1. Proposal
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Working Title:
Raymoth watches.
Audience:
The audience targeted by my product will consist of men between the ages of 40-55. This is
primarily as they have made progress in their career and are at the height of their success. They
have high-income jobs such as those in the entertainment industry and have many people working
underneath them. They fall into the social grade of ABC1 and have a large amount of disposable
income, which has been accumulating. The audience consists of Achievers, those who respond to
imagery of power and individuality. This means that their excess money is spent on materialistic
items that represent their wealth and prowess. They respond to messages relating to success.
My project will appeal to this audience, as it will include imagery and language that engages with
Achievers. The product will appeal visually to the audience as both a fashion item as well as a
highly functional piece of equipment. The age range for my audience is the same as those for
sports such as flying, scuba diving and racing. Luxury watches, allowing the timepieces to be used
for each of them, often cover each of these sports. The price of the product will also regulate the
social status, as those with higher-paid jobs will only be able to afford the product. It is only these
people that will be most inspired by the language and the imagery.
Rationale (approx. 100 words)
My project has been influenced through positive and negative experience while working on the
subjects throughout the year. The main influence over my decision is the level of interest that has
been acquired when working with different media. This has varied over the year as I have been
introduced a selection of varied platforms.
While working with video I acquired knowledge in music and Foley work that will be essential to my
own work now. I also learned rules such as those concerning spoken dialogue and conversation. I
gained essential knowledge on the workings of filming equipment.
During the part of the course focusing on print media I learned useful techniques regarding the
colours and composition of magazines. This is something that will be required for the print
advertisements in my project.
Project Concept (approx. 200 words)
The concept for the project is an advertising campaign for a luxury watch on two different
platforms. These will be television and print media.
The television advert will be under a minute long. It will contain imagery relating to the targeted
consumer and be accompanied by a soundtrack and a voice-over.
The print media will come in the form of two separate print adverts. One shall be portrait, suitable
for use in magazines. The other will be landscape and suitable for advertising boards and online
use.
All three adverts will contain a product from a brand that I will invent.
I will need to research both video and print advertisements in order to make the product. This will
include looking at existing television adverts, as well as online content, and print adverts from
current brands. I must conduct research on the existing market of similar products and how they
appeal to their target audiences. I must then research my own audience in order to directly appeal
to a specific demographic. This will help keep my product looking authentic, as it will closely
resemble actual adverts that are trying to sell a similar item.
Evaluation (approx. 50 words)
My evaluation will come from a variety of sources. I plan to evaluate the work myself against the
original plans for the product. This includes comparison against existing work as well as the
intended outcome outlined in my plans.
It will also include peer evaluation, which will provide me with the most insight into the quality and
level of my work.
I will frequently take reference from these original ideas to ensure that my product is not straying
