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Advertising, Exam Prep, NEA

Statement of Intent – NEA

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In my production of my advert, I intend to base my product around a jewellers known as Swarovski. I hope to advertise my product for ages between 18 – 40 years of age. I intend to imply/advertise glamorous but affordable jewellery such as the bracelet that I hope to bring in. As well, I plan to capture the sparkle from the bracelet with specific lighting to give it a posh style appearance. These photographs will be captured using flash lighting with soft boxes and cannon camera with a portrait lens, to capture a close, low angle of the bracelet with a stern focus to generate a professional, distinctive photograph. Furthermore, I will be editing all my photos in photoshop to brighten and improve my photography skills, and maybe add a white border to modernise the picture. Another, edit that I will add to my image will be a sans-serif font. On top of that, I could perhaps do a similar photoshoot but with the bracelet’s box, and position the lid in a professional manner. These will be my modernised reactionary print adverts, but I aim to accomplish my first idea. Where as my historical, radical print advert will be of men wearing feminine jewellery.

However with my second 60s – 90s advert, this will be completed by positioning the jewellery box containing the bracelet under a photographer light such as the flash lighting, so the crystals shine and create that rich, luxury appearance and potentially have some masculine and feminine products around the wrist, to make sure it is not too plain and exaggerates the radical idea that men can also wear feminine jewellery/products.

I feel that the kind of company that would make my product would be a jewellers that aim to produce products using the finest of crystals, such as Swarovski and H.Samuel.

Advertising, Audience, NEA, Representation, Semiotics

CERAVE ADVERT: STATEMENT OF INTENT

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My intention for this product is to represent the CeraVe moisturiser as an amazing brand which will sort out any dry. acne-prone skin within days. I want it to look very appealing to a youngish audience (eg. teenagers/ early 20’s) so it will have to look trendy and have a modern style to it. I am basing it off the Maybelline lipstick advert and some other adverts I have looked at which are for moisturisers. I will incorporate some of the features from these adverts such as the smooth textured waves going across the page and luxuriousness which would be great for someone seeking an escape. I will create a syntagm by combining a zoom in of my models face (dominant signifier) and a shot of my product with a headline and text to create meaning.

The elements I will include the brands famous tagline (“Developed by dermatologists”) at the bottom of the advert with a main headliner at the top saying “CeraVe: long lasting moisturiser, instantly transforming your skin!” Also i will have a close up of my model applying the moisturiser to her face and the outstanding results. There will not be too much writing and mainly use images to convince the audience that it will be worth them switching to this product. There will be some texture added to the modern day advert by using glitter like splashes to convey the excitement and miracle transformation when you use the product. The signified will be the white twirl coming of the bottle which is going to represent the moisturiser.

The advert will represent the dominant ideology that females should always do their best to keep their skin looking beautiful such as having a good skin care routine (wanting to have a moisturiser that is approved by others). It is a constructed reality which will influence many teens/ young adults. In some ways it could be seen as a negative stereotype because having perfect skin can be an unrealistic expectation. In the classic advert the model will be

I will be making two adverts one classic and one contemporary advert. The contemporary advert will consist of a reactionary stereotype of a teenage girl using the product but with a genuine smile not a fake staged one which is usually portrayed in modern day media. The type of audience that would consume it would be the mainstreamer or the succeeder because it is a product with a price range that is affordable for most people and those who want to seek control of how they look by making their skin smoother and performing to dominant ideologies about how a female should care about their appearance, based on Young and Rubicam’s physcographic descriptors

The kind of company that would make my product would be a popular magazine featuring celebrities or recent news that would interest those of a younger generation. I believe it could also be featured outside shops such as Boots or Superdrug which are places that the advert would be seen.

syntagym (Roland Barthes)

Index

Ferdinand De Sassaure

Conotation

Denotation

Radical

Reactionary

Symbol

Icon

David Guantlett – Constructed identity, collected idenity (only for females)

Male gaze, audience positoning, positive and negeative steroetypes, dominant ideology, hegemony

Two step flow of communication- Lazarsfeld

Uses and gratifications model- Katz and Blumler