Advertising Production
1. What are the advantages of advertising in:
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Broadcast
Publicizing through broadcast TV and radio arrangements is an incredible method for showcasing an item, since it gives a profoundly designated crowd. Devotees of specific stations have explicit inclinations and interests that a decent office can decide through statistical surveying and investigation.
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Print
At the point when individuals buy into a paper or pamphlet, they have a longstanding, faithful relationship. This gave readership sees your message with a more certain outlook. This likewise builds up your message, particularly with redundancy. Print publicizing can make your limited time financial plan more productive and compelling with the assortment of positions and embeds accessible inside a particular paper.
Rather than a procedure of "shower and implore" in which you attempt to arrive at the biggest number of individuals, utilize neighborhood papers to contact an intrigued crowd less lavishly. Neighborhood print promoting offers a wide scope of choices that can fit almost any financial plan. At the point when individuals read disconnected, they will generally stand out ranges. Print advertisements can be seen in a solitary look and don't need looking over.
One more advantage of print promoting is a fast circle back on creation changes. Assuming that you really want to roll out somewhat late improvements to your advertisement, you can generally take care of business rapidly. This assists with taking care of tight timetables and cutoff times. Your print promotion will associate with longer in a paper that will in general be passed around from one peruser to another, extending your viewership. Papers are frequently in plain view in workplaces, shops, and different settings for a significant stretch of time. You can eventually contact a bigger crowd in conditions like these.
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Web-based
Probably the biggest advantage of internet publicising is that it is considerably more reasonable contrasted and other customary adverting techniques. Indeed, even on a tight spending plan, entrepreneurs can get to a genuinely wide crowd and stretch their showcasing dollars further. Customary media, for example, flyers, TV, announcements and standard mail offer no real way to focus on your objective market. Your financial plan is spent on showering your advertisement over however many individuals as could be allowed, in the expectation a couple of will see your message and act. Web based promoting gives us considerably more control. Put your image before a great many abroad clients without the overheads of laying out worldwide workplaces. Influence the current worldwide reach of stages like Google and Facebook to let clients know all around the world that you are open and prepared for business.
Target Audiences
1. Research what is meant by the following terms:
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Mass Audience
The concept of Mass Communication entails the transmission of messages to a large number of assorted, heterogenous people who are anonymous. These recipients or receivers of the messages delivered through the process of Mass communication are also called the Audience. (Source: michellemathiasfsp)
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Niche Audience
A niche audience is a more focussed subgroup of the broader market's target audience. The niche audience has a specific group of needs, which can be met by a targeted product or service. (Source: Latana)
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Psychographics
Psychographics tries to explore the behaviour of consumers according to their personalities and lifestyles. Instead of appealing to everyone in a certain age group, the use of psychographics enables companies to target the people who are most likely to engage with their message because the profiles focus on their values and aspirations.
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Geodemographics
Geodemographics are consumer segmentation models created by aggregating demographic attributes within a specific geographic area. Variables related to age, gender, education level, income, and more reveal lifestyle segments that can be applied to marketing, retail planning, and site selection analyses. (Source: Precisely)
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Demographics
Demography is the statistical study of populations, especially human beings. Demographic analysis can cover whole societies or groups defined by criteria such as education, nationality, religion, and ethnicity. (Source: Wikipedia)
2. What characteristics are commonly used to categories audiences?
3. What are the different categories of audiences according to Young and Rubicam's theory?
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Aspirers: People in this group seek status within society, and will generally consume brands that reflect their status and reputation: they will buy luxury designer brands, often using credit. Unlike reformers, aspirers are extremely materialistic. These people think of themselves as stylish, and therefore are persuaded by celebrity endorsement. Brands invested into by aspirers include expensive brands such as Gucci.
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Explorers: Explorers like to discover new things and are attracted to new, innovative brands, and new experiences. They seek discovery.
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Mainstreamers: This category holds a higher majority of people, with it being made up of 40% of the population. People categorised into this category generally consume tested brands that are value for money. Brands consumed by this category include Nike, Adidas and similar brands. They typically follow the majority and like to think they're part of a large group of like-minded people. These people will seek security.
