1. OCR
Media
Studies
J526
Individual
Media
Studies
Portfolio
B
321
Planning
and
Evaluation:
Commentary

2. How
Advert
1
Free
Spirit
targets
the
audience:
codes
and
conventions
-­‐ y
product
is
prominently
placed
in
a
M
big
open
space
in
the
photo
where
it
can
easily
be
seen
as
is
my
text.
The
brand
name
is
easy
to
read
in
bright
green
writing
for
emphasis
and
impact.
-­‐ he
colour
connotes
a
free
spirit
and
T
and
the
font
flows
freely
connoting
movement
and
self-­‐expression.
-­‐ he
text
sends
messages
of
a
sense
of
T
freedom
to
the
consumer.
It
almost
says
‘just
be
yourself’
,
hence
it
“
unleash
your
inner
self…”
telling
the
audience
to
value
their
uniqueness.
-­‐ The
picture
is
of
a
young
male
skateboarder
standing
up
against
a
wall
full
of
graffiti.
The
mise-­‐en-­‐scene
is
urban,
gritty
and
youth
subculture.
-­‐ his
makes
the
fragrance
different:
it
T
isn’t
typical
of
most
fragrance
campaigns
e.g.
Ralph
Lauren
Polo.
My
audience
is
a
bit
rebellious,
unconventional,
the
new
g eneration.

3. My
target
audience
and
where
the
advertisement
would
be
placed
-­‐ y
advert
targets
younger
males
around
M
the
ages
of
15-­‐35.
I
skateboard
for
a
hobby
and
take
part
in
competitions
internationally
so
I
know
my
target
audience
very
well.
-­‐ t’s
a
unique
fragrance
with
a
niche
target
I
audience
of
those
who
are
interested
in
extreme
sports
like
skateboarding.
-­‐ he
brand
messages
relate
to
a
sense
of
T
individuality
and
giving
consumers
a
“Free
Spirit”
-­‐ I
would
place
my
advert
in
places
that
caught
most
my
target
audience’s
eye:
magazines
such
as
‘Sidewalk’.
-­‐ ompetition
venues
are
another
place.
C
-­‐ I
would
also
place
my
advert
on
bill
boards
across
all
main
cities
and
towns,
for
example,
places
like
London
and
Birmingham
where
skateboarding
is
popular
,
particularly
venues
like
the
South
Bank
where
it
would
catch
consumers’
eyes.

4. My
target
audience
and
where
the
advertisement
would
be
placed
-­‐ here
is
a
huge
youth
market
with
enormous
T
disposable
income
in
my
target
market
sector:
my
audience
wears
Vans,
buys
Hurley
online,
shops
at
FatFace
in
the
high
street,
downloads
music,
sees
the
latest
action
films,
goes
snow
boarding
and
hangs
out
in
parks.
-­‐ hey
spend
on
hardware
but
also
on
footwear,
T
denim,
T
shirts
and
accessories.
-­‐ oth
my
advertisements
are
in
the
same
campaign
B
and
I
am
trying
to
attract
the
same
people.
-­‐
would
like
to
capture
the
attention
of
hardcore
I
people
like
extreme
sportsmen
but
also
those
who
fantasize
about
their
sporting
heroes.
Consumers
buy
products
that
relate
to
them
e.g.
a
business
man
would
go
for
a
fragrance
with
a
bit
more
class,
like
Calvin
Klein
“ck
IN2U”
.
-­‐
would
again
place
this
on
billboards
in
towns
I
across
the
UK
e.g.
London,
Birmingham,
Liverpool
and
Manchester.
-­‐
I
would
also
place
this
advertisement
in
“Sidewalk”.
This
is
a
skateboarding
magazine
that
attracts
many
young
skateboarders
that
fit
in
my
age
range
that
I'm
trying
to
attract.

5. How
Advert
2
Free
Spirit
targets
the
audience:
codes
and
conventions
-­‐ y
2nd
print
advertisement
is
part
of
the
same
M
campaign
as
my
first
so
there
are
similarities.
I
have
stuck
to
the
same
theme
of
skateboarding
to
attract
the
consumers.
-­‐ The
central
image
takes
up
most
of
the
room
as
many
modern
adverts
do.
It
is
an
action
shot.
-­‐ The
low
angle
shot
depicts
a
young
male
who
must
be
daring
and
skilful
to
reach
a
high
level
of
skateboarding,
therefore
he
must
have
a
“free
spirit”.
-­‐ This
is
one
of
many
action
shots
that
I
set
up
:
the
bystander
with
raised
arms
seems
to
be
in
awe
of
the
central
’
hero’
figure.
-­‐ The
bright
green
text
contrasts
strongly
against
the
dark
making
the
text
vibrant.
The
silhouette
in
low
angle
emphasises
the
height
of
the
leap
and
the
skill
of
the
skater
.
The
railings
connote
urban
realism,
life
in
town
where
my
skaters
live.
-­‐ Unleash
your
inner
self…”
represents
the
brand
“
values
of
“Free
spirit”
and
gives
the
fragrance
campaign
its
meaning
e.g.
just
be
yourself.
In
my
opinion
this
will
make
the
fragrance
stand
out
seeing
as
this
would
relate
to
my
target
audience.
-­‐

