2. Existing adverts/campaigns I have researched and how these have influenced my ideas

Research into existing adverts and campaigns was a vital step I had to take to enhance my knowledge on the conventions of advertising this type of product and for the specific audience of 16-25 year old males and females. It also allowed me to develop my own ideas as well as to research how to fulfill each requirement of the brief in more depth . I created a visual collection of all of the helpful pictures I found, allowing me to create a mood board which encapsulated my initial ideas.

I then began to look into specific adverts in more detail in order to develop my ideas further:

• This Axe advert inspired the ideas for two of my adverts in particular. Where there is interaction between a male and female in my Spiderman advert (but with Spiderman upside-down), I plan to use a similar positioning of the models looking at each other, as this suggests attraction between the two people and also abides by the ASA code.

• Although the pack shot for this advert is in the top right-hand corner, I plan to place mine mainly along the bottom. However, I have incorporated the placement of the text beside the pack shot from this advert, as shown in my flat plans. 

• I was inspired by this advert more than other Axe/Lynx adverts for its appeal to both men and women because it is advertising individual products for both. The male and the female are given equal prominence, inspiring me to do the same: I am advertising a unisex product so I must also appeal to both males and females. Therefore, as well as the inclusion of both males and females in all of my adverts, they will always both be presented equally i.e. they are portrayed as of equal importance through the framing. 

• My adverts will feature a male and female who will be doing a common task/activity which will bring them together.

• Unlike the Axe advert, this Denver advert features a pack shot as its focal image with a background that is out of focus. To an extent, this inspired me to create something similar by putting the pack shot in the foreground and the models in the background.

• The text used in this advert contrasts with the background well. It is also in capitals, which may improve the look of my own advert if I chose to use the same contrast for text to allow it to stand out. 

• It is interesting to see that the largest text is used for the slogan and not for the brand name, allowing the advert to get the audiences attention first and then providing detail. This is something which I will incorporate into my own adverts.

Researching different advertising campaigns and how they are executed allowed me to form my own ideas on how to advertise my product appropriately and effectively, as well as following the conventions of other deodorant adverts. My research into other campaigns allowed me to develop ideas about my USP, which is currently that the deodorant gives you 24 hour odour protection. However, this is subject to change as I research further. Looking at adverts which appeal to both males and females was also a significant step in my research process and allowed me to think of adverts that had the same appeal.