Unit 15: Advertising Production

Learning Aim A

Advertising Sectors

What are the advantages of advertising in the selected sectors?:

SECTORS: Broadcast, Print and Web-based

Broadcast: Advertising through broadcast television and radio formats is a great way to market a product, because it provides a highly targeted audience. You can deliver a message, announcement or gig, in real time, as it happens without any delay. Another advantage of broadcasting is that there are no limits, events can run as long as necessary, as they are not limited to TV scheduling, DVD/ video length.

Print: The advantage of print advertising is the use of its flexibility. Print media offers fractional sizes, multiple pages, regional editions, and other special-placement options. You can get more creative with your advertising depending on the amount of space you have. Another benefit of print advertising is a rapid turnaround on production changes. If you need to make last-minute changes to your ad, you can usually get the job done quickly. This helps to cater to tight schedules and deadlines.

Web-based: One of the advantages of web-based advertising is global reach. The internet allows marketers to associate with people around the world at the same time. They can highlight their brand’s offerings beyond their local area and reach out to their target audience. Another advantage of web-based advertising is that it is cost effective and time efficient. Lastly, it can attract a larger audience. One of the key points of digital marketing is the capacity to take care of a huge number of clients, and yet reach the intended audience.

What are the disadvantages of advertising in the selected sectors?:

SECTORS: Broadcast, Print and Web-based

Broadcast: The disadvantages of TV advertising include the fact that TV adverts are short, expensive, do not always portray the product or service in the best light, and take a lot of effort to create. Out of the several disadvantages of TV advertising, one of the most obvious is the cost it takes to put an advert on TV. This affects the choices available to the advertisers.Another factor the disadvantages of TV advertising is length of time a TV advert lasts. Those who cannot afford to pay the exorbitant money associated with TV advertising may opt for 30-second spots. It is not easy to convey information about a product or service in just 30 seconds. As a result, words are usually rushed, making it even harder for the advertisers to connect with the consumers.

Print: The disadvantages of print advertising is that it can be hard to measure effectiveness, readership figures don't tell you how many people really see your ad, and response rates can be Another disadvantage of print advertising is the low competition. Your advertisement will appear alongside many others, therefore as a result, readers could miss it.

Web-based: The disadvantages of web-based advertising is that customers ignore ads. Consumers are so used to seeing advertising on television, hearing radio commercials and flipping through advertisements in magazines, they've developed an aversion to all forms of advertising. Another disadvantage of web-based advertising is that consumers get distracted. When customers visit a website, they typically have a goal in mind, whether it's to catch up on the latest celebrity gossip, read the news, chat with friends, download music or shop for a specific item. Websites present customers with various options that can easily distract them and pull their attention from your online advertisements.

What are some of the challenges that face advertisers when distributing on different platforms?

Some of the challenges that advertisers face when distributing on different platforms is reaching out to the right audience. This is because there are different age groups that uses different platforms. For example, elderly people are more inclined to use the old traditional way and look at print and watch tv advertising whereas younger generation are more inclined to digital advertising like web-based so therefore there will be an impact results on advertising campaigns across different platforms. Another challenge that advertisers face when distributing on different platforms is competition. This is because different age groups are satisfied with different platforms. As a result, the more popular platform will be higher in the competition than its competitors. For instance, as we are living in the age where technology is becoming an important factor in our lives, the use of digital marketing is mostly effective in reaching out to a geographical audience and worldwide like social media platforms like Instagram, Snapchat, Twitter, YouTube and TikTok which will usher in a larger audience who might be interested on the advertisement. This puts the print advertising as a disadvantage because we live in an era where people don't pay attention to print products as they are less appealed this platform.

People are nowadays more inclined to do look at social media which advertisement pops up. However, the challenges that advertisers face in this instance is that people ignore ads. This is really bad as advertisers pay money for their advertisement to be reached out to a larger audience who use the social media platforms and for people to ignore it, it suggest that their budget money is being wasted as there is less of an engagement to it. Lastly, the challenges that advertisers face is cost. Cost is the biggest challenge especially for advertising because in order to make a professional advertisement, it would cost a lot of money to produce. According to information that I found on www.travisduncan.com, to shoot only a 30 second advertisement can cost as LITTLE as $1500 - $3500 and according to www.toasttv.co.uk, to display it on TV for a 30 second slot could cost over £1000 - £2000. For big companies that would advertise their products, it would cost them over £10,000 to make as it is created to an extremely professional. The problem with this is that the lower the cost the lower the quality of the advertisement which wouldn't appeal to audiences enough. However, if the pricing is high, this will make the quality professional which could spark first sight interest for viewers watching which will result in more engagement from different audiences.

What does the increase in digital consumption mean for traditional media forms such as print media?

In the 21st Century, as we are living in a ever-changing world where technology is advancing day by day, the use of digital media has rose to fame over the years and proven to be a popular, unique and a reliable source for a larger audience to access different types of products such as software, video games, videos, websites, social media, and online advertising. With these products available for us to use digitally, it will cause an increase in demand for digital media rather than the traditional print media because digital media is more democratic than print media and it is used often by big businesses such as McDonald's, Coca-Cola, Disney, Marvel, Nintendo and etc to promote their products or their projects to audiences worldwide. Smartphone and tablet users are increasing rapidly so therefore more people will be consuming media digitally rather than by print. This sets print media as in a HUGE disadvantage as the money going in to produce the print is being reflected badly as it would result in less engagement as no-one would be interested or would want to go through with the trouble of buying products when they can access it for little or no cost on their screens.

These stats from the BBC shows results from Ofcom which proves that the use of digital media (web-based) is growing in popularity. We can see this as the figures show that the number of people watching news by TV (Broadcast) is gradually declining over the years as BBC News has decreased by 3% as people are consuming information by social media. This is evident as the stats says that using social media for news rose up from 44 - 49% which could imply that most audiences get their news and info from this source which proves how significant and reliable social media which is why it's mainly why digital media is being consumed mostly nowadays. Based on these results, it implies that broadcasting is not that popular anymore as audiences don't watch TV that much nowadays as they did in the past.

This graph from statista here shows the gradual decline of print media and the gradually increase of digital media. The graph shows that between the years of 2010 - 2014 the internet has been consumed more than the other platforms like tv (broadcasting) and traditional media like print newspapers and magazines. These results can suggest that we are moving on to a time where everything we read can be accessed by our screens and because the use of the internet has the ability to view print media products digitally, it puts the print magazines in a bad position as the competition will be harder as hardly anyone buys print products anymore as people are more inclined to do their research online.

Target Audience

Mass Audience: the means of communication that reach large numbers of people in a short time, such as television, newspapers, magazines, and radio.

Niche Audience: A niche audience is a more focussed subgroup of the broader market's target audience. The niche audience has a specific group of needs, which can be met by a targeted product or service.

Psychographics: the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research.

Geodemographics: A geodemographic classification is essentially a grouping of geographical neighbourhoods, or other small areas, in terms of their social and economic characteristics.

Demographics: Demographic analysis is the study of a population-based on factors such as age, race, and sex. Demographic data refers to socioeconomic information expressed statistically, including employment, education, income, marriage rates, birth and death rates, and more.

Which characteristics are commonly used to categorise audiences?

The characteristics that are commonly used to categorise audiences are grouped in demographics which include Age, income level, job type, and geographic location.

What are the different categories of audience according to Young and Rubicam's theory?

According to Young and Rubicam's Audience Theory: The 4C's, the different categories of audiences are:

Aspirers
Explorers
Mainstreamers
Reformers
Succeeders

Why is Young and Rubicam's theory referred to as being 'cross-cultural'

Young and Rubicam's theory is referred to as being 'cross cultural' because this theory categorises audiences based on stereotypes and reflecting their personal needs. This theory is named 4Cs (Cross-Cultural Consumer Characterisation Model) The 4cs Model is a more useful way to categorise audiences compared to the traditional demographic categorisation method which relies on jobs and class. It also acknowledged the global nature of media audiences.

Explain what products might have been advertised to each category of Young and Rubicam's theory?

Aspirers: People in this group seek status within society, and will generally consume brands that reflect their status and reputation: they will buy luxury designer brands, often using credit. These people think of themselves as stylish, and therefore are persuaded by celebrity endorsement. Brands invested into by aspirers include expensive brands such as Gucci.

Explorers: Explorers like to discover new things and are attracted to new, innovative brands, and new experiences. They seek discovery.

