Perfume advertising

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Perfume advertising

  1. 1. A Introduction to Media Studies Aims To discover the meaning of Media and Media Studies To introduce and explore the idea of analysis and explanation To apply analysis to logo and product design Objectives To consider a a range of media To explain what the Media is in own words To work collaboratively in anaylsing media products What is Media Studies?Have you ever studied Film Posters in Year 8,8,9?Have you ever used Digital Photography in Art?Ever used and Design Software in D & T?
  2. 2. MEDIA STUDIES 10A/MS1 Kobe S Luca J Fabian RIsabelle S Leah I Diellza G Mustafa O Nasir S Elliot S Ciara P Flynn C Xehmagi P Adam B Xinyu D Alex ND Kyam A Aneesha R Joseph M Jake O Alphie R
  3. 3. A Quick Introduction to Media StudiesStarter for TenWork in pairs for this exercise.There are basically five media that you will beanalysing over the next two years. Can you guesswhat they are? Some letters are given to help you.T_ _ _ _ _ _ _ _ _ .F___. Extension TaskP__ M_s__.N_________.M________. Can you explain in your own words what this diagram is suggesting about what Media Studies is about? Use the box provided to make notes
  4. 4. PlenaryLesson Recap· Media Studies involves how information about what happens in the world is shown to us· Media Studies is both practical and academic· When looking at the media EVERYTHING IS THERE FOR A REASON, your job is to askwhy! Home Learning Task Log onto Fronter and access the Media Studies Room. On the very first page you will see a forum just for Year 9 where you can contribute comments. Post a comment about an object that best shows off your qualities and characteristics and explain why this best suited to represent you. No diamonds please!
  5. 5. Making Logos Simple an Explanation As much as you may try you cannot escape the thousands of logos we see on a daily basis. They range from Nikes Swoosh through to the Apple Logo, but have you ever tried to explain what they might mean? Have you ever thought about what the company is trying to say about themselves or the product? Well, heres your chance!Main TaskIn groups of four consider thequalities and characteristics of thefollowing media texts. What dothey suggest about what thecompany are trying to say aboutthem? Use note form to recordyour ideas. Helpful hints: What common characteristics does Superman have with diamonds? Do you remember how Japan was so excellent at working together after the Tsunami 2011?
  6. 6. Introduction to Image AnalysisAims and Objectives:Introduce the textual analysis tool kitUse the concepts Denotation and connotationApply concepts to Annotations (leading up toextended writting) What is the suggested statement being made by this image? What is the most important question in an analytical exploration?
  7. 7. oTo complete image analysis for three images using theimage analysis checklist. Annotation form
  8. 8. Icons in CultureAim:To discuss and research images of icons infilm and music industriesObs:To compile research with annotations
  9. 9. REPRESENTSCONNOTESSYMBOLISESSIGNIFIES USE THE IMAGE ANALYSIS CHECK LIST TO EXPLAIN HOW THE TECHNICAL CODES HAVE BEEN USED IN THIS IMAGE AND WHAT THEY MIGHT MEAN
  10. 10. Image Analysis in Research Nelson Mandella Equality
  11. 11. How To Read Any AdAims and ObjectivesTo move on from image analysis to Printbased advertisingTo identify conventions of an advert inpreparation for analysisFor Starters..1) What similarities and differences do you notice about these adverts?2) What makes an advert an advert?
  12. 12. Image Analysis: Using Denotation Connontation The medium close up shot used in this image provides a feeling of intimacy. The eye line looking directly you gives an air of confidence. This suggests that if you wear the perfume you too will be confidentThe black and white colour suggests a feeling of old hollywood movies, aswe associate the grainy effect with classic films. People associate the sophisticated and elegent qualities of this actress and associate it with the brandFrench Brand Name suggests. Style, elegance and glamour. The useof capitol letters suggests a bold brand identity and the sans serif fontsuggest modernity
  13. 13. Generic Elements of Perfume Advertising The black and white colour suggests a feeling of old hollywood movies The copy in this ad anchors the meaning of this perfume being sophisticated and aspirationalPeople associate the sophisticatedand elegent qualities of this actressand associate it with the brand French Brand Name suggests Style, elegance and glamour
  14. 14. How To Read Any AdAims and ObjectivesTo develop media specific writing styleTo consider Brand IdentityTo create own Brand based on our own identity Copy Slogan Main Image Brand Identity Logo Starter for 10 Use these sentence starters to help you write up last lessons notes: The use of different point sizes in the fonts have the effect of..... The main image used suggests something heroic and individual because... Overall the advert is trying to say that if you buy this product you will...
