NRCG
Learning Aim A : The Codes and Conventions Of Advertising Production
UNIT 15
Task 1: Advertising Sectors
Help to create or develop a distinctive brand for your business to help you stand out from your competitors. make your business first choice for customers, ahead of your competitors. generate awareness of your business. develop a particular market niche or position.
*Info from Google*
Advertising is an indirect cost that is added to distribution expenses. When expenses increase, the selling price of products does too. With large advertisers spending thousands of dollars a week solely on ads and marketing, advertising costs make up a significant part of the price of an advertised product. Thus, consumers have to pay higher prices for products.
*Info from Google*
https://toughnickel.com/industries/DISADVANTAGES-OF-ADVERTISING
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Task 2: Target Audiences
Definition:
Mass Audience -
To communicate to a larger audience in a short time span.
Niche Audience -
Targets specific audiences in a product. For example: Bingo, can be mainly targeted for elderly people.
Psychographics -
Market research or statistics classifying population groups according to psychological variables (such as attitudes, values, or fears).
*Info from Google*
Geodemographics -
Consumer segmentation models created by aggregating demographic attributes within a specific geographic area. Variables related to age, gender, education level, income, and more reveal lifestyle segments that can be applied to marketing, retail planning, and site selection analyses.
*8https://www.precisely.com/glossary/geodemographics*.
Demographics -
The study of a population-based on factors such as age, race, and sex.
*Info from Google*
Which characteristics are commonly used to categorise audiences?
A) In the media, we commonly categorise audiences as gender identity, age, ethnicity or income. It's easier for us to attract the certain audience for a product made for them.
What are the different categories of audiences according to Young and Rubicam's theory?
Young And Rubicam's Theory Definition: They focus on other peoples perspectives and opinions on them rather than their own values. They respond to other peoples view on appearance, personality, fashion etc. [https://prezi.com/v7bc6mj-rjt4/young-and-rubicam-4cs-theory/]
Why is Young and Rubicam's theory referred to as being 'cross-cultural'.
Explain what products might be advertised to each category of Young and Rubicam's theory.
The 4Cs consist with The Aspirer, The Succeeder, The Explorer, The Reformer, The Mainstream, The Struggler and The Resigned.
Furthermore, probably both the Aspirer and Mainstreamer are normally the same, for example:
Fashion magazine. As both of them, are usually going for trend. As the aspirer focuses on looks and care a lot of how people look at them and opinions about them. Which this links with the Mainstreamer as they usually like to copy other people and they like what other people like.
For the succeeder, they aim to be more successful and have importance of organisation and have strong goals to achieve. So, they go with probably something with Business like Elon Musk or anyone very rich and famous.
For the Reformer, they normally don't care about material products like the Aspirer. They value their own judgement, they normally do what they want without the opinions of the society.
For the Resigned,
Task 3: Media Kits[Magazines]
This GQ Media Pack, was to target companies that link with Fashion and Lifestyle brands. Probably potential companies that can be targeted for this, is Hugo BOSS, Dior Suavage etc... As for example: HUGO BOSS, promoted their perfume with Chris Hemsworth, as that perfume became very popular when released. Which links with Dior Suavage, using the famous actor Johnny Depp as the main actor for their perfume, as that perfume as well became very popular within seconds of release.
With these information I've gathered when looking around this Media Kit, I stumbled across these important information that can show us as the audience, that this media kit is trying to target people/companies. That promote or advertise luxury living styles. As for example: Luxury Influencers, people who call themselves The Succeeders, meaning they like to try the best at what they for a living. As normally they like to wear very formal clothings to emphasise their wealth and hardworking. With the stats saying 85% of people are very passionate about sharing their own knowledge and 47% of people like to write blogs and reviews online. With the target audience being higher class. Linking with the age being 37 to 41 years of age. This indicates that these people are very professional and well experienced on what they are doing. As more successful people aren't young like in their 20s.
Furthermore, speaking of HUGO BOSS and DIOR SUAVAGE, this media kit is the key attraction for them, as they link with everything that this media kit states. As both brands are normally for men only.
This whole Media Kit, shows many information that shows the percentage of people who are in employment or age etc... Many of these information
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
This Media Kit called The Source,
This Empire Media Kit, Is for the companies that promote or advertise films. For example: Probably Marvel, DC, Columbia, Waner Bros etc... As this will make these brands more approachable for their audiences. Another target audience for this media kit is probably people who enjoy watching very impactful scenes like actions or even superheroes they call themselves The Mainstreamers, as they will copy and try to watch very famous and relevant films, as they try to watch things that many people like to fit in with society.
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Task 4:CODES AND CONVENTIONS
Print Poster
Web Based Poster
Task 5: Persuasive Techniques
Difference of Parody / Pastiche / Satire.
Parody:
An imitation of the style of a particular writer, artist, or genre with deliberate exaggeration for comic effect.
Pastiche:
An artistic work in a style that imitates that of another work, artist, or period.
Satire:
The use of humour, irony, exaggeration, or ridicule to expose and criticise people's stupidity or vices, particularly in the context of contemporary politics and other topical issues.
Parody Advert
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Pastiche Advert
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Satire Advert
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Define The Persuasive techniques
Pathos: A quality that evokes pity or sadness.
Logos: Logos appeals to the logical side of the audience members, and using logos can help establish the ethos in writing.
