PRINT ADD

For our print advert, we have decided to take pictures that associates with the theme of our documentary. We have made sure that what is portrayed within the image is relatable; therefore we have bought a full English breakfast that conveyed sausage, hash brown, beans, toast, bacon and egg. We believed that having a relatable image will portray positive and professional impression. We also believe that by doing this, the audience will be informed to what the documentary will be about without telling them the whole information and detail.

We have conducted a photo shoot, in which we have photograph the plate full of breakfast in many different angles and compositions. We have done this to extend our choices and ideas to choosing the best possible image to use for our print advert.

CONTACT SHEET

For the shoot, we have used a Nikon D90 camera in order to gain the best possible outcome for the image. The setting of the photo shoot was taken place in a dining room, which then again relates to the concept of food. We have also decided to not manipulate any fix lighting or staging as we felt that the natural setting of the place conveys simplicity and implies a true representation of food and where it is normally associates with. We placed the plate full of food on the table, alongside eating utilities such as fork and knife. We also included a cup of tea, as this drink can also be consumed with breakfast. We ensured that we have experimented and portrayed our full ability and skills in taking these photos. We did this by capturing images that were in different angles and compositions. For example, we have taken a photograph in a bird’s eye view, close up, medium close up and view point. We tried many techniques such as photographing the image within a person’s view point. This includes placing the camera extremely close to a person’s face; the outcome of the image conveyed a low angle shot of the breakfast. This is an example of the idea we performed.

After the shoot, we felt that our images were successful, and that we had variety of choices to choose from. After reviewing the photos, we have concluded to two of the photograph that we felt were most successful.

Choice number 1 Choice number 2

We have pick the firs image as on of the succeful image as we felt that it was simple, yet interesting. This composition and angle enables to capture the photograph fully, portraying every single aspect and detail of the breakfast. We also picked this image as the lighting in this photograph is simple and natural, giving yet again a simplistic aproach towards the photograph. For the second photograph, we concluded that this photograph was also interesting. We believe that the second photograph is more complex, having photogtaphing it in an angle where it shows depth and in a three dimential point of view. We believe that this photograph is interesting because of it’s angle and it portrays more of a ‘documentary’ like impression towars it. We also ensured that when photographing this image, we did not include the whole body and face of the personas we didn’t want to take away focus on to the reakfast.

After reviewing the two photographs, we was still unsure of which image to choose, therefore we have decided to edit both of the photographs.

STEP 1

For this edit, we have used the software “Photoshop” as we believe that this software offers use range of techniques and settings to edit our photos. Firstly, we have decided to crop the image into a panoramic like style shape as we wanted to get rid of the excess backgroud; we wanted to express and create more focus on to the plate full of breakfast. We felt that this step enables the photograph to convey more of its meaning. We believe that the angle and the composition that is sed within this photo portrays an interesting effect, which creates the photograph appealing. We also decided to

keep the shape of the image landscape as when we researched about chanel 4 print adds, they were all landscape, therefore we believe that this is a fundamental codes and convension of chanel 4 print adds.

STEP 2

After cropping the image, we felt that the colour tones within the image were not appealing enough; the colours were too dull and had lack of contrast levels. Therefore, we decided to adjust its colour levels. We increased its contrast, and decrease its brightness in order to achieve a more vibrant image. We felt that this step was beneficial as it transformed the image more interesting and appealing. We also ensured that we didn’t over edit the colour levels within the photo as we didn’t want our image to be too vibrant and unrealistic.

Step 3

After adjusting the colour levels of the image, we have decided to add layers in which will act as borders so that when we apply the text, it will be clear and visible. When researching for past chanel 4 print add, we found that every add had boarders for the text, therefore we saw boarders as a code and convention of chanel 4 print add, therefore we felt that it was necessary to apply this too in

oour print add. We made sure that the boarders were not too big nor small. We didn’t want to take too much space and cover the image; we also didn’t want to limit the size of the boarder as this would make the print add look unprofessional. Furthermore, when researching about chanel 4 print add, we found that the text / slogan / information were placed on the bottom left space of the image, therefore we also decided to place our text in the same position and space. The colour that we used for the boarders is burgandy. We decided to apply this colour as the person behind the plate was wearing a burgandy jacket, thereofre we thought that it woould be interesting if we use the same colour; making the whole concept of the image relatable. we then downloaded the chanel 4 logo and layered it on our image using the “screen” layer effect. We chose this effect as it was the only effect that disabled the white space withut taking away the colours of the actual logo. We adjusted it’s size and made sure that it was the same porportion and in the same position as the other chanel 4 print add that we have researched. We also used to apply the ame colour as the boarder to make the whole thing relate, thus implementing a professional impressions.

