Angel.With.E
Broadcast
Web-based
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Consumers feel more comfortable with brands that advertise in broadcast media. They feel more enticed to buy from broadcast adverts
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Broadcast media is more affordable.
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Allows global audience viewing
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Appeal to visual learners
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Best for local targeting
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gives small businesses notability
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Produce loyal customer bases
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Print Readers Have Bigger Attention Spans.
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Low Cost for creation.
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Results can be Measure and Track
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Demographic Targeting.
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Global Marketing.
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24/7 Marketing.
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Not for a global audience
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Requires multiple exposures
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Requires a lot of planning
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Hard to target a specific audience
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Higher prices
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Leveraged Credibility. Print publications that have more reliability with their customer are more likely to sell
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Leveraged Credibility.
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Print Readers Have Bigger Attention Spans.
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Print Ads Offer More Flexibility and Options.
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Requires multiple exposures
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Requires a lot of planning
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Competition for attention is fierce
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broadcast Ads Offer less Flexibility and Options.
Target audiences
Mass audience- A large number of people who make up the majority of views on a film, tv show or more, they have control over what is considered trending and what is not.
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Niche audience- a more focussed subgroup of the broader market target audience. The niche audience has a specific group of needs, which can be met by a targeted product or service.
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Demographic- a particular sector of a population
Psychographic-the study and classification of people according to their attitudes, aspirations
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Geodemographic-A geodemographic classification is essentially a grouping of geographical neighbourhoods, or other small areas, in terms of their social and economic characteristics
1) Characteristics used to commonly categorise audiences- geographic location, gender identity, age, ethnicity,income, or level of formal education
2) Young & Rubicam's theory- A psychometric method of categorisation developed by Young and Rubicam:
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The Explorer – Need for discovery and desire to be different.
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The Aspirer – Focus on how others view them, tries products for looks and focuses on their status.
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The Succeeder – Strong goals and very responsible. Aggressive attitude to life, looking for control.
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The Reformer – Intellectual and tolerant. Doesn’t buy just because it's new, looks for enlightenment.
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The Mainstreamer – Desire to fit in with society. Sticks with value for money, striving for security.
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The Struggler – ‘You Only Live Once’ approach. Focuses on the present, looks for a sense of escape.
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The Resigned – Has unchanging values. Is likely to stick with what they’re familiar with.
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3) Young & Rubicam's theory is seen as cross-cultural because it can apply to anyone of any gender, race, ethnicity and age. The theory does not discriminate based on demographics and takes a more in depth look into the mentality of targeted audiences.
The Aspirer
An aspirier would be more interested in expensive mainstream product ads, as they use them for status and appeal
The Explorer
An explorer would be more interested in mainstream health product ads, as they use them to follow their adventurous desires
The Succeeder
A succeeder would be more interested in expensive mainstream product ads, as they use them for status and appeal
The Reformer
A reformer would be more interested in environmentally-friendly product ads, as they would have purpose and deter from a dystopia
The Mainstreamer
A mainstreamer would be more interested in affordable, family-friendly mainstream product ads, as they fit their dynamic of fitting into society
The Struggler
A Struggler would be more interested mainstream product ads, as they fit their 'yolo' mindset.
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The Retirer
A retirer would be more interested in affordable, family-friendly mainstream product ads, as they are more familiar to them
Media packs
Empire
Overview:Empire is an influential film and entertainment brand. Encompassing a print magazine, podcast, website, digital edition and live events strand.
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Audience profiling: Empire's ideal reader and audience is three-quarters male and aged 18-40, employed, in a relationship (although not necessarily married), and university educated, from the information given its obvious that empire would mostly include entertainment genres that interest their male readers, which would stereotypically be action movies
Mission statement: 'We curate, we inform and we entertain, whenever and wherever our audience is.' Empire's mission statement
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Advertising rates: Displays range from £4,900-£7,980, Advertorials £6,370-£3,365, Inserts £55-£35 per ’000 and Production £2,000-£3,000 net. The advertising prices overall, range from £35-£7,980
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Vogue
Overview: Vogue is a multi-media advertised magazine that focuses on the trends in fashion, beauty, and other health and beauty topics. Vogue's audience is mainly those with higher income and respectable status in society, noticeable figures such as Rihanna, Beyonce or people who aspire to be like them
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Audience profiling: Vogue’s advertisement attract a highly engaging millennial audience, mostly falling in between 16 and 24 years in age and are very active on social media. They have a 'magic moments' campaign that enables their readers to interact with the company. Vogue advertises companies such as google, reserved and many other high end companies, these companies appeal to their target audience and help them grow their audience's interest and hobbies to fit to their content
Mission statement: 'like a shop that you are not scared to walk into. You are going to see all different colours, shapes, ages, genders, religions.'
