The document provides details about two fragrance advertisements created by the author. For the first advertisement called "Horizon", the target audience is described as young men aged 13-20 who enjoy active lifestyles. Codes and conventions used to target this audience include depicting a casual young model and conveying a sense of freedom. The second advertisement, "Esprit Libre", targets younger teens and aims for a more relaxed feel through images of classical music and casual clothing. The author's research on the magazine and advertising industries is also summarized, alongside descriptions of decisions made and revisions to the original photographs used in the two advertisements.

1. Garry Na 1082
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 Horizon
• The ‘Horizon’ advert targets young men
around the age of 13 to 20.
• The target audience are likely to be
attracted to music such as metal, rock,
or rap.
• The target audience are most likely to
be energetic and sporty people with an
active lifestyle and a want for
experiencing.
• I would post this advert in a sports
magazine to attract readers, and in busy
places for people to dream of a free life
such as the model in the advert.

3. How advert 1 targets my
audience: codes &
conventions
• The ‘Horizon’ advert shows a very
casual image of a young teen, which
matches the target audience.
• The overall image gives a very warm
feeling as if the viewer was there,
feeling the bright sunlight and breeze.
• Modern trends such as jeans, hoodies,
and such show that the use of the
advert will make you one of the
modern trendy people.
• The model is doing what he wants,
giving a fresh feeling from his free pose
gazing across the ocean. As the quote
suggests, the advert is trying to convey
the message that the use of this advert
can really make the user ‘go the
distance’.

4. Fragrance advert 2:
Target audience for Esprit Libre
• The main target audience for Esprit
Libre are young teens aging under 18
years old.
• The target audience would be a laid
back person who enjoys classical music
rather than a very loud sort of tune.
• The target audience will be young
teens in school years who enjoy
features such as loosened ties, undone
buttons for the sense of being casual
and modern.
• I would most likely post this advert on
a public place rather than a personal
value such as magazines due to the
fact the advert’s representation could
appeal to much more than just the
target audience itself.

5. How advert 2 targets my
audience: codes &
conventions
• Esprit Libre appeals to modern teens but
not in the way of a trend that’s going on.
The model is holding a violin, which
engages to classical music rather than
loud metal. He is at a place not many
teens would go to pass time, but holds a
very free and energetic image.
• The model is sitting on a blue car looking
up at the sky with a smile on his face.
This is a very effective appeal to teens
who have to go through busy lives
without time to enjoy what’s available for
them.
• The fact that the background was
coloured like the sky conveys the image
of a romantical background such as on
top of a hill, which broadens the target
audience from just being casual and
modern.

6. Institution: the magazine
industry: my research
• Fragrance was one of the advertisement criteria
that I focused my studies on. I focused on both a
casual and a formal image in the creation of my
own print adverts, but most fragrance adverts
carry an extreme level of formality.
• The marie claire magazine cover is featuring a
woman which means first of all, the advert is
targeting females. Additionally, the woman is of
young to middle age meaning that is mostly the
target age. She has an impression of an elegant
smile and attractive clothes which is targeting
any woman in general.
• The GQ cover on the other hand is targeting
men with the featuring of a handsome young
man. He is very formally dressed and has a
bright smile making direct contact with the
camera. Even though he is formally dressed, his
stance doesn’t represent the older generation
and his shirt is that of a new generation. This
cover is targeting the young teen to men age.

7. Institution: the advertising
industry: my research
• First of all, I studied soft drink adverts
using the case studies from Coca Cola
and Lucozade as an observation to
see how the advert styles have
changed over time.
• Later on, I studied airways adverts in
the purpose of finding what motions
are used to attract people over time.
• Lastly, I studied fragrance adverts
such as ‘Vivaudou by Mavis’ and
‘Miss Dior Cherie’ to find out what
changed in the representation of
people and the adverts' attraction
itself.

8. Advert 1: My original
photograph, my decisions
and revisions
• My original photo was taken on a day with mediocre
weather, thus showing a cloudy and moody image. I
decided to change these feelings into a bright one with
the use of photoshop. First of all, I brightened up the
whole of the atmosphere by toning the picture itself and
clearing out the contrast between colors. Then, I used the
dodge tool on the person along with the shore and the
cliffs to emphasize the sunlight shining upon, as well as
the contrast with the shadow of the figure.
• The font I chose was the Viner hand ITC. The focus of the
advert was to show a strong image on a casual teenager,
and such a natural font that creates no parallel with the
letters was perfect for the advert. I got the straightforward
feeling of not being formal, and used the font for both the
name of the advert, along with its phrase.
• The advert name, ‘Horizon’ goes well with the phrase and
the background itself. After a bit of thinking, I came up
with the name in order to show that there is no limit for
living a casual life and anybody using the fragrance can
indeed ‘go the distance’ as the advert suggests.

9. Advert 2: My original
photograph, my decisions
and revisions
• My original photo had a very busy background
with cars, houses, and an uneven background. I
decided to erase the whole background, and
cover it with a layer so that it looks as if it’s the
sky. I couldn’t completely erase every remains
of the house which was behind the tree, so I
decided to use a leaf shaped brush to colour in
the parts. The photo’s overall image was
brightened using the contrast tool, and small
effects such as making the grass look more
green was done using the dodge tool.
• The name, Esprit Libre is a French translation for
‘free spirit’. I wanted to visualize the casual
image of young teens and how using the
fragrance would play a role in opposing
formality.
• The text used on the bottle is Matura Mt, which
I found very agile and active. I used this
because I thought it created a great harmony
with the style I was representing. The quote,
‘living is enjoying’ was written with the essence
text which had a level of both casual and formal.

10. Evaluation of the strengths
and weaknesses of my
advertising campaign
• The main aim of the advertisements that I produced was to show a casual image of a brand
and to do it in the form of an advert.
• A strength was that both adverts were showing the image of a young teen and the styles they
live, but in a completely different manner and feeling to it. I was able to produce the message
that using the fragrance will let you enjoy life, and chose the right quotes that went well with
the pictures.
• A weakness was that, throughout the making of the advert, I went through many failures
such as the product’s name not matching the picture’s representation, and the positioning of
the quotes. In the end, both adverts were successfully created but a lot was delayed due to
these minor issues.
• Below are the pictures that were involved in the formal advert I worked on, which concluded
in a failure. This was the original advert for ‘Esprit Libre’, the second advert.