Statement of intent draft

Media Language

I will use colours such as white, black and reds. I will use these colours as they are considered unisex so it can demonstrate that the product is unisex, the red also is used to catch the attention of the audience. https://www.youtube.com/watch?v=EC7VLjIw8hY  . The conventions that I will be using will be glittering generalities and bandwagoning. Using bandwagoning I will make it appear that many people already have the product and by using glittery generalities, I will use words such as amazing to make the product look good. https://www.youtube.com/watch?v=C8qxE_pFJ7U

Media representations

The target audience is 16-25 years old and is a unisex product. By looking at other adverts such as Sure and Calvin Klein I can see that the media portrays this age range as liking adverts that include attractive models, trendy clothes and famous locations. Using this secondary data, I can base this around my shoot as well by using trendy clothes that this age range will notice the most. 

Media industries

Digital editing allows me to shoot the product and models separately, I can edit areas to enhance it and make it more attractive to an audience. This makes everything easier to edit. The images will be portrait. By using social media sites such as Instagram, it can appeal to the age range and be found by people who wont see the poster. The 4 adverts can all appeal differently to the audiences and different kinds of images can be published monthly. 

Media Audiences

Using Gears this is my target audience,

Gender - Both male and female. 

Ethnicity - All ethnicities can use the product. 


Age - Aged between 16 and 25.


Region - It is targeted at people in England.

The can be shown using clothes and props that relates to the UK


Socio economic status - Targeted at range of E to C2 because it is from students at 16 years old to 25 year olds who are working.

Using the Young and Rubicam model, the target audience will be based around the explorer and the mainstreamer. The explorer because they can be seen doing activities such as the gym and doing challenges. Also the mainstreamer because they will be doing everyday tasks such as being at home. Using visual elements such as trendy images, bright eye catching colours and fonts and designs that will attract the audience, this is how I will appeal to the target audience. 

Advertising codes and conventions

Persuasian- influencing a person to change their mind, convince and encourage them.

Logical appeal 
Band wagoning
Everyone is using this product so I should as well, use facts and numbers 

Card stacking
Telling the half truth to see a product and blow it out of proportion to make it look really good.

Emotional appeal
Plain folks
Use ordinary people, no celebrities, so hat you think ordinary people can use the product as well

Name calling
Calling the competitors names with a bad label

Demonising
Portraying the competitors as evil and the worst

Patriotic appeal
'Love of the country' to sell a product, feel like as a nation you are doing something together and helping

Glittering generalities
'Good' labels that are unsupported by facts

Catchy slogans
Memorable phase used to sell a product

Snob appeal
make it out so only the richest use this product 

Humour
Make the customer laugh and thy may buy the product because they want the good feeling that it brings 

Ethical appeal
Testimonials
Use famous people saying that they like and use this product to sell it

Transfer
Use famous people holding the product but not saying that they like and use it

I think that my advert conforms to the logical appeal of bandwagoning because it says that most people use the product. I will also use the emotional appeal of glittering generalities and it will say that they will smell nicer and it will be the good thing to do.

Design layout details

LAYOUT IDEAS
1)


In my first shoot it will be located in a supermarket, the model will be looking at the produtI think that this kind of image is going to attract my main audience because it relates to every day life. The logo and tagline will be in the top right hand corner and a bigger product image will be in the bottom right corner. The product relates to this image because it is where you first find the product. This can attract the audience because most people will go to the shop to buy a deodorant and it relates to them. 

2)


This idea is that the boy and girl will be in a cafe meeting, the boy will have his elbow up resting on a counter and will be smelling his armpits and the girl will be looking at him with a 'gross' face. The product image will be in the top right corner and the logo and tagline will be at the bottom of the image going from right to the centre. I chose this as an idea because it is something that could realistically happen to most people as they could be nervous. This can attract an audience because it can also relate to them as they may have experienced something very similar. It can also be quite funny because the girl has also noticed. 

3)


In this image, the models will be sitting together on the floor and they will make it look like they are a couple. The product and tagline will be in the right and left hand side of the image and the logo will be at the top. This will attract an audience because the simplicity of the image will help to show that the product has a simple idea, unisex. 

4)


In this last idea, the boy and girl will be in front of a tree. The product will be in the lower right area of the image and the logo will be at the top. The tagline will be next to the product. It will attract an audience because it will appeal to couples and shows that they are bonded therefore showing that the product is unsex.


MAIN HEADING
1)

The newest deodorant 

By using green it acts as an almost unisex colour. 

It catches the eye of the to audience and stands out.

It gives information about the product simply and quickly. 

2)

New to the deodorant world

By using blue it acts as a unisex colour.
It is clear and easy to read. 

TAG LINE
1) 

Avoid the awkward times. 

2)

For both; everywhere. 

LOGO IDEAS

Mock layout ideas

Mind Map Ideas (Wave)

Audience (Wave)

GEARS 
Gender. 
Both male and female. 
Let the audience know that it is unisex by having both genders in the model, use of colours, by the slogan/tagline 

Ethnicity. 
All ethnicities can use the product. 
Having different 

Age. 
Aged between 16 and 25.
Show audience by using different elements such as clothes that appeal to all ages within the age range. 

Region. 
It is targeted at people in England.
The can be shown using clothes and props that relates to the UK

Socio economic status. 
Targeted at range of E to C2 because it is from students at 16 years old to 25 year olds who are working. 

Young and Rubicam model 

It will be based around the explorer and the mainstreamer. 
The explorer because they can be seen doing activities such as the gym and doing challenges. Also the mainstreamer because they will be doing everyday tasks such as being at home.

Mainstreamer 


Explorer 

Brief (Wave)

BRIEF
You work for an in-house print production company within an advertising agency.  You have been given the task of producing a campaign of four full-page magazine adverts to promote a new unisex deodorant from UK deodorants, an existing agency client.

Statement of Intent: (approx.350 words)³.

Magazine adverts: The client has insisted that each advert must have a different main image, with at least two different locations and at least two different models used across the four adverts. The adverts can be from different issues.

Location of adverts: The adverts are to be placed in Total Film magazine and the content should reflect the location.

Client target audience: 16–25 male and female demographic.

UK deodorants want this new brand – to be called Wave – to be defined by its active, youthful, unisex brand identity⁴.
All four adverts must contribute to a strong and consistent brand identity, using the same slogan/tagline.
The adverts should use techniques – such as intertextuality, generic hybridity, humour or emotional appeal – that engage the target audience and make the adverts memorable.
Your finished realisations of the four adverts must be presented as A4 prints, with the image scaled down as necessary to preserve the correct magazine page ratio.

Your adverts must adhere to the rules of the Advertising Standards Authority (ASA): https://www.asa.org.uk/

Production detail
The production must include (as a minimum): 

o  At least four different main images using original photography across the four adverts to fit the brand identity and the conventions of magazine adverts.

o  Editing of adverts (including photos, text, graphics, typography and layout) to fit the brand identity and the conventions of magazine adverts. 

o  At least two different settings (this may be the same location with a significantly different use of mise-en-scène and/or lighting or two different locations). 

o  Clearly identifiable product (deodorant). At least two characters representing at least two different social groups across the four adverts. 

o  Written text including product name and a slogan/tagline that expresses the brand identity. 

o  Appropriate consideration of where the adverts will be displayed. 

Adherence to the rules of the ASA.

Mood Board (Wave)

MOOD BOARD