Bethanie Cundy created two advertisements for a perfume targeting different audiences. For the first ad, the target is young adventurous females and males seeking thrills shown through a woman bungee jumping. For the second ad, the target is playful independent females reminiscing childhood shown through a woman playing with toys. Both ads aim to appeal to the target magazines like Teen Vogue and Vogue through fun fonts and contrasts between feminine bottles and adventurous backgrounds. Bethanie researched magazine audiences and advertising trends to inform her work. She evaluated strengths like brightened backgrounds and memorable fonts, and weaknesses like needing more defined heads to improve realism.

1. Bethanie Cundy 9090
Claremont Fan Court School 64680
OCR Media Studies J526
Individual Media Studies Portfolio B321
Planning and Evaluation: Commentary

2. My advert targets mainly young females :it Fragrance Advert 1:
features a woman, though it also could target
men as offers thrill and adventure to both sexes. Target Audience For Jump
The connotations of the pink bottle are very
feminine. The bottle itself and the background of
the advert has a big contrast, with the bottle being
girly and the background being more adventurous.
My target audience is most likely going to be
teenagers who are adrenaline junkies and look for
excitement and who conquer their fears.. I would
most likely place my advert in teenagers
magazines and young adults magazines, to catch
the younger generation’s attention: Teen Vogue,
Mizz, Bliss
The target audience would be looking for fun and
having a good social life, spending time with
friends and family to have a good time
Her dream holiday would be an action filled trip to
an exotic place with plenty of thrill and
excitement.
She is likely to see my advert in her favourite teen
magazine or on a billboard by a skydiving centre.

3. The placement of the bottle is on the
side so that the viewer can focus
mainly on the main girl jumping. But
because the bottle and the background How advert 1 targets my
have a big contrast it still stands out
therefore is visible.
audience: codes & conventions
The slogan is big and bold and tells
you to feel scared but still do it, and
get over your fear.
The advert targets young adventurous
people from about 14-21 years of age.
Also people who are looking for a thrill
and having fun.
Chilled clothes show the advert being
relaxed all about having fun.
My target audience would see this
advert and instantly believe that it is
fun and active.
The pose of the girl in the advert is
showing that she is letting go of all her
fears and jumping out into the open
space to get a thrill.
The choice of font was used because it
gives it an edgy feel and the
unevenness adds excitement.

4. My target audience for my second advert is innocent,
females who are playful and independent. My Fragrance advert2: Target
perfume is a product for the high-end market, the
target audience would be teasing yet classy.
audience for Live.Play.Laugh
They probably work in a well paid job, as something
that is very stylish and feminine. This is called a
reader profile/consumer profile.
They are interested in having a good time and
enjoying themselves wishing they were younger
playing with children's toys, but still at the age of
early twenties.
I would place my campaigns on billboards on and in
magazines because this would catch the most
attention of the target audience. The magazines
would be girly and feminine and have an interest in
fashion and style such as vogue and Elle.
Magazines profile readers, and make claims about
the importance of the magazine in the readers life.
They categorize readers into groups relating to
interest, income and social status.
My target audience is fun, child-like but still
sophisticated and an adult with style and a job but
still playful and full of enjoyment.
Her perfect weekend would probably be one day
with her friend enjoying a older life at clubs, but the
other day on her own reminiscing her childhood.

5. My brand name Live.Play.Laugh connotes
playfulness and living to have fun and
play.
My choice of font for Live.Play.Laugh is How advert 2 targets my audience:
fun and young. It has connotation of a
child, wanting to have a good time and codes & conventions
have no worries.
The slogan is small and petit, again
showing child-like characteristics. The
smiley face at the end shows a fun and
care-free side to the perfume
advertisement.
The target audience for my second advert
would be for the ages of around 15-25.
People who are wanting to go back to
when they are younger because they
want to play and have fun, but now the
older you get the more responsibilities
you have and you forget about the fun in
life.
Sophisticated and grownup clothes show
that the woman is older then the
environment around her and she should
be out at a party or club when instead
she wants to play with children's toys.
Her pose makes her look like she is
dancing or just with her friends, so it is
saying that she can have a good time on
her own playing like a small child would.

6. My perfume is for girls who like
adventure but also looking girly and
sweet, hence why the bottle is pretty and Institution: the magazine
pink but the background is more
adventurous.
industry: my research
I would place jump in seventeen
magazine, this is because this magazine is
for teenage girls and my perfume is aimed
at teenage girls. Also this magazine aims
at girls who like to gossip and it has all
girly topics and that’s one of the aspects
of my perfume.
I would place Live.Play.Laugh in Vogue
magazine, this is because my perfume
advert is fun and playful but also wanting
to reminisce her childhood .
My target reader would most likely be
interested in looking her best and making
sure she has a fun time. Also she is a very
strong and independent character.
Over a third of magazine revenue comes
from advertisement like mine.

7. First I studied soft drinks advertisement I
studied coca cola and Lucozade adverts from
the 1950’s through to 2010. I study Institution: the advertising
representations of men and women and
young people an how brands conveyed their
industry: my research
messages and values.
For example, in the coca cola advert featuring
Duffy, the young women is represented as.....
The coke zero advert constructs the consumer
as an action man like bond.
Early adverts had much more text. In the
Lucozade advert featuring Lara Croft.
I have analysed adverts-
-D&G ‘The One’ 2010, Giselle Bundchen
-’Intimately Beckham’ 2010, the Beckham’s
-Nina Ricci ‘Ricci Ricci’ 2010
-Hugo Boss ‘Hugo’ 2006, Jonathan Rees
Myers
Analysing these moving picture adverts have
helped me to analyse my own.

8. For this picture brightened I darkened this one a bit, and
This is my original photo I
up the background and added the text “Fear is
haven’t made any changes
made it have more temporary Regret is forever” I
to it.
contrast, so that it is also added the perfume bottle
clearer. in.
Advert 1: my original
photograph, my decisions
and revisions
This is my final product, I have changed the colouring of I re-brightened the picture and self
the background and also took some of the hand drawn drew some grass to make the
grass of the back of the perfume bottle , because I bottle and text stand out more.
thought it was not needed and this looked better.

9. This is my original photo, I In the second one I have In this one I have added in
haven’t made any edits or brightened up the picture the perfume bottle and all
changes yet. and added more green to it, the extra objects like the
it give it a fairytale look. main girl and the teddies, to
make it more childish.
Advert 2: My
original
photograph,
my decisions
and revisions
This is my final product, I changed
the colour of the background to a bit I Finally added in the text in
darker and added in extra yellow to bright colours and a fun and
make it seem more realistic. playful font .

10. Evaluation of the strengths and weaknesses of my
advertising campaign.
In my first advert I thought the lighting was good and how I edited the background to make it brighter and
more green and yellow. I also think the font that I used is good because it worked well with the whole
theme of the advert, which is edgy and exciting, also the unevenness of the text makes more memorable
and emphasises the thrill and adrenalin that anyone would get from either wearing the perfume or doing
the bungee jump.
If I were to do my first advert again I think I would edit more around the girls head, I would do this to make
it more clear and visible. I would darken around the edges of her head to make the brightness of her hair
stand out more.
For my second advert I think that I have coloured the grass well, I edited the colour to make it slightly more
yellow to make it look more natural, but I also added in darker green to make it look more fairytale like, and
more like a fantasy. I also like the font I used for my second advert, because it is child-like, fun and playful.
Also the colours of the text are bright and bold which make it easy to read and make it stand out to the on-
lookers.
If I were to re-do my second advert I would put shadowing under the feet of the girl, the teddies and
around the bottle to make the whole advert more realistic.