A2 Planning & Research

Together we have decided to produce two 30 second advertisments. We brainstormed ideas and came up with many ideas for a new product such as

>perfume
> lipgloss
>phone networks
> shoes
> condoms
>food
>medicine

We decided that it would be effective promote a type of product that would appeal to young adults, we thought that was be successful because we would be able to relate to the product and the user, therefore be able to advertise it more effectively.
After brainstorming ideas, we began to research perfume and shoes, we decided promoting a feminine product this continues the idea of being able to relate to our product.
To begin our research we went onto www.visit4info.com this is a website listing adverts shown in the last few years; however this was unsuccessful as the clips didn't play therefore we continued our research via youtube searching for advertisments for shoes and perfume to get some intially ideas.


> The clarks Shoe Advert




To begin this advert we see a mid shot of the target audience, in this case middle aged women. This is effective because it immediately initiates to the audience who this advert is for. The shot then quickly pans down to her feet to show her foot wear, again getting straight to the point of the advert, which is shoes. Getting straight to the point of the advertisement, automatically grabs the audience’s attention, which is achieving the criteria that has been set out to sell the product.
Modern day non diagetic music is used to set the scene and creates a feminine atmosphere. The use of modern day music appeals to the target audience, therefore drawing their attention to the advert. As the advert continues the shots and editing become faster and shorter, in which the music mirrors. Most of the shots don’t show the shoes themselves, but help to portray a glamorous lifestyle and image, which leads the audience to believe this is the image this product will give you. This is a very good promotion point as you are making your audience attracted to the product and wanting to aspire to create this look.
Towards the end of the advert, the shots become more focused on the shoes, this is good to leave it towards the end because it draws the advert to an end, leaving the image of shoes in their mind, as the final shots is a close up of the shoes.
The use of a catchphrase “Enjoy every step” and brand name “Clarks” layered over the final shot, rounds off the advert, displaying the only information needed without overwhelming the audience, therefore still leaving the main focus of the advertisement on shoes.
From this advert, there have been a few things that have inspired us to include in our production. For example, the way the advert instantly identifies the target audience which we feel is effective because it attracts the attention of the correct viewers, therefore promoting the product successfully, which of course is our main aim.
Another idea that we feel would be valuable to use is to create a particular image or look. Portraying a style such as glamour or wealth that would appeal to our audience would put the idea in the viewers mind that they can have that lifestyle if they buy our product.
However, we felt the shots of the woman wearing different shoes throughout the advert would be a common theme in most shoe adverts, and we wanted to go for something a bit different and edgy. Therefore we decided our final selling product would be for a fragrance.
We then researched many adverts for both male and female fragrances, for an example of Paco Rabanne we found this:



The music is really upbeat and instantly makes you think of the fragrance once you have watched the advert a few times. The black and white effect makes it look quite classy although the image of the aftershave bottle looks a bit unprofessional. This advert is for both male and female fragrance, although we are doing an advertisment for each gender, we liked the idea that the woman who is in the female version advert could make an appearance in the male advert, and vice versa,this is now something we are now considering to do on both our advertisments. The shots are varied, mainly being mid or long shots, however the fast paced editing is effective because it really catches the audience's attention, meaning they want to know what product is being advertised.
This advertisment for a male fragrance inspired us the most, with the range of shots, locations and clothing used:





A common trend in these adverts are a black and white theme and upbeat music, and we found this really eyecathing and decided we would use this idea for our first advert. We then went on to develope ideas on our second advert. We decided to contrast the second advert by doing this one for a women, by keeping the same promaotional edge of making it sexy and apealing to an older teenage market.
What we have notice in this research that the adverts choose models very specifict to the style of perfume or people they are trying to appeal to. for example in the Pacco Rabane advert an edgy, sexy eye catching woman is featured, this is to make the women watching the advert get the impression this perfume will give her this kind of edge and this is the type of feel we want to give off when presenting our advert.