this still is to adult and now the advert seems scripted the advert did seem a little bit more towards the younger generation and the target audiences age. Other reviews that i was given when asking for responses were that the last few shots seemed unnatural because the player hits a green golf ball and suddenly the ball moving is the white one this made the advert seem confusing and distracted people from the adverts information at the end of the clips. I fixed this by re-filming this section and making the confusing clip less confusing adding the green ball moving while another ball appears in a dropped scenario and this means that the audience understand the advert better when looking at it in the whole context and the reviews i received after this were better than before saying how people like the humor and the classic wit of the advert.
Some of the advertising techniques which i used in the advert were humor making people laugh therefore making them talk about the advert and remember it better than if it was just 30 seconds of this is the product buy this type of music video. I feel that this technique and style worked well for my advert because it made it seem fun and youthful. Another technique which i used was match on action which is done in the editing process. Match on action is where and edit such as a cut or swipe is added in on a movement for instance, in my advert when a golf shot is played i cut the clip just after the impact and these both were matched to the soundtrack in the background of the advert.
To start with the planning was very intense because of getting permission from Foxhills golf course and Horton Park Golf Course these took time as the paperwork needed to go through the administrative office and to the owners before an answer was given. After this the planning was still intense but the pace of it slowed down because it wasn't needed quickly. Some of the planning documents which i used included shooting schedules, treatments and storyboards after this i had to judge which idea i felt worked better. To do this i asked friends and family if they were to see one of three adverts which one would they choose i showed them the animatics and asked the question and 7 out of 10 people said the second idea which was the advert which they had seen as a animatic and i did a similar thing when choosing the music and soundtrack to make the advert appeal better to different people while focusing on the target audiences age.
To further improve my advert I would listen to the focus group and would therefore make certain shots longer to make the information stick into the audiences mind and make sure that the academy is shown as a good lesson and training session.
