Evaluation Question 4

Evaluation Question 3

Evaluation Question 2

How the supporting pieces enhance the meaning of the documentary:

The message of the documentary is finding out why dogs are considered 'man's best friend' and why they deserve this title. Firstly, the advertisements all include an image of the presenter looking happy whilst interacting with a dog. This demonstrates how dogs bring happiness and unconditional love to humans, this area of dogs bringing happiness to people's lives is looked at in detail in segments of the documentary.

Also, in the magazine spread a pull quote is used from a guide dog user which says her "life was completely changed" by her dog. This further enhances the meaning of the documentary that relates to dogs literally transforming someone's life from miserable to great which is shown in interviews throughout the documentary.

Finally, the quotes used in the adverts from The Guardian which state that 'Man's Best Friend' is "a great, fun insight into why we love dogs so much" make it obvious what the documentary is about. These quotes quickly sum up the content of the documentary but leave it open enough that people still want to find out why this is by watching the documentary.

Conclusion

The combination of my main product and ancillary texts is very effective. The consistency, simplicity and style of the advertisements make them appealing to the target audience as well as giving them the relevant information they need to know to watch the documentary. They relate appropriately to the main task because the content of the adverts is synoptic of 'Man's Best Friend'. Secondly, the magazine spread is just as effective but gives an even more detailed look into the documentary through the 'Interview with the Presenter' section which would not have been applicable to the other pieces because of its size. All of this combines to create effective and relevant marketing for the documentary.

Evaluation Question 1

Advertising Campaign

Click images to enlarge

Bus T Side Advert

Bus Stop Advert

Billboard Advert

Promo / Pre-roll Advert

Advertising Campaign Research and Development

Why a Promo / Pre-Roll Advert?

- A promo advert plays across the BBC channels in between shows and can be shown at times when the target audience is most likely to be watching TV (e.g. after a specific programme that is likely to have the same/similar audience to 'Man's Best Friend'.)

- They are between 20 and 40 seconds long and show a quick montage of what the viewer should expect from the documentary and engage them by using attractive clips.

- The promo can also be shown as a 'pre-roll' advert on sites such as YouTube where the advert plays just before a video. The videos the advert plays before can be selected so it is only shown to a specific audience. For example, showing the advert before 'cute puppy' videos will reach the audience of people looking to watch dogs.

After putting together the first version of the promo advert I realised the voice over was quite loud. This could be uncomfortable for the viewer and put them off the documentary. Therefore, I lowered the volume of the voice over.



For the second edit with the lowered volume I also added the title 'Peter Bamforth' (the presenter's name) so that the audience can identify with him more and possibly research him. I then showed people for feedback, they suggested I slow down the transition that introduced the 'Peter Bamforth' title because it was quite fast and did not fit with the pace of the rest of the advert.



This final version of the promo / pre roll advert is very simple, informative, and engaging, which are three elements that were suggested I make sure to include from my audience research.

Advertising Campaign WordCloud

I asked multiple people for their opinion on what makes a good advertising campaign. I then put the most frequent suggestions into a WordCloud which can be seen below. This helped me to focus on putting suitable elements into my advertising campaign for 'Man's Best Friend'.