  15. 15. How to Read Any Ad Natural pose, look of awe and The close up shot employed in wonderment connote the this advert shows off Kate Moss beauty and has nothing else amazement at the use of (setting) to detract the eye. it invites us to see Kate Moss at a product. personal level. Close up shot of mascara to suggest its status above all other mascara products.The gaze allows the eye lashes to beseen in full wonder. The use of hard lighting effects creates shadows to exaggerate her features. It creates a porcelain doll like effect. An extreme close up is employed to The absence of setting allows the highlight the difference between this audience to be focussed on the model and other brushes. This meaning is and the product. anchored by the text .... next to it.The high angle creates the effect of Kate Moss beingseen at a higher level thus elevating her status. The mascara product is positionedThis provides the aspirational aspect of the ad. The at the bottom right of the page next to the brand identity toimplied message of the advert suggests... cement the relationship between the two. The Brand name suggests an international aspect of a global Your eye is directly drawn to KMs company which highlights the size eyes that show off the product and and breadth of this company. The its effect. The lighting and typography of Rimmel conveys composition of the frame make this sophistication and elegance. Whereas the Red London label suggests possible rebellion and cool.
  16. 16. Applying Technical Language: TEST Draw from your technical language and textual analysis skills to fill in the blanks and complete this Rimmel advert analysis annotation1) ......................shot of mascara to 7) The ..................... shot employed in this advert shows off Kate Mossbeautysuggest its status above all other and has nothing else (setting) to detractmascara products. the eye. It invites us to see Kate Moss at a personal level. This has the effect2) An...................close up is employed of ........................ the productto highlight the difference between this 8) The Brand name suggests anand other brushes. This meaning is international aspect of a globalanchored by the text. company which highlights the size and breadth of this company. The3) The...............allows the eye lashes to typography of Rimmel conveysbe sophistication and elegance. Whereasseen in full wonder. the Red London label connotes .............................................................4) The absence of....................allows .............................................................theaudience to be focussed on the modeland the product.5) The ................. angle creates the effect of Kate Mossbeing seen at a higher level thus elevating her status.This provides the aspirational aspect of the ad. Theimplied message of the advertsuggests......................................................................................................................................................6) The use of ............. lighting effects creates shadows toexaggerate her features. This has the effectof..............................................................................................................................................................................................................................
  17. 17. Conventions of a Kate Moss Advert Predominantly aimed at women aged 15-35. This includes an aspirational of 12-40. Secondary audience of males who might buy the product for their partners or family. Military term is used to express the strength and power this product might give you Yes the image has been cropped to... The layout of this advert allows for the audience to see KM beauty. The close up image of KM dominates the page.
  18. 18. Generic Elements of Perfume Advertising Sensuality is often The name of the GENDER used to sell perfume often Simplicity perfume. The speaks of the idea that the qualities that the perfume makes us producer would attractive to the like to attract you other sex is often with. For used in Perfume example, Conventional Elements in Perfume Advertising ads. Couples are Diamond often seen in a expresses qualities loving embrace or of... looking at each other Often the setting is aspirational, a place Often models are shot from a where people wouldA close-up of the bottle is low-angle that elevates their like to be. Aalmost always displayed in status. There are a range of romantic setting,the advert. Often it is found shot types used from close- Paris, a carefreeon the bottom corners ups to medium long shots. setting, a beach. NAME SETTING ANGLE SHOT TYPES STYLE
  19. 19. T.V AdvertisingAims· To consider the skills, knowledge and understanding developed in the first term· To develop language around moving image (moving from print based to video based adverts)· To apply new media language to analysis of Gucci T.V campaign Objectives and Success Criteria 1) Micro revision. Do I remember range of skills / K&U? 2) Understand key terms. Can I identify key conventions of moving image? 3) Contribute to class discussion about use of conventions in t.v advertsMedia Studies - RecapWho are these Adverts for and how do you know? The Resigned The Reformer The Struggler The Explorer The Aspirer The Succeeder The Mainstream
  20. 20. Key Words in Moving Image AnalysisBlue ScreenA process in which actors are filmed while standing in front of a blue screen. In post-production differentbackgrounds are added where the screen was to create an illusion of the actors physically being in thatlocation. Today, this screen is often green.DiegeticAny element, usually sound, that originates from action within the frame or the immediate world of the drama. What areas of moving images do you thinkHigh Contrast these colours refer to?Sharp delineation between the bright and dark areas in a scene.Non DiegeticAny element, usually sound, that does not originate from action within the frame or the immediate worldof the drama; for example, background mood music, a voiceover from a later or earlier date commentingon action. An important way of building atmosphere or mood.Point of View ShotA PoV shot shows the scene subjectively, from the perspective of a character, as above.Production DesignThe overall look and visual style of a moving image text, including all aspects of set design and locations,costume and styling, lighting, colour palette, special effects and art direction. A hugely important aspectof the emotional and visual impact of a narrative, involving collaboration with director, producers, directorof photographySynchronous SoundSound that appears to match the image on the screen, such as a person’s lips moving as we heardialogue; or a music score, bridge or motif cut to time with action.TiltThe upward and downward movement of the camera. Sequence A series of shots linked by time, place, and action that forms a coherent unit of narrative with a specific start, middle, and end. SOUND CAMERA MISE - EN - SCENE
  21. 21. Gucci Guilty Advert
  22. 22. Target Audience Aims and Obs To introduce the Demographics and Psychographics To introduce the idea of Target Audience To apply understanding to Advertising pitchWhat products would advertise in these publications?
