1. Secondary research
Magazines
Adverts come in all different forms and one of the most successful ways of
advertising beauty products is through magazines. Through my research I
have found out that the majority of women pay more attention to the
beauty products being advertised in magazines rather than TV purely
because it is closer to look at into depth in comparison to TV adverts where
they try and persuade you to buy the product through what you hear and
watch, whereas magazines influence you through what you see.
As being one of these magazine readers I do personally find magazine
advertising more touching and persuasive as there are so many aspects to a
magazine advertisement. One of the most common reasons why I think
most people buy beauty products when reading magazines are because of
the imagery used. If there’s a thin model like woman standing there looking
extremely glamour’s wearing thousands of pounds worth of jewellery or
clothes it automatically makes you want to be and feel like the model in the
image because most of the women reading that magazine most probably
couldn’t afford everything the model would be wearing. it’s almost a tease
as it captivates the reader’s attention.
Although this seems like an ideal thing to do if you were to sell a beauty
product it also has its faults as it can influence young adults into believing
that the way they are isn’t acceptable in today society. According to
http://www.ssc.wisc.edu/~jpiliavi/357/body-image.htm they believe
magazines sell body dissatisfaction to their readers through unrealistic
images of women, as well as dieting and exercise information. Thirty years
ago, Marilyn Monroe, a size fourteen had the ‘ideal’ body shape and size,
but today’s standard is much smaller. As the beauty idea continues to get
smaller in our society, body image within American and British women
continues to plummet. Magazines portray and compare happiness with
being thin or beautiful; therefore some feel they are not happy. As with
women all ages, many college age women (my target audience) are
believed to hold unrealistic ideals of body shape and size, which can be
both physically and emotionally unhealthy.

2. As there are many mixed opinions on this matter I do believe that it will be
a few more years until magazines condone realistic women figures in
beauty advertisements as right now it has had a huge impact on several
companies’ success. I agree and disagree with the statements made above
and take into great consideration of how I do really want to portray my
advert. i will make sure it’s not misleading but will also try to emphasise
and exaggerate the ‘glamour’s’ and perfect lifestyle in a healthy
inspirational way.
Books
According to ‘Advertising Media A to Z target audience is defined by
multiple demographics, (e.g., gender, age, income, education), lifestyles
(e.g., participates in sports, entertains at home), specific behaviours,
attitudes, and so on. These demographic and participation traits are
adequately reported in various research reports. The term is often inter-
changed with target market, but target market better identifies the
geographic area (s) of interest’.
Advertising Media A to Z. Jim Surmanek, 2003, McGraw- Hill p (290)
From looking at this book I have found the information given very
insightful as it has clarified and made it easier for me to understand target
audience much better.

3. Journals
I looked for several advertising journals in the library but failed to find any
that where appropriate so in this case I have found many online, one being
the most informative one is linked below;
http://www.warc.com/Pages/Store/ProductInfo.aspx?
ProductID=30&M=IJOA154
Internet
In today’s society we as people rely on the internet more than we ever
thought we would thirty years ago. The power of the internet has allowed
people to communicate with each other in a un describable way. it has
helped so many companies and artists build a strong fan base by
connecting with each individual.
As far as advertising goes, it has launched and made some companies what
they are today, by in directing them through several ways on the internet.
On any website you may go on you will find some product being advertised
on a tab or video on YouTube. Recently YouTube have introduced a thirty
second advert to be played before watching any video online, this has been
done the company as they know most people are spending most of their
time online watching videos, where they do most of that on YouTube. There
is no escape so you are almost forced into it, which is good if your advert is
unique and eye catching and will make the viewer want to watch more or
even buy the product. Because YouTube has had an enormous impact on
people the companies must pay a percentage on income to YouTube for
promoting their product. This will be confidential and will be settled
through an agreement which will be in writing in a form of a contract.
Looking into beauty products being advertised online have many perfume
advertisements on YouTube as well as their own official website. by having
an official website for the company it allows people to order online and
read more into what the product is about. It’s trustworthy and an easy way
of buying a product.

4. Major influences will be through social networking sites like, Facebook,
Twitter etc. These are the most common sites that my target audience use.
Facebook and twitter pages have been made for people to ‘like’ and to
‘tweet’ about, this is great as it has opened up a huge market for others to
join in as it lets people come together who may spread on the word of the
product to a friend. It also is updated frequently so people are fully aware
of what new product will be out next, which you may not see on TV until it
has actually been produced.
http://www.ninaricci.com/#/home here is NINA RICHIE’S official website.
When people view these adverts just casually browsing online they become
familiar with the branding colours, fonts.
Internet forums are often used for audience research as fans from the same
genre or category will discuss what they hope to see in an advertisement.
Internet forums are often a lot more helpful in audience research because it
specifies exactly what people want to hear and see which helps producers
when finalising any product.
Internet forums would really help in audience research as much as
different methods of my target audience would be using the internet so I
couldn’t find out what they wanted to see or what sort of things they all
wanted to see.