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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 are good for them (healthy), or environmentally friendly. Reformers seek enlightenment.
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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. People categorised as a succeeder seek control.
4. Why is Young and Rubicam's theory referred to as being cross-cultural?
Young and Rubicam is a New York advertising agency who developed a theory (Cross-Cultural Consumer Characterisation Model) which categorises audiences into stereotypes reflecting their motivational needs. In order to appeal to different categories, brands and advertisers will have to use different methods and techniques to appeal to each categories’ individual motivational needs. The theory was formed as they realised that different countries have different influences due to cultural background and therefore Maslow's hirearchy of needs wasn't satisfactory. The 4cs Model is a more useful way to categorise audiences compared to the traditional demographic categorisation method which relies on jobs and class. It also acknowledged the global nature of media audiences.
5. Explain what products might be advertised to each category of Young and Rubicam's theory.
The Aspirer: Celebrity Endorsements
The Explorer: Innovative Brands
The Mainstreamer: Trusted Brands
The Reformer: Environmental Shows
The Succeeder: Reliable Brands
The Resigned: Traditional Brands
The Struggler: Cheap Brands
Target Audiences
Vogue
The target audience for Vogue magazine (print version) is older women as their average age of reader is 39, however the digital version has a much older women too as their average reader age is 44 years old. Their social media average age for Facebook is 31 and it is also the same with Instagram, the average age for Youtube is 29 years old. The oldest social media average age is Pinterest which is 34 years old and the youngest is Snapchat which is 22 years old. They main promote luxury high fashion brands, like Dior and YSL. They also promote jewellery brands such as Cartier and Tiffany & Co.
Empire Magazine
Empire magazine's target readership is three-quarters male, ages 18 to 40, employed, in a relationship (although still not necessarily married), university educated, and time-pressed. Empire's audience loves movies and uses them as escapism or a window into other realms. They are also major influencers among their friends and family; no one would consider attending a movie without their advice. They mainly promote Hip-Hop artists and rappers.
Source Media
The readers for Source Media are 58% men and 42% women, the median average age is 24.9 and the median salary is $41,384. They have a wide range of age groups, the amount of 18-24 year olds that read the magazine is 84.7%. The men in this age range is 50.2%. They have 50.2% African American readers, 26.9% are White, 24% Latino and Asian or Other are 17.3%.
GQ Media
The target audience for GQ Media is mostly older men as in print magazine the age range is 37 years old and in the digital the age is 41 years old. The salary earning is for print is £158 and digital magazine is £134. They also have mostly middle class and higher/upper class readers. The readers that live in London/South-East are 50%-47%.
Codes & Conventions
1. Complete a conventions diagram for a print poster and web-based poster of your choice.
2. Complete an analysis discussing the timings used with in a broadcast advert.
The advertisement is always 30 seconds long. This is because it needs to be short so that it can fit on TV, if it is too long people will get bored or even annoyed that the advert is taking up their time. Adverts are very face-paced and quick, this is because they need to show the product but they can't show it in too much detail because they need to tease the audience and not give off too much information.
Persuasive Techniques
The main difference between pastiche and parody is that, where parody seeks to mock and ridicule, pastiche is more loving in its approach; while it tends to be light-hearted, pastiche nonetheless seeks to honour and celebrate its target text/author/style. Satirical works tend to be (ideally) sharp, cutting, funny, depressing, and thought-provoking. Because satire tends to target broader phenomenon than pastiche and parody (i.e. it comments on, for example, society or a particular ideology, not simply a particular text), it tends to be less imitative and referential and more inventive in its approach, form, and style. (Source: StandOutBooks)
Parody
A parody is a comical imitation of another work. It stops at mocking or making fun of one work. For example, Pride and Prejudice With Zombies is a parody of Jane Austen's Pride and Prejudice. A spoof mocks a genre rather than a specific work. (Source:
Pastiche
A piece of art, music, literature, etc. that intentionally copies the style of someone else's work or is intentionally in various styles, or the practice of making art in either of these ways. (Source: Cambridge Dictionary)
Satire
A way of criticising people or ideas in a humorous way, especially in order to make a political point, or a piece of writing that uses this style. (Source: Cambridge Dictionary)
Pathos
Pathos appeals to the emotions of the audience and elicits feelings that already reside in them. Pathos is a used most often in rhetoric, as well as in literature, film and other narrative art.
