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.