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  1. OCR  Media  Studies    J526    Individual  Media  Studies  Portfolio  B  321  Planning  and  Evaluation:  Commentary    
  2. 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.      
  3. 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.      
  4. 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.  
  5. 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.     -­‐       
  6. 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.          
  7. 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.    
  8. 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.    
  9. 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.      
  10. 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.    

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