Audience Research

Wave Target Market Audience Survey

https://www.surveymonkey.co.uk/r/V5MK8KY

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Summary

The survey was completed by 22 respondents with 16 of them being female and 6 of them being male. Around 91% of the respondents fell within the target age demographic at the lower end of 16-20. This data suggests that the survey results are highly relevant to the target audience 16 - 25.   

The survey results showed that 64% of respondents preferred advertisement 1 to advertisement 2, with advertisement 2 only receiving 36% of votes from the overall 22 respondents. Advertisement 1 included more vibrant colours and this could have been why the majority chose the first advertisement. Additionally, around 68% of respondents preferred the white font and logo to the black font and logo, with only 32% of people preferring the black. In my third question, I asked which advertisement people were immediately drawn to at first glance, and 73% of respondents felt drawn to the first advertisement. I also asked why, and a majority of the respondents said it was due to the bright colours used in the graffiti wall in the first advertisement. This highlights that a majority of the target audience are immediately drawn to bright colour, which is something I aim to cover in my final advertisement for Wave. In the fourth question, I asked which aspect of the advertisement clear that it is a unisex product for people between the ages of 16 and 25. 41% of people said that they felt that it was the use of the male and female models, and another 41% said that all aspects of the advertisement (vibrant colours, social media links and the use of male and female model) contributed to the advertisements appealing to the target audience, which is both men and women ages 16 to 25. Around 95% of respondents said that they feel that the use of the inclusion of social media links were helpful in generating the interest of the target audience, and this is possibly because all of the respondents have social media themselves. 

When asked what could be improved on the advertisements, there was a variety of responses and some of which included more information about the product itself, and a more appealing packaging. This is something I plan to take into consideration when creating my final Wave magazine advertisement layouts. However, in Harlow it may be difficult to find somewhere similar to the graffiti wall, I aim to use somewhere such as a garden with green grass so that it can, in some way, resemble the bright vibrant colours of the graffiti wall which many people found the most appealing.

Skeleton Layouts

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Font used
Orator Std Medium
This particular font that I used is a sans serif font, and is something that I think would best appeal to the target audience of 16-25 year olds. I also feel as though it is also appealing to both male and female, and this suits the brand as it is a unisex product suitable for all.

Location of Image and Text
The main image is in the entirety of the background for both advertisements, with the text surrounding the main model for the images. I feel as though this works as the text is not overlapping the people in the images, and this makes it clearer and prevents anything from blocking the text and making it hard to understand. In advertisement one, all of the text is on the right hand side due to the model being on the left and in the second advertisement, the text is on the left due to the model being on the right.

Typography
The colour of the font in the first advertisement is black, and this is mainly because the background of the image is so vibrant it would have been hard to see any other colour and it would have blended into the background. Black stands out and in psychology of colour, black is most associated with luxury, which I think ties in well to the brand. The colour of the second advertisement font is white, as I felt that white a much softer colour and is usually associated with cleanliness and is clinical. Additionally, I did try black font with this advertisement and it looked too harsh and did not fit with the style of the photo. White, I feel, ties in well with the background of the image. The text size is something that I felt was important when planning the layouts of my advertisements. The logo text size is bigger than the rest of the text, as this is the thing that I wanted to stand out the most and make it the first thing that people notice about the advertisement. The rest of the text is the same size as it gives the advertisement a uniformed finish and does not draw your attention to the smaller text first, but to the name of the brand.

Logo
This particular logo design was designed by typing every letter individually and then merging all layers together in this particular pattern, which resembles the pattern of the wave slightly. The font I used for this image is Malayalam MN Regular and I felt that it fit well for the logo as it was quite a minimalistic font but it was not basic and boring looking. In my opinion it gives the advertisement a professional look. The logo on the bottle I designed using Photoshop and used a medium blue colour with hints of light blue to tie in with the 'wave' title. 

Shoot Plan

Where will you be shooting?
- In an urban landscape setting, which could include either a brick wall or a scenic garden of some sort, as this may appeal to the target audience.
- Possibly in a gym setting - appeals to target audience but also fits theme of brand.

Who will you be shooting?
- Wilson
- Elle
- Marcie
- Georgie

When will you be shooting?
w/c 9th April 2018

Resources required?
Access to urban landscape locations, possibly access to a gym setting.

