Evaluation

The intended meaning of the final product
  The intended meaning of my final product was to create my own branded jewellery advertisement, with the use of elegant and eye-catching jewellery. By capturing the jewellery in this way it would allow me to attract the stereotypical audience of women, whom are young adults to middle aged women in the middle class social economic scale. This type of audience would mean my jewellery would be purchased by these women, as with the elegant poses and decorous jewellery which would attract my target audience.
  Furthermore, I feel the use of typography in my final product worked really well in order to fit with the target audience. The slim and aesthetic font used is perfect in order to fit with the aesthetic target audience. Also, the use of the pastel colours being a light pink, off-white and black I feel work with each other in order to stand out to the audience but not so much that this would cause foregrounding of the text from the jewellery and the model. 

Has this come across well? 
  Yes, I feel that my product has reached my intended meaning and my image has captured elegance in order to catch the eye of my target audience. With the use of a young pretty women in my advertisement, I have allowed my audience to become attracted to the advertisement because of the attractive women who wears the jewellery. By doing this, my audience will get a sense that if they wear this jewellery they will achieve this elegant and glamours look. Although, I feel my model is not over glamorous, to the point where my jewellery would look affordable to the lower class. Despite my target audience being the middle class, I still want lower classes to look at my advertisement and feel the same and not feel pushed out of the picture as if they cannot look like this.
  Overall, I feel my final product has successfully reached the intended meaning and has done so well. I am happy with my final product, although slight adjustments could of been made I feel my overall product is very satisfying. 

Does the finished product suit the target audience?
  I think my finished product does suit my target audience, as with the elegant look it gives off it allows the audience to see the sparkle and the glamour of which my jewellery holds. Although, I feel that audiences outside of my target audience will also feel happy with the final product and may in fact want to also purchase my product. As without being over the top with the elegance, I feel that my advertisement could been seen as neutral because of the pastel colours used which allow a simplistic expression without implying expense.

How well have you followed your brief?
  I feel that I have completely followed my brief of my advertisement, as I have kept to the decision of creating my own brand of jewellery in order to create a unique style to the advertisement which has worked very well in order for me to match up my advertisement with a target audience. Also, I feel that I thoroughly kept to the order of my advertisement as to have a plain background which would make my model stand out, yet not so much that the jewellery would not. I gained this look my making the model stand out from the background in the photo shoot, yet I then manipulated the jewellery on Photo Shop in order to make the jewellery stand out even more than the model did so. By doing this it allowed me to stick to my brief, which I kept reading back out throughout the photo shoot and the manipulation of my images. 

Are you happy with the final product? (Strengths, areas to improve on)
  Yes, I am thoroughly happy with my final product as I feel it meets all the needs and follows the brief I created just right in order to create the best possible outcome I could. Although, I feel the manipulation work I fulfilled in Photoshop could of been better in order to create a whiter background, which would of created more standing out in the photo like I explored in my brief. Apart from that, I feel like my advertisement has the best possible outcome it could of had and I am happy with my final product.

My final image

  After manipulating my images in order to find the best image for my advertisement, I had finally decided which image to use. I feel the process of manipulating a few of the images from the photo shoot helped me in order to make my decision, as I had the chance to look over the range of images I had taken and place them together in order to choose a final one.

Here is my final image:

With this being my final image in order to create my advertisement from, I felt I would try and get the best possible outcome of the photo, in order to create the best possible advertisement. And so, I went back over the image in order to see what I would need to do in order to make this image stand out.
  I started by dodging and burning more of the image, for example I went over the eyes and the jewellery with the dodge tool in order to make them whiter and brighter to stand out the audience. I then went over the hair with the blur tool, using it at a low percentage, in order to create a smoother look to create the idea of the wind blowing the hair.
  I then used the burn tool in order to darken the eyebrows and eyelashes, again making them stand out more and to create an evenness to the image. I then finally decided I would try and get the best out of my image by rotating the image in order to see which angle the image would look best at. This rotation would make the image final as to see the advertisement how it will look overall without the next step of manipulation eg. texts etc. 

Here is the image after finding the correct angle:

  Here is my image after choosing the correct angle for it to work as an advertisement  However, I was still not happy with my image as I felt the background was too 'surrounding' in order for the focus to just be on the model. And so I decided that I would crop my image, as I felt if cropped I would get more of the focus of the detail needed to be focused. As the jewellery became drowned out at this point of rotation.

Here is the image after cropping: 

  Here I feel happy with the image, to the left, as the crop and angle of the image work well together in order to create an evenness of the model but with the jewellery being the main detail. 