6. Research
into
the
magazine
industry
-­‐
Fragrances
are
a
valuable
product
that
appeal
to
most
people,
especially
those
with
money.
Therefore
brands
advertise
in
fashion
magazines
such
as
Vogue.
However,
my
fragrance
Free
Spirit
is
the
complete
opposite
to
this.
-­‐ y
fragrance
Free
Spirit
offers
a
sense
of
creativity
and
M
individuality
,
therefore
I’m
going
to
be
advertising
it
in
Sidewalk
.
Sidewalk
attracts
thousands
of
creative
people
across
Europe
and
lets
them
see
how
amazing
skateboarding
is.
-­‐ kateboarding
is
not
only
a
sport
but
it’s
a
way
of
life
S
and
Sidewalk
tries
too
embody
this
,
therefore
many
more
people
appreciate
it
for
what
it
is
,because
it
does
not
represent
people
with
stereotypical
views.
-­‐
Sidewalk
is
£3.50
from
most
shops
across
the
UK.
It
is
affordable
and
it
has
a
lot
to
offer
e.g.
all
the
news
about
skateboarding
and
how
it
is
changing.
-­‐ My
product
wouldn’t
appeal
to
audiences
of
big
fashion
magazines
such
as
Vogue
because
all
the
fragrances
that
are
advertised
in
that
focus
on
material
gods,
high
fashion
and
bling,
and
show
no
creativity
or
individuality
whatsoever
therefore
this
is
why
my
Free
Spirit
is
unique.

7. My
research
into
the
advertising
industry
-­‐ I
attended
a
study
day
on
advertising
at
the
BFI
Southbank.
-­‐ First
I
studied
soft
drinks
advertising
both
Coke
and
Lucozade
from
the
1950’s
through
to
the
present
day.
I
learnt
about
Coca
Cola’s
family
values
&
messages
about
togertherness.
-­‐ However,
Diet
Coke
fronts
Duffy
who
is
represented
as
young,
attractive
and
free
seeing
while
singing.
She
needs
‘me
’time
rather
than
family
time.
-­‐ Whereas
Coke
Zero
adverts
are
based
around
James
Bond,
therefore
meaning
it
is
aimed
at
young
men
who
want
action
&
adventure.
-­‐
From
analysing
many
different
advert
campaigns
across
the
1900’s
you
can
see
a
lot
of
change
in
the
layout
and
presentation;
there
is
much
less
text
now
rather
than
in
the
1950’s.
-­‐ Lucozade
uses
Laura
Croft
as
the
main
icon
to
represent
being
energetic
and
adventurous.
This
fits
the
drink
seeing
as
its
mainly
used
as
an
energy
drink.
She
appeals
to
younger
audiences
in
the
computer
age.
-­‐ I
also
analysed
fragrance
adverts,
washing
powder
and
many
others.

8. Advert
1-­‐
Original
photo,
decisions
and
revisions
-­‐
chose
to
go
to
South
Bank
in
London
to
I
capture
the
picture
seeing
as
it’s
a
very
creative
and
a
very
free
spirited
place
.
Hence
the
graffiti
in
the
background.
-­‐ When
standing
up
against
the
wall
I
had
to
make
sure
that
there
would
be
enough
room
for
both
the
title
and
the
fragrance
bottle,
therefore
I
had
to
stand
more
to
the
right
hand
side.
-­‐
had
to
revise
certain
aspects
during
the
I
designing
part.
For
example
I
had
to
pick
a
suitable
effect
that
would
bring
out
and
exaggerate
the
colours
in
the
background
.
-­‐
I
realised
that
the
actual
skateboard
was
the
key
piece
of
the
photograph
seeing
as
it
was
my
main
theme.
From
this
I
had
to
make
sure
there
was
enough
light
so
that
the
skateboard
could
be
seen
clearly.
I
therefore
had
to
pick
a
right
place
in
the
skate
park
were
it
was
suitable
to
take
the
photo.

9. Advert
2-­‐
Original
photo,
decisions
and
revisions
-­‐
skate
in
competitions
and
knew
that
I
could
set
I
up
a
good
action
shot.
Before
taking
the
original
picture
shown,
I
had
to
make
decisions
.
For
example
I
had
a
wide
range
of
different
camera
angles
to
choose
from.
I
chose
low
angle
seeing
as
it’s
a
spectacle
and
it
stands
out.
-­‐ Cobham
Skatepark
was
the
most
suitable
location
for
this
seeing
as
the
hip
transfer
(skateboard
trick)
offers
most
height
and
air.
From
this
it
gave
me
a
suitable
shot
for
the
fragrance
poster.
-­‐ It
is
not
easy
to
capture
an
action
shot
so
there
was
trial
and
error.
This
shot
has
the
bystander
looking
up
at
the
‘hero’
as
if
in
awe,
which
sends
the
right
message.
I
wanted
he
skater
as
the
most
prominent
figure
and
as
much
‘air’
as
possible
so
he
is
silhouetted.
-­‐ When
designing
the
fragrance
poster
I
had
to
chose
colours
&
effects
to
give
the
sense
that
the
person
has
a
free
spirit.
For
example
I
tried
many
bright
and
vibrant
colours,
but
they
didn’t
seem
to
work
or
fit
into
the
theme
of
skateboarding,
until
I
settled
on
electric
green.

10. Evaluation
-­‐
My
two
adverts
had
both
strengths
and
weaknesses
throughout
both
taking
the
photos
and
designing
them.
For
example
at
South
Bank
there
wasn’t
much
light,
therefore
is
was
hard
to
see
the
skateboard
on
the
photograph
-­‐At
Cobham
it
was
hard
to
get
a
perfect
shot
of
me
in
the
air.
But
although
I
had
these
difficulties
I
managed
to
overcome
them
very
well
seeing
as
I
got
a
perfect
shot
of
me
at
Cobham.
-­‐
I
also
lightened
up
the
image
in
Photoshop
making
it
more
eye
catching
for
the
audience.
I
think
my
had
adverts
had
a
lot
of
strengths
seeing
as
it
is
a
completely
new
genre
of
fragrance.
Before
this
fragrance
was
thought
up,
I
think
there
was
a
“gap
in
the
market”
and
in
my
opinion
this
fragrance
filled
the
gap
meaning
it
is
unique.