Natasha FullerClaremont Fan Court School 64680

OCR Media Studies J526Individual Media Studies Portfolio B321Planning and Evaluation: Commentary

Fragrance advert 1:target audience for The Key is for young women

• My advertisement targets young women aged 18 to 25. The perfume promises to the target audience that the perfume will bring out their edgier side.

• My target audience is likely to be adventurous: she spends most of her income on going out to expensive bars and the activities she does. She is also into fashion but doesn’t buy classic designer brands but spends her money on clothes that are more edgy and alternative.

• On her days off she enjoys meeting new people and visiting new places. She is from an urban city that likely lives in London or New York.

• In the evening she would likely be going to clubs and bars out in the city. She is young and likely to still be a student at college/university or emerging into the world of work so does not have a lot of money but can still afford to go out and have a good time.

• My target reader sees herself as fashionable and young. They don’t have many worries and also believes others wish to be like her.

• Her dream holiday is likely to visit other urban cities e.g. London, New York, Amsterdam or Tokyo. She would spend most of her time exploring the City and visiting places in the city that are slightly unknown.

• My target audience reads magazines like Dazed and Vice and her favourite films are dramas that are quite indie like Palo Alto and Girl interrupted.

• I would place my advert on billboards in urban areas of cities e.g. Shoreditch in London. I would also place my advert in magazines like Dazed and Vice around Winter time as my target audience can dress in black and feel more alternative around this time.

How fragrance advert 1 targets my audience: codes and conventions

•The message of my advert is that if you wear this perfume, an edgier side to you will show and you can be as cool and desirable as the girl in the photo.•The slogan unlock the inner you makes it clear that the girl’s bad side is shown when she wears the perfume, and she can feel more confident with herself. This is shown by her black and white clothing, the colour black is often seen as bad and risky.•In the background there is also some black and white stripes which contrasts well with the outfit of the girl and she blends in with the edges which approaches her look as more edgy.•The girl in the advert is conveyed as confident, cool and gives of the impression that only people that are up to her standards, can hang out with her. This shows that to be considered as cool as her, you have to wear the perfume. •The font works well because it is sharp and crisp just like the arrows in the back of the photo and her bold choice of style. The colour also works because it matches the simple theme of the advert which is black and white.

• My advertisement targets women ages 18 onwards. This is because the perfume promotes finding your inner nature which women of all ages can achieve.

• The girl lives in London and is a city girl ,however she is striving for a break so enjoys going to the suburbs of London and likes being at one with nature.

• My target audience is likely to be a city girl that enjoys going out and wearing nice, designer clothes. However, sometimes wants to just be with the nature and appreciate the world and country around the city.

• Her leisure activities are likely to include hanging out with friends and going shopping although she also likes going on walks in beautiful parks.

• She would be likely to spend her evenings at high profile restaurants such as ‘Claude’s Kitchen’. She also enjoys having home made meals with her family at home.

• Her dream holiday would include a trip to the Amazon rainforest to experience a new climate and see interesting animals she can’t see in the city.

• My target audience reads magazines like ‘Vogue’ or ‘wonderland’ as they are city girls but when they come across Desire the perfume advertisement, the idea of taking a break from the city will appeal to them.

• I would air my advertisement during Autumn time (September-November) as this is when the leaves are beautiful colours and is appealing for walks in the park. I would place my advertisement on the television during adverts between TV shoes like Made In Chelsea and Keeping Up With The Kardashians because these are shows that many women enjoy watching that are from the City. The advert will promote the idea of the country to the city girls so they can too be at one with nature. I will also place this advertisement in the City of London on billboards so that the idea of spending some time with yourself outside of the city is noticed.

Fragrance advert 2:target audience for Desire is young women

• The message of my advert is of a city girl that is searching for the nature in her to show. She desires to find this inner image of herself.

• The slogan Find the nature in you makes it clear that the girl is trying to find another side of her by wearing the perfume. This is shown by the leaves in the background of the photo which shows us she is not in the city but is surrounded by nature, in the suburbs. The clothes the girl is wearing includes a flowey dress and scarf which shows she is ready to let loose. The classy jewellery she is wearing including pears shows the girl is classy and from the city, however she is leaving that side of her behind. The red colour of her lipstick and scarf stands out in the green background, this shows that she isn’t normally a country girl , however she desires the peace.

• The image is very bright yet subtle. A gaze of light shines down on to the girl which shows she is innocent yet desirable. She is looking straight at the camera which shows confidence and helps the target audience feel connected.

• The font works well because it looks like a swirled thorn on a bush which forwards the feeling of nature. The main colour of the font is green which matches well with the leaves in the background and the outline colour of the text is red which matches the girl’s lipstick and scarf.