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Source
Overview: Source is a multi-media advertised magazine that focuses on the growth of the music genre hip-hop and other niche topics that their aspiring audiences find to be of interest
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Audience profiling: Sources ideal reader and audience has no specific gender and is aged 18-44, employed or in a position to aspire or be groomed for success, from the information given its obvious that source would mostly include entertainment genres that interest their wide variety of readers, which would be top ten artists or up-and-coming artists within the R & B or Hip-Hop scene.
Mission statement: 'our goal is to cover every aspect of this unique and vibrant culture—from the streets that spawn our increasingly creative music and fashion to the power players that direct the boardrooms and make our products into viable commodities and profitable investments'
GQ
Overview: Source is a multi-media advertised magazine that focuses on the growth of the music genre hip-hop and other niche topics that their aspiring audiences find to be of interest
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Audience profiling: Sources ideal reader and audience is male and aged 37-41, employed or in a position to aspire or be groomed for success and has an income of £130-£160. They are very interested in fashion and opportunities for innovative male minds. For this reason the company maintains sponsors with companies such as Prada and Michelin as that is what they know their readers would benefit from reading and therefore find interest in
Mission statement: ''Bringing the best in men's fashion and style"
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Advertising rates: The cost to advertise in GQ can cost from £3000-£100000, this connotes that the magazine is well known and well respected, as people are willing to spend up to £100 000 to advertise within their magazine. With the coverage that the magazine provides, they are guaranteed to give their sponsors and readers the targeted client and product, keeping both prospects satisfied with the magazines work
Analysis
Persuasive Techniques
Parody - an imitation of the style of a particular writer, artist, or genre with deliberate exaggeration for comic effect.
Pastiche- an artistic work in a style that imitates that of another work, artist, or period.
Satire- the use of humour, irony, exaggeration, or ridicule to expose and criticize people's stupidity or vices, particularly in the context of contemporary politics and other topical issues.
Pathos- a quality that evokes pity or sadness.
Logos- (in Jungian psychology) the principle of reason and judgement, associated with the animus (the rational mind).
Ethos- the characteristic spirit of a culture, era, or community as manifested in its attitudes and aspirations.
Source:
1. The demo (a visual demonstration of the product’s capabilities).
these ads display on late-night TV, for things like kitchen knives and stain removers. Some of the ads introducing Apple’s iPhone are just straight-up demos, pointing out the product’s features as the viewer looks on.
Example:https://www.youtube.com/watch?time_continue=25&v=81GdmRVPE0I
2. Show the need or problem (and then the remedy or solution: the product being sold).
First, you make it clear that something’s not up to snuff in the consumer’s life. Then, you introduce the remedy—which is, the product you’re selling
Example: https://www.youtube.com/watch?v=YjoGjmeCFS4
3. Symbol, analogy or exaggerated graphic (to demonstrate a problem or solution).
This is a variation on showing the problem. This time, a “symbol, analogy, or exaggerated graphic” is used to represent the problem.
Example:https://www.youtube.com/watch?v=3fj-0r5uaQk
4. Comparison (the product is claimed as superior to competitors).
Here, the spotlight’s on the claim that your product is superior to those of your competitors.
Example: https://www.youtube.com/watch?v=BdGv63C7OKk&t=15s
5. Exemplary story (weaves a narrative that helps illustrate the product’s benefits).
These ads weave a narrative that helps illustrate the product’s benefits.
Example: https://www.youtube.com/watch?v=jZtEXMBbaZg
6. Benefit causes story (a trail of events caused by product’s benefit).
The sixth format is “benefit causes story.” You conceive the ad back-to-front, by imagining a trail of events that might be caused by the product’s benefit.
