Reactionary advert
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nea: modern advertisement
NEA: MODERN ADVERT
Statement of intent
I intend to advertise a jewellery line. I will create two magazine print adverts, both with different representations in order to highlight how societal views on issues such as gender roles, social class and the LGBTQ+ community have evolved.
My reactionary representation, will resemble that of an old 1920s advert. the image will be faded and grainy to illustrate its age and how this representation is outdated. The dominant signifier will be a headshot of a woman wearing the necklace dressed in elegant, and sophisticated clothing which will signify that this product is aimed at female audiences of the upper class – supporting the conventional ideology at the time where typically only women wore jewellery – as well as their husbands who may want to buy this as a gift for their wives in the hopes it will make them look better presented. She will be represented through the eyes of the male gaze through the use of intimate body language and the iconic sign of a male’s hand reaching for her hand from the side of the shot reaching to administer this idea that the buyer will gain more male attention. The strap line will be ‘say nothing, just wear solitaire jewels’ creating anchorage for potential buyers as it insinuates that by wearing this product you will be able to attract anyone. My product will be sold by a designer company called Solitaire Jewels, similar to that of Tiffany & Co or Cartier, reinforcing the ideas that my high quality jewellery will be aimed at wealthier audiences, between the ages of 20 – 40.
My Radical representation will portray multiple images of both men and women wearing my product to contradict the dominant ideology that it is unconventional for men to wear jewellery. There will be three different images of each model wearing three different styles of clothing in order to illustrate that my product can be worn on any occasion with any style of clothing. The dominant signifier will of course be the necklaces around the neck of my models whose faces will be outlined and filled in with a block colour to symbolise that no matter your gender, sexuality, nationality, race you can wear this necklace. I will edit in iconic signs of the product also draping from the top of the shot to create a more pleasing and busy image. My product will be sold by a luxurious yet affordable brand called Ubiquitous Charms, similar to Oma the Label or Baublebar, so that it is accessible to anyone of any income and will be aimed towards people aged 16 to 30 however the style of jewellery is made to suit anyone.
Statement of intent: nea Personal product
I intent my product to be seen in two different views and ideologies. First my advert will contain a modern approach set as a reactionary view of men, that all men wish to be manly and want to be strong and have muscles. It will be a target market of 18 – 45, young adult to older men who wish to be fit and stereotypically attractive to women. On the other hand, the second advert will be a radical view in the sense that the dominant signifier will be a female based in an earlier era such as the 60’s and the whole idea will be based around that woman can work out and be strong and muscular too.
In the first advert, it will be a sort of personal attack and a bit degrading in a sense, like modern advertising now. I will be using methods to subtly manipulate the target audience to believing that they need the protein powder to be fit and muscular as well as instilling a toxic ideology that all men want to be strong to also be stereotypically attractive to women. To generate more sales, the dominant signifier, a man will wear a fake muscular outfit with the idea that you don’t need to fake it, you can be it, by buying the “my protein” product. I’ve recently tired to portray this by using certain features in the advert such as a indexical sign that stands out to say something along the lines of “Build more muscle now!” and other symbols to try to steer the customer to buy the product and assure that this is what they want. The main object, being the protein will be held by the main subject in the ad who is also the dominant signifier, or instead placed in front of the flash lighting with soft boxes, it will create a professional image for the protein to created a signified field. It will attain a negative stereotype that all men want to be muscular, this follows the ideas of the score SCP that the man can get what he’s “always wanted”. The ad is trying to construct an identity amongst the market for everyone to fit and healthy and the only way to do so is to consume protein powder, it doesn’t promote exercise itself, just promotes the protein powder itself. There will be an anchorage with the indexical sign and tagline “It doesn’t have to be fake, it can be real” with the idea that the dominant signifier and the customer will be ashamed with their appearance and will want to be big and muscular. The image of the anchor will be the dominant signifier. The denotation of the ad will be to obviously generate more sales for my product as if it were a real product to be sold. I will be trying to professionally recreate and generate my own ideas for an advertisement with both radical and reactionary ideas. I will be bringing my own protein powder to be used in the ad as well as sporty clothing and something to substitute for the reactionary idea of men wanting to be strong. I followed the style model by following the ideas of the very muscular man pared with the protein in a syntagm to show that the protein powder helps the man become very strong. A health and fitness company would make my product in order to sell to the large market. This is directly related to the company in the style model “My Protein”.
On the other hand, we have the second ad that will be based on radical ideas. It will be a female, perhaps based in the 60’s/70’s, an era where woman were subjects to sexism and degrading advertising in a voyeuristic manner to take advantage of the male gaze to produce more sales. However, my ad will be a radical representation as the female will not be sexualised at all and will follow an idea that women can be strong and muscular too. This is a counter-stereotype to oppose ideas that women are below men and cannot do what men can do. I will do this by getting a female in non-sexualised clothing who looks serious and strong whilst holding the protein, the idea is that the female is very serious about the idea of fitness and becoming strong also, which is a clear radical idea, specifically in the era the ad will be held in, this all fits to be a syntagm. The audience of this advert will be women who wish to be strong and muscular also and to be respected and feared, to oppose to typical social constructs. In a sense the ad is a rebellion for women to break out of the sexist society of the era.
