Reactionary advert
All posts by Sarah Browne
Filters
statement of intent – nea
I intend to create 2 print adverts, one will be contemporary and reactionary and the other one will be radical. My product is going to be a perfume. My perfume will be aimed at women aged between 18-45. My product will be leaning more towards high end but still not quite there. The aim of the two adverts is to sell the perfume.
For my contemporary advert, my model will be wearing her prom dress with a brown fur coat to give an elegant look which will encourage the customers to want to buy the perfume as the advert will convince them to want to look as good as the model does. The main model photo will have a shadow behind her elongating her figure upwards to make her appear taller. The fur coat will drape over her shoulders revealing her shoulder with the one single trap that is embellished. Her hair, skin and coat all have similar colour palette with the the neutral and goldish tones.
The dominant signifier of the advert will be the perfume but I also want the customers to notice the female model dressed nicely. I will put a translucent image of my product on the bottom left of the image. That product imagine will have a black fur texture which will be overlayed the main model image.
The female model will be represented in a reactionary way for my contemporary advert. The advert should be positive as it will be positive and pleasing to look at.
sign, connotation, signified, icon, index, symbol, anchorage, ideology, denotation.
voyeurism, male gaze, patriarchy, mis representation, constructed reality,
david gaunttlett – fluidity of identity, negotiated identity, collective identity, constructed identity.
shannon and weaver, uses and gratifications, hierarchy, psychographic profiles.
CSP 4:Maybelline
The dominant reading of the text is obviously how Maybelline’s mascara can have a transformative effect on your life. The advertisement also raises brand awareness. Since you have to study the text in terms of media language, we should look at the signs and some of the technical aspects of filmmaking used to encode this message .
The most obvious signifier is the colour gold. The producers then direct the viewer’s attention to the gold suitcase on the trolley by making it stand out among the other pastel-coloured cases and tracking the camera so it dominates the mise-en-scène.
In the advert, they have tried to relate to their target audience by having them dress quite casually and speak like young people would on social media.
He has also spoken about dealing with homophobia. “I’ve gone through all of it, I’ve literally heard every single name in the book be told to me,” he recalled. “So, don’t be discouraged by anyone, as long as you’re confident in yourself and just keep doing what you’re doing.”
score csp
The advert is a representation of white patriarchy in the 1960s as it is a white male with a gun (likely to be loaded) situated above 5 white females who seem to be ‘swooning’ over him.
The females are also dressed in little clothing which would be done to attract The Male Gaze.
The advert is a snapshot of a Narrative story. Before this photo the man was most likely putting the hair cream on and then looking around to hunt with his gun. This photo can be interpreted as a poacher sat with his prey.
There is also a strapline ‘Get what you’ve always wanted’. This strapline is quite vague but then on the advert there is copy which is a relatively large chunk of writing for an advert. I believe this isn’t the best thing to do because adverts aren’t for much in depth attention.
Audience theories
Quantitative data – Number based data.
Qualitative data – More of a worded approach.
uses and gratification
| research product 1 (d&g light blue) | research product 2 (chanel No. 5) | my product (Versace Crystal Noir) | |
| understanding self | creative and arty, strange movements but looks clean | ||
| enjoyment | on holiday in a pretty place and smells nice with a partner also | having fun with placement of perfume | |
| escapism | Mediterranean setting which looks like a place to relax on holiday | can be who she wants | |
| knowledge about the world | wanting to know where they are | ||
| self confidence, self esteem | will feel good about herself | feeling clean so looks good, feeling confident as she has bold red lip | |
| strengthen connections with family and/or friends | male with female suggests a close relationship as they are touching skin | ||
| any other category or theme |
AUDIENCE: THEORIES AND APPROACHES.
Two Step Flow of Communication (active consumption)
Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent > message received.
Two-Step Flow: – The two-step flow of communication model says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media.
Active consumption: The idea that people engage with the media, causing them to purchase the product.
Lasswells model – my product
WHO? Versace
SAYS WHAT? If you buy this perfume you can feel elegant as if you were going on a night out as it is less of a sweet everyday scent
CHANNEL A television advertisement
TO WHOM? Women who want to smell good and feel good
WITH WHAT EFFECT? To sell the perfume
audience theory
Hypodermic model (passive consumption)
Media consumption was often traced back to Harold Lasswell. In 1972 he wrote Propaganda Technique in the World War. He spoke about individuals being influenced using the term ‘Injected’.
The Hypodermic model: Telling someone to do something and they listen through media.
Passive Consumption: The idea of people being drip fed an idea or belief to slowly change someone’s view on a subject over time through media.
