print advertising
learning aim A
considering each sector
1)print is more flexible when it come to size and shape. it's easier to advertise to a certain. Some forms of the print media have huge and trusted followers. This is definitely a great boost to attract readership. it's also easier to manage cost since you can choose where to advertise based on you budget
2)it can be hard to measure the success of your ad since there's now way to tell how many people have seen it. it's also easy to not see/ignore print ads ad.
3)print is becoming less and less popular so the options or print advertising have reduced and will probably keep reducing
4)the rise of the web means a lot of print platform are being replaced with digital. the main example is newspapers and magazines which are becoming more digital.
broadcast
1)broadcast has large reach so more people will see you ad. TV adverts can be affordable. tv and online work well together so it's easier to have a multi platform campaign. lastly people spend a lot of time watch tv.
2)you need to get multiple ad spots for your ad to be affective. you can't tell how many people have seen your ad. lastly the amount of people that watch tv is slowly declining
3) making a broadcast advert can be expensive since you need a crew. more people are watch online streaming sites instead of tv shows so less people watch. radio is also losing popular since if people want music or podcast they can stream it from there phone
web based
1)online adverts have global reach so your advert can reach a lot of people. you can reach your target psychographic. no restrictions on time. digital ads mean it's easy to see how much traction the ad is getting.
2)when has limited space and you'll often have to fir the ad into a specific shape and size. a lot of internet users have ad blocks or ignore ads so your ad will reach less people then it should.
mass audience
niche audience
the mass audience is a large number of people for example a action movie will appeal to the mass audience since most people like action movies
appealing to a very specific group of people with specific interest. for example a DnD movie only appeals to DnD fan which is the minority of people.
psychographic
Geodemographic
the psychological aspects of a person that advertiser want to appeal to. like hobbies, interest, aspirations, beliefs
the place you want to an advertiser wants to appeal to. for example France
demographic
The physical traits of a person that advertisers want to appeal to. class, age , gender, ethnicity, race
young and rubicam's theory
Aspirers: People in this group seek status within society, and will generally consume brands that reflect their status and reputation. they are very materialistic so the products they'd buy are luxury designer brands
Explorers: Explorers like to discover new things and are attracted to new, innovative brands, and new experiences. They seek discovery.
Mainstreamers: People in this category follow the majority generally consume tested brands that are value for money. Brands consumed by this category include Nike, Adidas and similar brands.
Reformers: Defined by self-esteem and self-improvement, reformers are not materialistic and not influenced by status, but rather by independence. They are social aware, and inclined to consume brands that healthy or environmentally friendly.
Succeeders: Succeeders typically have a high social status, have control over their lives, and have nothing to prove. They believe they deserve the best, and will consume brands that are serious and reliable.
Resigned: This group is predominately an older demographic. These people will have unchanging values and attitudes that have been formed over time. They trust and believe in brands, and traditions, that are familiar to them. they'll use brands that are well established and have been around for many years like lifebuoy.
Strugglers: Strugglers have little thought about the future. Strugglers may see themselves as victims, and losers, who are aimless, disorganised people with few resources apart from their own physical skills. They believe more in fate and luck rather than being responsible. they tend to buy stuff like junk food
media kits
vogue: their audience is women in there 30-40s which means there likely to have good job and stable income they also probably have family. which means they most likely go on holidays. it makes sense that Cunard line advertised with them since they're a cruise line and most of the reader will have time for holidays since they're at a stable place in their jobs so they can afford holidays.
empire: most of there audience is males ages 18-40 who are in a relationship they are also the one's giving movie advice to those around them. this means they go to the cinema extremely often and buy stacks to take with them mostly popcorn. which means popcorn brands like butterscotch would advertise with them.
source: their audience is mainly people ages 18-44 who are avid movie/tv watchers. this means they are always looking for new shows to watch. this means it makes sense for HBO to advertise with them since it's a streaming site with lots of movies and shows on it that that appeal to people ages 18-44.
GQ: the average house hold income of their readers is £134-£158 per year. this means most of their readers are upper middle class so they can afford lots of luxury like clothes. this is why brands like prada advertise with them since their audience can afford prada clothes.
codes & conventions
print ad
timing: the advert is just over a minute long which is a bit longer then a normal tv ad. the ad is based on the book a Christmas carol. which means they had to condense an hours worth of narrative into 1 minute. they did this effectively with the mane elements of the narrative being shown.
