The document discusses two advertisements created by the author for perfume brands. The first ad is for the perfume "Delicious" and targets successful, fashionable young women. The ad uses bold red colors and features a sophisticated woman to represent qualities of power and sexuality. The second ad is for the perfume "Innocence" and targets younger women seeking care and gifts from partners. It shows a natural-looking young woman with strength and vulnerability to appear sweet but independent. Both ads were created through photoshoots, editing, and design choices to represent the targeted audiences and brand messages through symbolic colors, fonts, and visual elements.

1. Alicia Hatfield 9103 Claremont Fan Court School 64680 OCR Media Studies J526 Individual Media Studies Portfolio B321 Planning and Evaluation: Commentary

2. Fragrance advert 1: Target audience for Delicious My advertisement targets young women as it promises you to be ‘Delicious’ My target audience is likely to spend a good proportion of their income on clothes, makeup, shoes, bags and nights out and care a lot about their appearance and what they eat. They are most likely to go out with men and their girlfriends a lot for dinner or partying, go to the gym, shop, work, be successful and love the buzz of city life. My target reader sees herself as a sexy, successful woman who does not need a man to look after her – she leads the relationship. She is clever and knows a lot about fashion and how to present herself. Her dream holiday would be somewhere exotic and hot where she could sunbath during the day and party at night. However she might prefer to go to a fashion capital e.g. Paris or New York working in fashion. My add would be placed on big bill boards on the way to big cities and in glossy magazines that this type of women would read. They would work in fashion or something that earned herself lots of money e.g. Banking. She is conscious of her looks; wearing heavy makeup making her appeal strong and grown up. My target audience is A, B, C1, C2.

3. How advert 1 targets my audience: codes and conventions Delicious product & slogan is clearly displayed in seductive red and bold black. Red connotes not only love but Eve’s tempting apple: the message is that Delicious puts a spell on the target man. This woman might have a dark, evil side as in my advert the main colour is red. The red apple like perfume bottle connotes power and sexuality. The perfume is strong, wanted and daring. It relates back to Adam and Eve with the forbidden fruit. The font of the word Delicious looks like the snake who tempts the buyer into having this forbidden perfume. The slogan font (plain, clear) contrasts with brand name (curvy, girly, sensuous, snaky). The slogan is empowering: every woman wants to be wanted and delicious so this is a very temping promise. The image represents a strong sophisticated successful woman wearing earrings and chic make-up. The red colour codes are crucially important in linking the sensual pleasures promised by this product: as strong, seductive and powerful. My target audience is A, B, C1, C2

4. Fragrance advert 2: Target audience for Innocence The target audience of my second advertisement is to young women. They are sweet and enjoy having fun. They like their man to look after and care for them and buy them gifts. They probably work in a simple job or maybe something to do with fashion; they might not work at all but still can afford these luxuries as their boyfriend will pay. They are interested in nature, fashion, makeup, men, friends, money, holidays/relaxing and sports. They see them sleeves as quite successful and happy; they have a good life and a boyfriend that looks after them. They do not see them selves as vulnerable but ‘ innocent ’ which relates to the perfume name Innocence . However they do still have power and an independent sinister side to them which I have portrayed with my model by the way she looks straight into the camera; her eyes almost telling the viewer she has a bad secrete being hidden. It also shows she is not intimidated by the viewer and can look straight into their eyes holding power over them. This woman's idol would be someone like Natalie Portman or Keira Knightley who are both very beautiful and successful women. This woman's dream holiday would be with her boyfriend relaxing and being spoilt in a hot country where she can go out to dinner and have a good time. I would place my campaigns on billboards and in magazines. Magazines profile readers and make claims about the importance of the magazine in the reader’s life. They categorize readers into groups relating to interest, income and social status. My target audience is A, B, C1, C2.

5. How advert 2 targets my audience: codes and conventions Innocence perfume product is suitable to the theme and woman in the shot: it is sweet and girly with an elegant spray and is appropriate. The slogan is written in the same font as the name; both curly and very adorable and girly with hearts at the beginning putting romance into the advert. I think the slogan subjects that it does not matter what your appearance is just along as your natural and your self you are beautiful which really encourages a wide ranged target market of people who are confident with themselves and people who do not like their own appearance. The girl in this advert has her hair up which makes her look demure and innocent . The angle of the shot – low angle also has the same effect. It makes her look petite, small and delicate. Her body retiring away from the camera but her face turned to face the shot showing strength and power. It is also quite a close up shot which is personal however the model is not intimidated by the focus being of just her – and such a close face shot. But instead devours the attention with an open mouth pout. The buyer can really relate to the model as she is young, pretty and natural. She does not need too much make up, big extravagant hair or luxurious clothes to achieve this effortless beauty – she just needs this perfume. This makes the buyer think this look is achievable and they can too look like this. I feel that as the advert is in black and white it really does achieve being natural and innocent. The perfume bottle in colour making that seem like the main focus and the women is behind supporting it. My target audience is A, B, C1, C2.

