1. Project Proposal

2. Television Advertisement
I am creating two television advertisements for a fashion website that are following a
campaign of having clothing for all seasons.
The website is aimed towards female teenagers/young adults aged between 14 – 24
years old. This is going to be targeted by the vibe and mood of my advertisement – which
will be: quite edgy and fun.
I have been heavily influenced by existing advertisements under the same genre, such
as: Missguided, Boohoo.com, Very.co.uk and many more. These existing texts follow
stereotyped conventions – the models are having what appears to be the time of their
lives, they are the stereotyped models (defined features, quite slim, tall, etc.), upbeat
music and strong styling to portray the clothes.
Consequently, the showing time of the advertisement will be alongside reality TV
programmes and other programmes that target the same target audience.

3. The models

4. Outfit Ideas (winter)

5. Hair and Make-up
For my fashion website commercial, I will have very bold and deep, yet quite natural make-up
on my models with very stereotyped youth hairstyles - as this is what I have found during my
research of similar adverts. The hairstyles are quite natural, however it is quite tamed is very
clear that it has been styled. I will be using a combination of different hairstyles and colours
(e.g. Curly, Straight, Up-do, Top Knot, Light hair, Dark hair, etc.).
As there will be two different themes of the commercials - I will ensure that the hair and makeup conforms the the theme. For example, I will have bolder make-up for the Christmas theme
as it is known as a 'party season' and it will make the advertisement more festive and mystical.
Where as, with the Spring/Summer campaign, I will have less make-up as it will embrace on
natural beauty.

6. How it works
My campaign will be based on the idea of the fashion website having garments and
products for all seasons. I will make my two commercials link by almost telling a
narrative (of the transformation from Summer to Winter) - the start of the second
commercial will begin with the ending of the last commercial, to create the link.
With my two different advertisements, I plan to have some very obvious differences between
the two. I want to present obvious differences in locations - for the Spring/Summer, I would like
it outdoors in the day to embrace nature and the weather and to be quite bright (as I am
shooting during winter, I will need to choose a bright day to shoot and will have to edit the shots
- to have specific bright filters on the shots).
Where as, with the Christmas (Winter) commercial, I would like it more indoors - I will use a
studio to have plain backgrounds and maybe a party theme set-up, with the use of un-natural
lighting and if I use outdoor shots, it is most likely to be in the night, surrounded by Christmas
lights to conform to the campaign's theme.