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.
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