The Jungle Book

After Shave Advertisement: A Review Of My Work

To what extent have you met the brief? How did you do this, or what prevented you from doing this?

I believe that I was able to complete all the requirements of the brief as the design incorporates features which would attract the ABC1 demographic. An example of this is the utilization of a mature and sleek font style, this being Didot, which reflected the idea of wealth and class that most after shave advertisements aim to create. Furthermore, by using a younger, male model for the image for the advert, this would have created a direct connection between the product being sold and the audience, who are mostly between 16-25 years old and male.

In what ways does your media product use, develop or challenge forms and conventions of real adverts?  

I have used – models, colour theory, composition and I developed these by using a ‘monochromatic colour scheme for the entire advert and by subtly using a vector to draw the eye line of the audience. I challenged conventions as the model appears submissive or relaxed, rather than with a dominant and powerful direct gaze. The reason I decided to make this change was because the relaxed demeanour of the model aids with the air of suave, refinement that is the main theme of the advert.

How does your media product represent particular social groups? 

      By using imagery and text, I have created meaning and as a result, this creates a certain way of viewing the model, which is how they are represented. In the advert, the model, who is a young man, is being represented as sophisticated and dashing, almost in a solemn heroic sense. This is created by the simple body language of the model, which is classy, smooth and elegant. In addition to this, the blues and purples that are the main colours of the advert are connoted to ideas of class, nobility and mildness, which reflects a clam personality, which is how they are represented.

How did you attract/address your audience?  

     By using a young man as my model, I was able to create a connection with my target audience, as they are also young, males between 16-25, and thus would be able to empathise with the figure and therefore believe that the product is desirable as it is portrayed as such. Furthermore, by using iconography such as a suit and tie, clean hair and a calm body language, it communicated an idea of refinement and class, which attract middle to upper class people, as these are attributes that they may hold in high regard.

What do you feel you have learnt in the process of conceptualising and producing your advert?    

 I feel that I now have a better grasp at what codes and signifiers are needed for the creation of adverts and how important it is to hone in on a certain demographic with these different aspects. I have also learned that the composition of the advert, which is the page layout, is critical for successful advertisements as you have to make sure all the different parts of adverts help to make the product more desirable. Finally, I also have learned that being able to get the audience’s attention, through either imagery, words or colours, is a critical part in making an advertisement stand out and thus able to reach an audience.