Example: https://www.youtube.com/watch?v=LH8BHxz9lPg
7. Tell it (credible testimonial by presenter or real person).
This can take the form of a kindly neighbor or best-friend spot (“Oh, I used to get arthritis when I gardened, too—here, try my Ouch-Be-Gone pills”). It can be a “real person” testimonial (“I’ve never slept so well before—thanks, Adjust-o-Foam mattress!”).
Example: https://www.youtube.com/watch?v=c6hspoqg8qU
8. Ongoing characters and celebrities (to help cement a brand’s identity).
The viewer may remember the ad just fine and yet forget which brand it was for. The use of a recurring character, or celebrity, can help cement a brand’s identity into the viewer’s brain.
Example: https://www.youtube.com/watch?v=tLW5lBeFV80
9. Symbol, analogy or exaggerated graphic (to demonstrate a benefit of the product).
The ninth format is the “symbol, analogy, or exaggerated graphic” demonstrating a benefit of the product.
Example: https://www.youtube.com/watch?v=7VzbRjU8F_c
10. Associated user imagery (showcases the type of people associated with the product).
Often these will be hip, funny, or good-looking people. But sometimes the associated users are goofy or geeky—it depends on the target market.
Example: https://www.youtube.com/watch?v=gDoaa5UoBGo
11. Unique personality property (highlights product’s uniqueness).
These spots highlight something indigenous to the product that will make it stand out. It could be the country of origin or It could be the product’s unusual moniker (“With a name like Smucker’s, it has to be good”).
Example: https://www.youtube.com/watch?v=sYK-zWjxLdI
12. Parody or borrowed format (parodies movies, TV shows, even other ads).
This is a popular approach these days, perhaps because pop-culture references have become our common language. (Intertextuality) Recent ads have parodied movies, TV shows—and even other ads. Example: https://www.youtube.com/watch?v=BBQqHKxDGmM
Learning Aim A
The contents within the movie poster ad are structured to contain the branding at the bottom centre of the page along with important details such as release dates and viewing availabilities. The movie title is placed in a silver serif font, this font matches the roots of the trees at the back of the image, this along with the centre frame focus on the image connotes to the nature settings that will be included within the movie.
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The image within the poster, puts focus on the character with horns and black robe. The character has high-key lighting placed on their frame which makes them appear illuminescent. The high-key lighting used connotes to the presumably sinister personality of the character. The image also uses a forest background with characters such as pixies and trolls, using this as symbols of the movie being a fairytale or magical story. This further makes the main image appear as though they are the villain of the story.
The ad also contains a slogan stating, 'don't believe the fairytale' This makes the poster appear more sinister planting intrigue and fascination into the audience. The use of the slogan ad technique is very effective as it is short and quick but also contains a sinister element, that poses it as a threat to the audience. This matches the image and fonts chosen for the poster, maintaining cohesion and also catching the reader's attention. The poster also uses the techniques of branding. This is viewed through the 'Disney' logo and celebrity endorsement 'Angelina Jolie'. Disney is a big entertainment company, branding the movie as a Disney movie makes it more likely to be watched as it is a mainstream company. This along with the celebrity endorsement of 'Angelina Jolie' , a mainstream actress enhances the success of the movie, for its target audience which would be families with child aged children. The classifies as an excellent example of branding as it features well-known brands and people, whilst also having a positive effect on the audience
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Under Guns 12 theories of advertisement, the print ad would be classified as a unique personality ad. This is due to the main character at the centre of the image who appears to the audience as malicious and threatening, which is stereotypical of Disney villains but does not fit Disney's princess fairytale aesthetic that they stereotypically use on their movie posters. This ad could also come under Guns 8th theory 'Ongoing celebrities and characters'. This would be because of the character Maleficent and her recurring role as the villain in Disney films, associating her to be the stereotypical disney villain.
Web-based
The digital ad uses its main image as the background, with the writing in white bold font. The image is of a card hooked to a fishing hook with little black arrows pointing towards it. The image is placed over a gradient blue background, which is connoted to be water. The card being hooked to the hook is symbolic of the product being advertised as a great deal that the customer cannot pass up on, convincing the customer that their quality of life would be better with the product.
