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Supa Soup- Soup In A Cube For People On The Move By Ryan Hillback

A2 media evaluation

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Supa Soup- Soup In A Cube For People

On The Move

By Ryan Hillback

The Product Features

High calorie cube to sustain energy for longer

Low salt (0.3g or less) to avoid heart and blood pressure problems that may occur later

A tasty meal in a minute- simply stir in a third of a pint of boiling water, convenient, nourishing, quick and easy

Distinct packaging- one of the few products that includes a unique logo, and environmentally friendly due to the reduced

Advert 1

This advert depicts a mother and her two young daughters walking in a forest

The children play games, race and focus on the scenery

The mother then consumes Supa Soup, upon seeing this the children are eager to taste the product

The advert, finishes with the children chasing the mother, in the hope that they are able to obtain the product. A voiceover of the slogan can then be heard

Advert 2

(A continuation of advert 1)

Young boy is seen sitting in the back of the car (car moving)

He is asked if he has everything for football

He is shown rummaging through bag pulling out items one at a time

Pulls out a Supa Cube, shows it to the camera with a grin on his face

Camera then zooms onto football boots back in the kitchen, which have been left behind

Sponsorship Sequence-

The sponsorship sequence contains about ten

seconds of a fish in a tank, expressing his

frustration that he is unable to consume Supa

Soup

The background music to the film Jaws, can

then be heard, to convey the notion of

suspense and anticipation

The voiceover announces the slogan of the

product, before informing the audience that it

sponsors the ITV game show ‘the chase’.

Radio Ad

Arrives in the format of a radio interview, and

features the presenter Dave Bassett and the Chief

Executive of Supa Soup, Ryan Hillback

The Chief Executive, is attempting to promote the

product, by emphasising the features, and the

reduction of salt.

I impersonate the presenter Dave Bassett, and use

my own voice to portray the chief executive.

Market Research Examples

I have visited four major supermarkets; Asda,

Morrison's, co-op and Sainsbury’s, discussed

product availability with manager’s (one brand

identified)

Online investigation, Waitrose, Tesco, Co-Op and

others such as Asda

Used YouTube, Twitter and Facebook to gain

audience feedback

Visited other sites including: NHS (for facts), Ask,

Google, Knorr website, soupstachio.com etc.

Both the Heinz and Supa Soup adverts,

demonstrate how effective their respective

products are at satisfying the consumer

They also feature a problematic situation at the

start, the torrential rain in the Heinz ad, and the

young boy’s frustration at being told he has no time

to eat.

The products are introduced at the end of the

advert to achieve maximum impact.

Heinz ‘I love Winter’ Advert Comparisons

Heinz ‘I Love Winter Ad’

differences The Heinz advert subtly, implies that the best time

to consume this type of product, is in a particular

season, winter; however, Supa Soup attempts to

convey the message that this product can be

enjoyed all year round

Supa Soup’s adverts, uses mainly close ups and

long distance shots, the Heinz ad employs medium

close ups and establishing shots

Non diegetic sound is used frequently, in the Heinz

ad, whereas Supa Soup’s ad employs diegetic

sound more frequently.

Knorr Soup advert similarities

The Supa Soup ad and the Knorr ads, both

convey the message, that their ideal for

families

However, advert 2 (Supa Soup) and the

Knorr ad, demonstrate that children, more

so than adults, will enjoy the product.

.

In both adverts, the product is featured at

the end, similarly to the Heinz

advertisement.

Product Packaging

As mentioned previously, my product has

distinct packaging. The cube has a white

background, with an illustration of the

company logo. The idea behind the

packaging is to ensure the product stands

out on supermarket shelves. The packaging

will be made up from recycled material,

which will help to save the environment.

Because of the size of the cube, then this

will also save packaging and storage space

requirement. (see adverts for an illustration

of the packaging)

Analysis of Heinz squeeze soup

ad

The Heinz squeeze and stir soup advert, depicts a

creative way of preparing tomato soup. A tube of

tomato paste is squeezed into a mug, before

pouring boiling water into the contents, and stirring

briskly. The noticiable demographics such as

gender, age and ethnicity are varied, suggesting

that this product is suitable for many.However,

some may feel that the presentation itself is too

similar to a tube of toothpaste and may be offputting

Analysis of Heinz Squeezed

Soup ad Continued

Despite having success with many other soup flavours;

Heinz's tomato soup appears to be the most popular.

This is demonstrated by the appearance of a tomato

shaped mug, which also offers suitable and subtle

humour. As some people experience hectic lifestyles,

they are always trying to save time and effort on such

activities as eating. Therefore, if the presentation

appeals to the consumer, the squeeze and stir soup,

appears to be quick to prepare, and convenient to

consume. The much publicised Heinz slogan 'it has to

be Heinz', suggests that whenever, they feel like

consuming soup; the only logical decision, is to choose

Heinz over other brands. (but with the introduction of

Supa Soup, this may just change!)

LimitationsIt is difficult for adults and children without prior

acting experience to participate in the filming of

the adverts. It is hard to convey to children

exactly what you want them to do, and therefore

it can prove to be very time consuming, as it

requires many takes to perfect it. Also, by making

the experience fun the children are not

demotivated by the many takes that are required.

In addition, some people naturally laugh when

they are on camera, this may be because they

are nervous or self conscious. However,

everybody who participated in the filming of the

adverts, tried their best to achieve a positive and

professional result.

A shot that inspired a scene from

Supa Soup

Supa Soup (Heinz

comparison

Technological items usedI struggled using the Apple Mac computers, and subsequently the

software that accompanied it, such as 'iMovie'. To remedy this, I

read books, and searched online as well as asking for advice from

teachers about how to operate the equipment, but I feel I failed at

times to maximise the potential of the equipment; despite trying my

utmost to do so. I feel I may have benefited from an introductory

lesson on how to operate the Apple Mac's and the software that

accompanies it. I thought the Cannon cameras were a simple but

effective piece of equipment, which enabled me to film the adverts to

the best of my ability. Surprisingly, I had never used a tri-pod before,

and after working out how to use it, found it an excellent tool to

obtain certain camera angles and to offer more variety. I found the

biggest limitation of iMovie was having to completely re shoot

scenes just for one error. For example, I was unable to completely

edit a glass out of the shot in one advert and a shadow in another

advert. This can prove to be extremely frustrating especially if

everything else in the advert is working like clockwork, and just

because of one misplaced object, filming the enitre scene again

becomes necessary.

Audience Feedback

Audience feedback, has taught me a lot about developing a product, advertising

and planning. There were a few instances where the advert needed to display

more continuity, and thanks to audience feedback I was able to amend this

aspect

of the advert. For example, a glass which was not there in one scene, then

featured in the adjacent scene; advert one, also displayed the cameraman's

shadow. I am surprised that I failed to notice this, and realise as the producer

and

creator of a product, you look at something through rose coloured spectacles

and

without objectivity, it takes an 'outsider' to critique your work to a satisfactory

standard. The audience are perhaps the most important part of a product, as

they

are the ones who may or may not purchase the product, and this is the key to

the

success of it. If I had the opportunity to re-do the entire project, I would probably

work in a group, as working alone is an extremely difficult task to develop and

plan

a product.

Audience Feedback

Continued. However, I do feel that taking responsibility for this production has

helped me to become more creative and resourceful. I did receive excellent help

from my family, with regards to sharing ideas, and they featured in the advert

throughout. In addition, I would also try to become more organised, and have strict

deadlines, so that everything worked effectively. I would delegate myself a task to

complete one week and then another the following week etc.