In addition I filmed a focus group asking
a range of questions, after members of my focus group watched my completed
advertisement. (The members of my focus
group was aged 13-18 years of age; relating to my chosen target audience for my
social messaging campaign advertisement). When I asked my focus group the first
question of, ‘What is the purpose of the advertisement’? I discovered that one
of members of my focus answered, “It is to communicate cyber bullying to an
audience that it’s wrong and that it should be stopped”. This shows female teenagers,
13-18 years of age, understood the purpose behind the campaign’s advertisement.
This shows I discovered by asking this question that my both my focus group and
target audience, understood the purpose behind the advertisement. The second I
asked my focus group was, ‘What do you think the target audience for this
advertisement is’? One of the members of my focus group answered, “You can experience
it at any age, so younger then teenagers, so anyone. But mainly teenagers”.
This then shows that my advertisement can appeal to any target audience age, as
they believe the advertisement message reaches all ages, but mainly teenagers;
this is because cyber bullying is known to effect mainly teenagers, (males and
females aged 13-18).
Furthermore I asked my focus group the third question which was, ‘How has the company targeted this audience’, one member of the focus group said, “The actor in it, is really young, and she wears youthful clothing”. This shows I have successful targeted my audience of males and females, 13-18 years of age, due to the fact I have appeal to this age group though the use of including an actor whom is in my target audience age range of 13-18, I have also targeted my audience successful though the use of costume; this is because one of members of my focus group believed the actor included wears youthful clothing; this is reflected onto my advertisement, due to the fact it then makes my campaign’s advertisement appear more up to date, as the costume included in the advertisement is youthful. I then asked my focus group the next question, ‘Do you think the campaign’s advertisement is vibrant and youthful? And why?’ one of my members of my focus group answered by saying, “The adverts not horrific, you don’t really see any graphic stuff, you just see people speaking”. This then shows that my advertisement is vibrant and youthful, as there is no negativity being included in the advert, which then makes the advertisement appear more positive and shows the campaign’s advertisement is communicating a positive message instead of a depressing and negative meaning to the audience.
I then asked the fifth question to my focus group which was, ‘Do you
think the advertisement is communicating a positive message? And why?’, one of
the members from my focus answered by saying, “I think it is communicating a
positive message, because the person resolves it in a calm way, and then don’t
lash out on everyone”. This then shows that both my focus group and my target
audience believes my advert is communicating a positive message; this is
because my focus group state the actor deals and resolves with the situation,
(being cyber bullied online) sensible, as well as communicating to the audience
what to do if they may be in similar situation. The next questioned I asked
was, ‘Could you clearly see the company’s tagline of, ‘Stay connected. Stay
safe’ being displayed in the advertisement successful?’, one of my members
group members stated, “The tagline was very clear,
towards the end of the video because it was bold and in green, which symbolices
peace”. In result this shows I have successfully displayed the company’s
tagline of, ‘Stay connected. Stay safe’ efficiently, due to the fact the target
audience clearly saw the tagline, as well as understand the symbolic meaning
behind the choice of colour being included in the text. For my last question I
asked my focus group, ‘Do you think the use of incorporating use of helpful,
one of the members of my focus group answered by saying, “I think it was
helpful because the users can find useful details, if they could use, if they
were ever in that situation”. Therefore this shows members of my target
audience are fully aware that it is helpful for an campaigns’ advertisement to
incorporate use of contract details, in order they feel they need help with any
cyber bullying issues the audience may suffer or know others whom suffer from
cyber bullying while on the Internet. Furthermore I asked my focus group the third question which was, ‘How has the company targeted this audience’, one member of the focus group said, “The actor in it, is really young, and she wears youthful clothing”. This shows I have successful targeted my audience of males and females, 13-18 years of age, due to the fact I have appeal to this age group though the use of including an actor whom is in my target audience age range of 13-18, I have also targeted my audience successful though the use of costume; this is because one of members of my focus group believed the actor included wears youthful clothing; this is reflected onto my advertisement, due to the fact it then makes my campaign’s advertisement appear more up to date, as the costume included in the advertisement is youthful. I then asked my focus group the next question, ‘Do you think the campaign’s advertisement is vibrant and youthful? And why?’ one of my members of my focus group answered by saying, “The adverts not horrific, you don’t really see any graphic stuff, you just see people speaking”. This then shows that my advertisement is vibrant and youthful, as there is no negativity being included in the advert, which then makes the advertisement appear more positive and shows the campaign’s advertisement is communicating a positive message instead of a depressing and negative meaning to the audience.
Here is my focus group:
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