The Evaluation The advert starts too suddenly. A fraction of a second more is required to be fully sure that the features at the top of the actor (the glasses and tissues) are fully anchored in the collective audience mind. This is potentially a major problem as the transition is the point of the advert. It is boarderline. It’s composition doesn’t especially compliment the image in any specific manor. The music seems a little quiet throughout. It takes close inspection, but there is a hole in the side of the lunchbox. It isn’t such a serious concern because it takes a microscopic eye to pick up on, and a general audience is unlikely to be watching with the level of scritny required to identify such a detail. However, it is there, and a bad point. The figure of the man seems fairly well defined, with a slight green line at the top. In the lower regions of his body his legs are much more pixelated and jaggedy. This is one of the more obvious faults with the advert. Another is to do with the background. At the bottom of the shot our black figure seems to be floating in mid air. Although he is in an abstract space, it would be far better if the shops were on the floor, rather than being cut off halfway through. The card at the the floor is plain white and roughly defined with the edges being blotchy. At one point, half of it is transparent. There are also specs of pure white over his foot.  Their effect on the product is minimised by the card being a fairly small component of the frame. Again it takes an unnaturally attentive audience to pick up on some of the minor details, but they are there and the specs are quite noticable. The ‘larger package’ is at a slightly unnatural angle. It is noticable that he clearly has a larger groin, but it’s slightly to one side. Other minor points is that the money seems to be slightly pixelated at the back. He winks slighly too late and critically, not enough of his head is in frame. This is one of the major factors dragging down the quality of the product. Again it looks strange. Moreso the fact that it the upward tilt reaches it’s conclusion before we cut. If the camera had been continuing it’s rise, then it would look slightly more acceptable. However with the wink, this is not a feasable option. The last musical bar comes in a bit too late. Ideally it would have cut in exact time with the lone cut to the final shot. To the pack shot. Perhaps a longer ammount of time is required to communicate all three pieces of information (the website, phone number and product name). The phone number is the As the name of the product is already stated and the website has quite an obvious name. The shops is a smoothe background. Even an unnatrually attentive audience would have trouble spotting the joins between them. In terms of the brief: The overall response wanted was ‘a cool credit card that gives me money back – what’s the number?’. In the last point of that may be true, as we hardly have time to see it. Whether this action towards the product would be achived, naturally depends on the individual. The fact it gives money back is clearly stated, so the audience is informed of this main point. The idea also complments the feelings about the American express blue card ‘less stuffy, a bit younger’. Obviously the Not overly serious. In terms of the ‘key proposition’ it fits quite well. The ‘American express.. allows you to grab even more of life’s oppertunities’, this idea is clearly exadurated in the advert. Not only has it given oppertunities, but completely re-defined a person. but, goes against the ‘more for real life’. Obvioulsy the premis is compleley unrealistic In the widest terms of the brief it fits. It is 30 seconds long and in tune with ITC regulations. The basic premise is interesting and original. It fits the target audience of mainly younger credit card users.