However, I now need to insert my text of the name of the brand of jewellery which I was advertising. I decided to go back to my post-production tasks where I created the ideas of the texts and colors for my advertisement. This helped as I could work out what would look best in order to create my advertisement. I ended up going with the pink and whites of the color pallet, as these colors stereotypical attract women, who are in fact my target audience.

Here is my image with the text: 

Here I have entered the text of my advertisement, which I was happy with in the preview of photo shop. However when creating this text I found a problem as to the background being too light and so I worked my way around this.

  I felt the background was too dark around the image, and so I lightened the background up by just simply using the dodge tool. Yet, when realizing this did not work to its best standard, I felt that I would instead try and increase the levels on the background. However, I still felt that the background of this image could still be lightened up in order to stand out as an advertisement. 


Here is my image with the lighter background: 

  I felt the previous image could still do with having a light background. And so, I did this by selecting my model with the quick selection tool, which allowed me to then refine the edge of my image. I then inverted the image in order to just select the background of which I could then increase the levels of. This allowed me to lighten the background without effecting the image of my model. However, after comparing the above image with the image to the left, I felt that the above image was better as it aloud a more natural look to the image. The natural image will appeal more to the target audience, as to make them think that when they were this jewellery they will look natural like the model. 

Here is my final advertisement: 

Photo's from the Photoshoot and Manipulation

  Here are my images from my first Photo shoot, I have put together a montage of all the different types of images I took as to show how I explored different angles and effects etc.

  After taking these images in my first Photo shoot, I decided I was happy with the images I had taken and so I felt my second Photo shoot was not needed. I feel that the images I had taken would meet the brief I created for my advertisement the right way in order to create the best looking advertisement I could. After taking these images I then chose a few of what I thought were my best images and put them into Photoshop in order to manipulate them and decide which I would use for my final image on my advertisement.

Here are the images that I manipulated in Photoshop:

 I feel this image was a good experiment as to express the hand jewellery and the little captures of the small necklace and the earrings. These little details add up in the Photograph in order for the viewer to understand what the advertisement is for straight away. However, I feel the airbrushing on this image lacks what it needed to be the best for my overall image for my advertisement, as the face has become blurred and the facial features blend in with this blur. Also I feel the image could of been less of a close up on my model, in order to fit her full head into the frame. 

  This image I feel is strong, as I have changed the items of jewellery from the previous shot as I felt they did not stand out on there own as they only stood out as a whole. And so, in this image I have removed the smaller necklace and put bigger earrings on the model in order to create an even balance on the model. This also aloud the jewellery to stand out individually to the audience, as well as the pearl necklace taking up more of the shot also. Furthermore, I like how the head of the model is now fully in the picture and is slightly to one side, giving the indication of this image and type of advertisement being different from what it usually venders from.
  Also, I feel the airbrushing in this image has worked really well as I tried my hardest in order to keep the facial features in much detail and the jewellery being advertised. I feel the skin of the model looks nature and realist, which will appeal to my audience, as if the jewellery does this to 'your skin'.

  In my planning for my advertisement, I decided that I would only have close ups of my model in order to get the best detail out of the jewellery. However, during the Photo shoot I decided I would experiment from this idea and to create a long shot of my model. I feel this long shot does give off the detail of the bracelets and the necklace, yet it does not do the justification of the earrings, which are the main part of the image. As the earrings can hardly be seen in this image, I felt that it was unable to use, however I felt this experiment helped me to develop my ideas during the photo shoot in order to realize that this shot would not work. 
  Furthermore, I feel the airbrushing on the face and chest in this image works really well in order to be the face of the advertisement. However, the arms could of done with more work as they have dark patches and the coloring is too light in order to match up to the face and chest of the model.

Shooting schedule

Schedule for the next 3 weeks

Photo shoots
Friday the 8th of November 2013:
I will start taking my images on this day, as I will set up my photo shoot in the studio where my model will be free the whole morning to create images. When this first photo shoot is over I hope to have created the first few images for my advert, which will give me an idea of how I like the images and what I like in the images. If I decide I don't like any of these images after manipulating next week, then I will have the chance to have a second photo shoot next Friday with a different model.

Monday 11/ Tuesday 12 of November 2013:  
In these two lessons after my photo shoot, I will begin to manipulate my images in Photoshop. I will do this by airbrushing my model and dodging and burning in order to highlight and darken certain parts of the image in order to make them stand out. For example, I assume I will dodge the jewellery on my model as these will be big details of the image and by making these stand out it willl make them stand out even more to my audience. 