Ethos Relies on credibility as the method for convincing others
Donald Gunn Theory
1st Type Of Advert: The Demo
Gunn’s first technique is the “Demo”. This consists of a visual demonstration of what the actual product does and what it is capable of. These advertisements are very common within the boundaries of house products.
Example:
To advertise an absorbent sponge, the advertisement will show different liquids it can absorb.
2nd Type Of Advert: The Need Or Problem
This strategy consists of presenting the consumer with a problem, mostly an everyday problem that will need constant soling. Then, presenting them with a solution, the product/service
3rd Type Of Advert: Symbol, analogy or exaggerated graphic
This is related to the “Need or problem” technique. This technique is to exaggerate the problem showed to the consumer, make them feel as if the problem, which they relate with is so huge that the product they are been offered will completely take that problem away.
4th Type Of Advert: Comparison
As the name suggests, this technique involves comparing 2 products, showing the main product as the winning one, coming out on top
5th Type Of Advert: Exemplary
This technique ads on to the “Need or problem” tecghnique by adding narrative. In Gunn’s own words: create a situation like a story, where the character feels really glad by using the product at the end of the story, where you the advertiser take the role of the narrator.
6th Type Of Advert: Benefit causes story
This technique essentially means that anything that you can see in the ad everything that has happened in the ad, is through/ thanks to the product.
7th Type Of Advert: Tell It
These commercials tend to follow the pattern of conversation; it will begin with person A conversing/ presenting a problem they have been having. Suddenly person B presents with a solution, saying how they had the same problem and how the product/ service managed to solve it all.
8th Type Of Advert: Ongoing characters and celebrities
Sometimes, companies will make various ads with different characters and sometimes viewers will remember what the ad was for, yet not remember the brand. The “Ongoing characters and celebrities” is a technique which will use an actor or character over and over again through the ads so the consumers can link said person to the actual brand.
9th Type Of Advert: Associated user imagery.
This technique involves using your targeted market as the embodiment of consumers through the ad. Meaning that the creators of the advertisement will use people who resemble their targeted audience in their ads by using stereotypical traits said community posses.
10th Type Of Advert: Unique personality property
This technique bases around giving something unique about the product a spotlight, making that one portrait stand out as one of the reasons why the product/service is worth your money. Sometimes this can also be how the commercial is structured; sometimes meaningless things, such as the name of the product, are used to position the product on a pedestal.
11th Type Of Advert: Parody or Borrowed Format.
This is a more modern technique. This technique works by using pop culture references to call the attention of viewers or to give them something positive to relate the advertisement with. It can also make mockery of another media text to promote the intended product, using comedy to give said product an empathetic approach to viewers.
LAA: CORE ASSESSMENT
Textual Analyses
This print poster which is advertising a specific topic which has been an on going situation for years. As many people have been affected or have witnessed someone sadly pass away or been taking pills to remove their mental health. Altogether, this poster is promoting mental health as a form of print. Where nowadays, a lot of information is leaked by the internet, as we can easily find a lot of things through the internet. So, by using this print method, they will be targeting the specific audience for this print poster. According, to the stats from the internet, mainly males are more likely to struggle with mental health. With this print poster targeting a Mass Audience, as millions of people are struggling with mental health and some of them don't find help. Overall, I think they are targeting males and females, however men nowadays don't find themselves the ones emotional, as in the media it states that men are suppose to be dominate and strong and not weak as crying and showing your problems can indicate weakness according to the media. Furthermore, all these information that I've said, is backed up by the print poster itself. As, in this print poster it shows tablet packs, however they're not only tablets inside, they deliberately decided to use bullets, as a sign of mental health being very serious which can cause someone to end their lives. But, there's another meaning behind it as well, were they state that, some tablets prescribe to you won't remove your mental health and consuming these tablets will eventually kill you as well, as these tablets are the same results as committing suicide. Also, the persuasive technique used here is the Ethos. The meaning of Ethos, is the method to convince others. As this print poster is convincing the targeted audience to trust them on, and go and ask for help as it will 100% improve your mental health. With the sentence they used 'Can you treat yourself better than your doctor?'. This indicates that leaving your mental health to your self won't improve it, as you should go see a professional doctor to somewhat discuss your problems. As they use 'Can you', as they questioned the target audience to rethink their decisions before it's to late. Furthermore, this poster doesn't promote the other persuasive techniques like the Parody, Pastiche and Satire. Because, they're trying to spread serious awareness to others, as when using these 3 types of persuasive techniques, it will get negative feedback. Nonetheless, this print poster can be Psychographics, as the meaning of Psychographics, it gathers groups with attitude, values and fears. With the Donald Gunn's Theory, as this print poster is The Need Or Problem type of advert. As it promotes the situation and the solution together. Regarding the whole print poster, they added very good details to make this very effective, as for example: In this print poster, you see two sides to mental health. One at the very bottom, they colored it very dark however, when you look up, it slowly turns more lighter and at the top it's more brighter. This signify that when it comes to mental health, you will always find a way out of this problem and you will feel trapped and lost but you will slowly find your way out. For this print poster to become effective, they had to improve their mise-en-scene, one example is the camera angle. This needed to be very effective as when they frame it on the left it's not really effective and doesn't fully show the message of mental health. As they framed the tablet on the middle as it shows more of the tablet and the content inside of it. Furthermore, the coloring of the whole print poster, as they needed this poster to become ore serious and less colorful, as their main colors for this poster is black, white and grey. As these colors don't fully show emotions. As black shows unknown and grey shows sadness or depression and white being sometimes reference as purity and defeat. Last of all, the images used for this poster is very unique as inside the tablet case, they show bullets. However, they're the 9mm pistol. Which is very easy to get your hands with and is very common for someone to hold this type of gun and do a lot of damage. As they used the 9mm pistol as it shows realism and less dramatic. With the 4Cs being also added for this poster, as mainly they target The Strugglers, as their main mission is to escape reality, so this is the perfect audience for them.
