Typography, Logo and product design*

[1st logo design]

[2nd logo design]

The second design was chosen as a final logo for my advertisements as it contains a straightforward image that can become a recognisable trademark for the advertisement. The font I used for my logo is a sans-serif font, ' Myriad Pro', selected for its simplicity. The 'W' of the logo is also altered to be in italics to enhance the appearance of a 'sea wave', adding a unique imagery to the logo, making the audience oblige to notice the name and logo as well as be familiar with the advert. As well as this, the font will produce an easier navigation, visually, helping move your eyes along the lines of text. The font also presents a more modern feel to the advertisement which, modernisation can be related back to my target of a younger audience. In order to catch the eyes of the audience the text colour is adjusted to take on a brighter colour, in contrast to the logo image on top of the text to create a contrasting effect but still a sight fir the audience to observe.

Skeleton layouts *

·    

BLEED LINES - The area within a printing that will be trimmed off is the bleed. Therefore the bleed lines are what extends the printing, a bleed to trim.

STRAP-LINE - phrase used in advertisement so that people will recognise its products.

LEFT THIRD, RIGHT THIRD, CENTRE THIRD - The guideline proposes that an image should be imagined as divided into 3 equal parts by two equally spaced horizontal lines. Important composition elements should be placed along these lines or in between. Helping to create creates more interest in the composition than simply centring the subject.

The main image is the centre subject of my advertisement, in this case it's the model. The main image will be somewhat within the intersections of the vertical lines; the logo will be located at the top of the advertisement, where it will be most visible to the audience. The text however will be placed next to the model (main image) within the other intersections of the 'thirds', dependent on the location of the main image the text could also be above the main image, where it is most relevant in order to catch the eyes of the audience. 

There will be a use of various sizes in my adverts typography. Large typography is used in order to show and illuminate the logo and strap-line in which I want the consumers to remember and be able to identify the product, as the small typography will be for text which do not necessarily need to stand out too much like the claims. The colour of my text of the strap-line is in a gold colour, allowing it to stand out within the advertisement and be recognisable to the audience

Audience research*

The survey was completed by 21 respondents, 72% females, 28% males. 95% of the respondents fell within the target age for the product.  This data suggests that the survey results are  highly relevant to the target audience 16 - 20. 95% of the respondents thought positively about the adverts. Providing a confident indication that the adverts are suited to the target market.  The subject needed most to be further developed, is the use of colours in the poster, which the posters are supposed to include gender neutral colours and have a representation of cleanliness. 95% of the respondents had a positive outlook about the product claims "48 hour protection" , therefore the claims will be added in the final edits. The survey showed that 62% preferred 'image 2' advertisement, therefore the final edits will be revolved around the idea of the second advertisement draft presented. As the 95% chosen logo in first presented advertisement draft with be used within the final posters.

There were a number of suggestions to improve my adverts; adjustments to the colour used in the posters are necessary as well as the use of both male and female models to show a that the product is indeed a unisex product. 

Location reports*

[BUKHANSAN, SEOUL, UI-DONG]

The location of my shoot is atop the mountains, a commonly known public hiking trail.  The location consists of a long rocky road for hikers and the idea of hiking which is a form of exercise, suggests 'sweat and hardworking' applying to the audience of my deodorant adverts. 

The only equipment I will be using is a digital camera, reducing the luggage to be carried up the mountain. Attached to the camera is a small spirit level instrument, this type of instrument will not create a hazard for the crew or the public. 

[MARK HALL SPORTS CENTRE, HARLOW]

The location of my second shoot took place in a public sports hall local to my area. This location shows a active lifestyle, which the models will portray in relation to the young audience.  I will be using a digital camera and a small spirit level instrument in order to capture my models, as well as sports facilities (e.g. rackets), these equipment will not cause any hazards if used properly.

Both locations is an area where active events take place, this presents an image of the younger generation to be practical and active within the advertisement posters. A positive imagery is set out on the younger generation which the audience - who are of the younger generation - will relate back to, creating a larger and more positive audience base for the product.

FINAL EVALUATION*

My models are in types of sporty clothing which suggests a productive lifestyle to the audience of my product, in contrast to how media usually represents the younger generation to be - technology induced with no practical life. The poster presents an active style of life, setting a positive imagery of the younger generation which the audience can relate to in a better scale than the media representations. Within the second poster image my model is looking ahead into the camera which is a sign of direct address to the audience, this draws the attention of the consumers to the image, as an advertisement, its aim is for the image to be observed at therefore the aim is achieved through the attention drawn by the models. 

Sans-serif font was finalised in my text within the adverts in order to produce modern feel to the advertisement which, can be related back to my target of a younger audience, who should be known to be more modernised. Sans-serif is a clean cut font, keeping all text to look organised constructing a easier visual navigation of the audience eyes to move along the lines of text, preserving interest.The taglines in the poster are generic, which everyone can relate to, even though the product is mainly aimed at a younger audience, the point of the product use itself can be worn by anyone who wants to, which the images present. The use of deodorant does not only have to be aimed at a particular group in social society. Creating a larger consuming rate as there would be more consumers to attend to. Within the poster are links to the multiple social media accounts of the advertised product, this enables circulation of the new product, as social media is popular within the newer generation, news will travel fast as new products release. The consumers will generally want to keep up with newest updates, news and trends.

