For my advertisement I chose to use the woman’s fragrance brief and I chose to call my product ‘Midnight Secrets’. I chose this particular name because I thought it sounded like a real perfume and didn’t sound too bizarre or out of place in the fragrance market. I think the way the name of the fragrance is both bigger and typed in a different font than other anchorage on the text causes it to stand out and is easily accessible to the audience. The main problem with my task was due to timing, I didn’t plan it all that well and I used up a lot of valuable time trying to decide on a name for the fragrance as well as my brand. If I had to re-do this task, I would definitely amend this by brainstorming my ideas and planning thoroughly.
Before we started the task, we began by deconstructing existing adverts in class. We looked at a few advertisements from clothing, to mobile phones, to sports brands. We analysed the colour codes and symbols, the anchorage including slogans and brand names and technical codes such as camera angles and lighting issues. I think this gave me a good idea of the typical conventions of an advertisement which I think I incorporated into my design. This research really influenced me and my designs and if I had to re-do the task I would maybe spend more time looking at a wide variety of advertisements for various products.
I chose to alter the digital photo I took into black and white because I thought it would cause the advert to have a higher class of aesthetic, which is a good thing because I tried designing an advertisement for a high fashion magazine such as Vogue or Vanity Fair. I mainly chose these magazines because the target market I want to appeal to are; fashionable, professional woman between the ages of 25-35 years old. Vogue and Vanity Fair are therefore expensive, higher-class magazines which will appeal to my target market specifically.
I think the audience’s eyes will be drawn to the colour of the perfume bottle, which is intended as the advert was purely created to sell this fragrance. I think the purple colour of the bottle really stands out from the black and white photograph and is attractive without being too girly or pretty. Purple also gives off connotations of royalty and luxury, which reflects the kind of magazine the advert will be featured in. Another reason I chose to use this colour is to represent the name of the perfume- ‘Midnight Secrets’. Colour connotations of the word midnight are usually dark blues and blacks, however the purple I chose, is a lot more sensual and feminine. I chose to use the same purple colour for the model’s eyes. This wasn’t planned and I chose to use this effect as in my opinion it draws the audience to the advertisement. Her eyes look as if they are staring at the reader and are targeting them personally, which will make the audience connect with the brand; causing them to feel more obliged to purchase the product. It also looks supernatural, like she is possessed by the perfume. It again relates to the ‘midnight’ theme, which I think is important as it wasn’t a totally random decision. The colour of the model’s eyes also makes the advert seem surreal and give connotations of fantasy which could also make the target audience seem more attracted to it.
As soon as I picked the name for the perfume, I knew what pose I wanted the model to perform. It’s as if she’s saying ‘shh’ and obviously reflects the ‘Secret’ part of the fragrance’s name. I like this idea because it makes the product seem more exclusive or mysterious. In my opinion it makes the fragrance seem like it’s unattainable which could cause the audience to want to buy the product more than usual because it’s a secret. I like the way the photograph is a close up of the girl’s face as it doesn’t allow any unnecessary focus on anything but the product being sold, which is an example of a technical code. It also shows the ideology of youth and beauty which the audience could too have if the product was purchased.
The brand is written as anchorage to the image on the bottom of the page, so the audience can easily recognise it. Because it’s written in bold it also stands out from the photograph. However if I had to re-do the task I would definitely have tried to find a more aesthetically pleasing text as it is quite bland and boring, however many designer brands such as; Chanel or Armani use straight lines text to make it seem more professional and clean cut. The slogan of the advert is my favourite part as I think it reflects the image and product rather well.
It is placed just underneath the perfume bottle so it is read after looking at the product, which will help promote it. It is written in a bold, straight text which makes it easy to understand and makes it seem honest. Clean lines are also a convention of fragrance advertising.I think my advert is quite simple, although I may have made it fancier if I had to do the task again. Overall I thought I did quite a successful job, but on reflection would have planned my time better, spent more time on fonts and would have played around a bit more with it, in order to make it more original and creative.
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