Monthly Archives: November 2021
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statement of intent
For my product, it will mostly be aimed towards women, as it is a women’s fragrance mainly leaning towards older women (20-50). My advertisement of the product will be the product in front of a blank screen so the product is made to look more bold and outstanding so the attention is only based on the perfume.
I will be using a male and female in my advert as a reactionary advert saying ‘this perfume attracts men’ and my my radical i may use two girls ‘explore beyond society’s expectations’.
This product can be for anybody but as it is a women’s fragrance more women may tend to buy it.
As my advert is aimed mainly towards women, it gets rid of diversity that is potentially needed for good sales. To make it more diverse i made sure to include the fact it is for different age groups so more groups of people are buying the product, making more ages known to the product as a lot of different age groups will be talking about it making it more widespread and known.
statement of intent
I am aiming to make a print advert by advertising my product at women between the age of 14-30. My product is sky high lash sensational mascara. For my vintage style advert I will make it radical by not photoshopping it extremely and keeping it natural. My second modern advert will be reactionary and I will photoshop the model extremely like most modern adverts, getting rid of blemishes.
For my radical advert I have two ideas. My first idea is to take photographs of my product using the studio lights changing the lights to harsh lighting or soft lighting, once I have my product images I will go to photoshop and pick which images are the best ones to use for my advert. I am inspired by the colourful 60s/70s adverts and their backgrounds so I will make my own background using different shapes and colours that they used back in the 60s/70s.The iconic signs that I will add is the text of what my product is called, on photoshop I will choose the text that’s similar to the 70s style magazine texts. I would like the title of my product to stand out and I will use the bold text and wrap and use the fish eye filter. I will include indexical signs by taking my products image and remove the background so its only the sky high mascara you can see, then I will stick it on my a4 background where I will add flowers using photoshops custom shape tool making them big and small and the colours will be different shades of pink and purple. The symbolic signs of my advert are the pink and purple colours of my advert with the floral shapes I made. Centre of the advert will be my product and I will use different positions to see which ones I prefer. For my second idea It will be the complete opposite of the reactionary advert and I’m hoping to create a positive stereotype instead of making young girls insecure because they don’t have super clear skin or no eyebags. It will be inspired by the colour adverts of the 60s. My models face will be a closeup looking straight into the camera whilst holding the mascara brush with the mascaras name also facing towards the camera. The mascara brush will look like its being applied to the models lashes.
The reactionary advert I will use photoshop to edit the models face and airbrushing it like most makeup adverts are today making it a negative stereotype to impress men in todays patriarchal society pressuring women to look as good as the models on the adverts even though the image is photoshopped. The models face will be slightly angled from the side instead of looking directly to the camera. Her face will be a close up shot
PRODUCTION – ADVERT (SOI)
I intend to create two print adverts to advertise a ‘Vaseline’ lip balm product. I aim to create a separate radical and reactionary product to display different representations. I loosely followed the “curious cat”, EOS lip balm campaign as my style model. I will include iconic signifiers of the products, a dominant signifier of my model’s face, anchorage with information about the product, a slogan and indexical signs that relate to the campaign connected to the product. However, in the historical advert, the main image will be in black and white to create the impression that the advert was produced in the past.
The radical product will be a modern advertisement. The Vaseline lip balm I will be using for the radical representation includes the iconic signifier of the pride flag and information regarding the ‘LGBT+ Switchboard’. I will create a campaign in support of the LGBTQ+ community. I will also use a male model to create a counter-typical representation and to juxtapose ‘societal gender norms’ in beauty and skincare adverts which use female models to play to a social stereotype, linking beauty with femininity only. To reflect these modern views, I will use the slogan, “celebrate our differences”, in my advert. I intend for a ‘young’ audience to consume my product. It will be advertised to appeal to young women (aged 14-35), to play to the gender stereotype, and young LGBTQ+ individuals who see themselves represented through the diversity of the brand’s support . Generally, the advert would most likely appeal to ‘The Mainstreamer’ and those of the working class, who can afford to buy from high street beauty stores, but aren’t willing to spend money on high end products. I believer that a mainstream beauty magazine, such as ‘Cosmopolitan’ or ‘Elle’ would generate my product as they often contain a range of adverts which aim to project to counter-typical identities and groups of people of ranging financial classes.
