Final Evaluation

Final Evaluation

Media Language

Throughout my four advertisement I kept the same style and themes so it all conforms to the media language such as the codes and conventions I was trying to promote. I achieved this by following the specification and keeping my product a unisex and gender fluid product, that targets an age range between 15-25. In all my four advertisements, I decided to use a plain folk advertisement so it promotes to the target audience I wanted. As well as that I used bandwagoning through my tagline that I used which was 'Join the Revolution', I've kept this constant throughout all four of my advertisements. By using 'Join the Revolution' audiences wanted to become part of my brand. Also the selling points I used throughout all my advertisements stayed constant and it allowed audiences/viewers to see and it convinced them to buy the product

Final Images and edits

Final Layout

Casting, props and costume

Model Mugshot

Casting

For my photo shoot I chose models who fit into the target age range for Wave ,which is 15-25, I done this so audiences can relate with the advertisements and the younger audiences are able to see that people their age are using the product and so they would want to join in and use the product. 

The models I chose were two males and two females this fits into the gender neutral target for Wave and so both males and females will be attracted to buy the product. 

As well as that I had an ethnically diverse range of models to show it is open to everybody.

Props and Costume

In my four 'Wave' products I have produced there are not many props included in the advertisements. The only noticeable prop is that in one of my products there is a bag held by the models, this is to show that the actual fragrance bottle is easily portable and can be carried anywhere, as it will have 24 hour affect long after. Despite this the bags were kept to the side or the background so the models are in the foreground and the attentions is on them trying to promote the product. 

All the models in my shoots wore neutral clothing, such as grey, black and blue and also to have no other brands showing through the clothing. This is so when i'm producing the products, the models are not taking attention away from the brand through brightly coloured clothing but the models still stand out, despite this I edited the shoots on photoshop so some of the clothing the models wore were kept quite saturated so the models are able to stand out. 

One of my models were wearing bright red shoes, I decided to make the saturation lower so the shoes will be more neutral. I did this because the shows were eye-catching and took attention away from the actual model and product. This show was worn by a male model. 

One of my male models wore this coat, this was influential in my advertisement as this helped bring the attention towards the model. The coat is in a neutral colour which fits in with the vibe i am promoting through the advertisements. 

I have used these props and costume so it can fit into the GEARS model I have targeted as well as the 4C's model. Through GEARS I have developed my target audience.

For Gender I wanted to target both male and female to promote the gender neutral product Wave, I have achieved this by including both male and female models, I also made sure the male and female models shared the power so I achieved this by making sure they are separate from each other in each product I produced. 
Ethnicity I achieved this in my product by using models who have different ethnic backgrounds so it can appeal to a wider range of people. 
Age, is predominant in my products as all my models fit the age range I am targeting for Wave which is 15-25. Also, most of my photo shoot was in urban areas so it can promote that younger lifestyle. 
Region was achieved as they have conformed to the region area I am targeting which is Essex.
Socio-Economic was achieved as I used 'normal people' to model my products and so they can fit the C2, D  and E. C2 (skilled working class), D to E is working class to non working class.

To include this in my advert I used a range of different models and promoted the urban setting, through the location shoots. Also the locations where my shoots took place conform to the Socio economic group as they are shot in everyday places where normal people go to such as Epping Station and Stratford, Westfield. 

From the Young & Rubicam (4C's) the categories my product will conform to is The Mainstreamer and the Explorer.

The Mainstream are people who live in the world of the domestic and the everyday. A daily routine is fundamental to their way of life. My product conforms to the mainstreamer as the locations is set in urban areas but popular for everyday people. One location I achieved this through is Epping Station ,where people commute everyday, this shows everyday people going to this location. Another location that promoted to the mainstreamer and where I conducted my shoots is Westfield Stratford ,which is a massive shopping centre where everyday people go to, this promotes to the mainstreamer significantly as it ties in with everyday life such as commuting and shopping. 

The explorer are people who are driven by a need for discovery, challenge and new frontiers. Young in nature. Explorers are often the first to try out new ideas and experience. The Explorer will conform with the target age audience for my product between 15-25, and it promotes having fun and enjoying life. I achieved this by using young models to appeal to the explorer making them want to be in their position visiting these places. 

Location Reports

Risk Assessment

Shoot Location 

This location was used when my model Wilson was there. It is located in the outside section of Stratford,Westfield and wanted to take advantage of the buildings surrounding the model in this location. This is because I wanted to promote my brand as quite urban and cool so it will appeal to the younger audience I am targeting. The equipment used was only my camera to be used in taking pictures of the model. The equipment I was using is not a hazard and to avoid the general public I decided to take my picture during quieter times and when Westfield was least busiest. No release form was required, picture was taken on public grounds.

