. Audio - 1 in 3 votes from the General public went to a factor relating to audio (Music, Sound Effects or Voiceover). The combined total from the 3 possible audio factors accumulated to 22 votes out of a possible 66.
. Over ¾ of the Expert votes were split amongst 4 factors (Voiceover, Lights, Music and Edit).
. Audio related factors accounted for almost 50% of the Expert votes.
. Both ‘Lights’ and ‘Edit’ were far more important factors according to the Experts.
. Experts failed to give any votes to 6 of the possible 13 factors listed. This included Attire and Colour scheme, which scored well with the general public.
. Interestingly Brand received no votes from the experts despite the Brand name NIKE or the famous NIKE TICK featuring over 40 times in the 1 minute video. Brand only received two votes from all individuals out of a possible 81 votes.
. Attire and Visual content scored 0 votes with the Experts even though the commercial was all about American Football apparel, an attire that is very bold & distinctive.
Points of Interest
From my results a number of questions sprung to my attention, questions which could shape a future artefact........
. How important is audio?
. Does the viewer subconsciously identify the brand or do they just choose to identify it as not important when portraying emotion?
. How important is the Edit sequence?
. Does the power of Audio Factors mask the Importance of Visual Factors?
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