Introduction
This blog post will include information on the techniques, styles and strategies that will be used in our advert to make it more effective to the viewer. It will also comment on any media theories that may be applicable to our advert.
Persuasive techniques
gaining attention: (shock, humour, surprise) An easy way of gaining the attention of customer is to create a media product that will shock or release energy/feelings towards a customer. These are more effective because it will gain a reaction from the audience more, thus making sure that they remember the advertisement.
The reason why we are using techniques to gain attention is so the audiences' mind and attention will be fixed on the advert, and they will be attracted to keep a interest on what is happening. This will give a higher chance of ensuring that they take the advert on board and the messages and subconsciously received (communication).
We are going to make sure we get their attention by the use of alcohol bottles/Sheesha pipe as these props are quite contradictory in a fashion advert.
Music: Music is a effective way of setting the mood within a advertisement because it help to portray the message using sounds, jingles, music tracks, etc. A slow paced song sets the mood of relaxing or sadness, whereas a fast paced son will help make the advert energetic.
The use of non-diegetic music in our advert is going to be our only auditory sound, as we are going to only include the soundtrack "Suit and tie - Justin Timberlake ft. Jay-Z". We have chosen this song as it relates to our theme and message that we are trying to convey to the audience.
attractive people: the persuasive technique of using attractive people within a advertisement is a effective in gaining customers for a product/service because the viewers are attracted in the people, which grabs their attention, and the message conveyed in the advertisement is picked up consciously.
One of the main points and strategies that we are focusing on for our fashion advert is using attractive people. This is because the purpose of a fashion advert is looking good, feeling confident and attracting people. So we made sure that we use attractive and professional models to help us with our advert as it will give a more professional look.
repetition of product name:The technique of using repetition of the product name is to help establish the name in the target market's mind, so they will not forget the product, and they will be able to recognize it if the see the product anywhere else.
As we have no diegetic speech/jingles or any other way of promoting our brand, We are going to visually show repetition of our product name/logo at the start and end of the video as this is the only way that the audience will recognize and be familiar with the company.
We have chosen to only promote our advert visually as the music used in the background is important that it is not interrupted and "light travels faster than speed" so customers will see and retain the logo in their mind faster than hearing a jingle.
Strategies
Amazing products/services: By showing that the product/service (that the advert is based on) is amazing and works efficiently is so customers would be more persuaded to purchase it.
Our advert will be using the strategy of using portraying amazing products by ensuring that the clothing modeled in the scenes is the center of attention. This so viewers are clear on what products we offer and to help fulfill the purpose of the advert.
Ideal social groups: Ideal social groups is a strategy which helps create a ideology in the minds of consumers, which is that is you buy/use the product/service being advertised, you will be part of a perfect social group.
The use of the strategy "ideal social groups" is going to be used in our advert to show that if you purchase our clothes, or use products from Lumiere, you will fit into a more niche market, and instantly become more stylish, and attract more people.
Selective editing: Selective editing is a strategy used by advertisement creators to edit the footage filmed according to the message they wish to portray. They usually use clips that show the product in it's best form. This is to show the audience how well the product works.
Selective editing will be used in our advert as we will be taking various shots and angles of the models in their clothes to help us create an effect of "flashy photographer scenes" as well as ensuring that the audience sees the product from its best angle.
Laura Mulvey theory - Male Gaze
Laura Mulvey's "Male Gaze" theory says that in media, the men are predominantly the protagonists and the women are portrayed in a view of sexual objectification which exploits the gender. She says that through the media, they continue the patriarchal view of men being the dominant sex and females are used just to attract viewers and make the film more attractive/sexy.
Our advert will include aspects of the male gaze theory because we will be using the female model to make our advert more sexy by taking close up shots of her lips when she is blowing the smoke, etc. The female will be used more than the male to make the advert seem more attractive because as Laura Mulvey mentions, the female is used more as a sex object as opposed to men.
But our advert wont use the female for purely objectification purposes as our brand will offer products for women too, so the female model is equally as important as the male to help promote our clothing.
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