Relating the brief to our idea

Introduction

This blog post will include information on how our advert relates to the brief and what advertisement characteristics/structures we are going to use.

The brief

"A new fashion chain has opened and is aimed at 16-23 year olds. They sell a variety of clothing (similar to BANK). They sell hip brands that the edgy fashion conscious want to wear. In response to this, you are to create a one minute advert aimed at the above."

Our idea relates to the brief as we have created a fashion chain called "Lumiere" and it is aimed at fashion conscious individuals from the ages of 16-23 year olds. The aspect that makes our store unique and to make it stand out from other companies on the market is that we are aiming at a more niche market, as we are going to portray a high-fashion status image within our advert.

Customer psychographic profiles and seasonality

We are going to ensure that we capture the correct target audience by using models, props, language and music related to the age range and consumer psychographic. Our audience psychographic profile will be men and women aged 16-34 as that the the age range we are aiming our products to.

As our advert will contain images and light use of alcohol and Sheesha smoke, our advert will only be previewed at water-shed timings (8pm - 4am) and only on more adult channels, (e.g. ITV 2, E4, etc.) to ensure protection for children and to reach the appropriate audience.

Structure of advertisement

The structures that our advertisement will be using are;

"non-linear: a non-linear advert is similar to a narrative advert (it contains a story), but the order of the story is distorted and it does not go in order. These kind of adverts usually include effects such as flash-backs and reverse narrative."

Our advert will fall under the non-linear structure as it will tell as story of a man and a woman partying and then becoming attracted to each other, but it will be portrayed in a non-linear way as the sequence wont be in chronological order and will consist of cuts and edits, going back and forth from characters.


"anti-realist: anti-realist adverts are adverts which are based on fantasy ideology. They use ideas taken from dreams/nightmares and promote a brand's product/services in methods which are creative/not normal. most of these adverts are usually based and created using special effects or CGI (Computer Generated Images)."

Our advert will be based on the anti-realist structure because we are going to place the characters in plain monochrome back grounds, and there will be no natural settings or locations. This would be classed under anti-realist as this doesn't occur in normal/natural everyday life.


"stand alone: A stand alone advertisement is the opposite of a series style. This means it is just a single advertisement which may contain a story and promote the brand's services/products through that."

Our advert will also be classed as a stand alone advert as there will not be a series of adverts continuing the story, the advert will complete the narrative and finish in a cliffhanger ending where the couple are left in the dark/pitch black.

Characteristics of advertising

The characteristics that our advert will possess to ensure that it fulfills the purpose of informing customers of our stores are;



Advantages over similar products: Our advert will ensure that it has advantages over similar products by promoting unique, fashionable clothing which is suitable for daily life and allows the wear to feel "prestigious" due the the brand name. E.g Just by having a River Island branded bag seems more high quality and expensive then a standard H&M one, even if they looked almost identical. We are aiming to build a high profile brand/company with our advert which will rival stores like Zara, Topshop and Mango.


USP (Unique Selling Point): The unique selling point on our advert is the brand name. It is in a different language which makes the company feel successful overseas and as "Lumiere" is a French word, it already seems very fashionable as Paris is seen to be the fashion capital of the world.


Lifestyle appeal: Our advert will include characteristics of lifestyle appeal by including props such as alcohol bottles and Sheesha machines. These props relate to lifestyle appeal as we are aiming for the type of audience who like to have a good time/party, have a lot of money (niche market), don't have a care in the world or are very successful and have an intense passion on looking good/fashion.


Brand identity: To create a brand identity for our company, we are going to have the name "Lumiere" as the logo in a specific trademarked font. This is because we want to create a effect where everybody knows the name and is instantly familiar with the company by looking straight at the brand name.

We also decided that just the brand name is an effective way of creating brand identity as we do not have to use colour/images to represent it and the logo will be flexible to fit in any situation. and example of a similar logo is the "topshop/topman" logo.