Who is your target audience and how would your advert appeal to that audience? Consider the ideology and connotations of your advert and also where your advert might be shown to appeal to the audience?
The target market for my product is 14-18 year old female students who like to have fun in life but within the boundaries. They are individual people who like to be different from others but they are not main stream. Also, they are self-actualisers in the Insight Social Value Groups, who are focused on creativeness and enthusiastically exploring change.
The advert has been designed to be quirky, with the different angle shot of the London Eye, and this emphasises individuality and originality. They aspire to be the best they can, focusing on themselves. As well, my target market is self-supportive, they do not rely on other people to pay for things, and they wait until they have enough money and get it themselves. Although, this could be slightly untrue for some of the younger audience in the age range as they might rely on their parents as they cannot get a job. My advert also connotes that the person who buys the product will be unique and different from people who wear other brands of eyeliner, such as Barry M, Boot’s Natural Collection or Collection 2000.
The advert positions the audience to view it from a female perspective mainly because of the background colour. The purple is connected to the product, is feminine and attracts the eye. Also, the colour purple is connected with mystery and spiritualism.
The title for my product is intriguing for my target market; it suggests that even though they think they have discovered everything by themselves the product is actually telling them there is more to discover and that the product will help them with their discovery of new things.
Finally, the tag line used (a colourful, effortless, everlasting eyeliner), appeals to my target because it is ironically describing them as people; they have colourful personalities and can do things effortlessly.
How did the technologies help in the process of constructing the advert, and how comfortable are you using the technologies?
When constructing my advert I used many different technologies to achieve my final product. Some of the different resources I used were digital photography, Photoshop Elements, and dafont.com. To start with I opened my photo in Photoshop; I changed the colour of my original photo to make the image more dramatic and eye-catching. I did this by adjusting the hue and saturation.
Then I downloaded a font called ‘Angelic War’ from dafont.com, this suited my advert well as it was an individual and original style of font.
Finally, I added an image of my product. I did this by taking a photo on a digital camera then uploading it on to the computer via a USB. Then I removed the background in Photoshop using the ‘background eraser’. This tool selects what it thinks is the background of the photo and removes it for you, if it selects too much of the background or not enough you can adjust the tool by changing the tolerance. This is much faster, more effective and neater than using just a simple eraser tool. I could then copy the image on to my advert’s background.
The tools available to me helped me create a much more interesting advert than if I had been constructing the advert without the aid of technology, which would have been very difficult. The font was much more appropriate to the advert than if I had just used one that was already pre-loaded on to the computer as I was able to specifically pick it. Also, the background image would have been far less exciting had I not been able to change its colour.
I found using the technologies in the process of making my advert was very easy; this is because I decided to only edit the picture effectively for the advert. This meant I did not try to do anything which was to complex or intricate but I still ended up with a high quality end product. For example, I took the photo of my product on a plain background so it was simpler for the programme to decide which parts of the image were the product and which were the background.
How does your advert represent particular social groups (E.g. woman/men/different age groups/different ethnicities)?
My advert represents a particular social group because it will only appeal to a certain type of person.
Firstly, it is representative of young people rather than elderly people; this is because of the colours, types of fonts used and the actual product being advertised. Elderly people do not ware eyeliner where as most young people do.
Secondly, it is representative of women rather than men, although some men do actually wear eyeliner it is normally a non descript black one rather than a colourful everlasting one. This is because men and women want different things from the product. The colour purple of the background is pale yet colourful which makes it feminine even though it is making a statement, to back up the boldness of the product.
Thirdly, it represents the rollercoaster of life. The wheel connotes the saying ‘what goes up must come down’ and this relates to life and how sometimes everything is fine but the next minute it could all go wrong but it will soon go back to how it was.
Finally, it represents the aspirations of the target market. They aim high just like the height of the wheel. This is kind of reinforced by the fact that the camera is pointing towards to sky similar to the phrase ‘the sky is the limit’. This then reflects that nothing is impossible and anything can be achieved.
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