The document provides details about the planning and creation of advertisements for two fragrances, Ola and Pasión. For Ola, the target audience is young women aged 18-25 who enjoy beach holidays. The advertisement features a model running towards the camera on a beach. For Pasión, the target audience is women aged 18-34 who seek adventure. This advertisement is a collage of sunset photos from Mexico. Both ads were created using photos taken or found online, with fonts and perfume bottles added in Photoshop. The strengths were capturing the moods and getting the elements to align properly. The weaknesses involved perfecting the Photoshop elements and font placement.

1. Chloe Cundy
Claremont Fan Court School 64680
Candidate Number: 1411
OCR Media Studies J526
Individual Media Studies Portfolio B321
Planning and Evaluation: Commentary

2. Fragrance Advert 1:
Target audience for
Ola • My target audience for my advertisement is young
women aged between 18 to 25. They are the kind
of people who love holidays where they have fun
and look for romance.
• My target audience sees herself as energetic, she
spends a good proportion of her time at the beach.
• Her leisure activities are likely to include
swimming, and hanging out with her friends. But
another side of her likes to relax and go on holiday.
• She likes to go to beach restaurants and doesn’t
mind if she gets a bit sandy or dirty. She is very laid
back.
• Her dream holiday would be a holiday where she
can go swimming and enjoy time with her friends,
it would be a hot exotic country where she
doesn't’t have to wrap up warm.
• My target audience reads magazines (vogue, Elle)
and her favorite film is, soul surfer.
• I would place my adverts on billboards in a huge
shopping center and I would launch the advert as a
television campaign in the summer to show you
can wear this fragrance in a hot country.

3. How Advert 1 targets
my audience: codes and conventions.
• The message of my advert is fun: a beautiful girl
that target audience would like to copy.
• The slogan race the wave with Ola makes it obvious
that the girl in the advert is very different. My brand
name Ola is used to suggest that she likes to be a
role model for other girls and make sure they have
fun when they go on holiday. The bikini she is
wearing is showing my target audience that she
likes to be in sea and in a hot country.
• The image is bright with the sunlight coming
through the top left corner of the screen. The bikini
is very summery and shows off the figure of the
model. Her arms are out to show she is free and she
is also running with the wave.
• The girl in the advert is conveyed as free and
confident. She is looking down at the sea to show
that she is enjoying where she is and that she is
confident with what she is doing.
• The font worked well with the advertisement as its
simple but also curved so resemble a wave. I have
placed the font just above he horizon and same
with the slogan to make it clear and I have coloured
it greeny, blue so that it matches the scenario and
the color of the sea.

4. Fragrance Advert 2: the target
Audience for my second advert is pre-
teens
• My advertisement targets young women aged between
18-34. it promises to show people the beauty of nature
and the sunsets.
• My target audience like to be energetic, she spends a
good proportion of her money on holidays and
expeditions they can do.
• She would spend her free time looking at sunsets and
going to the beach by herself and having some alone
time. She would also like spending time with both sexes.
• She would likely go out for dinner in the evening at high
profile restaurants like Nobu. She would work in the city
with very good income so she can afford to go on holiday
a lot.
• Her dream holiday would be somewhere like Mexico
where they have amazing sunsets that she can go and
watch whilst sitting on the beach.
• My target audience reads magazines like Vogue and Elle
and her favorite film would be a film to do with a beach.
• I would place my advert in somewhere similar to Times
square in New York on a huge billboard so that lots of
people could see my fragrance. I would launch this
advert t the start of the summer holidays so that people
would want to use this in the summer.

5. How Advert 1 targets
my audience: codes and
conventions.
• The message of my advert is adventure. A girl
jumping the a dessert and the pretty sunsets of
somewhere, where people would dream to go to.
• The slogan free your inner passion shows that’s you
should be adventurous and not care what people
think of you. My brand name pasión suggests she is
passionate about certain things and pasión in English
is Passion. The type of scenario the model Is in is very
exotic and people would dream to go there.
• The image shows a sunset in the big picture and
another sunset in the top right and a girl jumping the
girl jumping with the sun behind her in another
picture. The waves that are about to crash show
relaxation.
• The girl in the advert is purposely not being able to
see her face because I feel this shows mystery and
excitement.
• The font works well because is is straight like the two
photos on the right but then is also curved to
resemble the wave. I have places the title of the
fragrance and the slogan in the places I feel they work
the best at.

