RESEARCH & PLANNING- ADVERT: DRAFTS OF ADVERTS

RESEARCH AND PLANNING ADVERT: DRAFTS OF ADVERTS

Introduction:

After identifying key elements that make a successful advert we have started to put up a design of our advert and began to look at the different ways we can make it successful. The function of an advert is important because it can help to promote the product across different media platforms thus provide synergy. Therefore, it is important to make it elegant, appropriate for the genre and appealing for the audience in order to secure a profit/ success. It is also important that an advert share common conventions with the digipak or the video in order to allow the audience to familiarize and recognize the product.

DRAFT 1

Analyse the use of Conventions:

• ·         For our first draft, we have decided to include a medium shot of the main character who is facing the camera. However, the artist’s face is half cropped which shows consistency from our digipak to the advert. We also included bright colours as well as a disintegration effect to make the advert look different from the album and to appeal to a wider audience through the unique representation of our main artist. We intentionally choose these colours because the dull green connotes depression, lack of interest and mental exhaustion of the main artist. The disintegration effect also provokes the same feeling as well as making the viewers assuming how drugs and addiction can affect someone. We believe that these factors are conventional because the artist looks vulnerable meaning that she is not promoting her persona instead promoting her values and ideologies as well as music.
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• ·         We intended to use high-key lighting to make the artist look exposed and defenceless.  This will make the viewers feel sympathy for her as well as wanting to find out more due to the colours and disintegration effect used. We believe that is conventional because it creates a sense of mysteriousness that will appeal to a wider audience in order to get success.
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• ·         We believe that the typography we chose fits the Alternative/Jazz genre, as it is simple, edgy, bold and unique. The typography used on the title and the date are bolder, in black on a white background to make it stand out. Whereas the artist name is a signature to make the audience feel closer to the artist. We believe that it is conventional because it is expected for the typography to reflect the mood and the artist persona through the colours and shapes. 
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• ·         The overall layout is neat and consistent as the information is spaced out revolving the main image. This is conventional as it draws in the audience to the advert. The layout is also simple as it only includes simple information.
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• ·         The information we included on the advert involve the artist name, the title of the album and the release date as well as the company details. We have only included relevant information on the advert to make the audience aware of the details, however, we have prevented over complicating the advert to avoid confusion or misunderstanding.
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• ·         The language we used is simple and formal, as we want the audience to be able to relate to the album and the artist and understand that it is aimed at a certain type of audience, which is conventional, as the information should reflect the audience and their social class.
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• ·         We did not include sub-images; however, we added the logo of the company promoting the album, which is a necessity.
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• ·         The advert would appeal to subcultures, which supports Hebdige’s theory. This is because it has an unusual effect. The artist is gradually disappearing which does not place her at the centre of attention but intrigues the audience as to why is that, which can lure audiences. In mainstream music, the artists are often the centre of attention and try to ‘lure’ audiences and sell their music through looks. However, by making the effect the main look of our digipak we are more likely to appeal to subcultures who reject the mainstream values (hegemony) because our product does not follow the mainstream culture.

Audience Feedback

Strengths:

• ·         The image manipulation is impressive and very eye catchy
• ·         Good use of font. It also compliments the digipak and the video
• ·         The date is easy to read and stands out
• ·         The company details are clear and makes the product look professional
• ·         The format is correct and fits its purpose.

Weaknesses:

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• ·         There is a lot of blank space which should be filled, otherwise it will look boring and make the consumer uninterested
• ·         The manipulation does not match the smoke effects, which were used within the digipak and the video. This makes it inconsistent
• ·         The use of color does not really match the other products. Consider adding some black and white or fading out the color.

Further Action Plan:

• ·         We will fill up the empty space by adding some ‘Key Singles’ and digital platforms which will enable consumers to download our product, which is an example of synergy.
• ·         We will manipulate the image again and instead of using the disintegration effect we will use the smoke effect in order to make consistent products
• ·         We will use less colour in order to match the digipak

DRAFT 2

Analyse the use of Conventions:

• ·         After receiving feedback and criticism from different viewers, we made changes in our advert. We kept the image and colours; however, we changed the effect of the picture. We decided to add the smoke effect used in the album, as the advert was lacking consistency. We believe that by using the same effect on the advert it will look more appealing and originating from the same concept and values the digipak holds. This is conventional as it makes the artist look mysterious and unknown to the audience. The colourful smoke represents life, which evaporated from the artist due to her addiction issues and other problems. This allows people to feel sympathy and maybe a sense of familiarity.
• ·         The colour we added was black and light grey. We believe that these colours will complement each other as well as showing consistency through the advert and the digipak. The smoke effect represents the depression and loneliness the main artist is experiencing. She is so depressed that the colours are fading away from her, which also connotes her addiction to cigarettes and drugs. We believe that it is conventional because the viewers will be able to relate to the experience the artist is feeling thus causing them to bond.
• ·         We included more information in our advert, such as the artist and album name, the release date, key singles and apps where you can download the music. Not only had we done this to promote and make our artist more popular, but also to encourage the viewer to buy the album.
• ·         The smoke connotes addictions and mental health issues. This makes the artist seem familiar within the audience who could also struggle. This follows Dyer’s theory as Sarsha seems ordinary and extraordinary and has a clear personality and own character.

Audience Feedback

Strengths:

• ·         The smoke effect works well with the whole concept and helps to convey the themes well. It is also consistent with the rest of the products
• ·         The color scheme is also effective as there is black and white which corresponds with the rest of the production but the colors also add a little mystery
• ·         The addition of key singles and download information works well and makes the product      look professional and industry suited.

Weaknesses:

• ·         There is too much smoke in some parts of the advert and it makes it rather distracting and busy

Further Action Plan:

• ·         We will get rid of some smoke in order to clear the image and help the audience focus, as right now it can be quite distracting.

Conclusion

Overall, the drafting process allowed us to create a sophisticated product due to the development process and useful feedback, which enabled us to progress. The drafting showed us the amount of progress we went through and allowed to taste how real designers work on products in the industry and how much they rely on the audience in order to create a successful and proficient product, which will bring profit and sell well to the intended target audience. Some of the main changes we have made was the change of the main effect, which enabled us more consistency throughout our products. We also made sure we included relevant details about the product and informs the consumer.