We believe that throughout the development process of our television advertisement we have achieved many of the appropriate codes and conventions that were discussed in our earlier post. This also led us to the impact and variations energy drink advertisements contribute, compared to other products in the advertising business. In regards to our product, Regenerate, we believe that we have succeeded in the following areas; 'Continuas showing of brand name/product', 'Using a popular song', and 'Catch tag lines or slogan'.
As we are releasing a brand new product into a very competitive market, we knew it was crucial for our advertisement to receive numerous close ups of our brand name. This helps the viewer to easily recognise the product and not to associate it with any other energy drink brand. This was achieved by slow motion camera shots and editing techniques, which are all cleverly spaced out throughout the video to continuously remind the viewer of our brand name. This was impleneted due to the research of the 'Hypodermic Needle Theory', which suggested, repeated reminders of a brand name will stick in a consumers mind. This theory would benefit us, as a consumer may purchase our product over a competing brand, because our name is fresh in their mind from viewing the advertisement.
Choosing an appropriate soundtrack to an advertisement is vital, as most consumers associate the product, or brand from the song. We are very pleased with the soundtrack we have used, as we believe it succeeds the criteria needed to relate it back to our product. Our chosen song: 'Avicii - Levels' features an up beat tempo, which can be applied to a physical exercise workout. Includes lyrics that can relate to our product - "I get a feeling that I've never had before" and is also fairly new, which will relate to our younger target audience.
The majority of successful advertising campaigns include a tag line or slogan, so we defiantly knew we wanted to include one for 'Regenerate'. Our chosen slogan is - "Prolong Your Workout", which clearly informs consumers what our product achieves. We also believe with extensive usage throughout the course of our advertising campaign, customers will begin to associate the slogan with our product. This slogan features in our main TV ad and also in multiple ancillary tasks, such as the radio and pop up advertisements. We want our consumers to associate the slogan with our product, so by featuring it on different advertising methods, we hope it will be more successful.
Upon researching existing energy drink advertisements, a common convention trend we found was the obvious visual effect the product achieves. From studying our feedback, we believe that we have successfully achieved this and even possibly challenged this, by developing this further with the use of colour. Black and white resembles the runners struggle to perform, whereas colour highlights energy and physical performance. This is also complemented with the volume and tempo of our soundtrack. The start of the advert is shown in black and white with the music fading out. Once the runner has taken the drink, colour is then restored, including the fast tempo and high volume. This makes it very clear for our viewers to easily understand the effects of 'Regenerate'.
As a whole we are very confident in the way our advertisements codes and conventions are being received and how it is compared to competing products. Our gathered feedback reassures us that our advertisements plot and narrative is easily understandable and memorable to a TV audience. Overall we feel that applying these conventions has resulted in a very successful advertisement campaign.
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