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.
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.
Advertising NEA – Statement of Intent
For my print adverts I plan to advertise a can of deodorant. I will create two adverts, with one version being much more modernised and reactionary, and another being one which you would encounter a fairly long time ago, being more traditional and radical. Taken together, these adverts will show the contrasting features of traditional adverts compared to contemporary, more modern ones.
For the contemporary (new) advert, the dominant signifier will exhibit a more confident and dominant pose and wearing more realistic, modern clothes, relating to the idea of the “cool man” and appearing in a conventional way to show the product off. I will also include a sleek, non-obtrusive background, adding to the more modern approach to the product and to promote values of modest beauty. The symbolic sign of the text will be more polished, adding to the cool and trendy connotations that the product gives off. The planned audience positioning here is that younger, more impressionable young men will show a positive reaction to the product, and want to buy it after seeing how calm and collected the dominant signifier is, and thus they would be provided with a role model to aspire to. This would lead to a constructed identity as described by David Gauntlett of self-esteem upon buying and using the product, which I believe is a rather positive idea. A potential downside to this however is the chance that this could be relating to voyeurism and patriarchy, particularly if the theory of errors in encoding/decoding messages as described by Shannon and Weaver comes into effect. I think that this type of advert would be produced by a company selling beauty products at a professional standard, trying to coerce impressionable young people into buying their products.
For my traditional (older) style of advert, the dominant signifier will be wearing more traditional clothing and be wearing a wig, which gives connotations of wildness. In addition, the iconic signs, being the images of the product itself, will use more clashing colours. I will also include an indexical signifier which is random and arbitrary, similar to that which you would find in a comic, labelling the product as new and adding to the theme of wild ambition. This will represent the deodorant in a more radical way, suggesting that the model doesn’t care as much about how he looks or what he smells like, while still encouraging the consumer to purchase the product because of the idea that they will want to obtain the self-confidence, which the advert gives off, for themselves. I think that the target audience who would consume this is an older demographic than the modern advert, because the style is obviously from some time ago. This means that a wider age bracket would be interested in buying the product, although that audience is likely to be less impressionable. I think that the institution likely to be creating an advert like this is one which was formed a fair amount of time ago, selling products that could perhaps be considered a tad outdated nowadays, however they would clearly still know how to find their target audience effectively and consequently sell a fair amount of products.
Statement of intent – NEA
I intend for my product advert to be targeted towards young men between the ages of 16-30 to imply that the Sekonda watches are affordable, smart and functional. I will be using the watch in the centre of a crowded space to imply that life can become crowded and that buying a watch can help fix that issue , along with small text. The advert is meant to imply to people they should have a smart watch to make themselves smarter and liven up their dress, impressing people around them and at work. I will also attempt to use the quote “Find your watch today” implying that there are many options that a person can pick from and that there are multiple types to fit multiple outfits at a good price. In this advert I will be using a serif font to make the advert seem fancier, I will be using a box around the advert to make the customer focus on the actual product instead of the surrounding clutter and items, then I will add the Sekonda text to make the advert look smarter and seem like its from the actual company, not a student. I will be making the watch specifically jump out by making it a bit brighter than the surrounding objects. The watch will be layed out flat to show the full leather straps and the quality of it to impress customers and show how smart the watch is, also in the background I will be using womans perfume, mens body wash and female magazine page to signify that the owner of this watch has taken off the watch due to having a lady friend over.
I will be doing this by using my own Sekonda watch for the reactionary advert and will be using a Sekonda woman’s watch in the radical advert. I will be making the woman’s advert radical by making the advert wildly sexist and putting the watch on a wooden rolling pin then sprinkling flour around the scene to give the sexist ideology that woman belong in the kitchen, as well as this it supports the old stereotypes that woman are below men and that everything is patriarchal. I will be using my mums golden female Sekonda watch and putting it around the rolling pin. I will be using the quote “make sure nothing burns” to really display the targeted over sexist advert that I have made. Of course this is just for the idea of the advert and I do not agree with the message. I will be adding a cooking recipe page behind the scene to make nearly a copy of my modern, male advert to display the duality of adverts and advert styles. I will be using a lot of bright red and orange colours to give the ideology of the sixties, with a couple blurred areas, older style font, noise in the photo along with colourful flowery patterns to capture the sense of the sixties. I will also take the photo in the infinity screen with flash lighting with soft boxes to make the gold of the watch shine, the reason for this is to show off the quality of the product rather than to make the presumed woman wearer feel glamourous, this is the patriarchal sixties after all.