Artefact Four Evaluation

This focused on furthering the understanding of artefact three, by testing a series of elements to secure an understanding of what elements will prove to be most effective in a drink driving advert (DDA).

Those elements consisted of audio, visual, font and statistics. Audio tested a calm and fast pace sound to establish which piece made the audience link more. Visual tested artefact three using faces, voices and a mixture to establish if using them together can make people today feel more apprehensive and concerned about DDA. Font tested different colours and fonts to see what emphasises the emotions. Statistics were tested by positioning in different places, to establish where is the most memorable and to see if it changes the audience’s thinking or feeling.

Quantitative data was used to gain feedback with a group of men and women via a recording of a focus group with structured questions to see the differences between the genders.

The recording showed for audio that the different pieces of music expressed different emotions there was not one more effective just that the faster piece was harsh as people were struggling to listen.

For visual using both sound and image together communicated a stronger message.

For font using the same font was best, having some words in different sizes had a bigger impact on certain emotions; using different colours distinguished different emotions.

For statistics a mixture of thoughts were said, showing at the beginning no one knew what the DDA was about till the end and it was forgotten. Showing at the end it is quite curious throughout and no one is entirely sure what is happening, seeing it last makes it memorable.

To improve this artefact, to shock the audience in a more sophisticated way a combination of male statistics compared to women with the increase in cars on screen could be shown.