BroadCast-Cinema
This cinematic trailer called Parasite, is a Korean film which at the end won Best Pictures. Small brief of Parasite :- The struggling Kim family sees an opportunity when the son starts working for the wealthy Park family. Soon, all of them find a way to work within the same household and start living a parasitic life. Furthermore, this movie is one of the best movies to watch as it's exciting and hides a lot of meaning and somewhat realistic approach to the modern life we have today. For example: we have two families, were of course they are divided, as one is the higher class family and one is the lower class family. The reason why I've decided to pick this type of movie is because it shows how realistic it is compared to real life. As, the lower class family is struggling and trying to find small income for them to survive, and if you see in the trailer, the lower class family is stationed in a small cooped up room, as the directors decided to create the room more gloomy and less wealthy, as they used colors like Grey and black to emphasize on the struggle the family is having right now. As this can be targeted to The Strugglers, as they're plan in the movie is to escape this reality into a different one. Whereas, the higher class family, they're portrayed as the smarter ones and more successful ones we call these The Succeeders. As they present all the family members as unique, with one of them studying in Oxford and the child being a excellent drawer at a young age. As in the media, it's common we see the more higher class people in movie especially being more over the top with everything. This links with the media stating that higher class people are normally smarter than the lower. Speaking of the higher class family, they're stationed very different to the other family, as they live in a big complex modern house, as they used these type of houses is because these houses look like they are designed for rich families. Overall, two families are portrayed very different with the atmosphere they are in. As in the lower class family they're surroundings are very busy and polluted and cramped up. However, the higher class family is more free and more clearer. For example: When the son is going to the higher class family's home, the first second you see him walking in the area we're he lives, but when he reaches the families home, the area got more cleaner and clearer. Indicating and also linking with the fact on how two classes are divided and compared. Linking with the mise en scene, you can see how the lower class families costumes are more raggedy and less formal, whereas the higher class family, you can see that the family is wearing very formal clothing and very bright colors like white which can indicate purity. Additionally, the props used for two families are very different, as in the first scene with the lower class family, they are just sitting on the floor with no chairs or tables, and also they are folding pizza boxes on the floor which can indicate the struggle they are in, whereas the higher class family they are living luxury with chairs, tables, stairs, bedrooms, expensive paintings etc... This can overall be the cause of the media, as the more expensive products you have in your house the more wealthy and more posh you are, as nowadays, the more materialistic your clothes are the more you stand out from others and people can tell if your poor or wealthy just by looking on what your wearing according to the media. Furthermore, the sounds they used at the beginning of the trailer, it shows how bad is to live as a lower class family, as we hear a motorbike, meaning they're living in a busy area we're everyone goes to work. Nonetheless, they continue the scene, we're they added more of a small up-beat soundtrack, this can indicate the mystery or plan they are planning to do. Or even, them slowly becoming more secretive and creeping to a plan. But when they finally made it into the house, the music slowly switches into more of a plan to finalize their mission, as it's more up beat and less slow, and if you can hear it properly, they added more of a wealthy sound into it. Which can indicate that they're in an atmosphere that they never witnessed before. However, when each family slowly goes into the higher class families house the music starts to get more mysterious and creepier. As it can signify that they're finally achieving what they wanted and slowly affecting the higher class family as well, just like an illness. As they used Parasite, which indicates that they are attached to their host and will slowly affect it, and slowly destroys them inside.
Additionally, I think this movie has somewhat of a parody to it. As it shows more comedic side to it and a serious side to it. However I don't like this movie has any of the Pathos, Logos or Ethos. But, regarding the Donald Gunn's Theory about the types of adverts. This film can be presented as the Symbol, analogy or exaggerated graphic, also linking with the persuasive technique used in this film, they used Satire, as a way of causing humor, irony to expose and criticize people's stupidity. Another target audience I might add for this movie is the Geodemographics, as they group people by their income, education etc...
Overall, the real message I've learn't through this movie trailer, is that the world is divided into two, we're the wealthy people thrive on working class people and the working class people thrive on the higher class people. As, it's been an on-going situation for example: Capitalism, one of the main part back in the days and is still going on.