Two of my images was taken at Epping station. The pictures with my female models were used at this location. This also promotes the urban lifestyle. The equipment in use was only my camera for taking the pictures. However, at this location we had to be more cautious as we were at a train station, me and my team had to be careful when moving around the station and to be careful not to obstruct the general public. Despite this the area was scarcely populated and not many of the general public was there.  No release form was required, picture was taken on public grounds.

My final picture of my male model was taken on Stratford bridge. I chose this area as it also promotes the urban lifestyle. But is also a popular destination for younger audiences and I decided to take advantage of this. Only equipment in use was my camera to take the pictures. This area was more populated of the general public so I had to be careful in not to disrupt them and not to obstruct them whilst taking the pictures. No release form was required, picture was taken on public grounds.

Typography, Logo and product design

Typography 

In my four advertisements, I have decided to use Sans Serif fonts. As Sans Serif is more contemporary, modern font. The Sans Serif font will appeal to the audience the brand 'Wave' and my advertisement are targeting. I decided to use a Sans Serif font from my audience research it showed me that people thought the font stood out and appealed to them. In particular, throughout my four advertisements I decided to use a variant of a Sans Serif font which was Myriad Pro Semi-bold, I used this font for my tagline in all four of my advertisements. This stood out in all my advertisements and it attempts to entice the audience straight away. For my selling points, I decided to use the font Gill Sans Bold I decided to use this font as its another variant of Sans Serif and the selling price plays an significant part in the advertisements and from audience research people agreed that the selling price convinced them to buy the actual product.

Wave Logo 1

Wave Logo 2

These are the two potential Wave logo's I have designed and edited to fit the requirements of my statement of intent and both relate to the product and brand name I'm trying to sell through my four different advertisements. Both the advertisements are different in their own way but share similarities in the colour schemes and the gradient/shading of some parts of the logo. For my final advertisements, I decided to go for Wave design logo 1 as this logo was quite popular and in my opinion was more of the professional out of the two logos. I decided to use the same logo in all my advertisements as I wanted consistency throughout all four advertisements and fluidity that links all of the advertisements together to create a campaign. 

Process Producing Logo 1

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When producing Logo 1 for my 'Wave' product. I used inspiration from this image found online. After researching potential ideas and possibilities, I decided to go ahead with my original ideas. I used Photoshop to produce my ideas. First I used a selection tool on Photoshop to select the area I wanted to use for my final Logo and with that selection tool I cut out the area I selected and placed in a new layer. 

Cut out 1                                                                             Cut Out 2

The two areas circled in red are the areas that I have cut and placed in a new layer. Once they were in a new layer, I made a new Photoshop page and duplicated these layers onto that page. Once the layers were on the page. I manipulated and transformed the size to fit my ideas. For the circular cut out 2 I decided to rotate the image anti clockwise and then changed the colour of the image to a more gender neutral colour which was light blue. After that in cut out 1 I placed it just underneath cut out 2 , and copied and pasted 2 more of the same cut out and placed together. I used a darker shade of blue for this so it can compliment with the lighter blue. To give my logo a better appeal I decided to include two ellipses in yellow beside the circular cut out 2. 

Process producing Logo 2

 

When producing Logo 2 I based my ideas around this Image, I again used the selection tool on Photoshop and cut out one wave from the image and placed it in a new layer. I then duplicated this wave onto a new page and then started trying different colours to see what worked best. 

I decided to go for this colour as it is a nice vibrant colour that links with the product Wave. After I found the colour I wanted to use I added a gradient tool to the colour so it would mix with blue and white. This enabled me to copy this 2 more time so it would look like this: 

I manipulated the sizes and transformed all three to fit into one ellipses that I produced, which is in the colour of light blue with a white gradient,

After that I placed the three wave images in side the ellipses to look like this. 

Product Design 

Wave Product 1

Wave product 2

These are the two 'Wave' products I produced, this will be used for my bottle design and it will be on the actual product itself to fit the specifications and requirements.. I simply produced these two by playing about with colours and just placed the logo in the centre with the 'Wave' text above it and the tagline below it. The font of the texts were in Sans Serif so it promotes the youthfulness. Wave product 1 I used a grey colour for it and Wave product 2 I used a gradient between light blue and white.

After much deliberation, I decided to go with 'Wave' product 1 because I want my product and advertisement to be gender neutral and having Wave product 2 would have favoured a more male product with using the blue. However by using Wave product 1 it promotes both to male and female and the colour grey represents a certain timelessness and so it would be everlasting.

Audience Research

From Q1, I can see that out of the 15 people who took my survey, 10 of those were female and 5 were Male. This shows a slight imbalance but is still plausible. When I do my final shoots I will make sure that all of my advertisements will conform to the gender fluidity and will be a unisex product. I will promote this by having Two male models and Two female models.

