13. Closing Post

Dear Moderator,
You will find my research and planning work under the AS Research and Planning label, found on the right hand side. I hope you enjoy reading.
Abbie
This blog is now closed.

12. My final production

Below are my four final adverts.

Advert 1

Advert 2

Advert 3

Advert 4

11. Production Review: My Production and my intended improvements

Below are my four print adverts and a list of ways in which I will improve them.

Advert 1

Advert 2

Advert 3

Advert 4

Improvements from Mrs Blackborow, teacher, that took place on 13/03/18

• Rearrange bottom banner, so no space is left and the text doesn't appear squashed. I will change the layout of the text and pack shot to improve this. 
• The position of the UK Deodorants logo will be moved so that it is clear and does not obstruct parts of the background image.
• The clothes appear too dark, so the clothes will be made lighter to stop the models blending together.
• In my first advert the models will be moved up slightly, so the focal image isn't cut strangely.

Improvements from Mrs Dymioti, teacher, that took place on 20/03/18

• In my third advert, the bottom of the phone boxes will be touched up. 
• Anchorage of the film pose to the product will be made, through use of hashtags.

Improvements from Sam Burton, technician, that took place on 16/03/18

• The models will be graded appropriately to match the backgrounds.
• The white edges on some models will be removed.
• The model's hair will be smoothed out. 

Improvements from Morgan Armstrong, target audience, that took place on 20/03/18

• The intertextual links, through the film poses, should be strengthened and made more obvious. Hashtags linking to the film will be used to make the poses more obviously linked to the film posters. 

10. My planning evidence.

Here is all of the planning that I have completed to aid my production.

Location report- with a list of locations and the issues surrounding parts of my production taking place there, to ensure that the area is suitable for photography, will give my production the desired look and to aid with my creation of a risk assessment and top-down plan.

Risk assessment- with all risks that people or kit may encounter while shooting and how to prevent this. This will ensure that everyone is safe and that no kit is damaged. 

Mock-ups- with my productions desired layout. This will help ensure that the advert is effectively formatted and will provide guidance in the final stages of production.

 Shot list- with a list of the shots being taken with details on when, where and who. This will allow me to be organised and work efficiently on the days I am shooting.

Top-down plan- with the layout of the site. This will allow me to decide an effective position for both the kit and the models.

Cast list including costume, hair and make-up references and a shoot schedule- with the cast and the dates they will be modelling, along with the costume and make-up required for each shot. This will allow me to keep track of my cast and their roles in the production.This will mean that my production is organised and ensures that everything is ready for a shoot.

9. The practicalities of filming/recording/photographing: when and where production will take place and with who.

Below is my schedule for the shooting of my production.

8.The planning I intend to complete in order to ensure a successful outcome for my production.

In order to ensure my production is successful, there is a series of planning stages which I must following. My planning stages are shown below.

• Risk assessment- completed 05/02/18
• Location report with location photos- completed 05/02/18
• A cast and costume list with a shoot schedule- completed 07/02/18
• A shot list- completed 04/02/18
• A series of mock-ups- completed 30/01/18
• Top-down plans- completed 05/02/18

This planning will allow me to be organised and prepared and will make the production simple and efficient.

7. My Statement of Intent

Below is my Statement of Intent written on the first of February 2018.

6. What I have learnt about industry in relation to television or print advertising and how I intend to use this knowledge and understanding to ensure my production is appropriate to the media industry context of the set brief I have chosen.

During my research, I have learnt loads about the rules applied to print advertising by ASA. I plan to apply this to my own production by avoiding any breaking of the rules and regulation. I have also learnt a lot about the industry surrounding Total Film and have some great ways to use this in the design of my adverts.

ASA The ASA website can be found at the following address; https://www.asa.org.uk

Here is a list of rules relevant to my production that I will have to follow:

• 1.1 Marketing communications should be legal, decent, honest and truthful.
• 2.1 Marketing communications must be obviously identifiable as such.
• 4.2 Marketing communications must not cause fear or distress without justifiable reason; if it can be justified, the fear or distress should not be excessive. Marketers must not use a shocking claim or image merely to attract attention.
• 4.4 Marketing communications must contain nothing that is likely to condone or encourage violence or anti-social behaviour.
• 4.8 Marketing communications must not portray or represent anyone who is, or seems to be, under 18 in a sexual way.
• 8.4 Alcoholic drinks must not feature in promotions directed at people under 18. 

Advertisements are not removed from a platform unless they have been complained about by the public. To avoid offending the public my print advertisement will not include;

• smoking (as it could be seen to encourage smoking)
• alcohol
• violence 
• nudity
• swearing 
• overt sexual behaviour

The following magazine advert was taken down for being likely to cause serious offence. 

This advert for perfume 'Oh Lola!" by Marc Jacobs was shown in London Evening Standard's ES magazine and the Sunday Times Style magazine. It was banned by the ASA after it received several complaints.It was said to be irresponsible and likely to cause serious offence due to:

• the sexually provocative positioning of the bottle on the model's lap resting between her thighs.
• the length of the dress, leg shown and position of bottle drawing attention to the model's sexuality.
• the youthful appearance of the model, 17 year old Dakota Fanning, could be seen to be sexualising a child. 

The following ad is considered to be acceptable and unlikely to cause serious offence.

I plan to follow the ASA guidelines I have outlined in this post in my own production to avoid causing offence and to decrease the chance of my print advert being removed as the Marc Jacobs print advert was.