Web based
This Web Based poster promotes new sun glasses for the holidays. As they use 'Put A Smile On Your Face', to indicate the advantage of wearing these type of glasses. As this type of advert is Demo, as it's the actual product and shows how capable it is for the summer. Furthermore, the reason why it's a Demo Type Of Advert is because it's actually showing the real design of the glasses. With this being an Ethos as it convinces the audience to buy the glasses as it will brighten up your day and make you stand out throughout the summer holiday. Furthermore, the mise en scene for this poster, the lighting of the picture. They used a lot of high key lighting to emphasize on the facial expressions and the glasses, so nothing can be hidden when promoting this type of product. As they made sure the background is bright and somewhat looks like a sunny area, as they tried to use the glasses in a more realistic approach. So, the audience can understand if it's suitable for the summer. Furthermore, the targeted audience can be Mass Audience, as they will target a specific audience possibly The Aspirers or the Mainstreamers. As these target audience thrive on trendy clothing's and up to date products to fit in. However, they don't really have the Satire, Pastiche, Parody type of advert. As they tried to keep it very simple as the time they have for each side. But, they can be have the Persuasive technique of Ethos, as it shows a method to convince others to buy the product, which in this case, we see the glasses more of a trendy look and less vintage which nowadays no-one likes. The camera angles used for this web based poster is quite simple but effective, as it's able to show more of the glasses and the models as well. As this web based poster is making sure everyone see's the product. They used a medium close up, for the audience to look at the glasses more as if the frame was a long shot, it wouldn't really be effective as we see less of the glasses and more of the models which is quite bad for promoting the glasses. Last of all, I think the poster is targeting another audience which is the Psychographics, as these target a group of people by their attitudes and values etc... The reason why I decided to pick this type of audience is because they will decided to buy this product because of their value in society, they will only buy this if their favorite celebrity does it first which has been the thing for years now and is being transferred to the younger generation as well.
LEARNING AIM B
Task 6: Fashion Advertising
Linking with the typography, the layout of the whole magazine cover is quite good as it has space for each on of them. For example: the Masthead 'ELLE', is quite bold and is very visible, however it doesn't fully cover the whole cover as it allows different images to get recognised and seen. As the main model KAI is very visible and is the biggest image for this magazine as they did an excellent job using the layout as we see more of the model. And isn't getting blocked or covered by huge fonts.
This is magazine cover, featuring the famous KPOP star KAI being the main model for the magazine. Furthermore, this magazine is mostly fashion as it's very visible with KAI wearing a very unique style which normally many models wear unique styles to stand out. This magazine cover is the Associated user imagery which is 1 of the 12 Types of Adverts. The reason why I've put this magazine cover as the Associated user imagery type of advert is because many people/viewers haven't really heard or will even remember the brand of the magazine. So, what they did is add a very famous Korean Idol, so people can remember the brand through the idol. For example: Dior Savuage, which is famously remembered through Johnny Depp. This product is also promoting their upcoming ELLE MUSIC PROJECT.
Furthermore, the typography for this magazine is quite unique and fits the whole attitude for this cover. As they used quite a bold and very posh type of font as it shows more of the model than the font. As they made sure they didn't over power the masthead as it will attract the viewers eyes somewhere else. This links with everything as all of the fonts suit the whole vibe. By using a very old type of writing which can indicate wealth or prestige. However, at the side of the magazine we see a different language which can signify that this magazine doesn't really connect with only one nationality as it links with two nationality at once, by using English and Korean.
The Mis En Scene for this magazine cover has a lot of things that will contribute to the magazine. As the setting for this magazine is very necessary and important for the whole magazine. As the model KAI is wearing quite a unique dress sense as they made sure the setting fits correctly to the colour and style of the clothings. Where they used brown and beige as it indicates old fashion and prestige. As the two colours work well with the rest as it's not bright and it blends well with each other. As I mentioned about the models costume, it gives more of a unique look as it stands out than the rest of the magazines. As this magazine made sure they get KAI's good features as the gesture code is making sure the model's face isn't covered by anything, as they positioned KAI's face slightly left, making sure they catch his jawline, as they made KAI sit or lay down, making sure they get the whole outfit the model is wearing. As they got every accessory KAI has. For example: the jewelry is visible as it gives more volume, and less plain look.
Also, the lighting for this magazine cover is an high-key lighting were they mainly focused on the model as they made sure to cover every detail of his face and costume. As we see a shadow under KAI's jawline, to emphasise the jawline more and gives structure to his face.
Furthermore, the camera techniques used here for this magazine cover, they only used one camera shot, which is a Mid Shot (MS), the reason why they did this is because it's able to show more of the model and less of the background as they also captured some of his legs to show more of the outfit. Furthermore, using a Mid Shot can signify the facial expressions of the model. Also, the framing of the magazine cover shows more of the model. As they framed his entire body making sure some of the important features like his head and legs won't be fully cut off. This links with the angles being shown, as they used KAI more of a position were his slightly leaning right but he put his head slightly left showing more of his features like his jawline, hair and jewellery.
The subject representation in this magazine cover is KAI being male as in the media, normally we see females modelling, as in the male gaze theory, females are more sexualised and easily seductive. However, they used KAI as more of the seducer, as we see an open shirt which can indicate more masculinity. The reason why they chose Kai for this magazine cover is because his known for wearing quite unique clothing styles. As he is known for wearing crop tops, bright feminine colours. So, having him as the main model for this magazine subverts the stereotypes of men being masculine always. The ethnicity of Kai is asian, as we normally see white models, as it's quite common for white females to become models according to the media. The stereotypes of asians is usually shown throughout the media and movies. As normally see asians being more traditional, as we don't see different styles worn for asians according to the media.