Logos
Logos, or the appeal to logic, means to appeal to the audiences' sense of reason or logic. To use logos, the author makes clear, logical connections between ideas, and includes the use of facts and statistics. Using historical and literal analogies to make a logical argument is another strategy.
Ethos
Ethos, in rhetoric, the character or emotions of a speaker or writer that are expressed in the attempt to persuade an audience. It is distinguished from pathos, which is the emotion the speaker or writer hopes to induce in the audience.
Donald Gunn theory (Source: JoelMediaWordpress)
1. The demo (a visual demonstration of the product’s capabilities).
2. Show the need or problem (and then the remedy or solution: the product being sold).
3. Symbol, analogy or exaggerated graphic (to demonstrate a problem or solution).
4. Comparison (the product is claimed as superior to competitors).
5. Exemplary story (weaves a narrative that helps illustrate the product’s benefits).
6. Benefit causes story (a trail of events caused by product’s benefit).
7. Tell it (credible testimonial by presenter or real person).
8. Ongoing characters and celebrities (to help cement a brand’s identity).
9. Symbol, analogy or exaggerated graphic (to demonstrate a benefit of the product).
10. Associated user imagery (showcases the type of people associated with the product).
11. Unique personality property (highlights product’s uniqueness).
12. Parody or borrowed format (parodies movies, TV shows, even other ads).
Core Assesment
Fashion Advertising
Maintain Relevancy
In a world where people are seemingly endlessly scrolling on their phone, it can be hard for brands to get noticed. So printed ads still play a prominent role in a luxury brand’s campaign.Véronique Louise, Moët Hennessy’s Global Branding and Media Director, said “Print is a natural place to belong for luxury brands – they share similar values. In a world of fake news and superficial images, where time is lacking, print publications stand for substance and meaning.” Printed ads can offer assurance behind the quality of the product.
Source: FashionFinest
Categories
Fashion Advert Genres
Modern: a modern commercials. These commercials will not be dated or made to look retro in fact the advertisement will try to look futuristic and to be the latest in what ever the topic of the commercial is.
Humorous: a humorous commercial will attempt to make people laugh. Comedy is one of the highest forms of entertainment, not only will people enjoy the ad they may also actively seek it out to show their friends and family to make them laugh, we also tend to remember more things which have made us laugh as it lifts our sprites up if we are ever down.
Pastiche: a pastiche commercial will imitate a genre or another body of work in the same way a parody does. Pastiche commercial are seen as more of the gentalists forms of comedy as I’s difficult to be offend by it. They will use many aspects of another’s work some downplayed and other emphasised in attempts to create something funny.
Controversial: controversial commercials are highly risky to carry out, they are certain to cause disagreement and upset, however there is a chance these advertisements can pay off, if they do it makes you look better and are in a far better position then you would’ve been if you played it safe. Advertisers don’t always intend to create a controversial advert but sometimes people will be offended by something with the best intensions.
Seductive: a seductive commercial will play on one of our most primal emotions, temptation. It will make us lust for what ever product the commercial is trying to sale.
Types of adverts
Print Advertising - Newspapers, Magazines, Brochures and Flyers: Print media has been a popular advertising option. Advertising products via newspapers and / or magazines is a common practice. Also, the print media also offers options like promotional brochures and flyers for the advertising purpose of their brand or company. Often, newspapers and magazines sell the advertising space according to the area, which is then occupied by the ad, its position in the publication (front pages, middle page, above / below the fold), as well as the readership of the publication.