6. Research into magazine industry
as a vehicle for my
advertisements
• I would place my first advert in Vogue ‘Fashions
smartest’. The people who buy this magazine will
pay for it themselves as they are independent
and successful. In my advert the woman is strong
and powerful; most woman desire to be like this
and read magazines like this. The target
audience for this magazine is 16-34 year olds.
The vogue woman is, stylish, luxurious and
influential. I chose this magazine as my fragrance
is of a woman and behind her is the view of the
empire state building in New York City. 63% of
vogue readers are woman, this is good because
my fragrance is a picture of a woman so it would
show a sophisticated woman. Vogue Launched in
the UK in 2000, Glamour has grown into one of
the best-selling fashion and lifestyle publication
for women released 1,205,000
• I would place my second advert in Glamour. I
chose this because my advert would suit this
target market very well (18-48 year olds). It also
completely different to my first advert. I picked
to place my advert in this magazine as my
fragrance is of a young girl in a bikini with the
see around her. This is like Glamour as it shows
her having fun on the beach. Glamour magazine
say “Launched in the UK in 2000, Glamour has
grown into one of the best-selling fashion and
lifestyle publication for women.” this quote
would make me think that it would be an honor
for my fragrance to feature in the magazine.

7. Research into the
advertisement industry.
• Some of the adverts I have studied are:
• We did Hugo Boss 2006 ( Jonathon Rees Myers)
• We did James Bond Heineken (2012)
• We did Coke zero James Bond (2012)
• Lucozade The Edge (2011)
• Duffy coke
• Other lucozade adverts
• T whites
• Dior
• Christmas supermarket.
• Lynx
• Airline
• Lara Croft advert.
• I studied the different representations of men,
women and young people and how the brand
conveyed their messages and how a different
message came across for the different types of
groups/people and target audiences
• looking at these adverts made making my own
advert easier as I had researched their target
audiences and what they were trying to convey
with their advert.

8. My original photograph
for fragrance 1
My original photograph
for fragrance 2

9. Advert 1: my original
photograph, my decisions and
revisions
• I added in the fonts using
Photoshop, and I tested where I
wanted to put the fonts. I added
it to the bottom left hand corner
of the screen but then I decided
to change it so you could see the
title and slogan more clearly.
• The picture at the top was my
original photo and the picture at
the bottom is my final photo that
I am using.
• I decided to add a blue perfume
bottle into the advert because it
matches with the sea and the sky.
I placed the perfume bottle at the
bottom so it looks like she is
running towards it because she
wants it so much.

10. Advert 2: my original
photograph, my decisions
and revisions • On my advert 2, I decided to do
something different to the other adverts. I
decided to use the app Moldiv to make a
collage using three photos I had taken
when I had gone on holiday in the
summer.
• I decided to Photoshop the perfume
bottle onto the bottom left hand corner
so that it fitted with the rest of the collage
I had done.
• After I got the original photos and put
them in the collage I decided to add the
font and place it where I thought it would
work well.
• The title Pasión is used because I thought
it was quite a summery name and it has a
nice sound to it as well. It also shows
that’s the fragrance has passion to it and
that every girl who wants passion in there
life would want this.

11. Evaluation of the strengths and weaknesses of my
advertising campaign
• I think that I had a few strengths whilst being set this task. My strengths on my first
fragrance was being able to get the right angle of the photo to get the girl to be
looking like she was running for the bottle.
• My second strength for my first advert I think was being able to Photoshop the font
into the frame as I had to line it up in a place where I think it worked well with the
rest of the frame.
• My biggest weakness for my first fragrance was trying to Photoshop the perfume
bottle into the frame as I had to make sure I placed in the right place and I had to
experiment with some of the Photoshop tools in order to get it right.
• I feel is that I was quite good at getting a variety of photos for my fragrance 2, as I
needed to end up with 3 photos that worked together that I could use in the
collage.
• My second strength for my second advert was Photo-shopping the perfume bottle
into the frame as I had to use Photoshop and go round the perfume bottle very
carefully in order for it to work.
• My weaknesses that I had for my second fragrance is making sure the from fitted
the photo well, I kept making adjustments to the picture and to took a while for me
to get the photo to where I wanted it.

13. How I made my photo
I took the 3 photos below and went
on to the Moldiv and added them all
together to form a collage
This composition prioritizes the large photograph with the
expanse of sea and sky, taken at sunset when the colors are
glowing and dramatic. To create a balanced composition, 3
small square photographs occupy the right hand column
and are all of equal proportion. This creates harmony.
I then went on Photoshop and added
the photo of the bottle onto the frame
I then added on the font
and decided where I
wanted to place it.
I then got my final
perfume fragrance.

15. How I made my photo fragrance 2
Whilst I was on holiday at the beach, I set out to capture
the feelings of freedom and exhilaration that playing on
the sand by a warm sea always gives me. I set up shots
that included action as I wanted to connect with my
target audience.
I then took it into Photoshop
and played around where I
wanted the font and the color
of it.
Ola
I then added on the tagline and decided where I wanted
to place it.
Ola
Race the wave
I then decided to change the color of the font and use Photoshop
the perfume bottle into the frame and got my final fragrance