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.