The background of the advert connotes towards the symbolism of the colour blue being calm and relaxing. It also connotes to the audience how the brand can make their lives easier with their product, making them calm and relaxed like the setting. The advert uses a bright, bold colour scheme of orange, white, blue and yellow. The use of vibrant colours such as orange and white aids the advert in embedding the advert into the audience's minds; making them more likely to remember the advert and refer to it to solve their problem or others. It also helps the message displayed by the advert to be portrayed to the reader.The layout of the main image requires the text to be placed at the left of the page for the viewer to read.The text reads 'capture and convert more leads with Wordstream' in a bold white font.The bold font used for the captions of the ad make it easier for the reader to view the words as it does not clash with the main image whilst also holds the reader's attention. The colour white, whilst used to make the text clearer, is also symbolic of knowledge and intellect; Subconsciously making the reader think that what is said within the ad must be infallible and worth their time. This technique better attracts their target audience of successful entrepreneurs.
Under Guns 12 theories of advertising, this ad would be a unique personality property ad. This is due to their unique slogan 'Capture and convert more with wordstream' . This is because the text is used as a slogan for the company, with the word 'capture' being a pun for fishing but also catching the deal being offered by the company. It also relates to the companies moniker 'Wordstream', another play on words as 'stream' has connotations of a narrow flowing mass of water. The symbolism of the advert along with its use of relation to the companies branding, relays the costumer back to the companies services being easy to use and useful.
Broadcast
The broadcasted ad begins with an establishing shot of an asian village at night. It then cuts to a shot of black figures climbing walls and jumping on roofs whilst one of them lacks behind. The ad immediately begins with an action adventure story, catching the reader's attention from the very beginning and making them intrigued to find out more about the story and faded figures.
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The establishing shot displaying the asian village captures the audience as the ad transfers them to the village. The audience are more likely to remember the advert as the setting is aesthetic. This along with the use
of filming at night, gives the effect of mystery and allure, as the night is symbolic of mischief. The characters appear to be dressed in all black robes, connoting them to be ninjas or assassins. The use of the colour black symbolises their stealth and power but also connotes towards their malicious intent within the. this contrasts the main characters ordinary business clothing, which is suspected to be the reason for his inability to complete the same tasks as the others such as climbing roofs. costume itself, connotes to the audience that the main character is stiff without the black robe costume, the main character is unable to possess the same stealth and power as his comrades. The ad's main character continues to lack behind the rest of the group, fumbling and slowing them down. The audience sees this as a recurring problem that could possibly harm their heroes, the origin of the issue has not been made clear to the audience yet nor a solution, creating mystery within the ad.
The ad concludes with the main character falling into a building swarmed with enemies, one of the aforementioned heroes throws him a snicker bar stating 'better?' before the hero begins to perform the same tricks that he could not earlier. The advert implements this scene to show the audience that consuming their product will make them feel more like themselves and less like the main character at the beginning of the ad, this is further shown through the slogan 'you're not you when you're hungry.
The use of the slogan 'you're not you when you're hungry' further entices the audience to buy the product as it is easy to remember and applies to the company and their product, the snickers ba. This ad demonstrates the satisfaction the buyer will feel after consuming the product, implying that the audience is not fully themselves until they have purchased the product. The nature of the ad makes it clear that this ad is targeted at mainstream audiences that enjoy chocolate bars or people with explorer traits who are always on the go.
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According to Guns 12 theories, this ad would come under the demo and unique personality property. The demo theory is when an ad demonstrates a narrative that shows the viewer how the product will positively affect their life. This is seen through the problem at the beginning of the ad where the main character was unable to keep up with his allies, which is then solved after he consumes the product, connoting to the audience that the product can produce the same results for themselves. The slogan used at the end of the adverts also demonstrates the unique personality property aspect of the ad, as the viewer is likely to associate the moniker with the ad and the company Snikers.
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Audience Research
High Street Fashion
High street fashion, refers to the clothing you can buy in the malls or streets in ordinary towns and cities. In addition to this, it's clothing that is readily available for purchase by the public rather than being custom-made by fashion designers, like high-end fashion. Nowadays, the most popular high street stores for the public are ones that replicate designs from the runway at the most affordable prices. Some of these stores mass produce fast fashion according to the latest trends. A list of these examples on the British high street include: Primark, New Look, and H&M.
