Jemima Selwood created two advertisements for her media studies portfolio. Her first advertisement targeted young women aged 18-25 and featured a woman wearing summer clothes in the snow to portray her as daring and different. She made several revisions to the photograph, such as lightening it and adding defined outlines. Her second advertisement targeted children aged 8-15 and was inspired by Alice in Wonderland. It featured a little girl looking up at a giant perfume bottle. She took multiple photographs before selecting one with patterned tiles in the background. Both advertisements convey messages through imagery, fonts, slogans and target appropriate magazines. Jemima evaluated her strengths as obtaining varied photos and hand-drawing, while weaknesses included photo editing and using new Phot

1. Jemima Selwood 9139
Claremont Fan Court School 64680
OCR Media Studies J526
Individual Media Studies Portfolio B321
Planning and Evaluation: Commentary

2. • My advertisement targets young women aged 18 to 25: it
promises being happily single to someone who enjoys going
Fragrance Advert 1: out with friends but likes city life and its buzz.
Target audience for Diverse • My target audience is likely to be energetic : she spends a
is young teenagers good proportion of her income on makeup, luxurious clothes,
designer shoes and many cosmetics. But the other side of her
is very committed, a woman who is looking for a male
companion yet is quite rebellious.
• Her leisure activities are likely to include shopping and
spending vast amounts of money on clothes; her ideal
weekends are spent with friends and going to for lavish
dinners, spending time with members of both sexes.
• She would be likely to go out for dinner in the evening at
high profile restaurants like Nobu. She works in the city with
very high income.
• Her dream holiday would be a extravagant trip somewhere
really hot like Miami, a very exotic location, and most her time
will be spent on the beach.
• My target audience reads magazines such as Vogue and Elle
and her favourite films are the classics like Love Actually.
• I would place my advert on billboards in huge shopping
centres and I would launch this as a television campaign the
month before Christmas as she is sitting on snow.

3. • The font works well in this advert because it looks like the
How Advert 1 Targets font is dripping like icicles. This reassures the whole idea
my audience: codes and about the advert being a mix between summer and winter.
conventions Because its hot and cold so that the ice is dripping.
• The slogan Dare to be different with Diverse makes the
advert seem even more obvious that the girl in the advert is
very different. My brand name Diverse is used to suggest
that she is different than any other girl. This is shown really
well by her extravagant clothing by wearing summer
clothes in the winter when there is snow. It shows she is
brave and is not afraid of standing out of the crowd. This is
the type of outfit that would be worn in summer or at a
party but ideally not in the snow in winter.
• The image is bright and summery. The clothing is very
summery with the tight dress that shows off her body and
with it being a boob tube it shown she bare arms, she is
wearing a cross around her neck showing that she is
religious and innocent.
• The girl in the advert is conveyed as vulnerable and
innocent yet alluring and subtle. She is looking up gazing
around her, this shows that she is exposed and letting
people look at her beauty.

4. Fragrance Advert 2: The • The Target market is young children ages 8-15 who aspire to
Target audience for my be something great when they grow up.
second advert is young • They have great child lives and have just got to the stage in
children their lives where they hope to be something amazing when
they are older. And that they will have many adventures
when there older. Because they have big imaginations
• They are interested in a variety of things whether its for girls
that age playing with toys or boys that age playing with
friends and enjoying their childhood.
• The slogan You to can be wonderful without visiting
wonderland, shows that little children don't have to be
perfect and that they don't have to follow crowds to be
wonderful in other peoples eyes.
• I would place my campaign on billboards or in child care
places, because its showing that the children can aspire to be
whatever they want, also it is about Alice And Wonderland
which is a children's book/film that all children love. I would
also put it in children's magazines as they would like to look
at all the vibrant colours. Magazines profile readers and make
claims about the importance of the magazines in the readers
life. They categorize readers into groups relating to interest,
income and social status.

5. • My chosen font AR CHRISTY Has connotations
How advert 2 targets my of making the words look fun and good for
children
audience: codes & • My brand name Little Alice Connotes that she is
conventions very little and that she has huge expectations
ahead of her in life as she is a bright girl.
• The image is of a little girl who is looking up at
the perfume bottle, my main idea came form
the film Alice and wonder land which was a
huge hit in the box office last year starring stars
such as Johnny Depp.
• The background is patterned tiles which fits in
really well with the whole idea of an imaginary
world, also the film contained patterned
flooring in different scenes.
• The clothing is a blue dress, she is wearing this
because in the film Alice and wonderland, Alice
is wearing a bright blue dress so I made the girl
in my advert wear a similar dress this is so that
when an onlooker sees my advert they will
know instantly where my inspiration came
from.
• The is an adventurous little girl who likes to
have an adventure. I choose to do this advert
to do because I think that it will entertain and
enlighten all children's lives.

