Hedgehogs

1. Natasha Fuller 1417
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 The Key is for
young women
• My advertisement targets young women aged 18 to 25. The perfume
promises to the target audience that the perfume will bring out their
edgier side.
• My target audience is likely to be adventurous: she spends most of her
income on going out to expensive bars and the activities she does. She is
also into fashion but doesn’t buy classic designer brands but spends her
money on clothes that are more edgy and alternative.
• On her days off she enjoys meeting new people and visiting new places.
She is from an urban city that likely lives in London or New York.
• In the evening she would likely be going to clubs and bars out in the city.
She is young and likely to still be a student at college/university or
emerging into the world of work so does not have a lot of money but can
still afford to go out and have a good time.
• My target reader sees herself as fashionable and young. Her role models
are models like Cara Delevigne and if money were no object she would
buy clothes from vintage shops.
• She has an iphone in her pocket and she mainly uses this for social media
where she can share what she is up to on Instagram/ Twitter and Tumblr.
She also uses her phone to listen to music by alternative rock artistsand
bands e.g Lana Del Rey, The 1975, Blur and The Red Hot Chili Peppers.
• Her favourite are movies are Dramas such as The Perks Of Being A
wallflower and The Breakfast Club.
• Her dream holiday is likely to visit other urban cities e.g. London, New
York, Amsterdam or Tokyo. She would spend most of her time exploring
the City and visiting places in the city that are slightly unknown.
• My target audience reads magazines like Dazed and Vice and her favourite
films are dramas that are quite indie like Palo Alto and Girl interrupted.
• I would place my advert on billboards in urban areas of cities e.g.
Shoreditch in London. I would also place my advert in magazines like
Dazed and Vice around Winter time as my target audience can dress in
black and feel more alternative around this time.

3. How fragrance advert 1
targets my audience:
codes and conventions
•The message of my advert is that if you wear this perfume, an edgier
side to you will show and you can be as cool and desirable as the girl in
the photo.
•The slogan unlock the inner you makes it clear that the girl’s bad side is
shown when she wears the perfume, and she can feel more confident
with herself. This is shown by her black and white clothing, the colour
black is often seen as bad and risky.
•In the background there is also some black and white stripes which
contrasts well with the outfit of the girl and she blends in with the
edges which approaches her look as more edgy.
•The girl in the advert is conveyed as confident, cool and gives of the
impression that only people that are up to her standards, can hang out
with her. This shows that to be considered as cool as her, you have to
wear the perfume.
•The font works well because it is sharp and crisp just like the arrows in
the back of the photo and her bold choice of style. The colour also
works because it matches the simple theme of the advert which is black
and white.

4. • My advertisement targets women ages 18 onwards. This is because the
perfume promotes finding your inner nature which women of all ages can
achieve.
• The girl lives in London and is a city girl ,however she is striving for a break
so enjoys going to the suburbs of London and likes being at one with
nature.
• My target audience is likely to be a city girl that enjoys going out and
wearing nice, designer clothes. However, sometimes wants to just be with
the nature and appreciate the world and country around the city.
• Her leisure activities are likely to include hanging out with friends and
going shopping although she also likes going on walks in beautiful parks.
• She would be likely to spend her evenings at high profile restaurants such
as ‘Claude’s Kitchen’. She also enjoys having home made meals with her
family at home.
• Her dream holiday would include a trip to the Amazon rainforest to
experience a new climate and see interesting animals she can’t see in the
city.
• My target audience reads magazines like ‘Vogue’ or ‘wonderland’ as they
are city girls but when they come across Desire the perfume
advertisement, the idea of taking a break from the city will appeal to
them.
• I would air my advertisement during Autumn time (September-
November) as this is when the leaves are beautiful colours and is
appealing for walks in the park. I would place my advertisement on the
television during adverts between TV shoes like Made In Chelsea and
Keeping Up With The Kardashians because these are shows that many
women enjoy watching that are from the City. The advert will promote the
idea of the country to the city girls so they can too be at one with nature. I
will also place this advertisement in the City of London on billboards so
that the idea of spending some time with yourself outside of the city is
noticed.
Fragrance advert 2:target
audience for Desire is
young women

5. • The message of my advert is of a city girl that is searching for
the nature in her to show. She desires to find this inner image of
herself.
• The slogan Find the nature in you makes it clear that the girl is
trying to find another side of her by wearing the perfume. This
is shown by the leaves in the background of the photo which
shows us she is not in the city but is surrounded by nature, in
the suburbs. The clothes the girl is wearing includes a flowey
dress and scarf which shows she is ready to let loose. The classy
jewellery she is wearing including pears shows the girl is classy
and from the city, however she is leaving that side of her
behind. The red colour of her lipstick and scarf stands out in the
green background, this shows that she isn’t normally a country
girl , however she desires the peace.
• The image is very bright yet subtle. A gaze of light shines down
on to the girl which shows she is innocent yet desirable. She is
looking straight at the camera which shows confidence and
helps the target audience feel connected.
• The font works well because it looks like a swirled thorn on a
bush which forwards the feeling of nature. The main colour of
the font is green which matches well with the leaves in the
background and the outline colour of the text is red which
matches the girl’s lipstick and scarf.
How fragrance advert 2 targets
my audience: codes and
conventions for Desire