The meaning of the magazine cover, can indicate many things. As one message they try to push for this magazine cover. Is probably, them promoting their new Music Project as they used a successful musician as he has a huge fan base and can attract his audience into their project. Also, they might be promoting KAI's unique style.
MARKET Analysis
The intended audiences for fashion advertising is Demographics / Psychographics / Geographic
Furthermore, the first thing is the Demographics, as they present the different topics, as for the age, the fashion industry normally target young adults like 18+, as this generation especially have a key eye for materialistic products like Gucci, Dior etc... As the fashion industry normally promote those type of products. As the 4Cs can be applied to this topic as we call them The Aspirers, as they get products that are trendy and want to be part of society by buying expensive products to fit in. This links with the gender of the fashion industry as we see quite a range of gender as it's not fully one sided. However, in the media it states that normally we see females modelling as it shows females are more seductive. However, we normally know more famous female models than male, so probably females are more out there when it comes to these fashion brands. The income for these fashion industry is quite one sided, as the fashion industry normally promote very luxury and expensive products, as they will probably target more of the higher class. The last one for Demographics, is the ethnicity of the fashion industry, as I mentioned previously, the media likes to pick white people especially females to use in their industry, as the media states that white females are normally used as 'Perfect', as they got the bright hair which can indicate purity, and innocence. So, probably the main ethnicity for the fashion industry is white females.
Furthermore, the Psychographics, first thing is the Attitude of the fashion industry, as they normally consider themselves quite professional as they take a lot of things seriously for example: competition between different brands, as they make sure to achieve more than other brands as they will get more recognised than the others. This also links with the value of the whole fashion industry as they normally have high values for the industry as it thrives with relevancy. As the higher your values are the more important you become according to the fashion industry. As they want people to become very passionate on what they do especially modelling.
The last none is the geographic, the fashion industry is normally targeted through large rich income countries, like Dubai, US, England etc... As they also target traditions to bring out more of the country. However, we normally see the fashion industry in the US, as we know many models from that place. As it also includes the history of the place as US is known for famous models throughout the years. So, having history behind a country especially fashion will attract more people and influence more people to pursue the role of being a model like their idols.
TASk 7: Source AUDIENCE Information
[1] What demographics and Psychographics will you target with your advertisement?
For the demographics, I'll probably target the gender, as I placed the question on my questionnaire - 'What is your gender?'. This will give me additional content for my audience, as I'm fully aware about who is viewing my advert. Furthermore, linking with the gender, I had another question that is for demographics. Which is the age. As, I needed to understand and fully grasp my mind on who is viewing my advert, as I'm making sure that my advert won't be out of date for the younger generation, as that would be the downfall of my advert. However, the age of my target audience is 16+ years of age. Which is good as I'll use trendy clothings for the source of attraction.
For the Psychographics, I've placed another question which is related to the values of my audience, as I put 'What mask would you wear?'. The Images I used for this question is a very high branded face mask like Gucci etc... And another face mask was the simple plain black, and the last one was the colourful face mask. After all that, 60% of people chose the plain black face mask and only 40% chose the high branded one. So, my target audience for my advert prefer something simple and not full out luxury.
[2] What fashion products most commonly appeal your chosen demographics and psychographics?
Well, according to my feedback I got for my questionnaire, not so many people prefer the high branded luxury products, as they are quite simple when it comes to fashion. But, they have a key eye for different culture theme adverts. Like the question that placed on my questionnaire is 'What type of logo would you fit best for my advert?'. As the feedback I've gotten is that 80% liked Oriental theme logos, and Logos with words and Simple logos got both 40% chosen. So, having this type of information will boost my imagination for my advert. As, the audience will want to see a slight oriental theme to it.
[3] Why will the given products be suitable for this target audience?
The given products would be suitable for my target audience, as my target audience will mostly be 16+ years of age, indicating that they would easily be attracted to very trendy things. As, I'll make sure that this product won't be out of date in terms of fashion. As, I'll be using oriental theme face masks and also the advert, as It will automatically attract a lot of audience, as I'm planning to target a Mass audience. Probably using the Donald Gunn's theory of the Associated User Imagery. As, I will be using a model that has somewhat resembles the oriental side of the advert. Which will attract the audience more.
[4] What persuasive techniques do you intend to use for your advert? (Explain why you believe these would be effective for your audience).
Probably using the Pastiche technique. As, I will somewhat imitate another persons advert design, just to get some ideas. As, more people will slowly understand the resemblance of my advert. As, possibly be a memory people had when watching the original advert. Which overall gives more recognition to my advert. Also, linking to what I said on question 3, I discussed that I would be using Donald Gunn's theory which is the Associated User Imagery. As, it will also link with the Pastiche technique, as I'll be using a model that links with the theme of my advert which is overall, the same as the Pastiche technique.
[5] How do you intend to appeal to the audience through the overall style of your advert? (e.g. use of fonts, colours etc.).
Overall, the style of my advert will be more unique as it will easily stand out from the rest of the other adverts. As for example: the fonts I will use are chosen by the audience, which is Chizel and LULU Clean. These both of 40% which is the highest on the question. So, I'm able to chose between these two fonts for my advert. Furthermore, I will be using colours that match the oriental theme. Also, linking with the model, I've decided to use quite a young model for the younger audiences, as they will somewhat have similarity because they're young and not old.
