Artefact Three Evaluation

This focused on returning to develop artefact one, since artefact two did not lead to any logical further development, it was determined to concentrate on one area and test two different aspects to secure a better understanding. Artefact one filmed a variety of people however only a few were selected since quality was originally deemed more important, this proved incorrect. It was decided to use all the women and to try establish by isolating their voices can we see if this gives credibility and a more powerful message. If using the unseen can play with the audience’s imagination, if elements such as seeing and hearing make people today feel more apprehensive and concerned about drink driving adverts (DDA).

Two experiments were created using all the women’s faces captured for one advert, and their voices with words attached for another.

Quantitative data was used to gain feedback via a recording of a focus group with structured questions, since the questionnaires limited people’s responses. A group of men and women attended this recording in order to establish the differences between the genders.

The recording established using the women’s faces and voices separately portrayed different messages. Using their faces it was believed the women were blaming someone else for their actions or they have known someone who’d been through a drink driving incident. Using their voices with text it was believed the women blamed themselves and referring to their own experiences. Neither seeing or hearing was more effective, it was suggested using both the elements would make a more powerful message. The advert using faces was more visual, powerful but the message was clearer via the voices and text and it was more shocking, memorable and informative seeing the figures written.

To improve this artefact a series of tests using different elements such as music, font, sound, imagery and statistics is required.