Wednesday 22 October 2008
Media Cosmetic Advert Project
My product is an aftershave called 'Radience for Men'and the slogan was 'Light up Your Life'. I chose these because of the setting and desugn features I chose to advertise the product. I made the link in the advert between the use of colouring and lighting to the font and choice of key words that the buyer would remember and relate to the product. Therefore, the choice of bright colours on a dark background helped set a positive mood of green, to subtlely get across that this is a good and safe product to buy, and also the further colour development of blue with the intention to make the product itself stand out and create a sense of individuality and boldness about the product.
My target audience followed a demographic of a male audience 21 years of age and below. Features that I think defines this are the use of bright and bold colouring because the aspirations of a male 21 and under are about making a statement through individuality, confidence and achievement. The road is also key in the way that the product could define how you 'shape the road to your future' men of my target audience demographic and also you cannot get a full driving license until you are 18 in the UK, so there is potential to say live dangerously and let loose their personality and mould this road to their aspirations and who and what they want to be.
I had to think very carefully about my design decisions. These included representation, shot types, technology and connotations and effects. My choices of representation were based on catching the buyers attention and getting my product noticed. I think I achieved this well with my use of background and colour, as it allows plenty of flexability of connotation, from life paths in relation to the road, and personality in referral to the colouring.
My shot types I felt had to be clever in order to produce bold and smart connotations. Therefore the choice of a diagonal shot of the road and lamp post, combined with the lighting, was what I was after. I wanted to use the connotation of coming out of the darkness and trying something new, which is brought to life by the dark natural light in the background and the focus on the individual lamp post of the original photo. The lamp post itself on its own signifies a sense of individuality of the buyer, who has a choice of which 'road' to follow. As the lamp post uses its light to single out the product, the point that the picture is brightened in the presence of the product, can be introduced. So the timing of day was key to how effective these shots would be.
My effects were all about making the product stand out and linking the product to the buyers personality. The green shade linked to the words 'Light up your life', I wanted to assure the buyer that green is a sense of success and trust. However, the shade of blue inflicted on the product and onto the words 'Radience for men', was all about boldness, individuality and luring the buyer to the product. I wanted the blue shade to single these out because blue is an exciting and energetic colour, when linked to radience, invites the buyer to bring out and enhance their personality with buying this product.
Therefore the product is all about confidence, energy and success if someone was to buy this product.
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2 comments:
Both Gillette and Lynx advertise their products for razors and deoderant in a similar way to an aftershave. They both appeal to aspects of a stereotypical man's interests such as sports and women, and also to reflect a dominant look on the product to boost the man's confidence and pride. I used the dark and light effect to link to the audiences' personality, in respect to their confidence and sociality. Adverts such as Lynx and Gillette use a female in their advert to indicate that the audience will become more confident and favourable by the opposite sex when using this product. Overall, my advert, Gillette and Lynx have aimed for similar connotaions, but have advertised in a slightly different way. Gillette and Lynx have been bold with their adverts, with Gillette relating to sport with the inclusions of top sportsmen in their adverts such as Tiger Woods, and Lynx have included the gender effect with their 'Chocolate deoderant' with many females taking a piece of him, showing that the man is influential and in demand from the opposite sex when using that product. I however, have used more subtle effects relating to the colour and the fonts of the advert to highlight key points and making it easier for the audience to be drawn to obvious connotations.
I have updated about my target audience demographic and their aspirations, i hope this can get me that extra mark and get me a C!!!
From Ian
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