example 7
- 1. Nick Nelson 1094 Claremont Fan Court school 64680 OCR Media Studies J526 Individual Media Studies Portfolio B321 Planning and Evaluation: Commentary.
- 2. The target audience for “Dark” would Fragrance advert 1: be males in their teens to early 20s. The age and profile of the model who Target audience for Dark is clearly studying identify the target audience. The untidiness of the study area also targets the product to this audience profile. The brand name and dark background give a mysterious and eerie feel to the advertisement and a further target audience may be teenagers and students who dress as “Goths.” I would place my advertisement on billboards near to 6th form colleges and in or near to University campuses as well as on transport systems linking halls of residence and colleges. I would place the advertisement in magazines appealing to teenage/ early 20s readership, but would stay away from University style magazines as they may de-value the product, giving it a lesser appeal.
- 3. Outline of a male looking down with his left hand concealing his face. The models designer clothing with its clear How advert 1 targets my audience: outline patterns, his physique, posture codes and conventions and hair style identify him as a teenager. The outline of the model is bolder than the background study, drawing the viewer to focus on him. The setting is a study, adding background interest and depth. Monochrome background patterns add “mystery” value. The content and layout of items in the study all point to the male being a teenager. The untidiness of the desk and the slightly slanting fragrance bottle symbolise rebellion or disorganisation, further associating with the teenage target audience. The blue brand lettering and bottle stand out well and contrast well with the dark background. The brand name is clearly in fitting with the background – “Dark.” The reason for the models posture is unclear adding further mystery to the advertisement and product.
- 4. Target audience for My advertisement principally targets men who actively participate in Defence martial arts and other contact sports. This could however extend to others who watch martial arts films and idolise actors such as Jackie Chan and Bruce Lee. The target audience is likely to be younger generation – teenagers to late 20s and those who train regularly in contact sports. The “sport” fast action image associates with the younger generation, however can equally apply to others who practice martial arts. I would place my advertisement in martial arts and sports magazines – particularly those relating to fast moving, adrenaline based action sports. Examples of such magazines includes could be Fitness today and Sports Kingdom. Readership of these magazines would be both male and female and the action nature of the advertisement could also mean that the fragrance could be equally suitable for male and female. The advertisement could equally go in mens’ magazines which have sports features such as GQ.
- 5. Centrally placed photograph of young adult in martial arts action stance. How advert 2 targets my audience: Left leg raised above head with codes & conventions blurring of both hands to show rapid movement and power. White martial arts uniform stands out vividly against shadowed background giving the initial monochrome effect. The models face is coloured acting as a focal point. Action and power are captured as is mystery, associated with the heavy shadowing effect and of the fact that we cannot see what the model is striking out at. The words, “defence” are similarly shadowed and parallel to the models striking left foot, creating a natural effect. The fragrance bottle is placed between the models right leg and foot and suspended in mid air and angled, giving a further illusion of movement. The fonts used are creative, flowing and angled not detracting from the main image, however still being bold enough to stand out. The word, “Defence” is placed in an area of brightness, making it stand out all the more.
- 6. Institution: the My fragrance brands are associated with the young male and fitness markets. Both have lesser disposable money than the expensive perfume markets. The magazine products are intended to be functional, however still desireable to the target Industry: my research audience. The “no nonsense” brands are associated with simple bold images and monochrome colours and will stand out in magazines that are colourful and bright. “Defence” is aimed at people who frequently train in martial arts and other contact sports. A clear choice would be to advertise in Martial arts and fitness magazines such as Black Belt and Tae Kwon Do. Both magazines are world wide circulated opening up wider markets. The magazines are specific to those who train regularly however are aimed at all levels of ability. There are features in the magazines telling people how to improve their techniques as well as news about competitions. “Dark” is aimed at the male population between 16 – late 20s. I think that the target audience would read fitness or recreation/ sports magazines and would place the advertisement in Men’s Health, Men's Fitness and Exercise. Readership is those keen on keeping in good shape and in profile with my fragrance. These magazines have features from well known sportsmen and some actors. Advertising “Dark” in these magazines will associate the product with achievers and those with good physiques making the product more appealing. Audience profile for the magazines are generally young men who want to keep fit. Defence has a smaller target audience appeal as not all those who want to keep fit practice martial arts. Readership of these magazines will be motivated and disciplined people who want to achieve good fitness levels. They will also be interested in others who have achieved good fitness and aspire to have physiques to them. Readership will be drawn from a wide economic range; students with little income to successful sportspeople who have larger incomes. Advertising space often generates more revenue than sales, based on the number of free magazines produced.