Billboards, Kiosks, Trade Shows and Events: Advertising makes use of several tools and techniques to attract the customer’s outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also events and trade-shows organized by a company or brand. Billboard advertising is very popular. However, it has to be really terse and catchy, in order to grab the attention of passers-by. Kiosks not only provide an easy outlet for the company's products, but they also make for an effective advertising tool to promote the company's products.
Radio Advertising: Radio advertising is one of the oldest forms of advertising.
In the early 20th century, as radio began to take centre stage in a lot of American homes, businesses realized that they could use this medium to reach a huge audience for their products, and not merely rely on print media such as newspapers and pamphlets.
TV Advertising: The holy grail of advertising for more than 50 years, television advertising remains the most sought-after mode of advertising even in the 21st century. It reaches the maximum number of target customers, and has a variety of programming schedules, which can be effectively used for the insertion of ad content.
Source: TmcgAdvertisingAndPromo
Conventions
Typography
Typography is nothing new to graphic designers and advertisers. It has long been used as a way to set the theme or mood of promotional content by drawing attention with specific fonts being used to convey different messages to the reader. Effective typography, combined with the designer’s use of colours, shapes, and images, is what makes for a successful final product. Source: GiantCreative
Composition
For print ads, proper compositions and graphic elements not only make them attractive enough to grab viewers’ attention, also can emphasize the main point of their concept. Undoubtedly, a good composition needs design principles and techniques, such as balance, contrast and emphasis. At the same time, point of view should not be neglected, like Landa (2010, p.175) explains “A designer must consider point of view”. Source: Zhuxi11062015
Layout
Balance — A layout may be called balanced if equal weight or forces are equidistant from a reference point or a light weight is placed at a greater distance from the reference point than a heavy weight. Balance is the law of nature. The reference point or fulcrum is the optical center of the advertisement. The artists with a given area or space, are to place all the elements with in this space. Optical center of fulcrum of the ad is often a point approximately two — thirds of the distance forms the bottom. It is the reference of the advertisement layout.
Proportion– Proportion is closely related to balance since it refers to the division of space among layout elements for a pleasing optical effect. Good proportion in an advertisement requires a desired emphasis on each element in terms of size and position. If the major appeal in an advertisement is product’s price. The price should be displayed in proportionate space position.
Contrast and Emphasis — Contrast means variety. It gives life to the whole composition and adds emphasis to selected important elements. An advertiser always looks to advertisements from completion point of view and desires the policy of the most important elements to attract the attention of the people. An advertisement with good contrast may attract the attention of customers Contrast maybe visible in a number of ways. It may be witnessed through sizes, shapes and colors. Different colors sizes and shapes of elements in an advertisement add contrast. The varying directions, of design elements (Vertical trees, horizontal pavements arched rainbows) add contrast; too there must be sales communication purpose behind every layout decision made.
Eye Movement — Eye movement is the design principle which helps move the eyes of the readers from element to element in the order given in the hierarchy of effects model for effective communication of the message in advertising. An effective ad uses movement to lead its reading audience from initial message awareness through product knowledge and brand preference, to ultimate action (intent to purchase). Direction and sequence are two terms for the same element and artists may perform it in many ways. Mechanical eye direction may be created by devices such as pointing fingers lines arrows or even a bouncing ball that moves from unit to unit. Planned eye movement should follow the established reading patterns too, such as the tendency to start to top left corner of a page and read through to the lower right corner. The eyes also moves naturally from large items to small from dark to light and from colors to not — colors.
Unity or Harmony — Unity or harmony is another important design principle. Although each element should be considered as a separate unit in striving for balance, proportion, contrast and eye movement. The complete layout or design should appear as a unified composition. Common methods of securing unity in layouts are use of consistent typographical design. Repetition of the same shapes and motifs, the overlapping of elements use of a boarder to hold elements together and avoidance of too much which space between various element. Source: Mbaknol
Mis-en-scene
The setting and location will be integral for me and my advertisement because these things alone can determine what the viewer will think of your advertisement. For instance if the setting of a surface cleaning product was shot in a field outside, the viewer would be left confused and the advertisement would be wasted on that person.