  23. 23. Aims: To apply understanding of Target Audience to Creative Task To consider how to pitch ideas to an audience To Pitch ideas to an audiencePresentation Points1) What has your research informed youabout your target audience? Hobbies/Interests/Ocupation/Aspiration/2) How will you use this information tocommunicate with the target audience?
  24. 24. Target Audience ProfileTecWare Teens:· Are girls and boys ages 14 – 17· Come from households with incomes £100,000+· Are interested in technology, gadgets, the Internet· Frequent chat rooms, use email daily, and play computer video games· May hold a part-time job or volunteer as a web-master, computer teacher orsimilar high-tech entry level position· Have allowances of £20 a week in addition to their jobs· Whose parents purchase at least £500 in “back to school” clothingAlexis and RyanAlexis, 16, and Ryan, 14, are brother and sister. They live in the city’s bestneighborhood, in a three-story modern home from the pages of ArchitecturalDigest. In their free time, they volunteer to maintain web sites for the family’schurch, the local fire department and their high school. There is onetelevision but 3 computers in the home – Dad’s laptop for work, the “familycomputer” and Ryan’s personal computer that he bought with money earnedteaching senior citizens computer skills. Dad is Vice President ofeCommerce for a national bank and Mom is a reporter for the online versionof the city’s newspaper.
  25. 25. J.Goody/Shush K.Moss/Channel P.Hilton/Just me J. Myers/Boss Beyonce/Armani H.Duff/With LoveG.Stefany/Lamb B.Spears/Midnight Celebrity Endorsements Perfume Victoria Beckham J.Low/Glow Sean John/Unforgivable Why do companies with establishedK.Knightly/Channel brands feel the need to use stars to promote their perfume? Use examples M.Carey/M
  26. 26. What type of person are you?Aims and ObsTo understand Audience SegmentationTo understand key Psychographic termsTo apply Target Audience Theory toPerfume Advertising
  27. 27. Psychographics
  28. 28. Psychographics
  29. 29. USES AND GRATIFICATION THEORYThis theory suggests the idea that the media audience make activeuse of what the media offer. The audience has a set of needs, which the media meet in one form or another. There are 4 main reasons we watch - DaPPS:1. Diversion – A form of escape or release from everyday pressures. Example? And2. Personal – Companionship through identification with tvcharacters and sociability through discussion about tv with other people. Example?3. Personal Identity – the ability to compare one’s own life with thecharacters and situations portrayed and explore individual problems and perspectives. Example?4. Surveillance – Information about ‘what’s going on’ in the world. Example?
  30. 30. ProppMany narratives only include a limited number of character typesHe also concluded that all the characters could be resolved into 8 broad character types in the 100 tales he analyzed: 1. The villain — struggles against the hero. 2. The dispatcher —character who makes the lack known and sends the hero off. 3. The (magical) helper — helps the hero in the quest. 4. The princess or prize — the hero deserves her throughout the story but is unable to marry her because of an unfair evil, usually because of the villain. the heros journey is often ended when he marries the princess, thereby beating the villain. 5. Her father — gives the task to the hero, identifies the false hero, marries the hero, often sought for during the narrative. Propp noted that functionally, the princess and the father can not be clearly distinguished. 6. The donor —prepares the hero or gives the hero some magical object. 7. The hero or victim/seeker hero — reacts to the donor, weds the princess. 8. False hero — takes credit for the hero’s actions or tries to marry the princess.
