I try to put it to good use what I have learned during the lectures so that I can improve my studies and gain a broader range of knowledge of different aspects which arise in the media industry.
Adverts are all around, on TV, on billboards, posters in shops, in movies, in music videos, in magazines, news papers and even through signs in the streets or in shops. They are the biggest selling influential principles in the media industry.
Here are some examples
When studying the advert one can notice that the man around the pole playing with the product (the PSP) maybe could mean that he has been playing for quite a while, because the graphics and game are so good that he just can’t stop. When looking at the colour scheme of the whole image, it represents the product and the brand identity. For example: the man is dressed all in light gray which matches the silver lining of the PSP while his shoes are black which matches the outer exterior of the product. The police car is black and white which also matches with the colour scheme of the product and for example, when looking at a police car from a bird’s eye view you can notice that the product matches the devise itself since the middle is white and the rest is black similar to the PSP design. The Police men are dressed in blue, the sky is blue, and the lights and reflective light on the ground is yellow/orange, this colours present the Sony’s brand identity colours.
Example: Sony Logo:
Audience:
Every advert always has a target audience which the ad appeals to the most; this could be a specific group of people or to a major audience. In this case the advert is aimed for adults, teenagers, Male and female alike. Therefore the advert is aimed for a Major Audience.
Here is another good example of an advert to promote the PSP product.
In this advert the product is portrayed in a fun way which includes a more colourful design by using pastel colours and a 3D animation that presents the shape of the PSP design while a child’s hands are holding the design. The design and colours make the product more appealing to children.
This can be clearly indicated by the use of colours, use of design and also the hand holding the design.
When looking at the colour scheme used one can notice the use of the white colour, the black (robot wearing black clothes), blue, yellow (represents the brand identity), green and pink (representing the male and female gender). In fact the pink elements look a bit more girly and are smaller since boys tend to look at girls as more petite and sensitive.
Audience: Kids and adolescents of both sexes.
When looking at the adverts above, you can notice certain similarities which are displayed in both images. E.g. both adverts have an intimate sexual presentation, the type of look they are giving off, and also the posture of the body and lips. When examining the first advert (elle. Le nouveau perfume) I noticed that the colour of the product (the perfume) in her hand matches with the colour of her lips, Her eyes match the background colour of the image the pattern in the background also matches with the rectangular shape of the product (the perfume). Let’s take a look at advert two (Christina Aguilera). When studying the image you can depict that the colours match the perfume itself, the read text represents the product’s colour scheme, the pattern matches with that on the container and the shape of the container is similar to a female’s body structure. This product presents a softer feeling to the female element while like the other it is sexy and intimate. Some companies or producers use what we call celebrity endorsement to make the product more appealing and to broaden the target audience. For example look at the Christina Aguilera advert.
Audience of Advert one: Women, product buyers
Audience of Advert two: Women, Fans through celebrity endorsement
Here are some examples of similar male perfume adverts:
Notice the similarities in all adverts, and this time also focus on what the adverts make you think due to celebrity endorsement.
Evaluation over perfume products
Adverts like this contain what we call subliminal messages (hidden messages which bring up certain feelings). Let’s look at this Poster and think about what first comes to mind when you see it. Probably it would be “Sexy” or something like that. When looking at the advert it gives you certain messages which you may not notice but your brain can decode. Although we have to keep in mind that everyone perceives everything in his own way therefore the producer’s job is to make the advert as general as possible to reach a bigger range of audience and arouse certain feeling in the viewers mind. These Feelings lead a person into believing that by buying the product they will smell sexy and vibrant because of the imprint of the product.
What people might not know is that the smell of the product usually matches the design itself. This is done by specialists whose jobs are to create a design that has similar responses to the sense of smell of the product.
The Aim of an advert is to sell a product and make the viewer want to buy the product or inform you of an out coming event which after seeing the aid you might want to go to. There are different types of advertisements and many ways to advertise but they are not always aimed at making profit but some are to create awareness.
Here are some examples by means of creative designs:
Most of the time, adverts like this always tend to send their message through a creative approach of ideas so that it leaves the viewer with a quick responses and something he can keep in mind. They might do this so that the viewer will be aware and always keep it in mind by remembering that design. Some are simple and humoristic while representing a serious case and others are serious and communicate their message through impact on the viewer arousing certain feelings of sadness, sympathy, fear, anger rage and so on. They make the viewer want to act on the circumstances.
Speaking from experience, believe me, both methods work!
Last year and the year before it I worked for an anti-smoking campaign. My job was to entertain kids 4 to 14 years old. The first year we showed them a few funny animated videos about anti-smoking and what smoking can do to the human body and what second hand smoking does to children, people with medical conditions and pregnant women. The second year we went back we meet with some of the same kids who remembered all the videos, and all the information passed through the moving image and the illustrations we showed them.
The first thing they mentioned when we started bringing up the subject, was; “yes I remember it can make your lungs all black because cigarettes have tar, they can lead to sickness and make you choke”, ‘they replied that they had been shown videos and pictures last year . When showing the same videos and several other serious videos to 13 and 14 year olds it worked on them as well, but get this they did not only work on kids but also on some of their parents and tutors. It’s amazing what the power of media can do, right?
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