What is so important about these features is that the facial expressions and body language can portray and reflect the theme of an advert and can more simply just show the feeling or emotion of the character. An example of this would be a person eating a chocolate bar in an advert and smiling, showing that the chocolate bar is tasty and that the theme of the advertisement is a happy one. Source: Oliver Oryan
Camera Techniques
Mid shots are best used for interviews, educational video content, video explainers, demo videos, and even rewarded ad videos. Use close-up shots for dramatic video ad types like narrative ads. You may even use this shot in demo videos and rewarded ads to show more details of your product, our editor says.
Source Interactive Material
5 secondary images
5 different print fashion adverts
5 different primary adverts images
10 different font styles
Copyright clearances
I may need to get a copyright clearance to use Chobani and Apercu Bold Italics as they are often used in Glossier's work, however there are lots of fonts that are similar to Apercu Bold Italic such as Arial and Helvetic. There are also fonts that are similar to Chobani such as Recoleta and other fonts that have a similar 80s style. The other option is to ask for copyright permission from the owner's (Glossier) permission, I can do this is by sending a request and asking if I am able to use these fonts, then citing it and giving proper credits.
Survey responses
I asked mainly people my age ,which is 16-17 year old, these questions and I found that they would prefer to have people who are also around their own age reflected in the fashion advert. I also received an idea for the colour scheme that I will be using for my advert. I also discovered that people would like the focus of the advert to be on the product but a few would prefer it to be on the model.
Interview responses
For my interview I asked people around my age, which are mostly 16-17 year old, I found mainly the same thing I did from my survey, that they would prefer to have people who are their own age reflected in the fashion advert. I received the same responses about the colour scheme that I should use for my advert. I learnt that they would like the focus of the advert to be on the product but a few would prefer it to be on the model.
Preparation of Text Materials
Fonts in luxury fashion adverts
Fonts in non- luxury fashion adverts
In comparison to the luxury fashion adverts, non luxury brands tend to use blocky sans serif font. It is often simple and not too showy, this also reflects on their target audience as they are often working class and middle class buyer. On the other hand luxury brands tend to use a mixture of serif and sans serif. Glossier uses sans serif font in their campigan with Oliva Rodrigo as their target audience is her fans and they are usually betwteen the ages of 15-20. Dior often uses serif fonts because their target audience is much older and mature, this is reflected in the style of the font.
For my logo ideas I was inspired by high fashion brands such as YSL, Dior, Channel and Celine. They all have very simple logos compared to non-luxury brands.
Preparation of Visual Materials
Common poses in fashion adverts
Common fashion styles
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Drawn Drafts & Digital Drafts
Photoshoots
Learning Aim B
Learning Aim C
This picture matches up to my original draft, however the text colour is too dark so you can't see it properly as it blends in with the black part of her jumper. The slogan and the dates are also too high above her head so there is a huge unused space.
Here I changed the colour of the slogan using the colour picker tool, the dates and moved the picture down a bit more, however the two different colours clash with each other and make it seem messy and the space above her head is still there
In this image I zoomed in to her and changed the alignment, I also changed the colour of the bigger text and the small R's. Zooming in on her picture made it easier for me to get rid of the huge space above her head, it also allows the audience to focus on her and not get distracted by the background and then I also moved the picture in the more into the centre so that the audience focuses on the product.
In this version I lowered the brightness to -49 and the contrast to -45, which makes the overall image dark giving space for the text to pop out more.
In this version of the advert I changed the one of the R's to black and I placed the Rossio & Rosso text away from the border of the picture, this is because if I placed it on the billboard there is a chance that half of the text could be cut out.
In this version which is the final version I changed the saturation from 0 to -45 and then I changed the colour balance, cyan to -5, magenta to -9 and then yellow to -13
I changed the font to designer pro, this is because arial was too simple it was also quite boring which was not what I had in mind and made it bigger, however was a huge space between the words which didn't look nice so I decreased the leading by 80.6. I also got rid of the & sign.
Final Ad
(I changed the text from Rossio & Rosso to Rossi and Russo as I spelt it wrong and misunderstood the brief)