How fragrance advert 2 targets my audience: codes and conventions for Desire

For my first print advertisement I would use a magazine like ‘Vice magazine’. Vice is known as ‘the hipster media empire’. For this reason I have chose it for my first print advertisement as it features a more arty, edgy print compared to other perfume advertisements. The type of women that read Vice are interested in alternative lifestyle, trends, music, fashion, photography ect. The vice magazine appeals to people un-satisfied with the content from mainstream media. Another magazine I could use would be ‘Dazed’. This is because Female models in ‘Dazed’ do not wear make up to flatter and sexualise their feminine features, but make up that makes features much stronger, and more masculine. Many women featured have short, unusual hair and make up. This makes the models seem more of a work of art, than a sexual object. The women are wearing dark clothing and leather. These could all be seen to represent the punk subculture, usually stereotyped as rebellious, or different.

For my second print advertisement, I would use magazines like

‘Vogue’ or ‘Wonderland’. I would use these magazines because they are read by people that live in the city. My perfumes target audience is city girls that want a break, and when they see the perfume advertisement in the magazine, the message of spending some time with nature will appeal to them. Both Vogue and Wonderland included a lot of models and fashion. The model in my advertisement is wearing a beautiful dress with expensive jewelry. This is why girls that are interested in fashion will be reading these magazines and will spot the girl in my advertisement.

Research into the magazine industry as a vehicle for my advertisements

In class, I studied the adverts:• James Bond Coke Zero• James Bond Sky fall Heineken (2012)• Hugo boss Jonathon Rees Myers (2006)• Lucozade the edge (2011)• Coke Zero Duffy

• I studied the how the representations of the adverts changed depending on the target audience e.g. men and women. All of the adverts showed a message of gaining something out of having the product. This made it easier when I took my photo for my adverts as I knew I had to made the product seem like you had to have it. I also picked very beautiful models that gave the message of the perfume that, if you wear the perfume you can be as appealing as the model in the photo.

Research into the magazine industry: use own examples

Advert 1: my original photograph, my decisions

and revisions

• The image on the top left is my original photo.• I decided not to add an affect to my final photo because I

thought that it would make the advert seem less bold and the colours would not stay a crisp black and white.

• On Photoshop, I wrote the text on to a separate white border. I did not write my name of perfume on the actual photo as I thought the only sensible colour I could use was black or white, and neither would stand out enough unless on a plain background. On the bottom left, there is a photo where I put the name of the perfume on to the photo without the white border. I believed this was not a good idea because the name of the perfume did not stand out enough and would not be able to read from a distance.

• I chose the font of the name of the photo and the slogan to be ‘BlairMdlTC TT’ because the font it very bold and clear to read and the edges are also sharp like a key.

• I placed the perfume bottle in the white border going into the photo because the gold ring around the bottle matched well with the yellow lines on the floor.

Advert 2: my original photograph, my decisions

and revisions

• The image in the top left is my original photo.• What I did to my photo first was but it in a frame of three

rectangles with a white border in between. I did this on the app Moldiv by placing the same photo for each frame.

• At first, the three rectangles were all of the same image but I decided to show more of the nature in the background. To show the leaves in the photo I moved the photos on the sides along.

• I then realised that the light coming from the top of the photo looked uneven (as shown in the bottom left). So, I went on to Photoshop and cropped the top of the middle photo so each of the photos had a similar beam of light. I then used the sponge and blur tool to blend the light in to the rest of the picture so it looked natural.

• I used the DKNY apple perfume because the apple represents nature which is my theme.

• I used the thorn like font as this also matches my theme of nature and I made the font green to match the leaves and the outline red to match the girls scarf and lipstick.

Evaluation of the strengths and weaknesses of my advertising campaign

• My main weakness for my advertisement campaign was Photoshop. I was not very similar with the software so found it quite hard to do certain tasks, especially duplicating layers. I had to crop the top of my advert 2 and paste it on to the other parts on the photo and I found it very hard to work out which layer to use and what I had to do. I also found it hard to place the picture of the perfume on to the advert as I had to delete the white background and I wasn’t very familiar with this.

• Another one of my weaknesses was slightly cropping out the shoes in my photos. At the time of taking the photo I was not aware the entire shoe was not in the frame.

• My strengths included uses the app Modiv. I am very familiar with editing apps on my phone so working out what frame to use and how to place the photos was easy for me.

• Another one of my strengths was finding the write font to suit my adverts. I think both the fonts I used were appropriate and matched the themes of my adverts.

How I made my photo advert 1

How I made my photo advert 2