TASK 8: Source Interactive Material
Source 5 different secondary images that will inspire your own images.
Source 5 different print fashion adverts that use a similar style to that which you seek to create for your own advert.
Source 5 different primary images - taken by yourself - than can eventually be narrowed down to those you will use for your advert.
Create a collection of at least 10 different font styles that interest you and could be used in your advert to convey the brand identity. (Include fonts for both the logo, slogan and any other necessary text).
Are there any copyright clearances that you will need to obtain in order to use any of these sourced images? If so, how can you obtain these?
All the photos that I've taken are belonging to me, as I was the one who took my primary photos for my advert. Furthermore, the fonts that I've taken are copyright free, indicating that I'm able to use them freely without getting copyrighted. Also, I will make sure that I won't copy any slogans from any company or brand. As I will make my own slogan to remove any problems.
Task 9: Preparation of text materials
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Rossi and Russo
The fonts for Rossi and Russo, are quite unique as it involves more of the oriental side of things. As, I made sure that every font can relate to the oriental theme of the advert. As I gone with English, however I made the font more oriental theme. As it looks more asian like and somewhat drawn by hand. Which, overall makes the logo and advert looking compatible and unique together.
Slogan
The slogan I came up with was quite a mixed with different inspired slogans, as I tried to use more unique words and common words everyone uses. As, I tried to give it more of an embrace all asian culture. That's why I put "Embrace as one". Meaning, anyone who isn't asian can still join and wear this type of clothing product, as I made sure it's for everyone and it's not targeting a niche audience.
Logo
This consist of two images from google which have been chosen by me. First image, is the tree in the middle, which is commonly known in China. I decided to chose this because it shows more of the oriental theme style we have for this advert. Giving the tree more recognition and popularity which it already has.F Furthermore, I've put a sentence in Chinese which overall links well with the images as it says Power, Strength, Goodluck. These three words symbolises the dragon on our logo.
Typography Board
Draft
Drawn Draft
Final Idea
Task 10:Preparation of Visual Materials
Explore: Common fashion poses + Common fashion styles.
Secondary Images
Primary Images
Evidence: Photoshoots + Mock Ups (Drawn + Digital)
LAB: Core Assessment
[1] Reflect on your detailed drawn draft for 3 different advert ideas.
My drawn drafts that I've drawn to finalise my final idea, contains around 2 drafts. Furthermore, the first drawn draft was quite basic and somewhat oriental theme. As, I decided to draw a dragon which is circulating a tree. As these images we're linked with the culture of China. However, at the end it was quite alright based around the theme of oriental, but doesn't pass the fashion style of things. Whereas the second drawn draft was created more of the fashion side. As It includes mores off the face mask being promoted, with the hint of oriental theme. So, overall the two drawn drafts we're a complete success.
[2] Reflect on your detailed digital draft for 3 different advert ideas.
My digital drafts that I've created for my final idea. I created 4 digital drafts, the first digital draft I created was the Japan Flag wearing a face mask, this was my first ever draft, which was quite decent, as I tried to use more of the oriental theme side. As, I tried to use different countries into one but that didn't workout as the face mask wasn't really effective as when I applied the face mask to the Japan Flag, it made the flag disappear, as you can only see a big red circle at the end. Which was a complete fail. Furthermore, the second draft I did was the red dragon inside the big oriental circle, as I slowly added more features into my logo making it more appealing to the audience. As, I searched up the dragon which is commonly seen in China as it symbolises Good-luck and Strength. This is a good sign as I'm tapping into the culture of China. And adding the circle gives it more recognition as it won't be an ordinary dragon with lettering as it looks bland and plain. Linking with the second one, the third digital draft I created contains more meaning as I added the peace tree in China and also the dragon as I tapped into more of the Culture of China. As I added two as I symbolises Good-luck, Peace and Strength. As I created a slogan stating Embrace As One. The last digital draft I created was very different compared to the rest, as I used a samurai wearing a face mask as this is an excellent idea as I used the oriental theme and also promoting the face mask as well. Overall this slowly became my final idea as I used every ideas I had on previous drafts into one as my final idea.
[3] What locations did you use for your photographs? How will they contribute to your final product?
The locations I used for my photographs is quite basic, however I used my own home as I planned to get my model posing beside a blank wall, as I decided to use this location because I wanted to advertise the face mask more rather than using a unique location which will overpower the face mask, as It won't be very effective when promoting the face mask as many people will be more interested about the background rather than the actual product. That is why I added a plain background giving my face mask and model more recognition and is quite visible when created.
[4] Which software have you decided to use to help you produce your finished advert?
The software I used to produce my finished advert will be a phone to take the pictures and possibly Adobe Photoshop. As, these two I'm quite skilled when it comes to producing a certain advert. As I will be using Adobe to edit my pictures and making my advert come to life by using every feature on Photoshop. Also, I might be using Powerpoint to edit out or cut out any unnecessary background from an image I will be using.
[5] What are the advantages of using this specific software?
The advantages of using this specific software is because I'm quite skilled and experienced when using this software. As I created many adverts from this specific software, as the experience from other past projects will help me succeed in this one.
[6] What possible challenges are you anticipating to face in post-production and why?