Mainstreamers: This category holds a higher majority of people, with it being made up of 40% of the population. People categorised into this category generally consume tested brands that are value for money. Brands consumed by this category include Nike, Adidas and similar brands. They typically follow the majority and like to think they're part of a large group of like-minded people. These people will seek security.

Reformers: Defined by self-esteem and self-improvement, reformers are not materialistic and not influenced by status, but rather by independence. They are social aware, and inclined to consume brands that are good for them (healthy), or environmentally friendly. Reformers seek enlightenment.

Succeeders: Succeeders typically have a high social status, have control over their lives, and have nothing to prove. They believe they deserve the best, and will consume brands that are serious and reliable. People categorised as a succeeder seek control.

Media Kits (Magazines)

Brief Overview

Vogue is an American monthly fashion and lifestyle magazine that covers many topics, including haute couture fashion, beauty, culture, living, and runway.

Mission Statement

Vogue is a fashion magazine that describes their magazines as the most impactful and inspiring fashion pictures in the media industry. Their magazine photos are also taken by prestigious photographers and features innovative print executions regularly.

Audience Profiling

Vogue has an impressive viewership figure. In May 2019, they celebrated the biggest month in their online history with an impressive 4.1 million users. They also had a monthly audience of 3.1 million unique users, the average page view per session is 11 and the average age of user is 44. Vogue's online magazines also have a good amount of social media following:

They have 3.5 followers on Facebook
3.6 million followers on Twitter
4.7 million followers on Snapchat
3.6 million followers on Instagram
757k subscribers on YouTube
and 894k on Pinterest

These figures are great as Vogue can reach out to a larger audience which is evident as millions of users are looking at their magazines every month. For the print magazines, the amount of magazines that have been circulated is 192,212 which is 64% closer to their competitor. Vogue's print magazines have a readership of approximately 861,000 and their average reader age is 39.

Based on the engagement on these two sectors, it is clear that the online magazines receive the most attention from the platforms as the figures show that 4.1 million users view Vogue's magazines online whereas only 861,000 users view the magazines by print. These figures suggests that people are nowadays more inclined to look at magazines online. In terms of audiences, the average reader age for both sectors are aged 39-44. These results implies that Gen X's are mostly appealed to the content that Vogue produces. In terms of gender, it would be more appealed to women as Vogue is a fashion magazine and women are into fashion and are even shown in front cover magazines which could follow the stereotype that all women should be into fashion and beauty.

Advertising Rates

In terms of pricing, Vogue's pricing are very high to produce and distribute. According to some information, in terms of print magazines, the prices ranges from around £14,950 - £241,400 to advertise nationally. Whereas if it was online magazines, it would cost roughly around £37,000 per week for news and homepage to be shown geographically. Based on the results above, the print magazine has a better value for money as it will cos less to advertise by print rather than digitally, therefore making print magazine having the better value for advertising rate.

Brief Overview

Empire Online is the official digital destination of the world’s biggest movie magazine – with the very latest film news, decades of movie reviews, and topical discussions of the biggest talking points in the world of cinema.

Mission Statement

Empire describes themselves as the world's most influencial film and entertainment brand. They collaborate with the biggest film studios and distributors and world-class filmmakers and actors to create content that no other brand could pull off.

Audience Profiling

Empire's readership is 3/4 male audience of people aged 18-40 that are employed and in a relationship. Empire audiences is passionate about film which implies that the target audience is set towards Millennials men. Out of these men, 74% are employed, the average age is 35.

Advertising Rates

The media kit also shows the ad rate of Empire magazines. It shows the prices to advertise for display, for production and for edits. The pricing ranges from £2,795-£9,310 for display which includes full page, half page, DPS and etc. It would also cost around £3,365-£12,103 for advertorials which includes full page, DPS and half page. It around £2,000-£3,000 for production which includes supplied images and photoshoot.

This kit also shows the collaborations that it has with other companies. It shows it's diversity within it's magazine when it comes to advertising with different brands which has caused it's popularity to increase.

This media kit describes TheSource as A New Era, as they predict that their brand will reach out to larger audiences through a wide-ranging multi-media platform that will utilize tradition advertising ways for example tv and radio.

Their mission is to provide a force to become a popular culture's most entertaining respected brand in Hip-Hop and youth culture and to document the total lifestyle surrounding the culture of Hip Hop that goes into every niche this culture worldwide.

Their target audience ranges from people aged 18-44 as they believe that their 'powerful' audience make up the key demographic that ranges from fashion, music, entertainment and etc.

This stats show the type of audiences that looks at advertisement from TheSource. The stats shows that there is more of a readership of men than women in this magazine as 58% of men read the magazine whereas 42% of women read it also.

This shows the collaborations that TheSource have with different advertisers. They advertised with Fox Pictures, Super Bowl, NBA All Star Weekend and etc. They have a calendar of events that they've done here in 2009.

British GQ's mission is to be the only brand in Britain that is dedicated to unite the best in men's fashion, style, lifestyle and entertainment.

They have won over 97 major awards, under the editorship of Dylan Jones.

GQ is the world's leading men's magazine. Since its launch in 1988, GQ has evolved into Britain's most contemporary, stylish men's magazine and has won more than 50 awards for its magazine, website, social media and video content.

GQ band has grown significantly over the years. It has a global reach of around 4.5 million gross reach print and 2.7 million online unique users and has a social following of 1.6 million.

British GQ's audiences are quite similar to each other. The average age audience that read their magazines online is 37 and the average age audience that read their magazines online. This shows that the older audiences of British GQ are more inclined to do their research online.

Codes and Conventions

Persuasive Techniques

Differences between parody, pastiche and satire

Parody: A parody is when one imitates a serious piece of work, such as literature, music or artwork, for a humorous or comedic effect. Parody, as a method of criticism, has been a very popular means for authors, entertainers and advertisers to communicate a particular message or point of view to the public.

Pastiche: A pastiche is something that copies or mimics elements of another work's style, possibly in a humorous way, but usually just as an affectionate nod to another artist's work.

Satire: Satire is a genre of writing that criticizes and attacks vice, folly and abuse, particularly of ruling parties or those in power.

Example of parody advert

Example of pastiche advert

This ad shows a Big Mac from McDonald's. However it is shaped in an apple that replicates the logo from Apple. This would be advertised for a comedic effect from audiences as they would think it's ridiculous and rather creative that this was made.

This ad is a pastiche advert as font style says Diet Joke which takes in from the original name, Diet Coke. This creates meaning for the audience as it mimics elements of the same work style which creates a sense of humour and memes for the audience.

Example of satire advert

This ad is a satire advert that is based on stereotypes of men. This is evident as this ad makes strict stereotypes that men supposedly have to follow. For example, the headline for this advert says "a real mans breakfast" which creates meaning as it tells male audiences that to be a real man they have to eat what is shown in this advert. It creates a mockery to men with different sexualities, like another example the homophobes cereal says "For straight boys only" This ad creates stereotypes for men, going against homosexual men saying that for them to be a real man they have to be straight and to eat cereals like "testosterones"

Pathos: Pathos is the persuasive technique that appeals to an audience through emotions. Pathos advertisement techniques invoke the senses, memory, nostalgia, or shared experience. Pathos examples pull at the heartstrings and make the audience feel.

Logos: Logos is a rhetorical or persuasive appeal to the audience's logic and rationality. Examples of logos can be found in argumentative writing and persuasive arguments, in addition to literature and poetry.

Ethos: Ethos is the persuasive technique that appeals to an audience by highlighting credibility. Ethos advertisement techniques invoke the superior “character” of a speaker, presenter, writer, or brand. Ethos examples aim to convince the audience that the advertiser is reliable and ethical.

Donald Gunn's Theory: 12 Types of Advertising

1. The demo (a visual demonstration of the product’s capabilities).

This is a visual demonstration of a products capabilities and shows benefit of the product.

2. Show the need or problem (and then the remedy or solution: the product being sold).

First, you make it clear that somethings not up to snuff in the consumers life and you SHOW it. It isn’t enough to imply that there is a problem; the ad must make it manifest. Then, the ad almost invariably introduces the remedy – which is, of course, the product it’s selling.

3. Symbol, analogy or exaggerated graphic (to demonstrate a problem or solution).

This format is much like the previous type, but this time. you employ a “symbol, analogy, or exaggerated graphic” to represent the problem, thus the ad doesn’t show the real problem or need; it shows an exaggeration of the problem or a symbol meant to represent the need or problem.

4. Comparison (the product is claimed as superior to competitors).

Here, the spotlight’s on the claim that your product is superior to those of your competitors.

