Market and Target Audience Research.
In this post I will be carrying out some research on the product I have chosen to advertise. I will be analyzing five different mascara advertisements all the kind of sources it uses to make their advertisement successful.
1) Market Research
Scandaleyes Mascara advert:
In this "Scandaleyes Mascara" advert the story line is that there is a crime scene and in the crime scene there is a women is being arrested because of how 'threatening' her eyelashes look. We see that the advertisers try to make her look like wild and rather different from every one else which goes onto why the audience would be so tempted to buy a product like this. The style of the advert is rock yet stylish because of how she is only dressed in black clothing and is almost like an action film. Because the movement of the camera is fast which makes the audience stay focused on what is happening in the advert. The advert uses some camera techniques such as close up, a medium shot, frontal and 3/4 to the front. The close up shots were used very often on the women's eye-lashes and the mascara brush itself this is to establish what it is they are advertising and also to show how great their product works. The audience that they are targeting it to would be very interested in buying the product as it is a type of young and active advert which seems lively too.
Maybelline Rocket Mascara:
With this "Maybelline Rocket Mascara" advert, it goes straight onto explaining how it functions and all the information that would be expected to know for the audience. The advertisers make the product stand out and look different from all the other mascara companies because they say "Maybe she's born with it". This quote from the advert gives the impression that this is not only different from any other mascara but will make the buyer look just as good and it says it will. The advert has plenty of speed to it and this is because the name of the mascara is called "Rocket Mascara" and it would only be right if the advertisement were to relate to the actual product which is why we see plenty of edits such as flashing lights and colors then we also see the mascara flying in the air as a rocket to give off the impress that it works like one. There are a some extreme close ups and medium close ups in this advert and because the theme of the advert is related to space, the idea of describing the mascara as a rocket fits perfectly with the extreme close up shots and the fast edited movements which the camera includes.
L'Oreal Lash Architect Mascara:
The "L'Oreal Lash Architect" mascara is different from all the other advertisements i have included in my blog. The advertisers made the advert look very calm, simple and professional and I say this because of how nothing else is happening in the advert but the celebrity "Aishawarya Rai Banchchan" speaking about how good it makes her look and feel and because there is a black space, she is the only person we see and actually get to focus on in the advertisement. In addition to that, the music is calm which adds a certain effect on the viewer to concentrate on not only the women but how good the product is and how gentle she is talking, also the slow movement of how she rotates to show the audience how her eyelashes stands out. Moreover, what makes this advert so memorable is the quality of the advert and how the mascara made "Aishawarya Rai" look beautiful and more like a lady. Furthermore, there were some camera shots which had some sorts of effects to the advert. For instance, the birds eye shot and close up shot both are applied on the women's eye-lashes and just above her head so how the camera man films these shots always has an effect on the audience and what their overall opinion would be on the product.
Max Factor False Lash Mascara Advert:
The "Max Factor False Lash Mascara" advert is more sleek and stylish. I say this because in the first scene we see how there are two models that catwalk down the runway and both models bring a new, funky and vibrant style and feel to the advert. The way in which they're dressed and are posing gives off this same idea, also the model's baggy pleats on her dress are in relation to the volume and length of the mascara. Another link is that in this advertisement when we hear the audio in the background it says "Get it together!" then we see both models that we see in the beginning of the advertisement join together and create a "Full Length in one" look. This technique with linking the text with the style and theme of the advertisement makes the advert seem more meaningful as well as exciting because of how the advert itself isn't boring it has loads of artistic styles to it which is what makes it so meaningful.
Barry M Lash Vegas Mascara TV Ad:
In the beginning of this Barry M Lash Vegas Mascara advert, there are four women that are all dressed in blue standing on top of a hummer limousine and a close up shot of a women's face. In this close up of the women's face, on each side of her face there are two small men dressed as gladiators taking out their swords but instead of them taking out swords they took out the mascara stick and began brushing the women's eyelashes. This implies that their product is very strong and can give them the outstanding look their audience will be looking for. The style of the advert is very lady like because there are lots of pink, bright colors which makes it look more attractive to watch. There are plenty of camera shots in this advertisement such as close up shots, wide shots, zoom in, extreme close up shots and medium close up shots. Shots such as the close ups were used to begin the advertisement, the advertisers did this so that as soon as the audience were to see the advert they only get the chance to focus on her face and eventually her eye-lashes too. The theme of this advertisement is La's Vegas. La's Vegas is known as a very lively, exciting place to be and to experience so in this advertisement it uses this La's Vegas theme to make it more memorable and fun for the audience to watch. The advertisers made it very clear that they wanted a very extraordinary style, something they know their audience wouldn't expect. In addition to that, the pop music in the background creates a certain effect on the advert and links with the whole theme, such as it's funky beat and smooth rhythm that anyone could dance too as well.
2) Questionnaire
My very own survey on mascara. Survey Monkey - Click here to take survey
My Questionnaire results:
3) Questionnaire Results:
My questionnaire results prove that a majority of people are familiar with mascara and the different big brands which sell them. My audience bought mascara from brands such as Barry M and L'Oreal but not Maybelline and Max Factor. However the most popular brand which my audience have shown they prefer is. On the other hand, results have proven that there is a greater number of people that would prefer to pay no more than £10 when buying mascara and because of this, it explains why they will be willing to buy a Barry M and L'Oreal mascara product not only for its quality but its price as well. These two products must be ideal for the type of money this type of audience would be looking to spend. The color black is straight away the most common and the only color people would like to wear when wearing mascara. Furthermore, half of my audience would wear mascara up until five weeks where as another percentage of the audience would wear mascara for at least 12 weeks or even everyday. My results as a whole prove that my target audience is familiar with different mascara products and are all familiar with what they would buy at whatever price.
4) Focus group results:
To ensure that I will be creating an advert based on the audiences likes and dislikes about my product, I gathered a group of about 5 people, which were my focus group. These people could look at five adverts for my chosen product and explain weather each advert was effective, if there were any issues with it and why. Here are some of the questions we asked and some of the responses we got back.
5) Questions asked in the focus group:
- Would you ever this product?
- What advert stood out to you and why?
- Based on the adverts shown, what type of style should we use in our advert and why?
- Have you ever used this product before?
Answers:
- Yes
- The last advert: This is because of the humour that was in it, it was fun and showed more of the product than the others.
- The last one again because it will make people want to buy the product.
- Yes
Once my advert was complete, we then gathered a focus group to to get any personal feedback based on my advertisement. We played our advert and asked various questions such as:
- What was good about the advert?
- What could be improved?
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