The document discusses two fragrance advertisements created by the author - "Pure Beauty" targets 12-22 year old girls and shows a model surrounded by nature to portray beauty, while "Escape" targets 14-20 year olds seeking fun and shows a model running away in the woods; the author analyzes the target audiences, visual elements, fonts, and placements of the ads and evaluates strengths like the editing and weaknesses like readability of text.

1. Amber Saville 1158
Claremont Fan Court School 64680
OCR Media Studies J526
Individual Media Studies Portfolio B321
Planning and Evaluation: Commentary

2. •My advertisement targets women from the ages of
Fragrance advert 1: 12-22. This is because she is shown to rule the
Target audience for ‘ Pure Beauty’ woods but seems very dainty and delicate at the
same time. Her beautiful forest thrown in the
background enhances her beauty as the branches
from the tree curves round her. She is princess like
and this is what any girl would want.
• The type of girl that would get the product is a
very girly girl. They would wear designer and
elegant clothes brands such as Chanel or
MissSelfridge.
• My target buyer would be elegant and eat at
sophisticated places for dinner. On holiday, she
would go to somewhere hot and exotic like
Barbados. They would go for coffee at Carluccio’s.
• They would watch films like ‘The Vow.’ They
would have a white blackberry bold. They would
own a white mini and live in a beautiful house. They
would have lots of pets like ponies or dogs like
black pugs.
•I would place my advert in more glossy magazines
such as vogue so that my target audience would
see them as this is the sort of things they would
read.

3. How advert 1 targets my audience: codes • The perfume bottle is placed on the left hand side
& conventions. which is the way that the model is looking. This
assures that they focus on the product.
• The slogan is curly and pretty just like the title is.
The word ‘Pure’ in my brand name is for all the
environment which is surrounding her and the
word ‘Beauty’ is also used to express the beauty of
the nature and girl in the advert. I tried different
fonts. I used the end one as I thought it was easiest
to read and was feminine enough for my advert.
This font is called ‘Marcelle Script.’ I used the colour
blue as it fits in with the lake in the background.
•The images shows a young girl surrounded by
woods and a river. This sells the sense of being free
but still looking beautiful. It suggests to the
audience that you are beautiful whatever the
occasion.
• The woman in the advert is wearing an expensive
green dress which fits in with the nature around
her. Her red shoes stand out from the rest of the
scene to give it a twist. Her legs are shown off to
the audience so that something is fetishised.

4. Fragrance advert 2:
•My advertisement targets teenage girls aged 14-
Target audience for Escape 20 who want to live their life and have fun, girls
who want to get away from all the stress of work
and life and just have fun wherever that would be.
•My target audience would have an iPhone and
enjoy photography. The sort of film they might
watch are action and adventure films such as ‘Red
Riding Hood.’ They would live in cities but at the
weekend be invited to country houses for parties
like in the picture.
• They are well travelled (exotic places like Japan
They would eat in chilled restaurants such as
Nando’s. They would drive larger cars such as a
Lexus for the image. They would for a coffee go to
Starbucks. At school their favourite subject would
be media or art, tennis and lacrosse. Their favourite
TV programme would be The Vampire Diaries.
•I would place my advert on huge billboards in large
cities because the message is about leisure and
rural ‘escape’ of weekends away. I would also place
them in magazines so that the consumer can focus
on the message more clearly.

5. How advert 2 targets my audience: codes and
conventions • I placed my perfume bottle on the left
hand because she is running away from
what she is looking back at and running
into the answer, the perfume.
•The perfume bottle was chosen as it
stands out better than the rest of the
forest. This suggests it is the best, boldest
answer to what she needs to get away.
•I chose the font as it is serious and also is
the same colour as her dress so they are all
similar. I chose other fonts at first but I
didn’t like them as they were not elegant
enough and were too young for the target
audience.
•The girl is placed so it seems like she is
running away from all her normal troubles
that she goes through in every day life. She
looks slightly scared as she is worried about
the change that is about to happen.

6. Institution: the magazine industry: my research
•I looked at Vogue for the magazine my advert
would be in as its elegant yet fun. There is a
beautiful lake in the background which makes
her seem slightly active as she is also in the
woods however she is wearing a gorgeous
dress.
•The people that look at vogue are mainly
young and interested in fashion so this would
be a good place for my target market to notice
it.
•I also looked into ‘Look’ magazines. This is
because it is all about celebrities and lots of
young girls ranging from the ages of 15-20
read Look. It would be in the middle of the
magazine.
• I think it would fit in here are the people that
read it will be wanting to look for celebrity
gossip. Seeing the young girl in my advert
who is stunning they will want to be like her
and buy it.

7. Institution: the advertising industry: My Research
•Firstly I researched soft drink adverts. We
looked at multiple Coca Cola adverts from the
1950’s through to today. We focussed on the
brands messages and values.
•In the Coca Cola advert with Duffy she is
shown to be an independent women who is
free. Whereas in the Coca Cola ‘I Wish’ advert
it shows people from all over the world
reunited in song all together.
•I also researched Airline Advertisements such
as Virgin Atlantic ‘Still Red Hot’ where its
suggested that you are good looking and
glamorous if you fly with Virgin Atlantic.
•Their messages never change. I liked the idea
of glamour that they have in their adverts and
how they are all so gorgeous looking, even
when they are working in planes they still look
good.

8. Advert 1: My original
photograph, my decisions • My original photograph was taken by a pond in
and revisions Oxshott Woods called Black Pond. I did this
because the water shows purity and freshness. I
used the colour of her dress to reinforce this as it
is a similar colour to the pond. She sits on the log
as it makes her seem important, like it is her
thrown as she has branches coming from behind
her.
• I had her wearing the red shoes so that they
would stand our from the rest of the scene and
give a sort of fetishising affect on her legs.
•When I edited the image I made everything
sharper to make it more bold as if she runs the
forest. I made the reflection of the water stand
out more as it make a vague star shape in the
water.
•I took other images like this but I chose this one
as it had a lot more room in it and you can focus
a lot more on the actual product. Also the water
is very clear in this image which is pure. There
were other images taken in the woods but they
didn’t fit the idea of being pure.

9. • With this photograph which is also in a wooded
area I made her seem lost and confused but I’m
Advert 2: My original my opinion she could be running away from
photograph, my decisions everything wrong in her life and needs a chance
and revisions to be herself.
•The photo was taken in a wood so that it
suggests that she is getting away from her urban
life which she doesn’t fit into. She can escape
from this with the perfume.
• I changed the colour so that everything would
become a lot more earth like and I used effects to
make it seem a brighter green colour. Everything
was sharpened so it stands out more.
•The reason I chose the font was because I think
that this is a more serious and sophisticated
advertisement. On the left are the ones that I
originally tried but thought they weren't serious
enough.
•The reason that I used the bottle I did because
everything was so bold in the image I felt like that
bottle would stand out from the rest of the
advert as it goes with the writing.

10. Evaluation of the strengths
and weaknesses of my advertising campaign • If I could do my advertisements again
then I would firstly change the models
posture on Pure Beauty. I would change
it so that her shoulders were back more
and she seemed a lot more confident.
This way her role would have been a lot
bolder.
•My strength for this one I think is the
editing and the writing that went with
it. It goes well with the image and can
be read clearly.
•My weaknesses for Escape is that I
think she should have been wearing a
slightly less formal outfit. I also thought
that the writing can be difficult to read.
•My strengths in my opinion is the
actual photograph as the message of
my product is sent across easily.