6. Research into the magazine
industry as a vehicle for my • I would place my advert for diverse in a variety of magazines mainly
advertisements the glossy magazines for example Vogue and Elle, but also in
Celebrity magazines for example OK or Hello. Where the readers will
Institution- the magazine seek to be like the cover girl in the magazines. They will wish to have
Industry- my research the key aspects that the cover girl has. They will identify with the
messages and values about fashion. I would place it here because it
fits in the right place with all the glossy girls on the covers of
magazines such as Vogue.
• I would place my advert for children and mid teenagers in a
magazine that they will relate to. I chose Bliss because loads of
young children read Bliss. I would also be the type of advert that will
fit into magazines such as (cosmos and sugar) With a celebrity on
the front covers young children would read this because they aspire
to be like important celebrities such as Rihanna who is featured in
the Bliss magazine. They might admire female celebrities such as
Rihanna, Beyonce, Lady Gaga and Jessie J. The magazine caters for
children who want to read about fashion and get the inside into
local celebrities lifestyles. Bliss ‘
• The audience profile for the magazine that relates to my adverts:
achievers and aspirers, confident over achievers hoping to be
wealthy and have successful jobs when their older. Interested in
socialising with friends, going shopping, buying clothes, going to
school, music, celebrities and meeting new friends.
• Over a third of magazines revenue comes from advertising like
mine.

7. • Firstly I studied soft drink advertisement. I
Research into the studied Coca Cola and Lucozade adverts from
advertising industry: use the 1950’s through to 2010 and looked at the
differences and how the adverts have
own examples changed in that period. I studied the
Institution: the advertising industry: my different representations of men, women and
research young people and how the brand conveyed
their messages and how a different message
came across for the different types of groups
of people/ target audience.
• I analysed television adverts:
• D&G ‘The One’ 2010 (Gisele Bundchen)
• ‘Intimately Beckham’ 2010
• Nina Ricci ‘Ricci Ricci’ 2010
• Hugo Boss ‘ Hugo’ 2006 (Jonathan Rees
Myers)
Looking at these advert I think made making
my own advert easier as I researched in big
detail and looked at loads of different adverts
to give me ideas. They also gave me
inspiration of how I could portray my girl in
advert 1 making her look alluring yet she
looks innocent but seductive. I also looked
and analysed the 3 adverts from different
time periods, this helped me as I knew what
had changed since the 1920’s to 2010, I then
knew how to make my advert fresh and up to
date.

8. • On my advert I decided to make the lighting
Advert 1: my original lighter and more crisp. I did this on Photoshop
photograph, my making the outline of the girl more defined against
decisions and revisions the snow in the background. I also added colour to
the girl to make the snow contrast with the skin.
This made the advert instantly look brighter. I
added blue to the eyes of the girl, I did this to really
emphasis the deep blue that you cant really see in
this picture.
• I added a personally drawn image of the title
Diverse which has icicles dropping from letters. I
added this to the right top hand corner and I had
to change the colour from grey to white to fit in
with the background of the snow. The picture at
the bottom left was my first attempt at editing the
main photo. I decided not to use this because I
made a new one which was crisper and had more
shadows.
• I decided to add a green perfume bottle into the
advert because it stands out of the advert and it is
placed right where the girls gaze is.

9. Advert 2: My original • On my advert 2 I decided I wanted to make something
different from the normal advert which consists of a
photograph, my beautiful girl which is what I did for my first advert.
decisions and revisions Alice in Wonderland strangely came to mind when I
thought of doing a perfume advert for children. I
decide that I would use a girl and make her really small
and put a giant perfume bottle in next to her. I made
two drafts where they where both with different
scenes behind them and one had an antique table in it
to try and recreate the scene in Alice In Wonderland
where Alice is trying to reach for something on the top
of the table.
• I eventually used the bottom left photo. I think that it
made the advert look more unreal as in the film its all
patterns. I decided to add a red perfume bottle into the
advert to contrast with the background. I chose a
perfume bottle that was bright red and also I thought it
looked like the red queen that is in the film Alice in
Wonderland. The title Little Alice I used because I feel it
went with the advert and it has a nice sound to it. It
also portrays that Alice is little which she is in my
advert. I changed the background on Photoshop so
that the advert seemed more fun and also I changed
the girl who is meant to be Alice smaller and the bottle
bigger.

10. • I think that I had a few strengths whilst being set this task.
One of them I feel is that I think I was quite good at getting
Evaluation of the strengths a variety of different photos for my advert one, as I needed
and weaknesses of my to find the right one and ended up with a huge variety to
advertising campaign choose from.
• My second strength for my first advert I think was being
able to hand draw the title for the advert and having to
scan it into the computer and then having to make it the
same background as the snow. This I found considerably
challenging and difficult but I believe I tested myself and
set myself goals.
• My weaknesses that I had with my first advert I found was
moving one image over onto another image with making
sure that I don't ruin the image as I transferred them over.
• My strengths on my second advert I think where
completely different from my strengths in my first advert. I
only had to take around two photos till I had the one I
wanted. I think my biggest strength was being able to
produce a product which was completely different to any
perfume product I've seen, I had a few moments where I
thought I was going to change my idea but eventually I
pulled through.
• My biggest weakness for my second advert I think was that
I hadn't used some aspects of Photoshop that I needed so I
had to experiment with things I hadn't use before like for
example trying to make it all seem like a fun advert.

12. This is my first unedited advert that I This was my first attempt at making the
In decided to use a hand drawn image didn't use this because I thought the picture look lighter and more crisp. I
on my advert because I didn't like any lighting was too dark. didn't use this because I felt I still needed
of the fonts to make it lighter
When I made the image before
I made the image the lighter to get this image I felt
same lighting but I made that I lost the crispness of the
this one more crisp. I image
also added a perfume
bottle .