5. Exemplary story (weaves a narrative that helps illustrate the product’s benefits).

These ads weave a narrative that helps illustrate the product’s benefits. In Gunns words, the key is to create “a situation where you’d use [the product] and be very glad for it.

6. Benefit causes story (a trail of events caused by product’s benefit).

These ads use the benefit that the story causes to tell the a story – usually one thats quite exaggerated. These ads focus less on the use of the product; typically, the ad doesn’t the product until the very end, setting it up as the answer to why something is the way it is in the story.

7. Tell it (credible testimonial by presenter or real person).

This can take the form of a kindly neighbor or best friend spot, it can be a “real person” testimonial, or it might be a classic talking-head ad.

8. Ongoing characters and celebrities (to help cement a brand’s identity).

One big challenge when making an ad is to ensure that your brand “gets credit” for the spot. The viewer may remember the ad just fine and yet forget which brand it was for. The use of a recurring character or celebrity, can help a brands identity into the viewers brain.

9. Symbol, analogy or exaggerated graphic (to demonstrate a benefit of the product)

Like the fifth type of ad, this type shows the benefit; this time, however, the ad shows the benefit through a symbol or exaggeration.

10. Associated user imagery (showcases the type of people associated with the product).

Here, the advertiser showcases the type of people it hopes you’ll associate with the product. Often these people will be hip, funny, or good-looking people. But sometimes the associated users are goofy or geeky – it depends on the target market.

11. Unique personality property (highlights product’s uniqueness).

These spots highlight something indigenous to the product that will make it stand out. It could be the country of origin (a sports car boasting about german engineering.

12. Parody or borrowed format (parodies movies, TV shows, even other ads).

This is a popular approach these days, perhaps because pop-culture references have become our common language. Recent ads have parodied movies, TV shows – and even other ads. At its worst, a parody is a lazy way to gin up some tepid humor. Done well, however, a parody can be both memorable and hilarious.

5 Examples of Donald Gunn's Theory

Type 1: The Demo

Type 2: Show the need or problem

Type 3: Symbolise the problem

Type 4: Contrast with competition

Type 5: Exemplary story

laa: CORE ASSESSMENT

Broadcast

For my broadcast advertisement, I have chosen a McDonald's advert promoting a new movie that released in April 2022 called Sonic the Hedgehog 2. This sector is great for advertising this as the target audience is mainly children who are familiar with Sonic the Hedgehog, it is also effective because McDonald's is really popular so advertising the movie is a great way for a larger audience to recognise movie and to even help do the movie justice with the box office. This advert showcases immersive visual effects, with the use of CGI it has unique editing techniques and it shows great levels of cohesion which would cause a high engagement from their target audiences. This advert kicks off with a family/adventure style with Tails ready to give the customer his Happy Meal when all of a sudden, a blue light dashes through and takes the food that Tails was holding in an instant. The trailer then rewinds back and then we see Sonic running through the walls, looks at the camera and winks, then speeds up to the window, he takes his Happy Meal so fast that apples fly out from the box, he brings out his phone and takes pictures of Tails, adjusting his hat and his facial expressions in slow motion, takes the apples that are flying in mid-air and speeds off. After this everything goes back to normal speed and Tails sees a ring and the camera zooms into the ring and it shows McDonald's Happy Meal products, promoting the Happy Meal and the movie. After this we hear the narrator saying "Sonic the Hedgehog is speeding through McDonald's" then we see McDonald's products dedicated to the movie.

This advert is overall visually engaging as the characters in this advert are well known and are loved by fans. This advert displays some interesting elements of mise-en-scene. The video slows down when Sonic is seen in 'normal' speed connoting that he is extremely fast. It could also suggest that he doesn't need a car since he can get his food quicker through the use of his speed. Tails is wearing a McDonald's hat which implies that the character is representing McDonald's, it shows cohesion as the audience can easily establish the brand that is advertising Sonic the Hedgehog through props. The fact that Sonic is running through the walls of the drive-thru positively expresses to the audience that McDonald's products are worth consuming. We see visual effects as Sonic is running in the walls which shows that it is cohesive, relevant and accurate to the movie that is being advertised here. Sonic the Hedgehog is a popular gaming franchise that has captivated gamers for 3 decades so the fact that McDonald's used a prominent gaming character post the release of the movie for this advert suggest that the advert would be watched even more in this sector as McDonald's is a big company and therefore has a larger audience. We hear a narration towards the end of the ad saying Sonic the Hedgehog is speeding through McDonald's. This catchphrase was effective here as it establishes the character and the fast-food environment that is being advertised here.

In terms of audiences, this advert would be shown to two audiences. One of which that is primarily targeted towards is a niche audience, because the advert shows a Happy Meal, which implies that advertisers wanted their target audience to be children as they most likely eat a Happy Meal from McDonald's. The target audience for this advert would be towards people of aged 12 and under as they are the age group that would be the most appealed to the content that the advertisers have created. This advert is animated, which goes to show that advertisers wanted children to be their focus as they do enjoy animation and it's family-friendly. Another audience that the broadcast advertisement would be shown to is mass audience because other audiences would be engaged by this advertisement despite it being primarily aimed for kids because McDonald's is an international chain and their adverts are always relevant and up to date with different movie releases and major holiday events happening. For example, if it's Christmas, McDonald's would make their products related to the festive period by adding things to their menu or their toys and advertising it, persuading the audience to consume their products. This is effective in this case as it would interest the viewer as the advert showcases similar animation to the movie being advertised which would make viewers want to watch the whole advertisement. With regards to Young and Rubicam's Theory, this advertisement would fall into mainstream as it shows a character consuming products from a brand which are a value for money (Sonic eating apples from his Happy Meal from McDonald's) This is effective as it encourages young people to eat McDonald's and also to watch the movie that is being advertised here.

In terms of codes and conventions, this advertisement showcases a sufficient amount of conventions required fo for an advertisement of this sector. One of which is branding. An example of this is the hat that Tails was wearing in the advertisement has the McDonald's 'm' branded in it which establishes the environment which is McDonald's and that Tails works in the restaurant. This is justified as he is seen in the drive-thru window where customers can collect their food which shows he is portrayed working in McDonald's in this advert, we can see the McDonald's m at the side of the building which shows he's from McDonald's. We see images of McDonald's Happy Meal products towards the end of the advertisement which comes with specialised Sonic toys for the happy meals. This is effective as it shows the audience what they could have with their Happy Meal as part of the release of a film. We also see images when Sonic takes pictures with his phone at 0:16 with Tails. These are effective as they all represent McDonald's and Sonic which is what the advertisers were trying to achieve. This advertisement also has a slogan saying "Sonic the Hedgehog is speeding through McDonald's" This slogan was a good choice for advertisers as it establishes that Sonic is being advertised. The lady said this slogan with passion which is useful for this sector of advertisement as it persuades the audience into trying out their Sonic-themed products, which provides a positive engagement from advertisers to the audience.

Advertisers in this ad uses persuasive techniques that is effective in this sector of advertising. This type of advert would fall into a parody type of advert as we wouldn't normally see a Sonic animation as part of McDonald's adverts. It would also fall into this type of advert as this ad has a sense of humour and would be seen as funny through the eyes of the audience that the advertisers are targeting. The use of parody is a great technique of persuading the audience as it shows that McDonald's as a company is ahead of the competition for advertising as they follow the latest trends that would come across as eye catching to a niche and a mass audience. Another element of persuasive techniques that this advert has is pathos. The use of pathos has been used effectively in this advertisement as it appeals to the audience emotions positively. That being said, this type of advertising would make people laugh and also exciting with it as it's something that hasn't been done which would appeal to audiences as it motivates them to buy McDonald's and also to watch the new movie. This is a tremendous way as it put McDonald's ahead of it's competition. This links with parody as this ad would be seen as funny through the eyes of the niche audience which are children and to the mass audience which are older audience who love Sonic. This advertisement reinforces Donald Gunn's Theory of advertising as this ad would come under type 12 which is parody or burrowed format. This is because it matches the criteria here as it parodied a movie which is Sonic the Hedgehog 2, it borrows the format as in the technical elements of the film is seen briefly in this ad in a humorous and also a memorable way as the use of the CGI and realistic animation will motivate the audience because as Sonic is seen getting McDonald's, it will also motivate the audience to do so vice versa.