The reactionary product will be set in the 1950’s historical period. The Vaseline lip balm I will be using will not include the iconic sign of the pride flag and it will be plain, normal branding to communicate the lack of diversity within the beauty industry at this time. I will blur the main image of my model to ensure that her lips and the product, which were in colour, will stand out. I will create a highly edited image which removes any blemishes to also represent the beauty standards at this time. I will include the slogan “give the perfect kiss with Vaseline”, this reflects Laura Mulvey’s theory of the ‘Male Gaze’ and how historical representation of women and femininity was for the pleasure of men. I intend for an ‘older’ audience to consume my product. It will be advertised to appeal to heterosexual, married women (aged 25-40), who are positioned to believe that using this product will help “give the perfect kiss” or give pleasure to men. I think that a mainstream 1950’s beauty magazine would produce my advert.
advert plan
- Style model – Gucci sunglasses
- Reactionary print advert will involve a girl wearing sunglasses in a more feminine theme of sunglasses
- Historical print advert will include a male model. Then I will edit the photo to make it seem older and more historical
- Product – sunglasses
statement of intent
My intent is to create an advert on a pair of sunglasses. I am going to take a photo of the sunglasses in a bright location to represent the sun. After taking the photos I am going to import the multiple photos and pick which I believe is the best to edit and add effects. The name of my product will be called Shades. The dominant signifier in my ad is going to be the product (sunglasses). My product will be for any gender. My target audience will be any person above 12 (any gender) that is willing to spend £50 – £100 on a pair of sunglasses.
The radical advert will involve 2 male models both wearing the product in a bright, sunny location. The male models are used to create a counter typical representation to usual adverts on sunglasses which mainly a female model is used. The slogan I will use is going to be “Think Sunglasses” which I believe is more of a modern slogan. This advert will be targeted towards ‘The Mainstreamer’ and those who earn slightly above the average wage due to this product being sold in a mid-end fashion shop.
My reactionary advert will be set in he 1990s period. This advert will not include any models. I will take photos of the sunglasses on a white background and in many different positions to see which I think looks the best. These photos will be taken with a bright light above them to help represent the sun and make the sunglasses look good quality. After taking the photos I am going to choose 3 images I believe will work the best for this advert. With my 3 images I am going to display them in with each photo on top of each other and add a title named ‘Shades’ and a slogan ‘Think Sunglasses’. Due to this advert being reactionary I intend that my target audience will be for older consumers such as people aged from 30 – 60. I believe that my advert could be presented in a magazine such as ‘Adweek’ which was a famous woman’s magazines from the 1990s period.
media essay
“In this essay I am going to apply a semiotic analysis to both the Tomb Raider and Metroid video games covers.
I will argue that the Tomb Raiders game cover and Metroid cover display the same relationships, similarities and differences between signifiers. I will also argue the challenge of the way females are being represented and their place in society today. I strongly believe Tomb Raider doesn’t represent women in a positive or productive way in the gaming community as both covers are extremely sexist and degrading to women with the way they are dressed and the way certain features of their bodies are enhanced.the way women have been presented in these games covers creates unrealistic ideals of a female to the males eye, creating stereotypical standards that they believe all women must look like. Although people may think that Lara Croft has was defeating gender stereotypes buy being a strong main female character, she does not rely on a male character to complete her quest which then creates an influence on the males who play these games allowing them ton think it is okay to be encouraged to be more open minded in the way females should be perceived in games then to how they really are in real life.