High-End Fashion
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High end designs have unique one-of-a-kind styles. They can be moderately or very expensive and are among the most influential fashion brands. A few of the top high-end brands include Dolce and Gabbana, Gucci and Prada. High-end brands are classified by certain features, styles and fabrics. These styles are usually presented to the public on high-fashion runways and mainstream fashion publications. Some high-end designs are custom-made or made-to-order, rather than ready-to-wear garments, which are produced in large amounts with standard sizes such as high street fashion.
Fashion genres
In fashion, there are many different styles, but the most prominent styles consist of:
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Vintage fashion style.
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Artsy fashion style.
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Casual fashion style.
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Grunge style clothing.
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Chic fashion style.
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Bohemian fashion style.
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Sexy fashion Style.
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Exotic fashion style.
High street fashion uses more casual and bohemian styles in their clothes, making a variation of high-ends vintage clothing to fit their working-class audience. Popular brands such as Primark fit into the high street fashion category, Primark sells clothes without branding which is typical of high street clothes as their brands are not of high quality. Primark renovates runway looks to fit the everyday persons aesthetics. Their main target audience would mostly be those of adolescence age from working-class backgrounds, but they also target adults and children; selling to all genders.
High-end fashion gravitates more towards Vintage, artsy and sexy fashion styles. Most high-end fashion brands use their branding on their clothes as a pattern, which makes them appear more expensive and fit the vintage fashion style more.​ As seen in the image above, brands such as gucci, display their branding on their clothes and accessories; the modern day audience is attracted to material branding, therefore this type of clothing style appeals to the. On a more psychographic level, high-end fashion brands such as Gucci, would target aspirers and succeeder's because they would have the money to afford their brand and would achieve more with wearing their clothes than strugglers.
Core Assessment
Photoshoot
For my photos, i chose to use the location of the Asylum garden, Peckham. The Asylum garden has a modern chaotic aesthetic that made the images appear historic and dystopia, this idea is sure to intrigue the target audience due to its combination of modern and historical aspects; This is seen through the clothes of the models in contrast to the setting of the Asylum garden. The lighting in the Asylum was also ideal for focusing on the model and highlighting their features against the mask.
Software
For the finished advert, i will be using the program Adobe Photoshop. This is because Adobe allows its users to edit adverts for both print and web, this will be beneficial as i will need to compare the formats of web-based adverts and Print adverts to apply the web-based features to the Billboard. It also allows me to compare the quality of the billboard to a web-based ad to compare the contents of the two ads such as lighting used, fonts and colour schemes, this will help make my print advert more appealing to the audience and also trick them into associating this ad subconsciously. Adobe also allows its users to edit and manipulate their photos to create their ideal image. This will be beneficial as i intend on using the saturated effect used in Gucci ads, only using more intense colour on the product rather than the model or setting.
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Billboard Poster
The Billboard will be made in landscape format. My drafted idea displays two people squating on the floor with nonchalant NVC, this would not be able to be displayed in portrait; landscape allows for more creative space that portrait and also gives more room to display the setting of Asylum Gardens. Furthermore, it is more common to view a billboard in landscape rather than portrait as landscape has a larger width for the audience. Most billboards are seen whilst driving in a car, audiences are more likely to see the adver if it is landscape since it will be in their range of vision for a longer time period than portrait.
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Adjustments
If i were able to make any alterations to the advert, i would change the platform from print (billboard) to a web-based or broadcasted ad. This would be solely based off the fact that my target audience is more likely to interact with ads that are on platforms online such as youtube or instagram; creating a print ad poses a problem with interacting with my younger target audience who are more likely to only interact with electrical appliance such as phones and computers. If the platform was changed, i would still be able to make a vertical (landscape) advert but instead of it being a still picture, i would need to get video footage of the models wearing the masks. The footage would be a montage of them performing different poses in three or four different locations rather than the one location i chose for the photoshoot.