5. Research into competitors
In the world of advertising, distributing a product successfully leaves a very
competitive market. Many companies try to outdo each other but creating and
thinking of different ways to present their product through TV commercials,
Internet, and news prints for example, beauty magazines.
Magazines
Adverts in magazines are huge and have a huge impact on individuals. Before any
magazine is released the company must ensure that they have got the right target
audience to place their advert in. It must appeal to the readers.
Below are several images I have found from magazines selling perfume products?
These two advertisements above represent independent women who are shown as
very feminine innocent beautiful women. In comparison to other magazine adverts I’ve
seen these two are very appropriate for any target audience as they aren’t as revealing
as their competitors.
Numerous hidden messages are exhibited in the two images above. In the first
photograph DKNY are implying that fact that the perfume smells as good as an apple
taste, which we all think of as sweet and juicy. It gives the reader and impression of
what to expect when they buy the product.
However the image on the right emphasises the fact that the fragrance is ‘light’ and
doesn’t a strong smell that isn’t too powering.

6. From my secondary research I have looked especially into these two
magazine advertisements. These two advertisements caught my eye in
particular as they both attract different types of audiences. The image
on the left is an obvious celebrity endorsement whereas the image on
the right is a well-known company for perfume. The differences are
between the two is that people are familiar with the perfume on the
left purely because the most iconic pop star on the planet right now is
on the front cover, many young teenage fan girls will be able to relate
to this as the people buying this product will be people who enjoy and
listen to his music.

7. This image on the left is a perfume advertisement found in a magazine. This
is the product I will be advertising in my promo video. I can already tell
that in this image the main focus is about a woman who shows sign of
rebellion but is very feminine at the same time. When I first saw this image
I instantly thought of Adam and eve, when they took the forbidden fruit
from the tree. When I think i think of what eve would have looked like I
think of this image with natural brown wavy hair. The connotations of the
image fulfil the stereotype it brings. This image shows a sign of rebellion
and stubbornness as there are numerous apples shown on the floor but she
is reaching out for the one on the tree which is supposedly the one she can’t
have. This advertisement is glamourizing the life of this historical tale.
https://www.facebook.com/pages/Nina-Ricci/106100206087335?fref=ts
https://twitter.com/search?q=nina%20richie&src=typd
http://www.youtube.com
/watch?v=kAcHkpsy4jw
Dior Feminine, powerful, dull
lighting, expensive.
http://www.youtube.com/watc
h?v=tUrCrXpdP_0
Nina Ricci Fairytale, themed, confusing
storyline, rebellion
http://www.youtube.com
/watch?v=7fPcE6XSiSo
Justin Bieber - Someday Playful, sweet, friendly

8. Researching into my competitors has helped me understand how other
companies market and sell their product. I have made it easier for me to
see and recognize how I will produce mine and what I need to do in order
for it to be successful as theirs if not more.
Market research
When looking into the competition in advertisement categories, I have found
out the top 3 TV adverts in the UK 2012 were; Channel No.5, Calvin Klein-
Obsession and Dior’s – J’adore. Out of these three top advertisements in the
UK I had noticed none of them were directly aimed at the same target audience.
This had proven that most people who watch and pay attention to TV adverts
are around the age of 18 – 40. This is great news as I know that my particular
target audience is appropriate and will work well alongside other
advertisements. In my production I will indicate to the viewers who my target
audience is through the style and presentation of the video.
I knew that this would work well for my target audience as I gained and
enormous amount of feedback when I went out and interviewed several people
http://www.youtube.com/
watch?v=L3z-AXuB2Pg
Chloe Summery, warm, indie, free
http://www.youtube.com/
watch?v=mGs4CjeJiJQ
Channel Masculine, celebrity
endorsement, diverse, black
and white, wide audience as
it can appeal to both genders
http://www.youtube.com/
watch?v=PX0ddzEV3lk
Hugo boss Quirky, fun, plain, simple,
memorable

9. in my local area, Henley on Thames. An interesting fact that came from my
feedback was that many teenagers agreed that they will most probably view and
take notice of my advert more if it is shown in places where they will see it all
the time for example, the internet.
Materials needed
When filming my production I will need to take into consideration all the
materials required in order to make my advertisement successful.
I will need:
Camera – Several cameras will need to be hired out
Tripod – To make sure the image is still and looks professional
H2 Zoom – When interviewing people I will need to make sure the quality of
the recording is acceptable and professional and up to high standards.
Props - Costumes, summer dresses, sandals, crop tops. Nina Ricci perfume
bottle. Makeup, red, pink lipstick, blusher, black eye liner, fake eyelashes, and
glitter stick on lips. Japanese lanterns.