We also add text within the image, to inform the audience what is the title of the documentary and what time it airs. We decided to use basic and simple english as we didn’t want the text to be off putting; we wanted every audience to understand what the documentary is. Originaly, we planned to use the chanel 4 font, however the font were unavailbe to download from the interenet, therefore we decided to use Verdana instead. We chose this font as we felt that it was simple and easy to read. We didn’t want a fancy font as we didn’t want to take too much focus on to the font; we wanted the whole image to look neat, simple and professional. We also chose the font size 12 as we felt that this was the appropriate size for making the text visible and readble. We did not want the text to be too big as this would look out of porpotion with the boarders. We also wanted to create the theme simple, therefore a normal font size would be necessary. The font colour that we used is white as we felt that because the boarder colour is quite dark, it would be best if the text colour is light, making It easier to read. Using white also conveys simplisity, which is one of the theme that we are trying to achieve. We didn’t want to use other colours such as red or orage, as we felt that it would make the image look unprofessioanal.

What interests us about this photo the most is how simple yet effective it look; the image represents and portrays the theme of a documentary, which is what we are striving to aim for. We believe that this image is interesting and appealing to the audience, in which will influence them to take interest towards our documentary. Overall, we are content and feel that we have achieved and done our best to creating this print add.

SECOND EDIT

For the second edit, we have decided to apply more techniques within the photo using the Photoshop software. Firstly, we wanted the image to have a white background; therefore by using the polygon tool, we highlighted the outer line of the subject that we wanted to keep (plate of breakfast.) this was highly challenging and took quite some time, but in the end, we was happy with the result. We then deleted the unwanted background and layered the remaining image into a blank landscape international paper. This enables the photograph to have a white background, portraying an impression as if it was taken in a studio with a white backdrop. We felt that this process was successful as this implements a professional impression towards the photograph. After layering the image, we then decided to add a drop shadow on to the image as we felt that the whole photograph looked faked and unnatural. Therefore in order to create a realistic and three dimensional – like image, we applied a simple drop shadow. We decided to not over do the drop shadow and keep its capacity and size into a minimal level as this would make the photograph look more appealing. We also decided to feather this as we wanted it to blend and no take too much focus as the main subject of this photograph is the plate full of breakfast.

We then found that the colours within the image were dull and washed out, therefore we decided to adjust its colour curve tones , which enables us to achieve a more appealing and vibrant image. We felt that this was the type of image that would normally associates with Channel 4. Our aim was create a photograph that grabs the audience’s attention, and with the striking colours within this image, we believe we have achieved it.

We then did the same process when adding in the text, logo and boarders as the previous edit as we believe that all of those elements were edited in the best of our skills and capabilities to mime Channel 4 print ads.

Choosing our print advert.

We found it difficult and challenging to choose from the two edits as we believe that they both have their individual qualities. Firstly with the first edit, we believe that the concept and the angle in which it is photograph creates a very interesting impression towards the photo, whereas the second edit looks professional and very Channel 4 like print advert. Therefore, we came in to a conclusion that we would ask our fellow co-students which would they prefer, and the most voted print advert is the one we would use. At the end we tallied up that the first edit was the most favourable and when we ask them why, comments included:

“The first edit is photograph better” “It portrays more of a documentary like impression” “The angle and composition used is interesting”

Others also made critical comments in which we found very useful:

“the colours within the second photo makes the bacon look raw, which is a little unappealing”

“within the first edit, the sausage look’s a little off and unappealing”

In conclusion, we felt that both of the photographs were successful and we felt that we have definitely tried our best to mimic other Channel 4 print adverts. In future reference, if we were to do this again, our target would be to be more organised with the setting in which we can photograph our subject. For example we could use the photography studio and use lightings and white backdrops in order to achieve the best and high quality photographs. Also, if we were to do this again, another target would be to photograph more than one concept. For example we could photograph someone eating corn flakes; a bowl of porridge; continental breakfast or even photograph them all together at the same time. This would create a much diereses photograph which fits with the title of our documentary “The Wonders of Breakfast”