Total Film
Total Film magazine has a 75% male readership of ages 18-35, which crosses over with my unisex target audience of ages 16-25, who read Total Film. They;

• are dedicated film goers
• are often young film professionals or young students or graduates
• enjoy sharing knowledge of film
• enjoy mainstream cinema
• may have aspiration of working in the industry
• are drawn to Total Film's full colour images, bold fonts and bright colours

Typical content of the magazine includes film reviews, discussions of soon to be released films and interviews with actors and directors, such as the cover story of the March 2018 edition of the magazine on Pacific Rim 2.

To appeal to this audience my adverts will use bright, bold, full-colour images and will use film poster poses to appeal to their love of film.

5. What I have learnt about the representation of events, issues, individuals and social groups in 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 how representations are created and used in print advertising. Below are existing adverts and  details on how they have created representations of youth, gender, ethnicity and sexuality, along with plans on how I will explore representations in my own production.

CK2
The print advert for unisex scent CK2 have represented youth as being adventurous and sexually driven, gender as having a strong divide between masculine and feminine traits and sexuality as being a normal thing that ought to be explored. The product has a target audience of youth aged 16-25 of both genders.

Axe Anarchy
The print advert for Axe Anarchy, which comes for him and for her, have represented youth as being very sexually driven and gender as having clear role for men and women. The product has a target audience of youth aged 16-25 of both genders.

In my own production I wish to explore representations of youth, gender and ethnicity in a positive way that is appealing to my target audience of youth aged 16-25 of both genders. To do this my adverts will feature male and a female models all around the age of 17 and of different ethnicities. There will be an element of attraction shown between them. 

Using what I have learnt form the adverts surrounding representation in print advertising surrounding youth, gender, ethnicity and sexuality, I have decided to explore the representations of youth, gender and ethnicity in a way that will appeal to my target audience in my own production. 

4. What I have learnt about the content and appeal of television, radio and print adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate successfully with the target audience.

During my research I have learnt lots about how print advertising uses its content to appeal to its target audience. Below are existing adverts that do this successfully and how I have used this knowledge to use my advert to appeal to my target audience of males and females aged 16-25.

Print adverts must appeal to an audience and gratify their needs. They do this in a variety of ways. Print adverts appeal to their target audience by representing them in a certain way. The model in the advert will be an aspirational figure to them and encourage them to make a purchase. An advert for a deodorant may make the model appear attractive and confident, which is something my target audience of males and females aged 16-25 desire to be.
The uses and gratifications theory also highlights four audience needs that the advert will need to gratify, that will encourage them to purchase the product;

• the need to be informed- informing the audience about the product and the thing that it achieves, which will encourage them to buy the product.
• to improve social interactions- the advert must be something they wish to talk about with their peers- either about the advert or the product itself.
• to provide escapism/entertainment- the audience must enjoy the advert and be entertained in order for it to appeal to them, it also make the advert more memorable.
• to create a sense of personal identity- the figures and scenarios in the adverts must reflect the audience or their desires in order to create an emotional appeal that encourages them to buy the product.

This is an advert for unisex deodorant Axe Anarchy, which targets 16-25 year olds.

This is an advert for Oxfam found in Total Film magazine, which has a 75% male readership, with an average age of 26. They are dedicated film goers.

My target audience are males and females aged 16-25, who read Total Film magazine. This means that they;

• dedicated film goers
• often young film professionals or young students or graduates
• enjoy sharing knowledge of film
• enjoy mainstream cinema
• may have aspiration of working in the industry
• are drawn to Total Film's full colour images, bold fonts and bright colours

To appeal to the target audience of my own production, I will use London landmarks, like Tube stations,    

red telephone boxes and street signs to give an edgy feel of contemporary London to the advert. This will appeal to my target audience by providing escapism and creating a sense of personal identity by creating figures of their age who they will find aspirational, which will encourage them to buy the product in order to achieve this. I will also use poses from iconic movie posters which will appeal to them through their love of film and cinema. 

This is what I have learnt through my research and how I will use this information to appeal to my target audience in my own production. 

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. 

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

During my research I have seen many adverts that have inspired me. Shown below are many that have directly influenced my ideas and how they have done so.

Below is a mood board showing my initial research and ideas surrounding my production.

The following advert for Go Fresh deodorant by Dove influenced the layout of my production. This has influenced my positioning of the pack shot, slogan, copy, and brand logo.

The following advert for  brand Burberry has influenced my ideas for smart casual costumes and London location, which allows my adverts to contain generic hybridity as inspiration has been drawn from an advert for a high fashion brand rather than for deodorants.

My London location has also been inspired by adverts for Burberry fragrance Burberry London.

The following adverts for films The Breakfast Club, Titanic, Pretty Woman and Grease have influenced my production by involving the poses I am using. This provides my production with intertextuality reflecting the location of the adverts in Total Film magazine as well as generic hybridity as the poses have been used in film adverts and this is not often found in deodorant advertising.

These are the campaigns that have inspired my own production and how I plan to use these ideas.

1. How I intend to fulfill the requirements of the brief I have chosen.

I have chosen to follow the print brief. I have done lots of research surrounding print advertising and this is my campaign proposal and how it fits within the guidelines of the brief.

In order to fulfill the requirements of the brief I must:

• create four full-page magazine adverts for a new unisex deodorant for a 16-25 male and female demographic
• which should reflect the location of Total Film magazine
• should be called Wave with a active, youthful brand identity
• should use the same slogan
• should contain four different main images
• should use at least two different settings
• should involve at least two characters representing at least two different social groups 
• should feature original material only
• should follow the conventions of magazine adverts, through the photos, text graphics, typography, overall design and layout
• should clearly identify the product
• should reflect the content of Total film magazine and each advert should be suitable for different issues of the magazine 
• should adhere to ASA rules 
• should include intertextuality
• should make use of generic hybridity
• should include emotional appeal

These are my mock-ups for my four full-page magazine adverts.