The four advertisements that I have created conform to the media language of my statement of intent as I said that I wanted to use the method of card stacking in my advertisement, which I think I did successfully. Card stacking is when you tell half truths, and I feel as though I did this in my advertisement through the tagline. My tagline for all of the advertisements is 'Think, Feel, Wave'. This is card stacking as you may not necessarily think or feel 'wave', but I feel as though it is a good selling point and will appeal to the target audience of both men and women aged between 16 and 25. All of my advertisements also uses plain folk in order to appeal to the target audience. I used everyday people rather than professional models, which I feel will appeal to the target audience more due to the fact that I have used people in real life situations, helping them to feel more comfortable when buying the product. When conducting my audience research, I was able to find out that people preferred the colour of the text white rather than black as it was more physically appealing. I did aim to use white font on all of my text however some of the backgrounds were too light to be able to show a white font, so I had to use black font where this Additionally, I decided to go with a minimal look to the advertisements in order to reflect the values and main aims of the brand 'Wave'. Most of the models are also using a direct mode of address, which directly engages the audience and may entice them to buy the product.
I feel as though I have successfully represented my target audience by including different aspects of the advertisement that I feel relate to or represent both men and women between the ages of 16 and 25. Generally, in the media, people between the ages of 16 and 25 are generally presented as energetic and active and this is something that is portrayed in the media a lot. However, I decided to not directly show this in my advertisement but to include subtle hints instead. For example, in the first 2 advertisements, both models are wearing costumes that could possibly hint that people aged between 16 and 25 are energetic, such as hoodies and a full tracksuit. The advertisements do not show any physical activity but I feel as though it was implied through the clothing. In the last advertisement, I have included a costume that does not imply energy and being active. The model is, however, wearing bright colours which could be an indication that the target audience is energised and generally an active generation. I feel as though, for the most part, I used gender neutral clothing which could represent that this is a unisex product suitable for everyone.
For all of my advertisements, I used Photoshop to create them and design the layout that I used in my final advertisements. I also used Photoshop to create the logo and bottle design that is featured in all of my advertisements. By using the same bottle design and logo design, as well as the same tagline throughout, it connects all of the advertisements together and creates a uniformed look, and will therefore relate to each other when advertised in 'Total Film' magazine. Additionally, I included social media links, which I found out from my audience research would appeal to the target audience, as many young people between the ages of 16 and 25, both men and women use social media and they felt that this would be a good way of spreading popularity of the product.
For the final designs, I used a sans serif font and kept the design of the advertisements minimalistic, as this is something I felt would appeal to the target audience and is something that, when reviewing the audience research, most of the respondents did feel that a white font was the best one to use, creating the clinical and minimalistic feel to the product. For my final advertisement designs, I did shoot in 2 locations, one of which being a brick wall. I felt that this would appeal to the audience as it is an urban location whilst still retaining a minimalistic feel that would echo through the product. I still believe that the product as portrayed through my 4 final advertisement designs suits the needs of both the mainstream and the explorer when reviewing the Young and Rubicam 4C's model. This is because I have featured every day people in my advertisements, with no celebrity endorsements or familiar faces and this may directly relate to the target audience, allowing them to connect directly with the product and its values. Additionally, I feel as though I have managed to connect to the explorer audience through the tagline of 'think, feel, wave' as it entices them and their adventurous personalities, which is something that I aimed to do within my final designs.