The possible challenges that I will have to face is the more in-depth editing that I will have to use to create something more unique, as when it's more detailed and in-depth with meaning it becomes more recognisable. Furthermore, possibility I will be have different ideas once I finalise my final idea, as every time I finalise a product, later on I somewhat have more ideas that I want to apply to my final idea, however it will become a disadvantage as it will ruin certain features and make my advert very confusing.
[7] How will you be able to determine if your advert was successful?
I will be able to determine that my advert will be successful is because on my interviews and questionnaire, I stated that people liked the idea of Oriental theme advert for the face mask. And adding very unique fonts, which I added. So overall I might think my advert will target the specific target audience. As I would overall meet the brief and followed the feedback.
[1] How do you intend to make your finished advert stand out among other fashion adverts currently in the publishing sector?
Well, overall my advert is somewhat unique as not so many people have seen an oriental theme face mask advert, so having this as my official idea will get more recognition than a plain old background with a face mask. Furthermore, having a samurai wearing a face mask will get so many attraction as it links with the oriental theme and also promoting the face mask as well, which is double recognition when it's finalised. Last of all, by putting my final advert into the world .Another reason why my advert will succeed is because I will use Donald Gunns Theory which is the Unique Personality Property, which is the process of advertising a product and making it valuable for your money.
[2] Have you chosen to design a horizontal or vertical billboard poster? How did you come to this decision?
I chosen a vertical billboard poster, as it will add more of the model than the background. As the decision I made was quite easy as I used more of the model's face than the background. As on the primary images I framed the camera to be positioned to be more focused on the models face rather than the actual background.
[3] What adjustments would you need to make to your advert if you were to change the format? (e.g. from vertical to horizontal, offline to online etc.)
The adjustment I might be using is having more background to the advert as if I did the advert to be horizontal it will add more of the background, furthermore I would be using more of a unique background for my face mask, as it won't be plain to look at.
[4] Find two examples of billboards in locations that you would like to see your advert displayed?
The two examples that I would like to see my advert being displayed is possibly an area that is prone to tourists, for example: Central London, especially on the weekends, as if I display my advert on the weekdays, it won't get as much attention than in the weekends, as many people are to busy to look up. So, having my advert in Central London will get noticed easily.
The last example I would love to see my advert being displayed is possibly Shopping Centre's. As we see many adverts being displayed especially in Westfield. So, having my advert being displayed there would be effective just like the one in Central London.
Learning Aim C
Task 11: Advertisement Production
My general reflection of my final advert. It’s been quite balanced when it comes to designing and ideas for my advert layout. Furthermore, my experience whilst developing this advert has been a rollercoaster as various ideas came at the very end when I was editing my final advert. Which has been a pain, as I’ve decided that I would change certain aspects of my advert, nothing drastic. Furthermore, at the beginning of this Unit, it has been quite easy. But when I did Learning Aim A to B, it became quite balanced in a way that I developed more ideas every time I use photoshop or anything to do with fashion. I’d say the most difficult of the whole project is probably choosing the correct theme and font for my advert. As, having different fonts and different theme will ruin your advert overall. And it won’t become suitable to the whole brief. However, I overcame that and decided to use more of an Oriental theme advert, which at the end it became very successful, by using an Asian model to pose for my advert, as everything suits each other and nothing is missing or misplaced. However, my target audience that I was meant to target was a success, as I did a questionnaire on the different aspects the audience would want to see in my advert. At the end I met all the criteria being presented by my audience. So, this indicates that my advert will be very effective when published to the public.
Nonetheless, the skills I’ve developed throughout the progress of my advert. Is the process of using different ideas and putting it in to one big project. Because at the beginning I didn’t really have a clue on what my final advert will be like and look like. So, having this skill being developed step by step will help me in the future. Furthermore, another skill developed was using different and unique themes into my advert, as only I used an oriental theme advert, as normally people use quite boring fonts and bland slogans. But having this type of theme for my advert adds a little spice to it and makes it attractive and unique compared to other adverts. Nonetheless, I developed the usage of using the techniques given to me, like the Persuasive technique, Donald Gunn’s Theory etc… Also these techniques will be developed more when I work on different units. As, having these type of skills being developed will increase my knowledge of using the right media words and phrases.
Task 12: Final Evaluation
Throughout, the course of months studying this Unit. I've gathered many skills that I learnt and improved. As, this course made me improve tremendously and the ideas are coming in naturally day by day.
Nonetheless, the technical codes that I used for my chosen target audience are shown in different ways. For example: the first technical code I applied for my final advert is the Lighting of the image. As, my raw image was quite undeveloped when in terms of lighting, as they were somewhat decent lighting but changing the filter of the photo will really emphasise the face mask and the model as well. Furthermore, in Photoshop I used an 'Adjustment Tool'. This is a good and useful tool that helps me decided and pick whether my images will become dark or bright. I used a number of features that are inside the adjustment tool, for example: Exposure, Brightness/Contrast, Vibrance, Photo Filter etc... These features helped me improve my image to the max level. As it made my image more visible and many features that we're covered by the light are now visible when changing few features like the brightness. This links well with the camera angle that I used for my final advert, as my model is placing his head on a 3/4 side angle, as this is quite common in the face mask industry. As it shows more of the models good side of their face and the mask as well. The reason why I used the specific image is because I wanted the model is be facing at the 3/4 side angle. And by this I will be using different lighting and different brightness/contrast to really emphasise the model's good features like the jawline etc... This overall will boost my image and make the mask more effective and will sell more, as when the mask is good on someone they would want to buy this specific mask to see if it fits them or look like this model etc... With my editing techniques being improved day by day, this Unit really gave me the struggle and commitment, with the editing technique I used is the 'text behind the image'. At the beginning of the editing process, I somewhat struggled to actually get the editing technique correct, it took around 4 tries, then at the end I was able to master this technique and overall it helped and improve my advert tremendously. This made each font look somewhat professional as they are not overlapping an image or any different fonts. This gave my advert more life to it. As at the beginning of my journey to creating my final advert. I created a questionnaire which targets a specific audience that I wanted to target for my advert. This overall, became successful as I used the same fonts that I stated back at Learning Aim A and B. This will overall give my final advert more viewers and make it more recognisable as many people will like the advert because they gave me the idea on the design of the whole advert.
