Final Evaluation

In this poster, I have used specific advertising techniques including the bandwagon (making the product seem mainstream), plain folks, glittering generalities (e.g. eco-friendly) and a catchy slogan (break into style) in order to reach my target audience.
I have portrayed young people in a representative way, as they seem fairly average and so the mainstream audience can relate to them. This is particular through the clothing: hoodies and jeans. I have also attempted to convey beliefs and values such as veganism with a green 'V' symbol, as well as the idea of 'natural ingredients'. This reflects how many young people are a new generation and creating better changes to the world. I have also shown gender neutrality in my poster, portraying two different social groups.
This poster has been created to fit the dimensions of a Total Film magazine. I have attempted to use the semantic and hermeneutic code, attempting to create a specific effect using connotations of nature to emphasise the aspect of adventure, for the explorer audience type (Rubicam 4 C's).


I have used certain editing techniques such as applying filters to some of the adverts, for example in this poster I have accented blue elements of the poster in order to create connotative meaning with the product name 'Wave'.
The mainstream within the target audience (aged 16-25) are likely higher education students or workers who may feel stressed and wish to fulfil escapism needs, therefore the models will be represented as carefree and happy, enforcing a positive connotation with the product.
In my statement of intent, I also planned to include numerous taglines such as 'do more. smell less' to reach out to the explorer audience type, however I decided to keep a consistent, catchy slogan throughout 4 posters to help build a brand. 'Break into style' uses the semantic code as 'break' is taken from connotations of a wave. Meanwhile, the idea of 'style' helps promote the product using the 'bandwagon' advertising technique as everybody wants to have style for their personal identity needs.



In this poster I have used a colour scheme of blue in order to make the poster appear thematic. The consistent use of blue throughout is visually appealing and also connotes the idea of 'wave', which is associated with water. I have also used blue because of the psychology of colour within advertising, as blue has a calming effect and symbolises trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. These are all positive images and help to represent young people in a way that doesn't contribute to Moral Panic, therefore is positive.
Like in the other posters, I have also used social media links such as twitter in order to interact with the target audience, who are the majority of social media users. This creates cross-media convergence as the product is promoting the twitter page, and therefore builds popularity. This is a successful use of media industries, and will ensure that the product - and any future products by the same brand - are well received and manage to reach the receptive audience.



This poster is less bright than the previous two, yet not grey-scale. The blacks and white have been emphasised through editing of 'curves' in photoshop, and the brightness and saturation has not been increased as much as the others. This adds diversity and therefore appeals to those within the target age range (16-25) who are not passive, and therefore will not be easily swayed by the advertising psychology. This poster instead uses an honest approach, representing teenagers in low-key lighting.
The anchorage text is green which relates to connotations of nature (freedom, discovery, eco-friendly) and also blends in with the pastoral-looking background. This targets the intended audience as this fulfils escapism needs, and creates the connotation that all people can enjoy life with this product.