3. What I have learnt about the codes and conventions of television, radio or print adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate meaning successfully.

During my research, I have learnt lots about the codes and conventions found in print advertising for deodorants and fragrances. Below are existing adverts that use these conventions and a list of which codes and conventions I plan to follow in my own advert.

Here are a list of codes and conventions of print advertising for deodorant and scent products.

• pack shot in bottom corner
• copy found next to pack shot
• copy introduces product, 'new...', 'introducing...'
• brand logo in one of the top corners depending on positioning of models in the focal image 
• colour schemes; white used for adverts targeting females or both genders and blue and black used for adverts targeting males.
• slogan often placed over focal image in the center of the image or two thirds down
• the product's role is often to make the models featured appear more confident and sexually attractive
• the copy, pack shot, slogan and product's role are used together to construct the brand identity
• shot types range form MS to ELS but no closer, although will be the same across a campaign 
• Focal image; poses; with two people in advert a sense of sexual tension is often created between the two models using eye contact between them or physical contact                                                                                                
• facial expression; use of serious expression                                                                                                                                                                   
• direct address often used when models are in physical contact
• costume is often sportswear or casual, with jeans, skirts and t-shirts
• hair and make-up is minimal or very simple, imperfections removed but not obviously so
• A clear, bold font is chosen and will often be in black and white to stand out

Below is the advert for deodorant Axe Anarchy, which targets males and females aged 16-25.

Below is the advert for a deodorant and shower gel by Gillette which targets men aged 20-35.

Below is the advert for deodorant Degree which targets men aged 16-25.

Below is an advert for Dove's deodorant Go Fresh, which targets women aged 16-30.

Below is an advert for Calvin Klein's unisex fragrance ck2, targeting men and women aged 16-25.

Below is an advert for Paco Rabanne's fragrance 'One Million' and 'Lady Million', which target males and females aged 20-35.

In my production I plan to follow these codes and conventions;

pack shot in bottom left

copy found next to pack shot 

copy introduces product, 'new...', 'introducing...'

brand logo in one of the top corners depending on positioning of models in the focal image 

colour schemes; will use blue as primary colour in adverts

slogan placed in the bottom banner with the copy

the product's role will be to make the models featured appear more confident and sexually attractive

the slogan, copy, pack shot and the product's role will work together to construct the brand identity of the product as being active, youthful and unisex

Shot types will range from MS to LS

hair and make-up is minimal or very simple, imperfections removed but not obviously so

Focal image; poses; physical contact will be made between models

direct address will be used 

a clear, bold, black font will be chosen as it will stand out

This is what I have learnt about codes and conventions in magazine advertising and how I plan to apply them in my own production.