Speaking about the appeal of the audience, the main aim for my advert is to achieve the highest amount of viewers viewing my advert. This actually became successful, as I stated again I followed my target audience's advice and created the advert they wanted to see. Another reason how I appealed to my audience is because of the lighting and also the camera angles, as it was good for my audience to see the full face of my model and can easily see the face mask being advertised. As both techniques helped my advert improve with the correct camera angles it helped boost the recognition I will have when it gets published. Furthermore, the reason why I said lighting is because at the beginning of the course, I stated in my questionnaire the audience didn't like dark colours and want something bright, which I applied at the end.
The fashion advertising conventions that I applied for my final advert. However, before we get to my final advert, the typical poses and camera angles used in the face mask industry, are quite basic, as they use a close up of the mask, Medium Close up and a long shot. These angles are good when promoting and advertising the face mask. However, I decided to use the medium close up, as it will overall make my advert more noticeable as if I use a different angle like for example: Big close up [BCU], this won't be very effective than the close up, as it will make the mask hidden and also the model's face. So, having a generic camera angle won't make my advert unnoticeable. Furthermore, throughout the course I seen many different styles of promoting the face mask. They mainly use colours that blend well with each other, as they use colours that fit well with the face they are advertising. So, having this in the back of my mind, I applied that instantly to my final advert, as it became successful as I created my final advert to be more with two basic colours that will match the whole aesthetic of my model, like being, black and white. These three colours are very good together as it gives more of a innocent and clean look when finished. Furthermore, linking with the whole advert. My final advert has many features that links with the original face mask advertisements. As for example: normally you see advertisements putting their masthead on the top or the middle and it's used very often. So, I used that same style and placed my masthead on top of the advert which gives it more style and space, as no fonts are covering other fonts. Furthermore many advertisements for face mask are normally using Donald Gunn's Theory of 12 type of advert styles. Certain websites use the need it type of advert, which overall is very effective. But I used more of the Associated User Imagery, this was aimed at specific audiences and shows the stereotypes of different races. This is great as I can gather more of the niche audience and also the mass audience at the same time, as I target a specific race and target quite a handful of audiences. However, I didn't really use any persuasive techniques as I wanted my advert to become professional and not a parody, as it won't gather as much of viewers I want.
Although, the ideas I gathered and the advice from my target audience I mainly applied all the ideas they had onto my final advert, but my advert won't be very effective and recognised that often. Because, if I only published it and placed it onto a billboard inside a centre, it won't be very effective in the long ran. As, I need my advert to be everywhere. So, having my audience participate by posting my advert or even taking a picture of it an sending it to a website or instagram, any major social media brands will increase the number of viewers for my advert. As in this day and age, we are surrounded by technology and everything can get easily spread. So, having social media will boost my advert. Another way they can distribute my advert is actually buying the actual product I'm advertising. As when more costumers buy the mask, it will make my mask more recognised and for example: Amazon could be putting the face mask on their website which overall gives the advert more fame and relevancy. Another way they can distribute my advert, is probably making a blog about it, or even a vlog both of these can interact with our viewers by reading or watching it. For example: Youtube is a great platform to get your name out there and get your products recognised by creating a promotional video about the advert. And the blog can be very effective as this is for the older audiences as it's a great way for the audiences to give out their own opinions about the advert, which overall people will start to see.
Last of all, the main question for today is the backlash I might get when publicising this advert. As many people would dislike the theme of the face mask, with people being more of the original face mask with plain black face masks, as they would be upset, with the design of the mask. Furthermore, another that can be a potential risk is adding the Japanese font, as many people would find that confusing and only a handful of people will only understand it, so that can be a downfall for my advert. Furthermore, the issue of non diversity, many people will become upset we're only one race is being targeted and promoted. But all these problems can be subverted, however do I think that the audience will understand the meaning of this advert, yes. Because they will understand that they isn't common to see an oriental theme face mask being advertised in centres. So, having this advert will remove all the stereotypes and change societies ideas. As the reason why I picked my slogan [Embrace As One] wisely is because it has another meaning under, as the first meaning is embrace as one, meaning all asian background should merge into one and become friendly and understand each others culture. Another meaning is the Embrace As one indicates that everyone should respect one another and start to understand different religions and cultures. Nonetheless, there isn't no potential risks of audience consumption as I didn't really use any inappropriate images. As the images I used are targeted only for my audience and cannot be taken seriously.
LEArning aim c : Core assessment
Final Advert