content: the video is telling the story of a Christmas carol but with vegetables
image: it's animated vegetable
persuasive technique
parody: this is a text that imitates another text to create comedic effect or make fun of the original text
pastiche: imitate the style in order to pay homage to it
satire: an over exaggeration of something to highlight the stupidity of it. mainly used to make fun of people opinions or political issues
core assessment
learning aim B
Primary research
colour
city
river side
field
studio
I ask people age to make sure that most of the people answering the survey are in my target audience. The result of this survey tell me i should use a bold & curvy font for my advert which is fonts like the one GUCCI uses. as for the actual photo used in the advert the result of the survey tell me i should frame the model in a medium close up for the advert and for the pose they should be leaning on something like a wall or pole. the picture should be set in a photography studio. lastly the colours i should use for aspects like typography will be black and white since that's what most people. this is based on the survey tho and ins,t taking into account the interviews so it's not set in stone
video interview
this is the audio interviews I conducted with 3 different people. you don't have to watch the video to understand the result but if you want to it's here
all those interviewed are in my target audience
The first question was asking which location the people i interviewed prefer and they all said a city/urban setting this slightly contradicts the results of my survey since the results show only 22% prefer the city and most favour the studio. In response to this I will take pictures in both and see which one’s look better. Next I asked what colours they associate with luxury brands. They all said black except one who said black and white which matches the results of the survey. Based on this I'll use a black and white colour scheme for the advert. The next question was about pose but the results are even. Therefore I'll use the survey results to split the tie which means I'll have my model leaning against something or crouching down. For framing all the result suggest using a medium close up
photo: i used 2 locations for the photo shoot one being a the o2 which is an urban looking tourist attraction and the over is a studio. doing a photo shoot at the o2 has some challenges like the finding a quiet place to shoot since most places had a lot of people. to resolve this i found a place with barely any people so i could take the picture without anyone getting in the way. the picture i plan to use for the final product was taken at the o2, framing the model in a medium long shot with them leaning against a pole. i think using this location helps make the image look more trendy, it also adds colour to the image but doesn't over shadow the model.
standing out: to making the advert stand out i plan to use an interesting location which will draw the viewer attention
vertical or horizontal: i choose a vertical because that way i can have my model filling most of the advert which wouldn't work as well with horizontal unless they're lying down. with a horizontal advert the model can fill the space side to side and almost top to bottom.
adjustments: if the adverts too long for the billboard the bottom can be cropped all the way up to the neck if needed. as for switch from portrait to landscape it's fairly simple since the image used is landscape, it's just enlarged to be portrait but you can use the original image size then more the text to make it landscape.
billboard location: below are two billboard that are similar to where i'd like to put the advert. i chose these locations because of the busy area with lots of people and traffic so people walking down the street will see the billboard and so will people stuck in traffic.
learning aim C
construction log
the first thing i did was add the image by dragging it from my files onto the page. i planned to use to my an empty page on photoshop. the advert is meant to be landscape the image needs to be adjusted to fit the adverts size
to make the image fill the page i enlarged it which also made it look portrait instead of landscape
i added was the logo and brand name. i decided to recreate the title i had in my draw draft which has the logo inbetween the new word. this will replace the and inbetween the 2 words. it also looks more unique then having them separate.
to create the logo i made an R with the text tool, duplicated it then flipped it around with the flip horizontal tool which is underlined in the picture.
in the next stage i change the colour of the one of the Rs to be white. i did this because the colour looks better with the image behind it. also because it looks nicer then if it was just black.
another thing i did was add the tagline underneath the title using the text tool. i originally made it black because white would be impossible to see due to the white buildings in the background so i changed it to black but that is also hard to see.
to make the tagline easier to see i added black rectangle to put the text ontop of using the rectangle tool. then change the text's colour to white so it's visible with the black background.
next i added 2 Rs to the mask itself to show the designer element of it since it's a designer brands logo. i added them using the text tool then flip one of them with the horizontal flip tool. i made them white so they'd stand out against the black mask. there's one problem though which is the Rs not looking like a part of the mask, they look like they were type onto the mask which they were but it would look better if they looked more natural.
to make the Rs look more natural a distorted the letters so they curve to match the shape of the mask. this made them blend into the mask and look more appealing to anyone who sees it. i distorted the text with the warp text tool. with the warp text tool i changed the style to an arch shape, increased the bend, lowered the horizontal distortion and increased the vertical distortion by a small amount.
final advert
overall i think i created an effective advert with creative details that seem small by themselves but help improve the advert as a whole. one of these details would be the Rs on the mask which are slightly distorted to match the shape of the mask. this detail may not be very noticeable but without it they'd look fake and make the whole advert look bad. i also used the eraser tool to change to erase the bits of the R the model's hair should be covering to make it look more realistic. i also made a clear black & white colour scheme for typography with the tagline being white on black and the logo being black and white. i appealed to the target audience by using a model who's part of that demographic. the model's pose also appeals to the target age since they'll see it as trendy. lastly the pose also embodies one of the conventions of the fashion adverts which is looking past he camera. this fits one of the requirements of the brief. another thing that meets the brief requirements is the setting which is an urban tourist attraction with luxury apartments in the background. this matches the brands luxury identity which is one of the requirements of the brief