Final Layout

Use of bleed line is evident above. 

Main Image

4 Main Images: 

These reflect my skeleton layout plans as one showed a woman sitting, and another had her standing at the side. I have used this inspiration for these images, as I will edit them using the rule of thirds. Models will be mostly on the left or right third. These images will appeal my target audiences, as according to Young and Rubicam it will be explorer and mainstream. These models represent regular people, but also have connotations of discovery due to the nature elements.

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.

Casting, Props and Costume

I did not use any props, however my location was specifically selected in order to cater to the audience. The naturalistic background for most of the posters is aesthetically pleasing and appeals to the explorer audience type due to the idea of the outdoors. The summer feel in some of the posters also boosts a positive mood and therefore creates similar connotations towards the product. Therefore certain elements such as the brick wall, bench, and flowers are arguably acting as props in my shoot.

In terms of costume, I did not direct my models too much as it is more representative of the target audience if they wear clothes that they like. However it was quite an important feature to me that there were blue items of clothing, such as jeans, so that the blue could be accented in photoshop as part of colour psychology. Blue holds associative meaning with the product name 'wave' and also has connotations of peace, often described as tranquil, secure, and orderly. This appeals to my target audience who are aged 16-25, both male and female, fitting into the explorer and mainstream models according to Young and Rubicam. Jeans are a popular item of clothing therefore people will be able to identify with the models, fulfilling their personal identity needs.



My models were Katy Norgate and Ismail Callegari. I cast a male and female in order to present the unisex nature of the product who were within the age range of 16-25. Including 2 models from different social groups advertises the product as universal and therefore it appeals to the mainstream audience type, according to Young and Rubicam.

Location Reports

Location Images:


My location is on the Harlow College campus as this is a fairly photogenic spot which creates a positive connotation for my product. One example is a bench on a grass area surrounded by colourful flower bushes and scenery such as rocks. In the same place, an arch is present which can also be used within my photography. Other than this, I also plan to use a plain brick wall as this is a simple background like what I planned during my mock layout designs. It will draw attention to the models and the product, therefore making the advertising successful.

Risk Assessment - 

Possible Risks and Solutions

Slips, trip and falls Wear appropriate shoes such as trainers, and avoid the rocks.
Weather Wear warm clothing besides shoot in case of rain.
Injuries, sickness First aid staff and adults on college site.
Falling off the bench Be cautious, particularly in wet weather.
Banging head on arch Be serious while on set, no messing around. Be cautious

There were fairly limited risks due to this being a safe area made for use.

Final Images and Edits

First poster:

Layer Adjustment, Photo Filter, Grey, High Density


Hue/Saturation, Blues, +40 Saturation













Curves, Increased Brightness through darkening blacks and lightening whites.

Second Poster:

Use of Hue and Saturation to bolden the colour blue.

I also cleaned up the brick wall in the background using photoshop.

Third Poster:

In the saturated version, you can see that the wall has been cleaned up, and specific important features have been added. The brightness increase has made the image brighter which therefore creates positive connotations.

Fourth Poster:

Layer Adjustment, Photo Filter, Grey, 75%

Typography and Logo Design

Typography

The main heading was created with the typography 'Myanmar MN Bold' at a large font size of 156.29 pt. I made the font 'strong' so that it would stand out as the product name and catch the attention of the audience. I used sanserif font because this is more modern and therefore will appeal to young audiences aged 16-25, the target audience for the wave product. I warped the text slightly as the subtle, unconventional appearance

Tagline
The tagline was created to look fairly simple, with the Myriad Pro Condensed font, at 36 pt. It is also strong in order to stand out, however it does not draw attention away from the rest of the poster.

For one of my posters, the text wasn't very visible due to the colourful background. Due to this, I used the font 'Myriad Pro Bold', and made it a bright saturated colour of green, which also is associated with 'eco friendly'. I also put the text over a rectangle background with minimal opacity so that the background is still visible.











Logo

I created two logos. The first is a blue 'w' shape which begins to imitate the shape of a wave, creating anchorage between the product and headline. My other logo consisted of simple blue wavy lines which created the image of waves within the sea, which was simple yet effective. However I did not like how this appeared once edited onto the label, therefore I decided to use the first logo instead as a label. I used the paintbrush tool for both of these within photoshop.