OCR Media Studies J526 Individual Media Studies Portfolio B 321 Planning and Evaluation: Commentary
How Advert 1 Free Spirit targets the audience: codes and conventions -‐ y product is prominently placed in a M big open space in the photo where it can easily be seen as is my text. The brand name is easy to read in bright green writing for emphasis and impact. -‐ he colour connotes a free spirit and T and the font ﬂows freely connoting movement and self-‐expression. -‐ he text sends messages of a sense of T freedom to the consumer. It almost says ‘just be yourself’ , hence it “ unleash your inner self…” telling the audience to value their uniqueness. -‐ The picture is of a young male skateboarder standing up against a wall full of graﬃti. The mise-‐en-‐scene is urban, gritty and youth subculture. -‐ his makes the fragrance diﬀerent: it T isn’t typical of most fragrance campaigns e.g. Ralph Lauren Polo. My audience is a bit rebellious, unconventional, the new g eneration.
My target audience and where the advertisement would be placed -‐ y advert targets younger males around M the ages of 15-‐35. I skateboard for a hobby and take part in competitions internationally so I know my target audience very well. -‐ t’s a unique fragrance with a niche target I audience of those who are interested in extreme sports like skateboarding. -‐ he brand messages relate to a sense of T individuality and giving consumers a “Free Spirit” -‐ I would place my advert in places that caught most my target audience’s eye: magazines such as ‘Sidewalk’. -‐ ompetition venues are another place. C -‐ I would also place my advert on bill boards across all main cities and towns, for example, places like London and Birmingham where skateboarding is popular , particularly venues like the South Bank where it would catch consumers’ eyes.
My target audience and where the advertisement would be placed -‐ here is a huge youth market with enormous T disposable income in my target market sector: my audience wears Vans, buys Hurley online, shops at FatFace in the high street, downloads music, sees the latest action ﬁlms, goes snow boarding and hangs out in parks. -‐ hey spend on hardware but also on footwear, T denim, T shirts and accessories. -‐ oth my advertisements are in the same campaign B and I am trying to attract the same people. -‐ would like to capture the attention of hardcore I people like extreme sportsmen but also those who fantasize about their sporting heroes. Consumers buy products that relate to them e.g. a business man would go for a fragrance with a bit more class, like Calvin Klein “ck IN2U” . -‐ would again place this on billboards in towns I across the UK e.g. London, Birmingham, Liverpool and Manchester. -‐ I would also place this advertisement in “Sidewalk”. This is a skateboarding magazine that attracts many young skateboarders that ﬁt in my age range that Im trying to attract.
How Advert 2 Free Spirit targets the audience: codes and conventions -‐ y 2nd print advertisement is part of the same M campaign as my ﬁrst so there are similarities. I have stuck to the same theme of skateboarding to attract the consumers. -‐ The central image takes up most of the room as many modern adverts do. It is an action shot. -‐ The low angle shot depicts a young male who must be daring and skilful to reach a high level of skateboarding, therefore he must have a “free spirit”. -‐ This is one of many action shots that I set up : the bystander with raised arms seems to be in awe of the central ’ hero’ ﬁgure. -‐ The bright green text contrasts strongly against the dark making the text vibrant. The silhouette in low angle emphasises the height of the leap and the skill of the skater . The railings connote urban realism, life in town where my skaters live. -‐ Unleash your inner self…” represents the brand “ values of “Free spirit” and gives the fragrance campaign its meaning e.g. just be yourself. In my opinion this will make the fragrance stand out seeing as this would relate to my target audience. -‐
Research into the magazine industry -‐ Fragrances are a valuable product that appeal to most people, especially those with money. Therefore brands advertise in fashion magazines such as Vogue. However, my fragrance Free Spirit is the complete opposite to this. -‐ y fragrance Free Spirit oﬀers a sense of creativity and M individuality , therefore I’m going to be advertising it in Sidewalk . Sidewalk attracts thousands of creative people across Europe and lets them see how amazing skateboarding is. -‐ kateboarding is not only a sport but it’s a way of life S and Sidewalk tries too embody this , therefore many more people appreciate it for what it is ,because it does not represent people with stereotypical views. -‐ Sidewalk is £3.50 from most shops across the UK. It is aﬀordable and it has a lot to oﬀer e.g. all the news about skateboarding and how it is changing. -‐ My product wouldn’t appeal to audiences of big fashion magazines such as Vogue because all the fragrances that are advertised in that focus on material gods, high fashion and bling, and show no creativity or individuality whatsoever therefore this is why my Free Spirit is unique.