This reflects upon Laura Mulvey’s notion on the male gaze in that the dominant signifier is designed in such a way that she appears sexualised. In the words of Mulvey, she is a character whose “appearance is coded for a strong visual and erotic impact” (“Visual and Other Pleasures”, 1989). Laura states that women are presented as sexual objects for heterosexual male gratification, she believes this due to the abundant mass of females in the media being objectified to please men and to entice them to buy products.
From the game Metroid, the main character who is seen as a rather large robotic character is known a radical character in the media as she is defeating the gender stereotypes (enlarged butt and boobs, smaller torso) by being a main character who has not been sexualised for the male gaze. The way she is not sexualised is a good way towards making a change in the media as the dominant signifier suggests a sense of power and independence the character brings out on her own.
in conclusion, both Metroid and Tomb Raider describe two representations of female protagonists in a way that they are both presented as radical roles due to the bravery and independence they are portraying.
statement of intent (nea)
I intend for my product to be aimed towards females aged (15- 30). My product is the Lady Million fragrance, for my advert I will be having a solid background to ensure that all attention is on my product, the perfume will be affordable and good quality. I will also be using a female in my advert as it is the ‘Lady Million’ perfume in contrast to the mens ‘ 1 Million’ fragrance.
Statement of Intent
I intend to create an advert for the Rimmel London product ‘Wonder Ink’ Eyeliner. I will produce two adverts- a reactionary, modern piece and then an ‘Old-Style’, Radical piece. To achieve this, I will use a female wearing the eyeliner in an up-to-date way for the modern advert. A way in which it makes this reactionary is the fact I am using the stereotypical gender seen in beauty adverts with an up-to-date eyeliner look which will allow the audience to relate more. I will use a male wearing the eyeliner in a 70’s way to emphasise the era I am setting it in. A way in which it makes this radical is the fact that I am using a male to wear the eyeliner. In modern day beauty cosmetic adverts, males are still not being included, so to really accentuate this, I thought it would be clever to use a male for the old-fashioned advert, as typically, males wearing makeup was usually frowned upon in the 70s.
My target market for the product I am advertising are typically women but anybody who is interested in makeup between ages 17-30. The product can also be worn anywhere, so people who enjoy going to concerts and festivals or just simply want to wear the eyeliner for whatever reason would purchase it.
For my reactionary and contemporary advertisement, I am taking inspiration from a style model while still putting my own twist on it. I liked the idea of having the page split into two to three segments to show off the eyeliner on the model, the model having fun (to show off the fact that if you wear the eyeliner you will have a fun time), and the product itself, which is the dominant signifier. These are the iconic signs that will show off the product. Copying a few style models, I really liked the idea of having a swirl/twist around the eyeliner pen to show it off and have it come across as cool. I also saw from one style model that the eyeliner had ‘written’ the slogan, so I thought it would be nice to add that iconic sign in. For my radical and historical advertisement, I am taking inspiration again, from my style model. I intend on
I will be including representations of gender inclusive products and gender inclusive beauty adverts, allowing more people to buy the product. I will also be including representations of ‘having fun if you wear the eyeliner’ and ‘it will make you much happier’.
The type of company that would make my product would be Rimmel London as that is the brand of the product I am advertising, but any other makeup brands such as Maybelline and L’Oreal Paris. This is because these are all typical beauty brands. When I make my advert, I intend on using style models from these brands (L’Oreal, Maybelline, Rimmel London etc) to make this more realistic.
Uses and Gratifications
| Research Product 1 | Research Product 2 | My Product | |
| Understanding self | – | – | Product may make you feel and smell how you want |
| Enjoyment | Enjoy driving the new car | Moment of bliss from the first sip | If you smell nicer, you may enjoy life more |
| Escapism | Escape from reality on an open road | Moment of bliss from the first sip | – |
| Knowledge about the world | Drive to see the world | – | People like others who use this product |
| Self confidence, Self esteem | Have more confidence whilst driving an Audi | Famous people drink coke | You will feel cleaner and smell cleaner |
| Strengthen connections with family and friends | Go on drives or trips with family and friends | Something you can enjoy with others | – |
| Other category or theme | – | – | – |