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PRODUCTION – ADVERT 1
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 the image will be faded and grainy to illustrate its age and how this representation is outdated.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.
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.
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.