Print

For my print advertisement, I have chosen a Fanta advert. I have chosen this advert because every thing is laid out in a professional and engaging standard and that it features a girl with a peculiar dress sense. For instance, it has a clear colour scheme which is orange. The use of the colour scheme here is cohesive throughout this advertisement and it is laid out methodically. The advertisers choices here were effective with the use of colour scheme as it represents the flavour of the products which is the fruit orange. This advert displays many eye-catching elements of mise-en-scene. In this ad, we can see a woman wearing traffic cones on her legs and on top of her head. These are very unusual style of clothing which could suggest that she is unique and expressive. Her serious facial expressions can imply that she is aware of what she's doing and she is doing things with intent. However her costume may evoke some negative views from the audience as they may perceive her as dumb, foolish and thick-headed as her fashion sense will seem ridiculous through the eyes of the audience. It can provide positive reaction from the audience as it appears to be eye-catching and something people haven't seen before which is what the advertisers wanted to achieve here.

She is standing in an upright masculine position, this shows her confidence and her independence to stand out which is counter-stereotypical as women in adverts are usually sexualised as that is how media view them in society but for this advert, all of her body parts are not exposed which could imply that the advertisers wanted the audience to look at something else which would seen refreshing from the expected stereotypes in this case. Behind the girl, we can see orange water all around the background. This could suggest that the drink Fanta is explosive and expressive which is what the advertisers wanted to express here.

The type of audience that the advertisers wanted this ad to reach out is to a niche audience. This is because of the advert contains unique elements that would most likely a specific target audience. The target audience would be 14-32 year olds as they are the audience that would likely to be appealed from looking at this print advertisement in first sight as young people have creative mindsets and imaginative ideas. The girl wearing traffic cones on her head and her legs may come across as appealing to their target audience as it is new and rather interesting and people also love the drink that is Fanta so this would motivate the audience to purchace the products. This advertisement also includes elements of Young and Rubicam's Theory which makes this ad falls under explorers. This is because this type of advertisement is something no one has ever seen before, as in we don't normally see people wear traffic ones for an advertisement, therefore this convention is new in the eyes of the niche audience. This choice by advertisers were effective as we wouldn't associate a drink company to have such a women with traffic cones so this may give a positive impression of the company that they are different which is effective as audience will engage with this which will put them ahead of the competition in the market.

This advert features some element of codes and conventions, deeming it to be conventional to what a print advertisement needs, one of which is branding. In the bottom left of this print advert we can see a bottle of Fanta. This convention is useful as it shows the audience the company that is being advertised which will lure in the right audience to encourage them to consume their products. Another appealing convention that is displayed on this print advertisement is the slogan. The slogan says "Unleash your inner idiot" This slogan is pretty strong in itself as it could evoke some mixed reactions within the audience. One of which would be a good reaction. The use of this slogan may imply to the audience that by drinking their product, they can express themselves for in whatever way possible regardless of how ridiculous it may seem. However not all audiences will view this slogan the same way as other and would have an oppositional reading and view this negatively as they would think that if they consume Fanta then they will supposedly turn stupider and idiotic just as how the girl is being portrayed in this ad.

The advertisers included some great persuasive techniques into this Fanta print advertisement that is effective here. This advert falls under a parody type of ad as the use of the costume that the girl is wearing could imply to the audience that we shouldn't take her seriously and her costume is presented for the audience to laugh at. This technique that the advertisers used is effective here as it implies to the audience that you shouldn't take life too seriously and this drink could pursuade people that by drinking it people can step out of their comfort zone regardless of how ridiculous their behaviour is. This advert would be pathos because it links with emotions with the audience as people may have mixed reactions to this poster. People may find this Fanta ad funny as what the silly costume that the girl is wearing may evoke a humorous emotion from the audience. They may also find it expressive as the Fanta drink is seen splashing through the background which implies to the audience that if they drink Fanta they will have the characteristics of being expressive. Others may react to it negatively as they could think that the costume the girl is wearing is really stupid and idiotic which again is good as the advertisers wanted people to think this through the use of the slogan as it says "Release your inner idiot" which shows that advertisers wanted their message of being yourself/being stupid to get across to a niche audience. This print advertisement resembles Donald Gunn's Theory on advertising as it comes under two types. One of which is type 11 which is unique personality property. This is because this advertisement is indeed 'indigenous'(which means original) as Fanta has made something that their competitors haven't done which is great for advertisers to represent Fanta in this way as this new unique way of advertising their products would put them ahead of the competition. It is great as the use of original choices from the advertisers will make their target audience have a first sight interest from the advert as it may come across as visually engaging for their audiences which will result in more people buying their products. Another type it also comes under type 10 which is associated user imagery as it showcases someone that is associated in this product in a humorous way for the audience which could give them an impression that Fanta has a great sense of humour and being invested in their company and their products.

Web-based

For my online advertisement, I chose an advert from Apple Music. I chose this because Apple itself is one of the richest companies in the world with billions of people with Apple related products like iPhone, iPad, AirPods etc, this advert would likely be shown to all these people. This advert features some interesting elements of mise-en-scene. One of which is props. In this advert we can see an iPhone and AirPods. The use of these props are effective as most Apple users would have AirPods and an iPhone which suggests that the advertisers wanted their attention which is effective here. The background colour is a gradient which mixes of light pink with a fade of violet. The use of the background is an effective choice from the advertisers as this background colour provides a soft and innocent colour and it showcases the reliability of Apple Music and that people should try out whatever they have to offer.

Apple is a big company and has billions of users using or have used their products for their day to day activity and they generally have a big audience. Therefore this online advertisement would be shown to a mass audience because most people in the world have an iPhone or some kind of Apple product, so therefore this increases the probability of this being advertised to them. Their target audience would be late teens of around 16-32 year old as they are the age group that would predominantly have both iPhone and AirPods so Apple would want to reach out to them through this ad promoting Apple Music by telling their audience the features the revolves around the app and it's reliability. This method is effective from Apple as this will make the audience try it out themselves and even make them buy a subscription after the one month free trail. This advertisement shows elements of Young and Rubicam's Theory as it falls under mainstreamers. This is because the advertisers want people to try out Apple Music and because Apple's apps are known to be methodically put together, the likelihood of people getting a subscription would be high as this age group are more inclined to listen to music more than any other age group.

This online advertisement has got a sufficient amount of codes and conventions. One of which is branding. In this advert, we can see the word Apple Music branded in the ad but instead of it being shown as 'Apple Music' we can see it as the Apple logo with the word 'Music' next to it which shows that it is called Apple Music and that is what's being promoted here. Another convention that is visible in this advert is slogan. In this ad the slogan says, "Millions of songs. One month on us. Try it today" The use of this slogan is effective as it reassures the audience that their app offers a variety of song choices that Apple Music has to offer which will encourage them to try it out for themselves to see if they like it. Part of the slogan says "One month on us" which is effective as it enables the audience to try out the app for themselves for one month free which allows them to make a decision on whether the app was good enough for their satisfaction.

This advert also highlights some persuasive techniques which are appealing for the audience. This type of advertisement would come under ethos as Apple is a brand with high expectations, meaning they have to be reliable if they want to be consistent with maintaining their big audience and ethical so that the type of content they advertise is suitable for every age group. This advertisement doesn't feature parody, pastiche or satire as it is an official advertisement from Apple advertising their music app as best as they can so that their target audience can be appealed the most with what is being presented to them. It is also because it doesn't evoke their brand negatively or as a joke and that people can. According to Donald Gunn's Theory of advertising, this ad would fall under type 9 which is symbol, analogy or exaggerated graphic. This is because it visually shows the benefit of this product by the text that says 'Millions of songs' which implies that there are loads of songs in this platform and that people should try it out as the brand is presented as reliable.

Learning Aim B

Fashion Advertising

Conventions

This is an example of a fashion advert. I chose this advert as this advert displays some cohesive techniques which are visually engaging here. This is the use of typography. The font in this advert resembles the logo of H&M. This is effective as no only that the use of cohesion is presented methodically, it will come across as very appealing to their target audience as they have used the same font style which creates an urban type of vibe to their products which makes everything well organised.

In terms of composition, this text is laid out in the side which is effective as people can see it clearly on one side. It is also effective as it enables the middle of the advert to be predominantly focused on the lady and her clothes which is the prime focus for a fashion advertisement.

Mise-en-scene

Setting: The setting of a print fashion advert would typically have a white background so the focus is on the person and their costume. It could be black and white or it can be colourised. The background of the print fashion advert could also be in urban areas in order to create a sense of modernism and for their target audience to be appealed more.