Casting, props and costume*

[EXAMPLES OF CLOTHING THAT WILL BE WORN BY THE MODELS]

sportswear has been chosen for my shoots, as the idea of sports and exercise can be a thought for not just one person but many groups of people. Sportswear is also a type of clothing the to represent a healthy lifestyle which the younger generation portrays.

[EQUIPMENT I INTEND TO USE FOR CAPTURING MODELS]

                                        

The equipment was used to capture my models for my final posters. The spirit level used was to ensure that my image would look upright, rather that slanted.

[MODELS INVOLVED IN MY ADVERTISEMENT SHOOTING & MODEL RELEASE FORMS]

Textual analysis*

These two links present the research I took on, in order to help me build towards my final edits.

  SURE:      https://prezi.com/p/78-qdtffpq0p/




  LYNX:     https://prezi.com/p/cx5lopxfogdw/

Statement of Intent*

My adverts aspire to reach out the to its audience by the use of colours; yellow\gold, which highlights the subject bringing a brighter and happier image; with the use of the light blue colour and sans-serif font, it reflect a more clean and neater image. The logo will also be neatly produced to direct the audiences attention without distracting away from the product. Media conventions I would use are; “card stacking” – half truth half lie in order to engage and persuade consumers; “plain folks” – down to earth citizens, portraying an emotional connection to the audience, “glittering generalities” - labelling my product as "excellent", stating opinions in claim with the product, providing no facts makes the consumer feel obliged to use the product.

Distribution of the advertisement will be circulated in digital form, through today's social media; Twitter, Instagram or even Facebook links will help the promotion of advertised products. Designs will be created with the use of digital editing. Including female and male models in the posters,  from different backgrounds and ethnicities, showing the diversity of my product which may encourage more people to buy. Sporty clothing will be worn, with the use of mutual colours, it can show the product aimed towards consumers of age 16 - 25 and their genders. I want to reach a target audience who seek for reward and prestige, have an aggressive attitude to life, needing to relax and give themselves a gift to reward themselves and have the idea of trying new things. As a new brand, offering new sensations; they will want to indulge themselves in the new product as well as the product leaving a carefree impression, they will like the product more to feel more relaxed.

Main image*

[The photo below is a representation of what I would expect my final images to be similar to]

The colour green is present in both posters in representation to nature and cleanliness. Green stands out, enough to draw the attention of the audience; various colours of the image is used to entail a gender neutral atmosphere. As well as having most information of the advertisement, product and the organisations social media in one particular area of the image, allows the audience to gain a lot of information in one observation rather than having to find the information they require, audience will like a straight forward advertisement. The selling point of the product is the product claim "48 hrs of protection". The claim ensures the products functional purpose and sustainability, to work right for its name as a 'deodorant'.

The single printed models create a more organised layout to the image, as there is not too much going on in the posters to overload the page, resulting in confusing content. Models within the image are of a younger age therefore the product will be more known to be targeted towards a younger audience. From the first image the model is in sports gear, giving the effect that younger generation nowadays are active and practical, leading a productive and positive lifestyle in which the audience will relate back to. The other model seems to be dressed in less clothing which can suggest to more freedom and confidence in relation to how, my audience should be able to feel, not restricted. In terms of technique, the model in the second image is looking directly into the camera which suggests direct address to the audience, drawing the attention of the consumers to the poster, an effect to further induce the audience to give the product a go.

Advertising codes and conventions

LOGICAL

Persuasion - action or fact to influence someone, to be influenced to do or believe.

Bandwagon - using the idea that "everybody is in favour of it", "join the crowd"

Card stacking - half truth half lie, hyperbole, TV advert to engage all types of consumers

EMOTIONAL

Plain folks - down to earth, ordinary citizens to portray ad, identifying with advert

Name calling - stereotype the competition/ opposing ideas with bad label

Demonising - portraying competition or enemy as pure evil, menacing and aggressive

Patriotic appeal - appeal ideas of passion , patriotism "love of country"

Glittering generalities - "good" labels such as , democratic, patriotic, amazing, beautiful, and exciting Unsupported by facts but opinions

Catchy slogan - memorable phrases to foster support, mental appeal 

Snob appeal - richest, most  important or most discerning people, show of wealth and looking good

Humour - positivity with the product

ETHICAL

Testimonial - use of endorsement by famous person such as sports figure to sell, credibility of the speaker to the product

Transfer - association of a respected person

My advertisement posters will most likely include features of the emotional appeal, the 'glittering generalities' labelling my product as "good" stating opinions with no hefty facts. As well as the use of ordinary civilians, 'plain folks'. Logical reasoning will be in there too, the 'bandwagon appeal' using the idea that everybody is in favour of it so they should also join in the crowd, as people nowadays love to follow trends.

Tagline Suggestions

"A start to everyday life"

"Leave a good impression"
"smell fresh, stay fresh"
"save good, smell good"
"smell FREE, BE free"
"

Coverline Suggestions

"48hrs of life"
"Eco-friendly"

"48hrs of protection"
"protection at its finest"

NEA BRIEF: WAVE

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.

Summary of brief requirements:

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.

o  Adherence to the rules of the ASA.

MOOD BOARD

                         

MIND MAP