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1. Proposal
1
Working Title:
Harmonie
Audience:
The audience for my product will be young adult women, from the ages of 16-23, as I am
part of that market and understand what women of this age group want, including things
such as price, advertisement style ect. As I am targeting this age group that is relatively
young, I am going to advertise for an audience that mostly has a lower income, as at this
time not many people have a solid career, and tend to be at university or have just left. I
think as for social class, it depends on the product I decide to go forward with, but I would
like my product to be considered luxury so probably aimed at middle class buyers. I think
as of occupation, my product will be advertised mostly towards students as this is the age
group that tend to be studying at a Sixth Form/College or at university. I would like my
product to be targeted towards a certain Psychographic, probably most likely THE
ACHEIVER, as women that are students are working towards a successful career and are
driven by this, and most likely THE SOCICALLY CONCIOUS TYPE A, as sustainability in
everyday life and the products I used are important to me, and also to this generation.
Rationale (approx. 100 words)
Throughout all the projects this year, I have built on lots of skills I already had some
knowledge on and gained completely new skills. The projects where I think I did best, were
within video production- music videos- and in print- magazines. I also enjoyed these the
most and built lots of editing skills and production skills through taking and collecting my
own images and footage. The print project pushed me towards this project initially, as for
an extra page in my project, I created a quick advertisement for a perfume, which was really
interesting and fun to do. Also in the music video project I started looking at lots of editing
techniques and how to cut on the beat, and also make things look good visually, so I think
if I use all of these aspects together, I can create a well-rounded project.
Project Concept (approx. 200 words)
My project concept is to create a marketing campaign for my own brand of perfume.
Depending on certain issues that might be unavoidable, my concept is based roughly off
Marc Jacobs original Daisy advert, however I plan on doing it in a darker tone. I like all the
camera techniques I have seen Marc Jacobs use, so I think I will take a lot of inspiration
from that, but I would also like to add aspects of fun and pops of colour. I’d like to do
something involving the natural world, as my product is aimed at socially conscious people
who are passionate about the environment and would like to involve water and magical
looking landscapes to create an atmosphere of fairy tale. I plan on using a mixture of
Diegetic sound- to make the watcher feel submerged into the world, and non-diegetic so I
can add a soundtrack and voice over accordingly to add to the atmosphere. I will need to
research lots of aspects of shooting such as the location that has been used and why, the
models and what they are wearing, the narrative that is being told to the audience, and also
the product itself and why it appealsto a certain audience. Doing some further research
into locations and art styles, I think I am planning on focussing on the imagery around
water and natural rivers and streams, but I would like to do it in a way that mirrors Greek
vase art, but with modern kicks such as costumes.
Evaluation (approx. 50 words)
To evaluate this project, I am going to keep a diary during production detailing the steps I took to
creating the final product, and also stating what things went wrong and how I fixed them. I will also
do a final evaluation at the very end of the project stating in more detail what my strengths and
weaknesses were in stages such as pre-production, and also state what could be improved upon
and where I made mistakes and how I overcame issues.

2. Proposal
2
Schedule
WEEK OVERALL PLAN SPECIFIC TASKS
1 Initial Response +
Proposal

2 Product + Audience
Research

3 Production Experiments 
4 Pre-Production and
Planning

5 Production 
6 Production 
7 Production 
8 Production 
9 Evaluation 
10 Development +
Contingency

Bibliography
At least 7 sources total and should include books, videos/films/video games, magazines and
newspaper articles etc.
1. Your, Name. (2018) Target Audience Research Survey (conducted on DATE)
2. Interviewees, Name. (2018) Target Audience Interviews (conducted on DATE)
3.