Our aim of this survey was to establish if we successfully met the client brief in our video. In addition, to all the conventions and whether our pre-production was successful or not. 

The client brief specifically outlines the target demographic of 13-18-year-olds and 30-somethings as this was a specific requirement of the brief, we needed to ensure that it was met, unanimously the focus group agreed that the advert would appeal to both target demographics. Throughout all the phases of production one of our main priorities was ensuring that our video appealed to both demographics throughout. 

Secondly, we wanted to establish if we achieved our concept for the campaign. Carter drinks want the campaign to go viral and the most effective way to achieve this is through the video advertisement as it can be utilised on the most platforms. The direction we chose was to make the advertisement ‘cheesy’ and predictable in addition to ‘catchy’ music. Nine of the ten members of the focus group found this advertisement ‘cheesy’ for an advertisement to go viral you need to reach the mainstream demographic, the one person who considered this not cheesy may be in the niche psychographic. This question links to question five which directly asks if the video would go viral with seven out of ten people saying it would with the other three answering maybe. This was key as the dance moves our cast carried out was used to create hype and for teenagers to copy this as part of the audience engagement and viral elements.  

Consistent with any advertisement campaign the goal is to increase sales of the product which was the goal of this question the one maybe can be accounted for by some people who dislike fizzy drinks. During all phases of production, our goal was to reach as many people as possible as part of our wider, mainstream audience aim, however it is unrealistic to aim to reach everybody due to varying likes and dislikes as part of the audience psychographic categories. 

As previously mentioned, one of the ways we hoped to make this advertisement go viral was through the use of ‘catchy’ music, when a song is stuck in someone’s head they are more inclined to sing it and relate it to something else which we aim to be berry blitz, as a result of having this song stuck in your head people are more inclined to purchase the drink as they are think of the song and the product. Pop music was solely used in the advertisement to reach the mainstream audience whereas this wouldn’t have been achievable with a genre of music such as heavy metal which has a niche audience. 

Following conventions in any media product is important to ensure that its aim is recognisable to the audience. Three personnel were involved in the post-production process therefore it is possible that for them to miss certain conventions within the product asking the initial audience ensures that there is more of a chance that nothing is missed out. The next question consisted of being a space for the audience to comment if anything is missed which ensured we covered all areas for possible audience feedback and areas to improve in order for audience demand to be met. 

Todorov’s narrative theory states that there are 5 narrative, linear stages within a media product, while in our advertisement we didn’t not include all 5 stages of this ‘narratology’ theory, it is still recognisable to the audience as a convention and something that they can easily follow in the move from disruption stage of this theory to the new equilibrium stage. This ensures the audience have a positive, optimistic vibe after watching the advert, with the aim to persuade them to have the feel good factor and be influenced to purchase the product. 

One of the target audiences outlined by Carter drinks was the 30-somethings demographic. In order to appeal to this target audience simultaneously with teenagers whilst complying the retro theme requested in the client brief, the mise-en-scene had to relate to both the 90s/noughties era they grew up in as well as also appealing to a contemporary, teenage audience who have different interests and knowledge of current trends and Popular Culture.