Analysing Media Texts

23/01/18

codes and conventions of print media advertising (reference to video)

1. date and time
2. readable font
3. creative image, understandable
4. colour scheme, match emotions
5. striking image
6. relevant imagery to subject
7. low/high key lighting
8. mise en scene
9. tagline
10. body language
11. direct address
12. logo
13. establishing themes
14. placing of logo, titles (register)
15. link to websites
16. text highlighted
17. shock/humour to grab attention 

Example Prezi:

Task four.

You will create a Prezi on two selected print media texts.  For each slide you will add an image linked to the analysis of the following: -

Font (colour (saturated/muted… psychology of colour) , serif, san serif, italics, location, bold size, formal, informal, highlighting,  register, font hierarchy, house style, etc.)

Mise-en-scene, lighting (high key, low key, etc.), background, props, actors, props,  body language, location (left third, right third, top bottom, etc.) , actors (body language, humour), props, colour treatment & psychology of colour, etc.)

Logo (design, typography, color, clarity, etc.)

Mode of address (describe type of and rationale for use)

Hermeneutic code/Enigma code (forces you to explore the connotations associated with imagery/moving image and text.

I analysed both of these texts on ONE prezi. 

Linked here:

My Prezi

Mini Brief Evaluation

My aim was to create an advertising poster in the style of Calvin Klein, using my own photography and logo, as well as layout designs as part of my planning. The specifications included having a model of each gender in order to portray the product as unisex, and also that there would be both location shoots and studio shoots.

Some things that went well include that the photos resembled the layout plan to a decent standard and were of high quality therefore the poster was fairly good. However my models didn’t leave much room for the product therefore I could have directed the composition better. Also I could have experimented more with black and white filters as this is fairly conventional of Calvin Klein and may have impacted my overall poster.

Before I begun my poster, I ensured I researched existing photography and Calvin Klein posters in order to gain some inspiration for my poster. I liked the layout of these posters as I felt it advertised effectively, conveying emotion in the subjects while still showing the product clearly. However I wanted to maintain some colour in my poster so that it would have variety from other existing advertisements.

                                   

First of all I planned my layout by hand, then copied this design into a sketch and also into a more clear powerpoint format. 

For my location shots, I had a vision of the models being apart so that the product could fit in the middle. This way I felt the location would be shown in the background efficiently and enhance the aesthetic of the poster.

On the other hand, for the studio shots I wanted the subjects to stand together on the right-hand side, with the product being presented on the left-hand side. I believed this would emphasise the slogan of the product presented along the bottom on each poster, 'fresh fragrance for all', as the models are standing together in union. 

An evident limitation of my layout design is the fact that I did not specify certain poses for the models - this could have created problems in a real work environment as the photographer and models need to be clear of the vision and therefore be directed into position quickly. Another limitation is I did not consider how the full body wouldn't be in the final poster, and would instead be cropped to a medium long shot. Due to this, the strap line would need to be coloured in order to stand out, which might interfere with the original design for certain designers who wanted a specific colour scheme. 

Secondly, I planned and designed my original logos using photoshop. I had 2 main ideas which I designed and chose the most effective one to advertise my product. My first idea was a standard “cK One” text using Helvetica Neue (thin italic) font, placed in front of a white to black background. In theory I believed this would be effective due to it standing out and being completely different to real Calvin Klein logos, however it stood out too much and wasn’t aesthetically pleasing. My other idea, which was used in the final poster and used the same font, read ‘Calvin Klein One’. However, the letters ‘C’ and ‘K’ were large and bold with smaller grey letters between, making it hard to notice that it is the full words from a distance. The word ‘one’ was presented in a faded red colour underneath so that it was clear but didn’t stand out more than the rest of the poster.

The image I used was photographed in 1/125 shutter speed with the lighting settings of f8. Two models stood in front of a white background to present how universal the product was. I copied my original layout design however I had some issues when it came to editing due to the fact that there was not enough space for the product to be edited beside the models.

I edited the photo using multiple settings - I created a higher brightness and used hue and saturation to create a filter that was somewhere between black and white and colour. The product was edited to have a high contrast with the background so that it was easier to see, and the logo could be seen efficiently. To improve my editing, I could have made the slogan slightly smaller as it was too large. I also could have risen the bleed line so that less of the body was included, creating more space for the product.
My location poster could have been improved greatly as it was not of as high a quality as the studio poster. The background was not aesthetically pleasing therefore I could have used a healing tool to fix it. The logo also isn't as visible as it could've been therefore I should have changed the colour scheme or increased the contrast. 

Photography

Settings Needed
f8, 1/125 shutterspeed, iso 200. background f11

Dimensions of A4
210 × 297 millimeters


Inspiration

Studio -


 These are inspirational photos for my studio photography due to the fact that there are 2 models together. In my layout plan I wanted the subjects together and the product to the left of them. Although it would be a white background, I believe this products are framed well in a way which makes them seem powerful. Also I believe simple costumes similar to the ones shown would be reasonable for an audience aged 15-25 as it is casual wear and therefore it will not strike as controversial like the Dove advert.


Location -

These photos are inspiring for my location poster due to the fact that they are related to nature which creates a positive atmosphere. In my template it was clear that I wanted the subjects to be on either side of the product however the confidence in these two models are similar to what I would want to capture. The bottom photo of a product reminds me of a shot captured in rain which is an idea I have had which I think would work well, especially due to the effect that the product is creating light and therefore holds positive connotations.

These are existing Calvin Klein posters that I considered while creating my own poster. Both layouts are effective as they create space for the product whilst showing emotion and conveying meaning with the models.









Photoshop Instructions

Healing Brush and alt. Press area that is good, then area that is bad

Cmd and J to copy with healing brush 

levels - make a contrast layer, curved layer, hue and saturation, black and white 

My Photos

         

setup for model photographs

Print Media Mini Brief

Mini Brief issue date 02/01/2018

You will create a poster for Calvin Klein, a fragrance which is non gender specific.  Traditionally the product is aimed at the youth  (15 – 35) market and is presented against a white background.    For the purpose of this brief you will photograph your subject(s) in a studio setting and location of your choice.   You will emphasize the non-gender specific nature of the product. The brief requires that you will create a layout template and including an image of the product, a New brand Logo with an image of at least two individuals to emphasize the gender-neutral nature of the brand.

Link file for demographics 

Planning…

o  Create a design layout

o  Produce a Calvin Klein logo

o  Photograph the product

o  Photograph the models

o  Create a final poster layout


Planning

Layout- (both hand-drawn in folder)

Location Poster: subjects in the centre but on either side of the product which is in the lower middle, tagline below the product and the logo in the top middle of the poster.

Studio Poster: Product to the left hand side (center). Subjects in middle and right hand side and the tagline along the bottom of the poster. Logo in top corner.

Logo- 

1) Normal logo (simple cK) but placed onto a background box. The box is essentially a filled border but with a colour gradient so that the logo is visible.

2) Normal logo (simple cK) however the full words 'Calvin Klein' are written in tiny font in between the large letters, make it appear like a phrase with large capital letters.

 studio layout plans

location layout plans

Posters

  

Logo Design

original logos

My logo Design