Coursework Planning

Ellie Hamilton

Target Audience Gender: Female Age: 21-30 Class: Mostly mid to upper middle class Demographic: A & B (Professionals, Post-graduates) Disposable income: Reasonable levels as perfume is

by no means a necessity Other interests: Romance films and novels, art,

literature, fashion (particularly 60’s and 70’s lots of which is now back in style)

The advert reminds them of when they were younger and free it offers them momentary escapism from their responsibility-filled lives

Theme The theme of my advert will be happy

memories and nostalgia and it will allow the audience escapism

The advert will use warm/sepia colours which connotes this

The advert will have a vintage feel to it that is seen in many fragrance adverts, made particularly by the Chanel adverts and this will be done through the mise-en-scene

The advert will use the necklace as signifier The advert will play of scent memory triggers

as in the Gucci Guilty advert

Music http://

www.youtube.com/watch?v=N-loKzc5CpQ&feature=feedu

This is the music I am planning to use for my Moving Image advert

I have contacted both the original writer and the person who remix it which is this version in order to get their permission to use it

Settings One of the settings that I have

decided on is the See No Evil graffiti on Nelson Street, also Victoria Park and the old woman’s house/bedroom which will be my Mums dresser/bedroom

Actor/ModelThe actor/model starring in my advert will be Emily. She fits in with conventional models in perfume adverts and model image theory can be applied as she is young, white, thin and able-bodied. And she is feminine, she will be styled with costume and make-up to look old at the beginning and end of the advert.

Narrative The narrative is non-linear. So the disruption is

at the beginning when the old woman is looking mournfully at an old photo of herself when she is younger. Then the film fades to a flashback using the necklace as a signifier and the perfume as a trigger for the memory. The equilibrium starts at the beginning of the flashback when she is young, happy and having fun. Then the resolution is the end when she is happy and full of nostalgia but in a good way.

Name I played around with a number of names but I

have decided to go with a two part name the company and then the name of the actual perfume eg. Gucci – Guilty and Givenchy – Dahlia Noir

The company name: Liberté The perfume name: Les Jeunes

Tag line If I have a tag line in my advert it will be

“L’ennui est contre-revolutionnaire” which translates to “Boredom is counterrevolutionary”

The student protests and general strike of May 1968 saw Paris bedecked in revolutionary, anarchist, and situationist slogans such as that phrase expressed in painted graffiti, poster art, and stencil art.

Colour Theme My colours theme will be quite bright in line

with the graffiti but will have some main colours: Pale pink or Lavender (a conventional colour that

connotes femininity), Black (it connotes sexiness but will also contrast

well against the colourful and dynamic background),

White (it has more wholesome connotations of purity but also will contrast well against the other colours)

Bronze (the colour connotes wealth and elegance) These colours are very conventional and have

significant connotations

Costumes/Props I have decided that the costume is going to consist of a

black dress because it will go well with the bright hair to maintain a feminine but sexy theme

It will also contrast well against the bright and dynamic background

It is also very iconographic and symbolic for its simplicity but also femininity and sexiness which is exactly what I am going for

A little black dress is an evening or cocktail dress, cut simply and often quite short. Fashion historians ascribe the origins of the little black dress to the 1920s designs of Coco Chanel, intended to be long-lasting, versatile, affordable, accessible to the widest market possible and in a neutral colour. Its ubiquity is such that it is often simply referred to as the “LBD.”

Typography It is important that the typography is bold and

statement because of the theme and narrative of the advert but it must also maintain femininity as is conventional

I am considering using block capitals for the name of the company and then a more italic font for the name of the perfume as this is conventional

However, I will most likely play around with this at the end to see what works best

Storyboard/Sketches

Storyboard/Sketches

Storyboard/Sketches

Layout For my print advert I plan to stick to the

conventional landscape layout of the model on one side with the text on the other side in the top corner and then an image of the bottle below the text

This is the bottle that I am going to use for my advert. The quality of the picture will be better I am going to superimpose to logo/copy over the top in Photoshop. The colour of the liquid will be different, this photo is just to give an idea of what the bottle will look like, it is simple which is conventional and it will work well to put the bird image over the top.

Bottle