Evaluation

1. Evaluation By David Steptowe

2. Planning Our brief was to create an advertising campaign for a new product, this had to include a brand name, design, a full page magazine advert, a bill board and a poster, using original photography. We decided to choose to base our product on a new perfume as we found it easy to create ideas and it was viable for all of the group. In my group was Lorian Kurzweil and Christopher McEwen. We designed our product to suit most women. We therefore planned to place adverts in Glamour, Elle and Vogue. Our product would cost £30 and is designed to be used by girls and women above the age of 15 years.

3. Planning – Market Research I looked at this advert to get ideas on the placement of the key things in the advert. Also this helped me to understand the size the product should be, the size the model should be and also the size of the text. By using this it helped to get my bill board advert in proportion.

4. Planning – Each Stage Before we came up with any ideas for our product we looked at “What is an Advert”. This helped us to understand what an advert is and what is normally in an advert. We then analysed a few adverts to get some idea of what each part of the advert was used for. We then decided what kind of product we was going to make ( a perfume product). We then took a lesson to come up with a questionnaire which helped us to decide on the name of our product and also other details like price and the type of person that would use it. After this we called upon a model which we used to photograph. We chose to photograph a selection of positions and we finally decided that for a bill board the best shot would be to have the model laying down. We then got pictures of our bottle to use. Once we did this we started to design the advert. We had to decide on font and colour as well as the brand name, position of things and the slogan. After we had done all this we had a completed advert and the final stage was placement.

5. Production Process We first looked into other proper adverts for perfumes to see what things make up a good advert. We then used this to build our own advert. We firstly decided on a name, price, slogan and brand. We then photographed the model. After this we got the pictures of the product and pasted them into the advert where we wished them to sit. Once we jiggled the name, brand, slogan, product and the model about we had our advert. We worked very well as a group throughout and this made the work easier as we co-operated well. I was in charge on the bill board advert. I also inputted on the photo shoot of the model as well as helping with research at the beginning like font research and market research. Lorian also did market and font research, she directed the photo shoot and took the pictures. She then also created one of the other adverts. Chris helped to design the questionnaire and also did a lot more market research. He cam up with ideas for names and created the final advert.

6. Throughout this project we used many different form of technology. We started by using the computers in school for the internet to do our market research. We then used Microsoft Word on the computers to create the questionnaires. After this we used a digital camera to take the pictures on the model. We then used the computers again to decide what pictures we were using and put them into a Macromedia Fireworks file. We used this to design and create our advert. Throughout this project I used a portable memory stick to contain my work. Using the computers internet and Microsoft Word was easy because we are all used to using it. However it was trickier uploading the pictures as we forgot the USB cable but luckily enough someone had once to hand. It was also tricky editing the picture because it originaly had a green background so we had to cut that out in Fireworks. This proved difficult because some of the shades of green because of the reflection of the light were very similar to a skin colour. However once we completed this the other parts of the project were easy.

7. Near the beginning of the project we had a rather large problem. We had found a font we liked on a website named www.Dafont.com however we could not work out how to get the font compatible with the Fireworks we were using. We searched ways to do it but eventually gave up and found a very similar font on Microsoft Word that we could use. We also had a problem because our pictures were set on a green background and because of the reflection of light some of the greens had turned to a very similar skin colour. We had a problem editing the green out of the pictures but we overcome this by using the Magic Wand tool on Fireworks. We chose a young beautiful model because then it would appeal to the target audience. We chose to have the mise-en-scene as a plain black background because it set a night mood and as the product is a star this fitted perfectly. We chose a stylish and fancy font because it then again appeals to the target audience who like a bit of class. We chose for our model to have a natural look with no make-up because it gave the message that our product gave you natural beauty. Our slogan was designed around the product and we chose it because it fits the style and gives the target audience a reason to purchase our product.

8. We aimed to attract our chosen target audience by making the product classy and stylish. We had a beautiful model so it gave the message that the product can make you feel beautiful. Also we used a catchy slogan so that the audience would find it fitting to the product and also see a deeper message from it. For when you need to shine

9. Evaluation I think that our bill board advertisement was particularly successful. This is because it had class and would stand out to the target audience. It has a clear picture of the product and you can clearly see the model holding the product and you can see how this helps to make her beautiful. The slogan, name and brand are all clearly visible and they help to set the mood of the advert. They also help to attract the target audience and have that shine that the product has. We made the model lay down as it fills up more of the advert. The reason why the background is black is because it gives the impression of shining or standing out in a crowd. With this product you can do just that. Also it symbolises that beauty is that simple, you can feel beautiful just by using this.

10. Our work looks very professional and good. Compared to actual media of the same type it does not have the same level of depth and class because we had limited resources. For example the PacoRobanne advert is very good and professional because it shows style and has many different light level to it that make it appealable. However we did contain all the necessary ingredients for a good advert and we used our resources as much as we could to make this advert that is quite professional.

11. The element that I think could have been more successful in our work was the editing of the photographs. This is because they look slightly untidy because of the removal of certain pixels. We could improve this by having better image editing software or we could use a background that fits better with our adverts chosen background. Also I think that the setting could have been a bit more successful. I think that we should have had a actual setting rather than a blank black canvas. For example we could have had a winters evening or a summers night. Actual audience have said that our product and adverts were very good. One person said “The product itself is very fashionable and the slogan is catchy” this shows us that the product and slogan were liked by the audience. Another person said “I liked the layout of the product and I thought that it was a very good idea.” This shows us overall that the product was a hit with the audience. In conclusion I think that this product was very successful. I have learned that when creating something that takes this much work team work really is key. Also that when editing pictures for adverts like these a proper image editing suit is needed to keep the quality of the pictures as high as possible.