  31. 31. Questions of Representationadhering or challenging stereotypes? Positively/Negatively Fair and legitimate StereotypicallyUse this sliding scale evaluate howyouth have been represented the media
  32. 32. Questions of Representation and GenderWhat is being represented? Image analysisHow is it being represented? Positively/negativelyWhat messages does it send to women?What messages does it send to men?How is the product being sold?Who is the ads intended audience? Consider the setting of your advert and how you want to represent the youths within. Organise costume and props ready for next lesson.
  33. 33. Evaluating Representation
  34. 34. Advertising and RepresentationWhat stereotypes are used and are they effective?COMMENT UPON:Use of models, body language, facial expressions (where is the gaze ofthe models focussed), costume codesCOLOUR AS A MEDIA LANGUAGE and TYPOGRAPHY:Have the adverts neon colours to represent youth or gold to representaffluance/wealth?What is the style of lettering employed?What values have been used in the advertisement?Does a grey hoodie mean urban/youthful?What is the significance of the setting employed?Does New York, for example, have a meaning orvalue of multiculturalism? Does is signify a youngcontemporary mindset?What values have been linked to the products?CONSIDER THE MEANINGS OF CONVENTIONSUSED:Is value of romance linked to the product?Have you linked the value of teamwork to your product as anexpression of Unity?Is sensuality linked to the product?Consider stereotypes, are there any concerns because of this? Thinkabout messages coming through the advert about particular people.Will there be an impact on society because of the way you have decided torepresent ideas in your advert?CONCLUSIONHow does adverts compare to other perfume adverts across different eras? Isthere a sense that what it is to be a man or woman has changed?
  35. 35. Theoretical Approaches to Media (25)Narrative:Propp/Many narratives contain only a limited number of character typesTodorov/The narrative structure of a text can be understood by consideringTodorovs theoryLevi-Straus/Many narratives can be understood by considering the conflictcreated by two oppositional forcesAudience:Uses and Gratifications Theory Boardwell and Thompson: Why are theaudience consuming the text and what are they doing with it as a resultBarthes Enigma Codes: What mysteries are created and how does this work asa marketing tool
  36. 36. Generic Elements of Perfume AdvertisingAimsTo develop common conventions in Perfume AdvertisingTo compare Representation across decades
  37. 37. Friendship. 2up The Brief Togetherness Responsibility Supportive PositiveStrength and power Unity Romance and relationships Teamwork and Success A close group of people London based 16-25 C1/A/B
  38. 38. Perfume Advert PresentationsAimsTo present ideas about target audience and perfume advert constructionTo be be evaluative about target audience and advertisement conventionsHmkTo write up an analysis of your perfume advert including representation of youth andconsideration of Target Audience. Use Advertising Commentary for guidance. 400 words
  39. 39. Evaluating RepresentationFantastical.....................................................................................................................................RealisticTruthful.........................................................................................................................................UnfaithfulFair.................................................................................................................................................OffensivePositive...........................................................................................................................................NegativeStereotypical....................................................................................................................................Atypical Find a range of Representations of youth across all media. Begin to evaluate how youth have been represented by using the sliding scale above
  40. 40. Advertising and RepresentationWhat stereotypes are used and are they effective?COMMENT UPON:Use of models, body language, facial expressions (where is the gaze ofthe models focussed), costume codesCOLOUR AS A MEDIA LANGUAGE and TYPOGRAPHY:Have the adverts neon colours to represent youth or gold to representaffluance/wealth?What is the style of lettering employed?What values have been used in the advertisement?Does a grey hoodie mean urban/youthful?What is the significance of the setting employed?Does New York, for example, have a meaning orvalue of multiculturalism? Does is signify a youngcontemporary mindset?What values have been linked to the products?CONSIDER THE MEANINGS OF CONVENTIONSUSED:Is value of romance linked to the product?Have you linked the value of teamwork to your product as anexpression of Unity?Is sensuality linked to the product?Consider stereotypes, are there any concerns because of this? Thinkabout messages coming through the advert about particular people.Will there be an impact on society because of the way you have decided torepresent ideas in your advert?CONCLUSIONHow does adverts compare to other perfume adverts across different eras? Isthere a sense that what it is to be a man or woman has changed?