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Learning Aim C
Construction Log
The first change i applied to the advert was the change in the background colour. I decided to change the background to a black and white image using the newspaper filter. This gives the image a more sophisticated look as black and white are symbolic of wealth and upper class, aiding me in creating a luxurious association for the brand and the advert
The second change i applied to the advert was manipulating the second model into the photo. I used the select tool in photoshop to extract the model from their original photo and place them in the desired setting. It was hard to incorporate the second model as the photo i had chosen was tilted and they had to fit into the angel at which it was tilted at. I also flipped the model to the left to make sure that they fit the canted angle placement.
The third change i applied to the advert was adding a shadow to the second model. I used layer manipulation to make the model fit within the brightness within the back of the photo and then created a shadow for them that reflected where the light was within the photo. This helped to eliminate any error in the view of the image and made the second model look moreasimilated within the image.
I also added the branding and slogan at the bottom of the page in different fonts. The branding is two r's facing one another with long tails that criss-cross. To do this i had to rotate one of the r's to the left and place them together, the branding is unique even if simplistic and would be enjoyed by the targeted audience as tyhey enjoy designs of a simple nature
I inserted the logo at the top left hand of the advert in gradient colour and walkester font. The font makes the logo look bold and important, connoting to the high-end fashion produced by the company. The colour will help to carry across this message and obtain the targeted audience as they see the advert whilst passing by.
The final change i made to the advert was adding the logo to the mask as a design using the text tool. In the interview, the targeted audience expressed a like for products with the brand logo applied, so i decided to apply this design onto the product to appease the target audience into purchasing the product.
I also changed the colour of the slogan 'why settle for less' to white, in order to match the black and white theme of the advert, however, the white was not able to be seen because of the lighter background within the advert. To remedy this problem, i added an outer shadow to the words; through the blending tool, to make them more visible to the audience
FINAL ADVERT
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When editing the main image, the first detail i altered was the visual of the image, i applied a filter on the image turning it from a fully coloured image to the classic vintage black and white image. This is commonly used within successful fashion ads and works well in creating a high-end fashion magazine. The altercation of the filter aided in catching the targeted audience better in regards to making the brand appear to be luxurious rather than colour; as the colour shade of black and white is symbolic of wealth to my targeted audience and is used in many other high-end fashion brands ads. This followed the idea of the brief, creating an add for a luxury brand as most luxury brands commonly lean less on colour and more on their fonts and put emphasis on the product itself, as presented in my ad.
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I used a canted camera angle when taking the models photo with focus on the surroundings rather than the model. This error caused a lot of problems when making the advert, however my solution was to filter the ad with a black and white filter; that way it makes it appear as the focus is on the model rather than the surroundings making both model and setting appear in focus. The canted angle made the ground appear slanted beneath the model and also intensifying their chosen NVC of crouching and smoldering at the camera. The models NVC along with the camera angle makes the model appear as though they are looking at the audience rather than at the camera, this could cause the audience to connote the confidence in the model and associate it to the product which he is wearing, thus making them inclined to purchase the product to appear like the model. This is a commonly used concept within adverts made by high-end fashion brands through the deception that they too can be like the good-looking model by buying their product.
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I intended to use this as a way of implementing Gunns 10/12 law associated user imagery. I used two good-looking models within the advert to capture the users attention, making them remember the product everytime they view the models. This ensures the success of the product and brand growth especially if the models are seen in other projects made by the company. I placed the slogan and logo at the bottom of the page next to each other. The logo is of two r's that are facing one another and intertwined together, the audience gave a positive response to this and enjoyed the gradient affect added to it. Along with Gunns 10th law, i also applied the persuasive technique Logos; the principle of reason and judgment. This is seen through the slogan 'Why settle for less' which challenges the audiences views on the mask and brings them to ask themselves why buy any other mask if it is lesser than Rossi and Russo. This in turn would bring credibility and customer satisfaction to the brand as the audience would prefer their brand over others and vouch for it during use.
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After viewing the advert, the audience would be aware of the brand and the product on advertisement. This could lead to activity on social media platforms from audiences that have used the brand, spreading awareness and engaging them further in the success of the products launch and brand popularity by spreading the advert on social media platforms. Another way audiences could interact with the advert is if they see the ad on broadcasted tv, whether as a set for a movie or tv show or a setting for a newscaster, the brief viewing of the advert on live television would allow more audiences from the country and other countries to view the brand take interest and possibly spread further awareness of the brand.
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