What concepts/themes are you going to explore?
- The concept of reversing the stereotypical gender roles and appealing to the right target audience by including both male and female models.

What advertising/selling strategy do you have?
- The idea of plain folk and catchy slogans. Using normal, everyday people to sell a particular product and using a catching tagline to appeal to the target audience.

Advertising Codes and Conventions

The Art of Persuasion

https://www.youtube.com/watch?v=C8qxE_pFJ7U

Persuasion definition: The action or process of persuading someone or of being persuaded to do or believe something.

> Good persuasion includes being able to convince people to buy or like a certain product.

> Good reader includes being able to separate facts from bias.

LOGICAL APPEALS

Bandwagon: persuading someone by saying everyone else is doing this in order to sell a product or idea. The idea of "join the crowd".

Card stacking: distorting or omitting facts or telling half truths to sell a product or idea. The use of "as seen on TV" implies there is some truth to the statement.

EMOTIONAL APPEALS

Plain folks: using simple, down to earth people to sell a product or idea. Makes people identify with the ordinary person advertising the product or idea.

Name calling: stereotyping the competition/opposing ideas with a bad label . It generates emotion.

Demonising: Portraying the competition or enemy as purely evil, meacing and aggressive.

Patriotic appeal: appealing to the idea of patriotism or love of country to sell a product or idea. Positivity appeal, emotional.

Glittering generalities: using good labels such as democratic, patriotic, amazing, beautiful, exciting, that are unsupported by facts to sell the product or idea.

Catching slogan: use of memorable phrases to foster support for the product or idea.

Snob appeal: only the richest, most important, or most discerning people like this product or idea. Appeals to people through popularity, emotional idea appeal to rich people.

Humour: using humour to sell a product or idea. The laughter creates positivity which persuades people to buy into the product or idea.

ETHICAL APPEALS

Testimonials: endorsements by a famous person such as sports stars or movie stars or movie stars to sell the product or idea.

Transfer: use of association of a respected person or idea to sell a product or idea.

Statement of Intent

Media Language
In my print media advertisements, I aim to use card stacking, which is a logical appeal and is when the advertisement distorts, omits or tells half-truths in order to sell the product. In my own advertisement for 'Wave', I plan to use this through my tagline. What I state in my tagline may not be 100% true, but it may generate interest and entice the target audience to buy the final product. Another convention that I aim to use in my product advertisement for 'Wave' is plain folk, which is an emotional appeal and is when an advertisement uses simple, down to earth people to sell a product in an idea. I aim to use this in my product advertisement for 'Wave' by using down to earth people to feature in the picture in the advertisement. I am not intending to use celebrities or testimonials in my advertisements and will use ordinary people to allow people to connect with those featured.

Media Representation
The target audience for our print media advertisements is people within the age group of 16-25 and is not gender specific, meaning that the product is suitable for both men and women to use. From examples of previous print media advertisements, it seems that the media portrays young people as energised and active and this is why the target audience for the design is both men and women aged 16-25.

Media Industries
In my advertisement, I will use Photoshop to edit the advertisements and make them the most appealing to the target audience. I will design the logo, tagline and bottle design separately and then bring them all together to create my final advertisement design. All 4 of my advertisement can be linked together and being published in the monthly 'Total Film' magazine as this will reach a wider audience and also some of the target audience. I could also use twitter and facebook to appeal to the target audience.

Media Audiences
I aim to use a colour like purple, as it is usually associated with the rich and luxurious and by using purple in my advertising as well as on the product itself, it may entice the target audience of the product and make them feel as though they are buying a luxury product. I also intend to use a sans serif font, as this will give a modern feel to the product but also a clean look, which is important as it is an advertisement for a deodorant brand. For the images of the product, I aim to shoot them in a location that appeals to the target audience such as an urban landscape or against a brick wall. It is an urban place that when seen, the target audience (both male and female) may be interested in the product. My products, I feel, appeal to the mainstream and the explorer. This is because the mainstream are the largest group within society and they tend to respond well to brands that offer value for money and they also are the group within society that follow a daily routine and the product advertised (the unisex deodorant) could be added to their daily routine. It may appeal to the explorer due to the fact that these types of people seek out new adventures everyday and many of these new adventures could involve physical activity such as hiking, running and going to the gym. All of these physical activities could cause people to sweat, meaning they would need a deodorant that would help prevent them sweating.