  41. 41. Flat Planning of AdvertIn this task you will want to explain all the conventions of perfumeadvertising that you used for your own perfume advertisement. Commenton the following: Target AudienceBrand Identity 16 -25 year old male and femalesWhat type of Brand Identity have you created? C1-BWhat values are you associating with your brand? London basedLuxury, Romance, Cool, Modern, Traditional Unisex perfumeMain ImageWhat choices have you made about your models?What are they wearing? What is their bodylanguage suggesting? How are the positioned? Copy What text have you included in the advert ? Think about the typographyHow are your models represented? Try to (style of font). Also make commentsevaluate the representation using this sliding scale about what you have included. Slogan Do you have one? What does it say about the product?
  42. 42. Convention of an Print Based Advert Slogan MainCopy ImageLogo Brand Identity
  43. 43. Creating Your Own Brand Identity Go to this address to find a free font installer, here there are thousands of exciting fonts for you to chooseFind the font you desireand follow the next step ofinstructions
  44. 44. How to install a fontUnzip the files you have downloaded by double clickingfrom the download folder, then: ▪ Mac OS X: Double-click the font file > "Installfont" button
  45. 45. Now you can open a new page in Photoshop tomanipulate your typography to get the desiredeffect as informed by your research andplanning. Remember to title the documentappropriately. In this case Masthead ResearchIt should look like this. For this activity you will only needthe type tool and the move tool
  46. 46. Click your type tool cursor anywhere on the page andtype in the name of your mastheadTo play around with Layer Stylisation,double click on the blue of the layer toopen up blending options
  47. 47. Now you can manipulate your Masthead in a number of ways.Remember to play around with the adjustments to create yourdesired effect.
  48. 48. Completing Your Perfume Advert and EvaluationAimsTo manipulate photography including:CROPPINGRESIZINGADJUSTMENT OF LIGHT AND COLOURTo complete Perfume advert paying attention to layout, design and lighting effectsTo begin analysis own ad in terms of the conventions used and target Audience Objectives and Outcomes Finished advertisement with close attention to detail Secure understanding of basic functions in PS To have started analysis
  49. 49. Finding and Analysing Your WorkUse this analysis sheet to record yourideas, you can use the printout or you canfind the document in the machomes sharedarea in the same place as your photos:machomes/shared/2012 Year 10 Ad PhotosLogging on to Machomes
  50. 50. Step 1. Open your photo in photoshop Step 3. If needs be change to the normal eraser tool toby dragging the photo over the PS icon remove areas that wont be picked upStep 2. Click on the black cursor on the corner of theeraser tool to find the magic eraser. Using the magiceraser tool aim to remove the white background to Step 4. Now click and drag the layer over to youryour photo by clicking on it within the photo. perfume advert
  51. 51. Step 5. Your image should look like this, now youneed to resize it. Remember to keep the shift buttonpressed to keep the dimensions. Top Tip You can always go to photoshop tutorial to extend your skills at this address: http://www.bgsu.edu/downloads/cio/ file17749.pdf Step 6. Using the image tab/Adjustments/Brightness you can change the separate layers an make them look consistent. Your advert should look something like this with all the different conventions on; Main image, Bottle, Brand, Background. Now you need to change the brightness levels for consistency.
  52. 52. Top Tips1) Be careful not to remove any of the clothing orfeatures of the subject (reduce the tolerance if you findthe magic eraser tool is taking too much of the imageaway.2) Remember you can zoom in using CMD+ or CMD-to ensure attention to detail.3) Do play with colour and black and white features fordifferent effects4) If you make a mistake just open the history windowand go back a step, be adventurous because none ofyour mistakes will ever be permanent.
  53. 53. Step 7. Adjust the levels on the separate layersremember to highlight them on the layers window Stretch and challenge Play with the different areas for different effects, for example, hue and saturation, colour balance, black and white effects Your finished product should look something like this but better!
  54. 54. Find five different perfume adverts and resizethem in photoshop covering an a4 size paperConsider technical codesList all the commonalities
  55. 55. Find five different perfume adverts and resizethem in photoshop covering an a4 size paperConsider technical codesList all the commonalities
  56. 56. Role models to look up to Pester PowerPhysical beauty Why do companies with established brands feel the need to use stars to promote their perfume? Use examples Positive qualities in previous work
  57. 57. Advertising Commentary Unisex PerfumeAims and ObsTo understand the written aspect of courseworkTo consider differing representations over a time periodPerfume Analysis of Own AdvertConsider the setting and background and how itrelates to your target audience.How does your typography reach its targetaudience? Does it suggest anything about theBrand of the perfumeHow does the slogan speak to its TargetAudience? What does it suggest aboutthe perfume?Consider the body language, facialexpressions and technical codes that yourimages have used.

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