Costume: Fashion advertising would see a diverse set of fashion styles and choices in order to satisfy a democratic audience; such as business wear, casual wear, streetstyle wear and etc. This is because different ethnicities and age groups have different interests so therefore advertisers in this genre would need to match closely to people's cultural clothing to ensure that they will be engaged with the advert that they are seeing.

Props: Props for a print fashion advert would be more feminine and would typically include hats, chains, rings, bands and etc.

NVC: People in this advert would have typically have their legs apart, hands by their side and stand in an upright or slanted position depending on the type of clothes they are wearing. For example business wear would stand in an erect position as stereotypes of these people being upper class implies that they follow these basic NVC.

They would also have an expressive facial expression as they are trying to grasp the audiences attention my all areas of mise-en-scene.

Lighting: The lighting for print fashion adverts would be mainly high-key lighting because the advertisers would want their audience to see everything in detail in terms of facial expressions, costume, props and setting. All these aspects comes to place to appeal to their audiences. It can also be low-key lighting as some fashion adverts would contain minimal amount of lighting so different part of the subjects body is focused.

Camera Techniques

Angles: The angles that would be associated with fashion advertisement would be canted angle as it would show the subject in a unique position which will come across as eye-catching and appealing to fashion lovers.

Another angle that would be used would be wide angle. This is so we can see the subjects full body in the frame which enables the audience to see their fashion sense in full detail and be appealed more by what they are seeing.

Shots: The shots that would be used for fashion advertising is Mid Shot. This is because most of the appealing costume is at the top which is effective as this shot only highlights that area of their fashion which would be eye-catching in the eyes of their audiences.

Another shot that would be used is Close Up. This is so that the audience can see the facial expression of the subject as well as the props which would grasp the audiences attention and make them engaged by what is being advertised to them.

Framing: The framing of fashion advertising would be would be Single. This is because we typically see only one subject in the advert so therefore it would be the only frame suitable for this genre.

Movements: We would see the subject in the fashion advert stand in a straight position, or the can sit down or lie down on the floor to create a sense of uniqueness and diversity which will be refreshing in the eyes of the audience.

Subject Representation

Gender: The gender for fashion advert would mainly be women as they are the gender that are mostly into fashion. Men are showcased minimally in this genre of advertising which implies women are the main subjects.

Ethnicity: The ethnicities for fashion advertising is very diverse. With this day and age we are seeing more of ethnic minorities in the adverts which is effective as the use of diversity in this genre will come across as refreshing and engaging to the audience.

Sexuality: The sexuality for this advertisement would stereotypically be targeted towards heterosexual people because it is what the media view how people's sexualities are. In this day and age, fashion ads celebrates equality with different sexualities and features content that would satisfy audiences that are Homosexuals, Bisexual, Asexual and etc.

Stereotypes: With fashion adverts, loads of stereotypes come to place. It is stereotyped that women are into fashion, therefore women should be into fashion adverts. Men are stereotyped to not be appealed to fashion as hardly any males are the subject for this genre. In some fashion adverts, women are sexualised as they are wearing very minimal clothing and the use of high-key lighting makes their appearance to be obviously prominent. This can be misinterpreted as this would be appealing to heterosexual men as they see view women as objects so they would be engaged to look at them being presented in this way.

Market Analysis

Demographics: Fashion advertising has a really large audience across different age groups. However the age group that it would be targeted towards Millennials aged 25 to 34 years as this age group

was the largest digital buyers for this genre. Moreover, people aged 55-64 are estimated to be the age group that would predominately spend the most on clothing which implies that this is the target audience advertisers want to get across. The gender would be mainly females as they are mostly the subject for this genre. It could also vary as men are sometimes shown in a print fashion advert but rarely as men are typically uninclined to fashion.

Psychographics: Activities for fashion advertising would consists of different types of poses in different environments in terms of genre and camera techniques.

Geographics: Fashion would typically be shown to a national audience because different countries have different fashion styles which will appeal to their demographic audience so advertisers would keep up with the trends with fashion styles for the certain country in order to make audiences inclined to want to read the magazine.

Source Audience Information

In response to the brief to make an original fashion billboard advertisement, I have conducted some questionnaires and some interview to get more information from my audience and to act upon what they said so my creations will come across as appealing and methodical to them.

Questionnaires

In these questionnaires I have asked people questions so I can acquire a better understanding of what my target audience expects for a print fashion advert. From the results above 100% of people that voted are aged 16-24 which are the requirements for the specific target audience. This is effective as all the results will be views from the targeted audience. All the people that voted are males which is effective as I am using a man for my print fashion advertisement so getting views from males will help me create something that they would like to see in a fashion advert which will therefore appeal to the male gender the most. Everyone that voted are engaged the genre that is fashion so it implies that they will be appealed to the creations that I am going to make. In my results it shows that 50% of people voted 1 on the scale of 1 to 10 of how much they enjoy print advertising, this goes to suggest that this sector is unappealing to the target audience as they don't like things that are print based and are more inclined to look at something web-based. 50% of people voted that they would associate males in this genre whereas half of people disagree.

People also thought that the colour schemes that should be associated with the font is black and white, something colourful and that resembles wealth and red black and gold. From these results I will make the colour scheme dark colours with a tint of bright colours so the audience's opinions are reflected in my creations which will create high engagement from the target audience. 75% of people said they typically wore a reusable mask, given from this information I will make the subject wear a reusable mask in order to reflect the target audience if they were to wear a mask so they can be engaged on the design of the mask that I need to create. People also think that the background should be in urban area, they also enjoy the fact that face masks are part of the genre that is fashion. This is good as I have reassurance that my target audience will be engaged with the type of content that I will create which is required by the brief.

Interviews

I have also conducted some interviews in response to the brief. I gave my audience the opportunity to give their answers in depth of what they would like to see in a print fashion advertisement. From the responses I got from the interviews, 100% of people that voted are males which suggests that they are the target audience in terms of gender. It is also effective because I aim to use a male as part of my print fashion advert so having given responses for males, it will put in perspective their interests of fashion, therefore I can accurately make something that is appealing to them. I asked people what colour should the logo be. From the results, people have said mainly purple and black and black/white. Having seen these results I am going to make a gradient which will enable me to blend in these colours together in order to meet the opinions of the audience. I also asked people what makes a slogan stand out to them. The responses I got was that it should be short and sweet, unique, has a deeper meaning and that it rhymes. Having given this information, I will make sure that the slogan is short and creates meaning for my audience, it has some element of rhyme and it will be unique compared to other slogans.

I asked people what colour schemes would they associate with fashion and from the results I got most people said black and white and one candidate suggested matching colours, for my print advertisement, using the results above I will create the colour scheme of the advert to be black and white. Most people said that print sector of advertising appeals them the most which is effective as I am doing a print based advert so I can appeal most of my audience. In terms of camera techniques, 3 candidates said they would associate Close Up with this genre, from the results I will take a picture of the subject in a Close Up so it matches what the candidates have requested. I wanted to know what makes a fashion advert interesting to my target audience, based on the responses I got people mainly said background and the use of colour. This means I need to create an gazing urban background (as people voted in questionnaires) so people can be appealed in the content I am advertising. People voted bag, phone and rings for props, For my print advertisement I will only use sunglasses as they are unique as the audience is looking for and it's creative. Finally I asked people what they would associate the subject of the advert to be wearing. Most people said casual clothing, so with this information I will make my subject wear a hoodie and tracksuit as it would appeal to 16-24 year olds the most.

Source Interactive Material

5 Secondary Images

This is an image of a man wearing a hoodie, face mask and sunglasses. This image gives me a clear idea in terms of costume what my subject should be wearing. I want my advert to resemble this as this fashion sense hasn't really been seen or advertised before so making this will cause the audience to gaze over it positively as it is appealing to them.

This is an image of a man wearing a black hoodie. I am specifically using a black hoodie as it stands out for this genre and its a nice formal colour that my target audience predominately wears. Hoodie is part of casual clothing so this will be engaging and relatable for my target audience to see.

This is a side view of a man wearing a hoodie. This will inspire my final creation as this is a different view that my target audience could see which will be refreshing through the eyes of the audience.

This is a image of a man wearing a face mask. His NVC appears to be rather expressive which is something that I can bring to my final creation to let my target audience know that this fashion style is positive which will make them inclined in this advertisement.

Lastly this is an image of a man with sunglasses. What inspired me was the colour scheme. The colour scheme is black and white which is what my target audience suggested is appropriate for a print fashion advert so therefore I am going to use something like this for my colour scheme.