6. For my first print advertisement I would use a magazine like
‘Vice magazine’. Vice is known as ‘the hipster media
empire’. For this reason I have chose it for my first print
advertisement as it features a more arty, edgy print
compared to other perfume advertisements. The type of
women that read Vice are interested in alternative lifestyle,
trends, music, fashion, photography ect. The vice magazine
appeals to people un-satisfied with the content from
mainstream media. Another magazine I could use would be
‘Dazed’. This is because Female models in ‘Dazed’ do not
wear make up to flatter and sexualise their feminine
features, but make up that makes features much stronger,
and more masculine. Many women featured have short,
unusual hair and make up. This makes the models seem
more of a work of art, than a sexual object. The women are
wearing dark clothing and leather. These could all be seen
to represent the punk subculture, usually stereotyped as
rebellious, or different.
For my second print advertisement, I would use magazines
like ‘Vogue’ or ‘Wonderland’. I would use these magazines
because they are read by people that live in the city. My
perfumes target audience is city girls that want a break, and
when they see the perfume advertisement in the magazine,
the message of spending some time with nature will appeal
to them. Both Vogue and Wonderland included a lot of
models and fashion. The model in my advertisement is
wearing a beautiful dress with expensive jewelry. This is
why girls that are interested in fashion will be reading
these magazines and will spot the girl in my advertisement.
Research into the magazine
industry as a vehicle for my
advertisements

7. In class, I studied the adverts:
• James Bond Coke Zero
• James Bond Sky fall Heineken (2012)
• Hugo boss Jonathon Rees Myers (2006)
• Lucozade the edge (2011)
• Coke Zero Duffy
• T whites lemonade
• Lynx
• Dior
• Christmas supermarket adverts
• Airline
• Cars
• Lara Croft
• I studied the how the representations of the adverts changed
depending on the target audience e.g. men and women. All of
the adverts showed a message of gaining something out of
having the product. This made it easier when I took my photo
for my adverts as I knew I had to made the product seem like
you had to have it. I also picked very beautiful models that gave
the message of the perfume that, if you wear the perfume you
can be as appealing as the model in the photo.
Research into the
magazine industry: use
own examples

8. Advert 1: my original
photograph, my decisions
and revisions
• The image on the top left is my original photo.
• I decided not to add an affect to my final photo because I
thought that it would make the advert seem less bold and
the colours would not stay a crisp black and white.
• On Photoshop, I wrote the text on to a separate white
border. I did not write my name of perfume on the actual
photo as I thought the only sensible colour I could use
was black or white, and neither would stand out enough
unless on a plain background. On the bottom left, there is
a photo where I put the name of the perfume on to the
photo without the white border. I believed this was not a
good idea because the name of the perfume did not
stand out enough and would not be able to read from a
distance.
• I chose the font of the name of the photo and the slogan
to be ‘BlairMdlTC TT’ because the font it very bold and
clear to read and the edges are also sharp like a key.
• I placed the perfume bottle in the white border going into
the photo because the gold ring around the bottle
matched well with the yellow lines on the floor.

9. Advert 2: my original
photograph, my decisions
and revisions
• The image in the top left is my original photo.
• What I did to my photo first was but it in a frame of three
rectangles with a white border in between. I did this on
the app Moldiv by placing the same photo for each frame.
• At first, the three rectangles were all of the same image
but I decided to show more of the nature in the
background. To show the leaves in the photo I moved the
photos on the sides along.
• I then realised that the light coming from the top of the
photo looked uneven (as shown in the bottom left). So, I
went on to Photoshop and cropped the top of the middle
photo so each of the photos had a similar beam of light. I
then used the sponge and blur tool to blend the light in to
the rest of the picture so it looked natural.
• I used the DKNY apple perfume because the apple
represents nature which is my theme.
• I used the thorn like font as this also matches my theme
of nature and I made the font green to match the leaves
and the outline red to match the girls scarf and lipstick.

10. Evaluation of the strengths and weaknesses of my advertising campaign
• My main weakness for my advertisement campaign was Photoshop. I was not very similar with the
software so found it quite hard to do certain tasks, especially duplicating layers. I had to crop the top of my
advert 2 and paste it on to the other parts on the photo and I found it very hard to work out which layer to
use and what I had to do. I also found it hard to place the picture of the perfume on to the advert as I had
to delete the white background and I wasn’t very familiar with this.
• Another one of my weaknesses was slightly cropping out the shoes in my photos. At the time of taking the
photo I was not aware the entire shoe was not in the frame.
• My strengths included uses the app Modiv. I am very familiar with editing apps on my phone so working
out what frame to use and how to place the photos was easy for me.
• Another one of my strengths was finding the write font to suit my adverts. I think both the fonts I used
were appropriate and matched the themes of my adverts.

11. How I made my photo advert 1
I then picked the perfume I liked off the
internet and placed the perfume bottle on
to the bottom right hand corner of the
photo, I also deleted the white background
of the photo. I did this by going on to
different layers and using the magic wand
tool on Photoshop.
I first went on to Photoshop and
put my photo on to a white portrait
template so that my text would be
seen more clearly.
I then wrote my name of the
perfume and the slogan which I
placed at the bottom left of my
photo, I did this using the
Photoshop text box.

12. How I made my photo advert 2
I then picked the perfume I wanted for my photo and deleted
the background and placed it on to my photo, I also did this on
Photoshop. After this I made the perfume smaller and placed
it on the bottom right hand side of my advert to which gave
me the final piece
I first went on to the
app Moldiv and picked
my template.
After that I picked the photo I
wanted to use and placed the
photo in the position I liked.
I then took my photo to Photoshop and
cropped the top part of the photo in the
middle and placed this on the other two
photos.
I then wrote my name of perfume and slogan in the
app ‘Pics Art’ as this app had a font that represented a
thorn which matched my theme. I then also chose the
colours for the text on this app.
To make this seem more subtle, I used the
smudge tool and the paintbrush on
Photoshop.