From Q2, 14 people out of the 15 who replied were in the age bracket of 15-17 and 1 person was in the age bracket between 18-20. Every person who replied to my survey fit into the age bracket that my product 'Wave' is targeting. So when I conduct my final shoot and edits I will make sure that the advertisements fit into the age bracket I am targeting, to do this I will have younger models all who fit into the age range desired. As well I am planning the location of my shoots to be in urban,popular areas so the younger audiences I am targeting are able to relate. I will make sure the models costume are modern clothing and so it appeals to the audience. 

From the two advertisements I produced as a mockup, 14 people preferred Image 2 this tells me that Image affected a large amount of people. So since Image 2 was more popular I decided to relate all my final edits of my advertisements towards Image 2 as a vast amount of people all believed Image 2 was the best. In my edit I will attempt to follow the same layout used in the image and also take certain points from Image 2 to my final edits. 

From Q4, I am able to see that there has been a mixed response about the gender neutral product. 13 out of the 15 people either agree or strongly agree with the fact that my two advertisement conforms to being unisex whilst 1 response was that they disagree. Despite the 1 who disagreed, this shows me that the majority felt that the advertisements were conforming to the target of being a unisex product. In my final shoot I will make sure that all of the advertisements will conform 'Wave' as a gender neutral product.  

These results show the 80% think the best way to represent a gender neutral product is by having a male and female models within the advertisements, others think its best to use gender neutral colours to represent the unisex vibe of wave. I will make sure to have both male and female representations in my final shoot so 'Wave' becomes a gender neutral product, as well I would also use gender neutral colours throughout my edits and I will make sure there is a balance of the colours and they will compliment each other. 

10 out of the 15 responses did not really care about the saturation of the advertisements, this tells me to not use most my time with this and it is not an important factor. In the final edits I produce, I will plan not to make my edits too saturated and find a balance in saturation and still make the images stand out for audiences to view. 

 13 people out of the 15 rated the font for the advertisement 3 stars or above this tells me that many people who view the product are content with the font as it targets a younger audience. In my final edits, the font will be in Sans Serif as it is a more contemporary, modern font which is perfect for the younger audience i am targeting. I plan to have every text in my edits to be in a variant of sans serif to make it stand out and modernised.

All of the 15 were in agreement when the selling points played a big part in persuading them to buy the product, none of them disagreed that the selling point is influential in selling a product. This tells to keep the selling points throughout my advertisements. I will plan to have selling points in every sing one of my edits this is to make my advertisements convincing and professional so audiences are compelled to buy this 'Wave' product. The selling points play a big part in any advertisements so to give my one a more professional i will include multiple selling points throughout. 

80 % of the people who took the survey would be interested to buy the wave product from viewing my advertisements however 2 people said they are not interested to buy the product. I want to improve on this for my final edits to do this I need to make sure every Image is up to a certain standard and the edits/layout of my advertisements will have to be perfect. 

These are some of the comments people gave to improve on for my advertisement. Next time I will try to fill up dead space to make the most of my advert and also try different saturation levels to improve my product. I will use these constructive comments and apply all of these to my final images and edits to make sure my products are a professional advertisements. 

Skeleton Layout

Image 1

*Instead of a Pier it will be Stratford Bridge

Image 2

*Two female models in the final shoot

In Image 1, I decided to layout the title along the top left and the logo in the top right this is so audiences are able to view the brand straightaway I wanted the models to be in the centre and be enlarged so they are able to promote the products properly. I placed the bottle between the two models in the middle and the tagline along the bottom of the advertisement in Image 1. As this is a skeleton layout it is different to my final layout but I used this for my audience research to see what can be improved and to include the constructive criticism in my final layout. In my original design layout I planned for the models to stand on a bridge and to have a view in the background but the sole focus is on the model. The bottle should be placed near the model so viewers and audiences are able to see what they are buying and also the selling points will be enlarged to try and promote the brand 'Wave'. 

In Image 2, I decided to go for a similar layout and place the title along the top and this time with the 'Wave' logo I produced I decided to place the logo top left and I enlarged it so audiences are able to notice it. The bottle was placed beside the models and the tagline was again placed along the bottom. This time I included selling points and social media links to give my brand and either more urban vibe. In my original design I planned there to be two female models and for them to stand against a wall but still position the logo, tagline and social media links in the same place.

Preparation for shoots

Where?
Epping Station and Stratford, London

Who?
4 models: 2 males (Jonathan M, Wilson J) 2 female(Lauren M, Emily H)

When?
On the weekend of the 24th or 25 March (weather permitting), or during the Easter break.

What resources are required
No resources are required.

What concept/themes am I going to explore?
In my shoots I am going to attempt to explore a more urban theme as I am trying to promote to a younger audience, to do this I will plan my shoots in urban places that youngsters can relate to.

What selling strategy?
Plain folks, Bandwagoning and Glittering Generalities

Developing my Logo and Label

 Logo inspiration

Initial Logo Design


Final Logo Design