5 Print Fashion Adverts

1.

2.

3.

4.

5.

These print fashion advert have conventions that is something I would like to put into my print advert. For picture 1, its an image of a hoodie, the man wearing it looks expressive which motivated me as it grasps the audience attention like it got mine as the use of his NVC would make the audience want to find out more about the product he's wearing which is a great way to engage the audience. The brand is JD so therefore this would be shown to a mainstream audience so the likelihood of people being engaged would be very high in this case. Picture 2 shows someone wearing a mask and sunglasses. This is appealing as it is the fashion style that I want to advertise to my target audience. The use of the AirPods in his ears could show that it's targeting the younger generation. Picture 3 shows a JD advert of a hoodie. What attracted me to this is the background of this picture. It a plain background which is conventional in this genre which is an idea that i could do. However due to the audience feedback, they suggested that urban areas would be best for the advert so therefore I won't be doing a plain background. Picture 4 shows a advert in a more urban environment and it has an interesting slogan "The Right To Test The Water" I want to create a slogan that has a deeper meaning as suggested by my audience so therefore I will make a slogan similar to this to engage my audience. Finally for picture 5 it shows a guy wearing sunglasses. What inspired me with this advert was the logo. the logo looks wonderfully original and represents the company perfectly, so therefore with this ad, I want to create something that is somewhat is like it.

5 Primary Images

Having given feedback from my audience, I have taken pictures of my subject with the conventions required by the brief. I have done various of different shots with different framings and angles, with and without sunglasses. The shot I will be using is a Close Up because most of my audience in the interview said that they would associate this shot with a print fashion advert.

Font Style Ideas

Font 1: Rye

What attracted me with this font is it's boldness which is great as If I were to use this It would capture the attention of the audience. I got this font from Google and it even says that this font is useful for advertising which could suggest that this really is a great font choice to convey my brand's identity and is a font that I will consider upon making my final choice.

Font 2: Fugaz One

This font looks visually expressive which is one of the reasons why I chose this, It looks dynamic and sleek and the font style has a sense of modernism in it which is conventional for my initial piece that I am going for.

Font 3: Italianno

This font looks fancy which is something I would typically see in a fashion advertisement. What made the font grasp my attention was the style of writing the font is. It gives a sense of italic styling which is fairly conventional in this genre which is why I chose this.

Font 4: BhuTuka Expanded One

This font style looks unique which is something that attracted me into it. It has a sense of modernism in the for genre that is fashion. This font takes up most of the space which showcases its difference to other fonts which is why I chose this font.

Font 5: Bangers

This font style looks expressive which is something that attracted me into it. Like font 4, It has a sense of modernism in the for genre that is fashion. This font looks quite slim and intact with each other which showcases its difference to other fonts which is why I chose this font.

Copyright Clearances

With regards to copyright, I will be obtaining images from Google because as suggested by my audience, they thought that fashion adverts would typically be placed in an urban environment. My primary pictures I took are shot in a clear space so in order for the advert to meet my audience expectations I will edit the image out with Adobe Photoshop so the image would link into an urban environment and can satisfy my audience. That DOES mean I will have to look into licencing or ask permission from the owner to use this for commercial and advertising purposes to avoid legal action.

Preparation Of Text Materials

Logo: Drawn Mock Ups

When designing my logo for the brand, Rossi and Russo, I found it quite challenging to create a logo that would best portray the brand. These mock-up drawn drafts shows the process of me designing a logo for the brand. As you can see from the pictures, it shows my bad drafts of the logo and the styles I tried to design but at the end of the day it didn't work out. I drew a circle and tried to add a v-shaped triangle by the side as initially thought it would look attracting to my audience but my efforts ended in a fail as they looked messed up and rather mediocre. I tried this with a normal triangle but it didn't match so I didn't end up using them. These drawings are generally all my mess ups and struggles with designing a unique logo for my brand.

Logo: Drawn Drafts

When designing this logo for the brand, I thought drawing two circles would be good for my brand as it could resemble the two R's for Rossi and Russo. I was initially was going to use this style but I decided to create another draft so I can have more of an option to choose which design I like best. As a result, I didn't use this for my final design as one of my options suited it better.

At this stage of designing my logo I couldn't think of a slogan that I was going to use so instead I wrote the brand name underneath the logo to show that this is the name of the brand. This draft was overall mediocre which motivated me to do another design.

For my second draft, I decided to be more creative and draw two large bold R's. I wanted the R's to be bigger than the rest of the font size in the logo so it stands out to the audience and they can identify the brand easily. For the rest of the brand name, I did a smaller font after the big R's in the name like Rossi & Russo. I did this as I noticed that other brand haven't done something like this that much so I feel adding this convention to the print sector of advertising will fix the gap in the market for something refreshing and visually engaging for an advertisement.

Final Drawn Draft

One of the notable elements in this design is the inside of the R's in the logo. If you look closely, you can see a masked faced with sunglasses. This design is effective as it enables the audience to identify that my brand is a face mask-based fashion company and this useful feature would likely attract audiences to my brand as the design is original and creative.

Another element which I feel like it's the best so far is the R that is in the right. This is because that R is backwards which is effective as the left R is forward so both R's can sort of close in together which would make my logo methodically laid out for the audience to see.

Logo: Digital Drafts

Final Digital Draft

Final Font Choice

Out of the font style ideas I have selected, I chose two fonts. On of the fonts I have chosen is font 2 which is Fugaz One, I chose it because this font looks modern and engaging out of all 5 fonts in which I feel will represent my fashion brand professionally. I also chose this because having tested the font for the slogan, it looks well laid out and professional to what a real fashion advert would have so I believe this font style will be great for my company brand. This font will only be used for the slogan as it suits it best.

The second font style that i have chose is Londrina Solid which I will be using for my company logo font. I feel like this font is great as it's bold and it has elements that would represent the brand well.

Slogan

For my slogan, I struggled to come up with something that would describe my brand in a catchy and a positive light, therefore I came up with some drafts that I think would potentially end up in my final draft.

Final Version

Colour Scheme

This is the colour scheme that my target audience suggested that I should use for the background which is black, white and red. Having been given the results, I willk implement a black and white colour scheme and with a tint of red so that all the colour schemes that my audience have said will be shown in a methodical manner.

Preparation Of Visual Materials

Billboard: Drawn Drafts

Final Drawn Draft

These are my drafts for what I propose my final billboard advertisement to look like. I have made 3 drawn drafts in an urban environment as this is what was suggested by my audience. In all of my 3 drafts, I put my logo at the top left so the audience can see the brand that it being advertised clearly. I put the slogan in the middle because from conducting other fashion adverts, they usually put theirs in the middle so therefore I will comply with that trend. The camera shots I had drew here was Close Up, Mid Shot and Long Shot as my audience feel these shot would suit the genre of fashion well.

Billboard: Digital Drafts

Final Digital Draft

laB: CORE ASSESSMENT

Different Stages Of Production

After conducting feedback for my audience in what they want for my billboard advert, I made 3 drawn drafts to give me a good selection of what I proposed my final billboard advertisement would be. These drafts were useful as it enabled me to come to a decision easily on which final draft I was going to use in the final version of the advert. All drafts I drew are from urban environments which is what my audience wanted for. I designed my drawn drafts to have my company logo on the face mask to show an element of cohesion in my products. My subject is wearing a hoodie as thus is what I wanted as it suits my theme best.

After conducting feedback for my audience in what they want for my billboard advert, I made 3 digital drafts to give me a good selection of what I proposed my final billboard advertisement would be. I made these drafts after the drawn ones and making some improvements to the layout of the billboard so the codes and conventions are displayed methodically.

With regards to the locations, I initially wanted it to be in a plain background but having received results from the questionnaires from the audience, they felt like an urban environment would suit the location of the billboard best. In response to this, I will photoshop my subject with this background. In terms of copyright clearances, this won't be a problem as this background is free to use for commercial purposes so this won't be a problem. With the use of saturation and colour balance, the background will be tinted according to my chosen colour scheme to evoke in a more immersive background for my target audience.

The software I am going to use to help me produce the finished advert is Adobe Photoshop. This is because this software provides me with the ability to add my fonts, photoshop my subject into the canvas and adjust the lighting, shadows and glows through each layer. This software is effective as it offers amazing and realistic features that I need to create a professional fashion billboard advertisement.

The advantage of this software is the features that maipulates the image from how it use to be. For example, for the background I am using, I am going to tint it into different colours so it will look different than what it was originally. Another advantage of the software is that it is easy to use, this will imply that the production phase will be fast and efficient as I know what I am doing.