6. Institution: the magazine industry: my research I would place my first advert ‘ Delicious ’ in edgy woman's magazines such as Vogue or V magazine. The people who by 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. I would place my second advert ‘ Innocence ’ in magazines like Elle Italy or a Glamour magazine. The target audience I am aiming to get here is completely different than my first advert. It shows a gentle, soft ‘innocent’ woman. People who read Elle or Glamour are dreamy and soft. They want a man to look after them and they will probably get them to buy it for them. Over a third of magazine income comes from advertisement like mine.

7. Institution: the advertising industry: my research First I studied soft drinks advertising Coca Cola and Lucozade adverts from the 1950’s to now. I studied representation of women, men and you people and how the brands show their messages and values. For example in the Coca Cola advert with Duffy, she is portrayed as a young busy woman who needs a brake and have time alone. I have analysed TV adverts: D&G ‘The One’ (Gisele Bundchen) 2010 Gisele Bündchen from Brizil a nd ‘Intimately Beckham’, Nina Ricci ‘Ricci Ricci’ 2010, Hugo Boss ‘Hugo’

9. Advert 1: My original photograph, my decisions and revisions I chose my model because she has long dark hair and fair skin that contrasts nicely. She looks mature and sophisticated. I made her up with think, dark eye make up that was striking and bold, coloured her eyebrows darker and thicker and scarlet lipstick to connote my theme of red, power and desire. I took 30 shots and chose this photograph because it is a very close up shot on her face which looks powerful. However she is looking away from the camera almost like she is distracted by something. When I photoshoped the perfume bottle in the left side it looked like this is what caught her attention and was just out of reach. When editing this picture I adjusted the hue, saturation, colour temperature, shadows and highlights in order to make it more intense and deeper. I also edited her face on Photoshop by airbrushing her skin to make it flawless and tanned, her hair making it rich, dark and fuller and her eyes which i turned from browny green to blue in order to make her seem very unique and finally her lips making them more red and dark.

10. Advert 2: My original photograph, my decisions and revisions I chose my model because she has long dark hair that looks elegant when tied up and fair skin that looks innocent and English rose like. This time I did not put as much make up on her to make her look less sophisticated and instead it made her look sweet, young and natural. This looks makes her look achievable to the buyer. I just put some mascara on her and a nude colour on her lips. I took about 20 shots and chose this photograph because it is a close up and is detailed. It has a perfect sized empty space on the right to fill my perfume details in. It is a high angle shot which makes her look innocent and vulnerable. However she is looking straight to the camera which makes her powerful so I thought this shot was good as it was a strong contrast of innocence and power. When editing this picture I adjusted the hue, saturation, colour temperature, shadows and highlights in order to make it more intense and deeper. My final choice was to make the photo black and white to give it not a dated look but a fashion, vintage look which enhanced the contrast of her skin and hair.

11. Evaluation of the strengths and weaknesses of my advertising campaign I am happy with my two adverts because the messages I wanted to put across in each photo comes through. I think my first ad Delicious is strong and powerful with a twist about forbidden fruit and tempting. My second ad Innocence uses the same model however I’ve achieved a completely different look in this advert. She is young, sweet and innocent which is equally appealing to the buyer as she is attractive and alluring. The font works well in my first ad as it is curly and reefers to the Garden of Eden story as it looks snaky and alluring. The font in Innocence I think works well as it is girly and appropriate with hearts and curls. I can imagine a young woman relating to the two different types of women in my advert as they are both achievable and realistic to any normal person. I think if I were to do these who adverts again I would make them more detailed. I would have Innocence in a field or woods when it is sunny in the shade. I think this would be better because it would make the advert more diverse and would be a suitable scene. With Delicious I would have the background of London city or on the train/tube implying she is on the way to work and be successful. Making her look like she is on the go would be appropriate with my theme of a successful, independent women. Or I would have the backdrop of her on a night out to show she is popular with a busy, glamorous lifestyle and sophisticated.