For this task, I have chosen Brief 2 as I believe that it is the one in which I can portray the brand values most effectively. Additionally, it is the one that is best suited to my abilities. This post will explain what ideas I have formed in response to the brief and how these ideas strictly follow what it requires.
In order to fulfill the requirements of this brief, I will create four A4 full-page magazine adverts in order to advertise a new unisex UK deodorant called Wave. There will be at least two different models, at least one male and one female both aged 17, ensuring that my adverts appeal to and are suited to the client target audience of 16-25 year old male and females. In addition to this, each advert will feature a different main image. I will also achieve this by making sure that all of my adverts strongly and consistently express the three key brand values: active, youthful and unisex.
The USP of my Wave deodorant will be the 24 hour odour protection that it will offer, tying in with the tagline well, in suggesting that the deodorant will keep you fresh all day. While including this, I will ensure that my adverts abide by the rules of the Advertising Standards Authority (ASA) by making sure that they avoid causing offence or being inappropriate.
The USP of my Wave deodorant will be the 24 hour odour protection that it will offer, tying in with the tagline well, in suggesting that the deodorant will keep you fresh all day. While including this, I will ensure that my adverts abide by the rules of the Advertising Standards Authority (ASA) by making sure that they avoid causing offence or being inappropriate.
I intend to use some of the techniques suggested on the brief, including intertextuality and humour, making my adverts more memorable and encouraging the target audience to be more engaged. I will also ensure that my adverts are conventional, both for the target audiences I am trying to appeal to and for deodorant adverts in general. I will ensure that I follow the conventions of print adverts in order to appeal to my audience by following Uses and Gratifications Theory.
For all of the adverts, I will include the same tagline along the bottom: "Stay fresh with every move" This tagline links to the brand identity by suggesting that you can use Wave for "any situation" and stay active. To create a pack shot, I will photograph an existing deodorant bottle and then use Photoshop to add a logo and some unique detail to make it look professional and realistic. I will make sure not to use any found images in my pack shot in order to avoid copyright issues and ensure that I follow the brief. The deodorant pack shot will be used along the bottom of all of my adverts because this is a conventional place to put it. The same issue applies with the logo, which will be present along the top of each advert, as this is a conventional place to put it. Also, I will ensure that each individual advert is different by using at least two locations, including a park and a cinema. I will use these settings to create original photography for the backgrounds of my adverts to go along with the unique focal images.
For all of the adverts, I will include the same tagline along the bottom: "Stay fresh with every move" This tagline links to the brand identity by suggesting that you can use Wave for "any situation" and stay active. To create a pack shot, I will photograph an existing deodorant bottle and then use Photoshop to add a logo and some unique detail to make it look professional and realistic. I will make sure not to use any found images in my pack shot in order to avoid copyright issues and ensure that I follow the brief. The deodorant pack shot will be used along the bottom of all of my adverts because this is a conventional place to put it. The same issue applies with the logo, which will be present along the top of each advert, as this is a conventional place to put it. Also, I will ensure that each individual advert is different by using at least two locations, including a park and a cinema. I will use these settings to create original photography for the backgrounds of my adverts to go along with the unique focal images.
I will ensure that the adverts are suitable to appear in Total Film magazine by using intertextuality, through references to well-known films, creating humour and allowing the adverts to appeal to young people who read this magazine. The films I will reference are La La Land, Forrest Gump and Spiderman by recreating well-known poses from the films. One of my adverts will be located in a cinema allowing the Total Film audience who frequently visit there to relate to the advert. Although all of the adverts in my campaign link together, they are still all quite different and therefore would all be placed in different issues of Total Film Magazine. For example, on the cover of the upcoming April 2018 issue, there is a section about the new Avengers: Infinity War film which encourages me to suggest that the advert I will create with intertextuality to Spiderman should be placed in this issue, as the audience is more likely to be interested in this advert.
I have created some basic flatplans to portray my initial ideas in response to the brief. To create these, I have used images that I have found online for this task. I have intended for these ideas to appeal to the target audience of 16-25 year old males and females as they portray very youthful and sporty/active themes, which also creates a consistent brand identity between my advert flat plans.
I have ensured that these initial flatplans fulfill the requirements of the brief as much as possible, however further detail which I cannot express through these rough flatplans will also help with this.
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