The challenges that could come in post production is reflecting whether the billboard features all the codes and conventions that are required for a fashion advert and if all my target audience's opinions have been met which is crucial as I am targeting 16-28 year olds so it is important I do as what they want in order to appeal to them.

The way I can determine that my advert was successful is if it has great levels of cohesion, meaning the font styles and the colour scheme should stay consistent so it is easy for the audience to identify. Another way I can determine is by asking for feedback from my audience and seeing what they thought about my billboard advert and if it met their requirements.

Final Product To Target Audience

The way I intend to make my finish product stand out to other fashion advert is through cohesion. Cohesion is an important element in advertising to show what is from what company, therefore it is important I do it right, I will do this by making sure the colour scheme stays consistent and the font looks the same throughout.

In terms of the orientation of my billboard, I have set it up to be landscape. I have chosen this because it is conventional for a billboard to usually be landscape so therefore I want to continue with this trend, I feel billboard in this orientation reaches out to many people rather than a portrait one and people gaze more to billboards in this size so this puts my advert at a good position of reaching out to more audiences with different demographics and engaging them through the use of my creations.

If I were to change the adjustments of the format during production from horizontal (landscape) to vertical (portrait) then one of the things I would rectify is the background to make sure the framing stays consistent as the landscape version. I would also rectify the logo by making it smaller as it would look really big on portrait if it hasn't been modified so that is what I will do, same with the image and the slogan so they can match with the portrait sizing.

Two Examples Of Billboard Locations

This is a billboard site in Central London which is one of the place that I am hoping for my advert to be displayed. London is a urban area and my advert is an urban advert so therefore people would be interested as they can relate to the type of environmental setting that my subject is in. Lots of people go to London therefore many people would see my advert and would be appealed by my creations of the brand and would want to find out more about. Also my target audience would typically be roaming around London, this increases the probability that they will see my advert which makes this location the best place for my advert to be displayed.

Another location that I would like my advert to be displayed is the motorway. This is because the thousands of cars use the motorway everyday and there would typically be traffic in the road, with this the audience will have the opportunity to look at the billboard and would be engaged as my creations will make the audience to gaze and be appealed to what they have seen.

Learning Aim C

Billboard Advertisement

Construction Log

Log 1

Today is day one of the three days that I have created my billboard advertisement to promote a fashion company called Rossi and Russo which is a fashion face mask company. In response to the brief given provided by the results I was given by my audience, I started making my billboard that resembles the opinions of my target audience. I have started editing my fashion billboard advertisement. Here are some of the edits I've done today:

Before

After

For my first edit, I edited the saturation of the image that I chose by decreasing it by -100. I did this because I wanted to get that black and white background which my target audience requested and to also get a immersive and enigmatic feel from the urban background. I feel like the black and white background edit here is effective as it really changes the mood of the environment, meaning its not just a background, it's a black and white saturated background and these two formal colours create meaning for the audience as it makes them reflect on something from the past which is what I wanted to achieve here.

For my second edit, I photoshopped the subject and put him in the background to show that he's part of that environment. I did this by adjusting the lighting to be a bit darker so that the image and the background can go as one. This is effective as the lighting does make my subject look like he is part of a picture and creates a sense of image manipulation for the audience.

My next edit was changing the colour balance of the background to evoke in a red tint to the billboard. I did this as red is part of my colour scheme for the billboard advertisement so I used red to make it more coloured. This edit was effective as the colour scheme of this picture is well balanced for the audience to see.

This is everything that I have done today in creating my billboard advert. I can say that everything went well. I edited the background and adjusted the saturation and colour balance for my colour scheme to be in the advert. I added my subject in the middle with adjustments to the colour setting to make him blend in with the urban environment behind him.

Log 2

Today is day two of the three days that I have created my billboard advertisement to promote a fashion company called Rossi and Russo which is a fashion face mask company. I have continued on from yesterday's work and made more edits, adjustments and rectifying any edits that didn't work out. Here is what I've done today.

For my first edit, I wrote my slogan with my chosen font which is Fugaz One. This font worked well with the slogan because it loked expressive, modern and methodically laid out. I laid my logo out in the middle as I thought it was quite conventional to do so. I made the font size over 100+ so it can big bold and visible and in the end, it was great as it used up all the space in the middle which is what I wanted so that my audience can easily read my companies slogan.

My next edit designing my company logo. The first edit I did towards this was reversing the R as part of my logo and company name. I did this as the reversed R idea was suggested to me by a member of staff upon feedback on how my drafted logo looked. It was suggested that the R should be this style as it joins the two R's together making them almost as one. So for this to happen I screenshotted a R with that same font style and I pasted it into Microsoft Word, then I turned it around to give that backward effect. This was effective as this enabled me to add this into Photoshop to take away the background and to add it into the billboard.

Inspiration for the Backward R

Here is the inspiration behind the backward R. Having given feedback from a member of staff, he suggested that having a R that is backwards like the TOYSRUS logo would look unique which I decided I would draw to see if it was a good. In the end I thought it was a genuis idea as I haven't seen this element being used often in a brand so I thought using this would come across as appealing to the audience which is effective as it will grasp their attention and would be engaged by the use of the logo.

In this edit, I added a drop shadow for the subject image. I did this to add a bit of depth into the subject as he didn't have a shadow behind him which would have made the audience think that this is a photoshop which I didn't want. I balanced the shadows so that there was more on the left side and less in the right side to match with my chosen background and to show the audience where the lighting is coming from.

In this edit, I decided to change my slogan from 'Designed and Reimagined' to 'Redesigned and Reimagined' I felt like this was a great idea especially because it sounds innovative and encouraging and the fact that my company logo has double R's it enabled me to use my logo R's for the slogan. This edit was really good as it shows cohesion as the logo style is the same.

Log 3

Today is the final day of production for my billboard advertisement to promote a fashion company called Rossi and Russo which is a fashion face mask company. I made lots of edits to certain parts of my billboard that I felt needed to be changed. Here are some of the notable edits I have conducted today:

Before

After

One of the edits I've done is editing the colour scheme with the logo. I did this because due to feedback from peers, they thought that the colour scheme was unbalanced and quite all over the place. In response to this, I changed the colours of one of the R's in my logo to black and changed the small letters in the logo from purple to white. This was effective as the colour scheme is now methodically balanced, meaning that it will be easier to identify the theme as they are cohesively matched together.

Final Result

Here is the final result of the colour scheme in the logo. It matches with what my audience wanted which is black, white and purple so I feel like I've matched these colours really well and the even colours gives a sense of professionalism to the audience which would make them engaged in my company which is brand new which is a great way to promote the company in a professional light.

Next, I added my logo to the mask to show cohesion within my products as the face mask is what is being advertised, so it was crucial for me to add the logo so my audience will know that all credit goes to my brand. I feel like this edit wasn't that great in all honesty because the logo is too small here in the final design which is not good as the audience can't see it properly from a landscape size since the space in the billboard is large so this wasn't a great edit.

For my next edit, I actually started designing my face mask for the billboard. I started by ading a few lines in the mask to replicate the stripy design that I drafted. I felt like this was pretty good, HOWEVER this caused Photoshop to crash in my laptop causing problems with duplicating layers so I can add in more lines to the mask. This became too much of a problem that I had to revert to a different software to continue this billboard.

I changed softwares whilst developing this from Adobe Photoshop in my laptop to Abobe Creative Cloud Express in my iPad. In this edit, I added purple stripes on the other side of the face mask, following on the colour scheme which is black and purple. This edit was effective as it shows cohesion with colour schemes and matches the theme of a stripy face mask which makes it creative. However I feel like the pattern was disorganised. Having learnt from this experience, I will make sure that in future everything stays in a neat pattern so my advert stays methodical.

FINAL EVALUATION

In the stages of planning and developing my fashion billboard advertisement during pre-production, production and post-production, it is clear that I have taken everything into account of what was initially planned, that includes audience's questionnaires, interviews and my own research and final drafts and proposal. I feel like the process went really well, there were some challenges on the way but I feel like I still achieved what I wanted to initially design, with lots of changes in order to make the best fashion billboard possible.