- 7. Coca Cola was first produced in Atlanta, Georgia in 1886. It was originally sold as a medicine and was claimed to cure Research into the morphine addiction amongst other illnesses. The first ever advertising campaign was vouchers which gave advertising industries the holder a free glass of Coke. 8.8 million glasses were given away under this initiative. The Coca Cola type face and logo has remained largely unchanged since the 1890s and represents traditionalism. Many generations have drank coke, symbolising trustworthiness and reliability and this adds to its appeal. Santa Claus and Polar bears associated with colder weather have been used to promote coke in the winter months when sales were historically less. This changed the brand in that it became an all year round drink. “Holidays are coming” campaigns in which Coca Cola lorries drive along roads lighting up everything as they pass symbolise the fact that peoples lives are lit up through the arrival of Coca Cola supplies. They symbolise the arrival of Coke with good times – holidays. Coca Cola bought Columbia pictures in 1982 and used this as a means of advertising Coke in many feature films; actors either drinking Coke or ads. being seen in background shots. This clearly associates the brands with famous actors and role models, such as James Bond – “Quantum of Solace.” Coca Cola has sponsored many Sporting events including the 1996 Atlanta games – connecting the drink to sport and fitness. Their slogan "Always Coca Cola" sends the message to the consumer that they are trustworthy and reputable.
- 8. Photograph taken using a Kodak Easyshare Advert 1: C180 15.6 Mega pixel camera. My original photo, my The photograph was taken in my bedroom decisions and revisions and with a messy desk background in order to add depth and interest. This also served to identify the target brand audience teens – late 20s The sweat top was a designer top and symbolised style and stood out well, acting as a focal point. I looked down and placed my left arm in an unusual pose to create suspicion and mystery which would catch the viewers attention. The photograph was edited using Adobe Photoshop Elements 5.0 ink. A dark background was produced and outlines of objects shown in white. This produced a vivid image. My initial photographs featured facial shots and sweat tops which stood out less vividly.
- 9. Photograph taken using a Kodak Easy Advert 2: share C180 15.6 Mega pixel camera. My original photo, my decisions and The photograph was taken in my bedroom. I revisions used spot lamps to highlight and create shadows. The brighter light above my arm was intentional as intended to place the brand name here. The photograph was edited using Adobe Photoshop Elements 5.0 ink. This action shot took a time to get right as the stance is unnatural and hard to maintain. The movement of my hands was not intentional and tried to get a shot without blurring. In the end, this gave the feel of an action shot - which is what I wanted.
- 10. Evaluation of strengths and weaknesses of my advertising campaign Defence – I liked this advertisement best. The photograph was a good action shot and symbolised the product, “Defence.” The lighting was good and I used this to highlight the brand name. The blurring of the hands was initially unwanted however it gave another dimension to my action shot. The shadowing effect worked well and emphasised the outline of the martial arts expert. The target audience is clearly spelled out. Dark - Not as successful. The target audience was not as clear, however the effects on the photograph were eye catching. The logo on the sweat top stood out exceptionally well. The white outline of the figure and the fact that he was in an unusual pose emphasised the “dark” theme. The untidy desk helped to identify the brand name to a target audience.