My research into the advertising industry -‐ I attended a study day on advertising at the BFI Southbank. -‐ First I studied soft drinks advertising both Coke and Lucozade from the 1950’s through to the present day. I learnt about Coca Cola’s family values & messages about togertherness. -‐ However, Diet Coke fronts Duﬀy who is represented as young, attractive and free seeing while singing. She needs ‘me ’time rather than family time. -‐ Whereas Coke Zero adverts are based around James Bond, therefore meaning it is aimed at young men who want action & adventure. -‐ From analysing many diﬀerent advert campaigns across the 1900’s you can see a lot of change in the layout and presentation; there is much less text now rather than in the 1950’s. -‐ Lucozade uses Laura Croft as the main icon to represent being energetic and adventurous. This ﬁts the drink seeing as its mainly used as an energy drink. She appeals to younger audiences in the computer age. -‐ I also analysed fragrance adverts, washing powder and many others.
Advert 1-‐ Original photo, decisions and revisions -‐ chose to go to South Bank in London to I capture the picture seeing as it’s a very creative and a very free spirited place . Hence the graﬃti in the background. -‐ When standing up against the wall I had to make sure that there would be enough room for both the title and the fragrance bottle, therefore I had to stand more to the right hand side. -‐ had to revise certain aspects during the I designing part. For example I had to pick a suitable eﬀect that would bring out and exaggerate the colours in the background . -‐ I realised that the actual skateboard was the key piece of the photograph seeing as it was my main theme. From this I had to make sure there was enough light so that the skateboard could be seen clearly. I therefore had to pick a right place in the skate park were it was suitable to take the photo.
Advert 2-‐ Original photo, decisions and revisions -‐ skate in competitions and knew that I could set I up a good action shot. Before taking the original picture shown, I had to make decisions . For example I had a wide range of diﬀerent camera angles to choose from. I chose low angle seeing as it’s a spectacle and it stands out. -‐ Cobham Skatepark was the most suitable location for this seeing as the hip transfer (skateboard trick) oﬀers most height and air. From this it gave me a suitable shot for the fragrance poster. -‐ It is not easy to capture an action shot so there was trial and error. This shot has the bystander looking up at the ‘hero’ as if in awe, which sends the right message. I wanted he skater as the most prominent ﬁgure and as much ‘air’ as possible so he is silhouetted. -‐ When designing the fragrance poster I had to chose colours & eﬀects to give the sense that the person has a free spirit. For example I tried many bright and vibrant colours, but they didn’t seem to work or ﬁt into the theme of skateboarding, until I settled on electric green.
Evaluation -‐ My two adverts had both strengths and weaknesses throughout both taking the photos and designing them. For example at South Bank there wasn’t much light, therefore is was hard to see the skateboard on the photograph -‐At Cobham it was hard to get a perfect shot of me in the air. But although I had these diﬃculties I managed to overcome them very well seeing as I got a perfect shot of me at Cobham. -‐ I also lightened up the image in Photoshop making it more eye catching for the audience. I think my had adverts had a lot of strengths seeing as it is a completely new genre of fragrance. Before this fragrance was thought up, I think there was a “gap in the market” and in my opinion this fragrance ﬁlled the gap meaning it is unique.