Final layout

Final images and edits

Final evaluation

FINAL EVALUATION

I managed to follow my statement of intent quite accurately. "I will use the idea of the bandwagon in my advert as well as glittering generalities and a catchy slogan." I originally said my slogan would be "We are the wave", and I added to this simple idea with adding an extra line behind it in order to link the four adverts with a reoccurring structure. For example, on one advert I wrote "We are cool. We are the wave." and then on the next, I wrote "We are comfortable. We are the Wave." This also supports my point, "The four different adverts would be distributed over four months which uses repetition of the same message to sell it." Not only do the slogans support this point but also the editing style of my pictures. I made the subject of the picture (the model) more saturated than the rest of the picture so they stood out. This was an underlying message, standing out in a crowd, which is further supported by the pictures being taken in generally busy location. 

The general themes of the adverts rely a lot on semiotics. The red, sports jacket has connotations of a sports person. This works well to advertise the deodorant as people link sports to sweat and bad smells. This would appeal to young and active people, who are typically teenagers which falls in the target age range.  The train connotes people who are on the go and are busy. This appeals to the lowest common denominator as most people are always travelling to work/school and have experienced a rush. 

In terms of media representations, one of the adverts primary representation is one of "the general young person". My idea was to subvert the stereotypical belief of young people of the being lazy and anti-social. My advert shows a young, active man who is well groomed as well as well presented. This works well to represent young people as good, hardworking people. 

                

The black jacket has connotations of being outgoing and mysterious. This helps to sell the product from the angle of an outgoing person. This makes the audience see that the deodorant is suitable for nights out and social events. This works well with the target age as most party goers and socialisers are within the 16-25 age range. 

This advert represents young people as outgoing and adventurous. The target audience may feel as though they relate to this and therefore be more inclined to buy the product. 

I plan for all four of my adverts to be printed in the total film magazine over 4 different instalments. This way, in terms of media industries, the distribution of my advert will be a lot more efficient and reach many more people than if there were all printed in just one magazine. 

Location reports

The locations I chose are Epping Tube Station and Westfield Shopping Centre in Stratford. Thes are both public places. I chose these locations in order to reflect an "urban lifestyle". This was a theme that I believe reflected the age range well.

I intend to use a Canon 100D camera. Because I am not using a tripod there are no tripping hazards, however, the weather conditions could cause a slipping hazard which I will have to be careful of if it rains on the days. Especially when taking pictures around trains I will have to be careful about my safety as well as my model's safety.

Typography, Logo and Product Design

Typography

I have decided to use two sans-serif fonts in my adverts. I chose sans-serif as it is more contemporary and therefore would appeal more to the target audience. Sans serif fonts are also clearer and easier to read which compliments the simplistic theme of my adverts. I will use Microsoft Yi Baiti as it is a clean font. I will also use Monaco Regular as it is quite a bold font which has loose connotations to the online world.



My first logo idea is the word wave inside a droplet of water

My second logo idea is "wave" with each letter higher or lower than the previous to create a wave

I took the second idea and developed it further in photoshop.

I started by simply writing the word "Wave" in my chosen font (Microsoft Yi Baiti) and I used the text warp function to give it a wavy look.

I then got a picture of a wave and started to adapt it to suit my idea.

I put two waves together to make a heart shape and then blended the wave text in to make it look clean. I used the heart shape is it carries strong connotations of love and community (community being a large underlying theme of my advertisements).

I used a minty green/blue colour and grey as it's not too gender specific and therefore meets the requirements of a unisex brand. Green itself has connotations of nature and the mint green has more connotations of freshness and nice smells.






This was my first product design which used the light blue to white gradient. I decided against this due to it possibly being too centred around men as blue is stereotypically a masculine colour. The colours also seemed to clash a lot and it was hard for some to read the words on the design.















This was the colourway I decided to go with. Grey is a lot more gender neutral than blue. The colours don't clash as much and there is more of a contrast. This makes the words on the design easier to read.

Casting, props and costume

CASTING

All of these models are from the target audience age range. I made sure that there were models from both genders as well as different cultures.

COSTUME AND PROPS

The costumes were used in order to highlight youth lifestyle. The use of the red (which will be saturated in the final images is used to represent standing out from a crowd as an underlying theme of the advert is the new generation. The clothing items themselves do link to different types of young person. The trainers and the sports jacket represent the active young people in the community. The sweatshirt represents the casual everyday people and the leather jacket represents people dressed up to go out on a special occasion, giving the message that the deodorant is suitable for most situations.

I took into consideration GEARS when casting my models. I have an equal amount of males as females photographed for my adverts. I have an ethnically diverse casting of models. My models all fit within the target age range of 16-25 years of age. As it is aimed at the lowest common denominator, (or the C2DE category of the socio-economic ladder) the costumes and props reflect this type of person well.

Skeleton Layout

Left third- The left third side of the printed text, when the split in to three even parts

Right third- The right third side of the printed text, when the split in to three even parts

Bleed- Area on the outer part of the print where no text should be placed

Strapline- Heading to support the man picture

Market Research Analysis

The people that took my survey all conveniently fell inside my target audience age bracket which is helpful as all the feedback in the survey will be relevant to the people I am trying to appeal to. There were the same amount of females and males that took the survey which means that the feedback that I have received is less likely to be biased and is also taken from the perspective of both males and females.
This feedback is good as it lines up with my statement of intent which included "the use of saturated and positive colours." People mostly believed that the colours were fairly gender neutral however 20% of people thought they were too masculine for a unisex brand. I will have to consider this in my final piece and be more aware of what colours I am using.My attempt at appealing to the target audience went very well as the people taking the surveys thought that my features did that job very well. There were no suggestions to what I could add to the adverts, therefore, I can assume I have done a good job at considering the target audience. The font was very popular as 100% of people said that they liked its simplicity. One person believed it should stand out more which I personally agree with and therefore will make sure to change this in the final piece. 
SUGGESTIONS AND COMMENTS
The main piece of negative feedback I received is that the advert was too masculine so that is something that I have to look out for when putting together my final piece. I will also make sure that my font stands out more and promote the selling points.

Main image

Design Layout Details

   Stratford Bridge                                                   Tube Platform

     Train                                                                    Train Station Bench              

TAGLINES

WE ARE THE WAVE

LADIES AND GENTLEMEN, JOIN THE WAVE






My first logo idea is the word wave inside a droplet of water














My second logo idea is wave with each letter higher or lower than the previous to create a wave