In my billboard advertisement, I have used a great amount of technical codes in order to engage my target audience. All of the codes are displayed through the use of mise-en-scene of which is camera angles. The camera shot that I used for my advert is a Close Up which was voted by most of my audience during my audience research in the pre-production phase. Close Up is when you see the subject's facial details in the frame in more detail which was great for me as it provided me with the advantage to show the design of the face mask in closer detail which is what is required by the brief. I feel like this shot was great as it show's my face-mask design in closer detail so that the audience could be more appealed of the design that is shown right in front of them. Having researched camera angles/shots, a Close Up is really conventional for a fashion advert which I decided to comply with the cliche so my target audience would be appealed to it better than it being different. Another element of technical codes that I have used is lighting. The type of lighting I used is high-key lighting, However I adjusted this in Photoshop for the subject to have a drop shadow behind him with more shadow on the right than the left to match up with the background lighting as the subject image is photoshopped into the background. This was effective as it gave the billboard a sense of realism so my audience would not suspect that it is photoshopped. The shadow edit was effective as it portrays a great level of image manipulation which will make the audience think that the subject is actually in the scene. Lastly the technical codes I have used is editing techniques. For my billboard advert I have conducted and rectified changes during different parts of the advert. In terms of typography, I structured all the fonts accurately to how a real print advert is to make it conventional, I edited the lighting of the background to my chosen colour scheme in a way to appeal to my audience and edited the design of my face mask with stripes of my colour scheme so that the audience would find the theme interesting and would engage with my brand. Overall, I feel like all these technical codes has worked well in my favour in creating my billboard.

These technical codes have helped me to appeal to my target audience as all these factors come to place in order to make my billboard visually engaging. From my questionnaire result, I discovered that my target audience is 16-24 year olds, this age group is young, meaning they are more impressionable and easier to appeal to. I took this into consideration and I asked them what they wanted to see in a billboard advert in more detail in in an interview and they said told me everything I needed to know in terms of colour schemes, logo, font camera angles and etc. I used this to create a billboard that matches my target audience's requirements. Having listened to what my target audience wants, this will make them more open to wanting to know my brand as I took into consideration their thought ideas for a new fashion company which is what I feel I did well here. Having given feedback from one member of my target audience, they thought it was creative and has everything that they've asked for.

In order for me to make a successful billboard I followed majority of the code and conventions required for a print fashion advert. So therefore, with help of my research before production of my billboard I was able to come up with conventional codes and conventions for advertising. One of which is:

Logo / Branding

This is one of the codes and conventions that I have included in my billboard. It was obviously important that I had one as every advert has this convention so the audience know who the company is. I feel like my logo design was different because of the backward' R. It's not common to see a letter reversed in a logo so I thought the unique design would come across as refreshing and engaging to my target audience. I got the inspiration from the TOYSRUS 'R' logo as someone suggested to me that It would look good and looking back I feel like I've made a right decision with this. The colour scheme is cohesive and it is easy to read which I feel I did well overall with this convention.

Slogan

This is my slogan for my billboard. Originally it was 'Designed and Reimagined' but then I decided that I should say Redesigned and Reimagined and then I thought I could use the R's from the logo and add it to the slogan a well. This was really effective as it has great use of typography, it made my slogan look eye catching expressive and cohesive as the elements of this convention matches with the logo, overall creating a great slogan.

Image

This is my subject of the billboard advert which is the image here. He is wearing a mask which is required by the brief as part of promoting a new fashion face mask company called Rossi and Russo. The audience wanted it to be a Close Up shot which is what I made the final design look like, I feel like this convention was important as it shows someone wearing the brand's products which is conventional in an advert. With lighting and saturation adjustments, I made this blend into the surrounding, giving it an urban-type vibe for the audience. This is effective as the audience would think that he's part of the environment and would associate being in these places which would lure the audience's attention to my brand.

I feel like my audience should engage and help me distribute my advert as it is a new brand that is targeting young people aged 16-24 year olds. One of the ways that they can help distribute my advert is through social media. Nowadays, it can only take one picture, trend or hashtag from my target audience that can go viral online and would typically see a high engagement rate from that specific demographic. I feel like they should take pictures of it and post it on Instagram TikTok or Twitter as I feel like these platforms are used mostly by my target audience so this would spark an interest to audiences who like the genre that is fashion and are looking for something new which is where my brand comes in place. Another way is through print flyers. I feel like flyers of the brand could really spread the word to my target audience about my brand an what makes it special out of the competition which would kick in my advert and brand to a good start.

With regards to whether my target audience will consume my advert with the intended meaning, I feel like there will be mixed reactions to it. The demographic will have positive, mixed and negative reaction in response to my advert. The positive reaction which is my intended meaning which according to Stuart Hall's Reception Theory is the Preferred Reading, they can wear it as part of fashion as it looks new and catches up with the latest fashion trend which is effective as my audience would see that face masks can be used for fashion and not just for protection. With the preferred reading, the audience would be appealed to the advert and would want to consume the products my brand has to offer.
With this also comes mixed reaction of the advert which is the Negotiated Reading, they accept part of my intended meaning but they their own views of the face mask concept. My target audience could think that it is good for fashion but would be confused with having to wear it when face masks are required by the law. This poses a potential risk to audience consumption as it limits the amount of people would be engaged with the advert which will result in a lesser audience satisfaction with my advert. And then comes the negative reaction of the advert which is the Oppositional Reading. This would come to place when the audience go against my intended meaning for the advert and come up with their own views. This may be because they don't like face masks and would never associate the item in the genre of fashion so this would potentially come out at a BIG risk to my advert because if my audience isn't interested then there will be little or no engagement to my advert and brand, this could be possible because my design may not be good enough for some audiences or the element of mise-en-scene in my advert is off-putting to them.
In conclusion, everyone will have their own opinion of my billboard advertisement, it could either fully engage the audience, engage them to an extent or not engage them at all.

Overall I can say that this was a successful billboard advertisement for my brand Rossi and Russo, it has a great level of technical codes which consists of camera angles, lighting and editing techniques. My advert features a lot of codes and conventions I feel like people would help distribute my products because they would like my advert and I believe the majority of the audience would love my products.

Unit 15: Advertising Production

Learning Aim A

Advertising Sectors

Target Audience

Media Kits (Magazines)

Brief Overview

Mission Statement

Audience Profiling

Advertising Rates

Brief Overview

Mission Statement

Audience Profiling

Advertising Rates

Codes and Conventions

Persuasive Techniques

Broadcast

Print

Web-based

Learning Aim B

Fashion Advertising

Categories

Conventions

Mise-en-scene

Camera Techniques

Subject Representation

Market Analysis

Source Audience Information

Questionnaires

Interviews

Source Interactive Material

5 Secondary Images

5 Print Fashion Adverts

1.

2.

3.

4.

5.

5 Primary Images

Font Style Ideas

Font 1: Rye

Font 2: Fugaz One

This font looks visually expressive which is one of the reasons why I chose this, It looks dynamic and sleek and the font style has a sense of modernism in it which is conventional for my initial piece that I am going for.

Font 3: Italianno

This font looks fancy which is something I would typically see in a fashion advertisement. What made the font grasp my attention was the style of writing the font is. It gives a sense of italic styling which is fairly conventional in this genre which is why I chose this.

Font 4: BhuTuka Expanded One

This font style looks unique which is something that attracted me into it. It has a sense of modernism in the for genre that is fashion. This font takes up most of the space which showcases its difference to other fonts which is why I chose this font.

Font 5: Bangers

This font style looks expressive which is something that attracted me into it. Like font 4, It has a sense of modernism in the for genre that is fashion. This font looks quite slim and intact with each other which showcases its difference to other fonts which is why I chose this font.

Copyright Clearances

Preparation Of Text Materials

Logo: Drawn Mock Ups

Logo: Drawn Drafts

At this stage of designing my logo I couldn't think of a slogan that I was going to use so instead I wrote the brand name underneath the logo to show that this is the name of the brand. This draft was overall mediocre which motivated me to do another design.

Final Drawn Draft

Logo: Digital Drafts

Final Digital Draft

Final Font Choice

The second font style that i have chose is Londrina Solid which I will be using for my company logo font. I feel like this font is great as it's bold and it has elements that would represent the brand well.

Slogan

For my slogan, I struggled to come up with something that would describe my brand in a catchy and a positive light, therefore I came up with some drafts that I think would potentially end up in my final draft.

Final Version

Colour Scheme

Preparation Of Visual Materials

Billboard: Drawn Drafts

Final Drawn Draft

Billboard: Digital Drafts

Final Digital Draft

Different Stages Of Production

Final Product To Target Audience

Two Examples Of Billboard Locations

Learning Aim C

Billboard Advertisement

Construction Log

Inspiration for the Backward R