Friday the 15th of Novemeber 2013: 
In this lesson I will go back to the studio with a different model, of whom will be younger than the first. By doing this I will have a variety of images with different females, in order to have a good selection of which I want to pick and use for my final images. This second shoot will be useful if I find I do not like any images from the first photo shoot, however it may not be needed if I decide to choose one of the images from the first photo shoot. 

Monday 18th/Tuesday 29th/Thursday 21st/Friday the 22nd of November 2013: 
In all of these lessons I will be choosing my final image for my advert, and manipulating it until I have a professional quality of the image. Once I have done this, I will then begin to choose a professional looking text and enter this into my advert in order to label the image with a name. Once happy with the overall look, I will begin my evaluation.

Brief

My advertisement brief

  For this unit, I have been asked to create an advertisement of my choice of which will be a completely new brand all together or a brand which already exists and so we will have to follow their work style. 
  And so, I have chosen to create a jewellery advertisement because when doing our practice shots I felt the jewellery advert was the best out of them all and it really inspired me into the ideas for my overall work. Although, I had decided to use a model within my advertisement of which will be wearing the jewellery I choose to advertise. Also, I decided that I would create my own brand within my advertisement so that I can be completely creative with my advertisement and choose to do what I want to it. In my last few posts, I have commented on the advertisements I like and what I would like mine to look like etc. and also how I will create my own advertisement, and now I know what I want to do I need to explain how I am going to do it.
  Within having models in my advertisement, I decided that I would be best to have my photo shoot within the studio that is available in the college. By doing this I can get a plain background, which is what I wanted in my advertisement as I do not want much of the background to be seen. Yet what is seen of my background, will be plain and so my model and products will stand out. In order to complete this photo shoot I will need a few different props and equipment, so that I can get the best out of my images in order to create a better overall advertisement. And so, I will need:

• The studio
• A camera
• A tripod
• Plain background
• A model with certain features etc.
• Earrings(branded)
• Necklace (pearls or branded)
• A statement ring
  
  
  
  
  
  

Pre-production

  I created this product creation for my advertisement on Photoshop, as I felt with the little writing that I needed to add this could be easily done on the program and would look better than a word document because I could also use the fonts which Photoshop allow. Also, by doing this work on Photoshop it allowed me to get more experience with creating on Photoshop as this is what I will have to do when coming to actually make my advert.

Choice of colours

To match the theme of my simple typography, I have decided that I will also have a simple colour palette on my advert. I think these simplistic features will add the advert, without taking away the focus of the jewellery and model which will also feature on my advert. When looking at existing products, I have seen that these simple colours have worked effectively within the advertisement and so have pursued me to use the same shades etc.
  I feel that the best colours I could use would be pastel colours, as they are very fashionable at the moment and with having these on my advertisement which include fashion photography, will work very well together. Here are some of the pastel colours I have found, which I may like to include in my advertisement.

 These colours will work well if I need a background to my image, or if I have to Photoshop in a certain background. However, I don’t think these colours will work well when coming to the typography of my work, as this font will need to stand out and these colours won’t stand out well enough on my advert, as they will obviously not taking the focus of the image but I want them to at least add to the advert. And so, I decided to take another look at some existing products and see what shades they use for the typography in their adverts. By doing this, I then looked for similar colours myself with reference to the existing products I had looked at. This helped me as to realise what will add to my advert, without taking the focus of the products and model. Here are some colours I may use for the typography in my advert. 

  I feel these colours will work better in order to add to my advertisement, without taking away the obvious focus on the model and jewellery. I have added the black into my second colour palette, although I don’t think I will use this colour in my advertisement as it is too harsh for the typography which I want to look smooth and fit around the model etc. I feel if I use a lighter shade, e.g. grey, I will get the best look for adding to the advertisement. Also, a lighter shade will not look as harsh on the advertisement, making it easier to look at and realise what the product is and therefore making the customer want to buy the product.
  Furthermore,after looking deeper into the colours used in jewellery and fashion advertising for women, these are the colours which are most frequently used. I feel with the mixture of pastel colours and the dark shades this will create an evenness to n advertisement. However, it may be that I just use the darker shades as not to add a false background on Photoshop which I hope is the case. I think for the colours of my typography I will use a white or a grey colour or depending on my final image I may use a pastel green or pink. 

Use of imagery

  In existing jewellery advertisements, there is a lot of close up images used as this is to make sure the jewellery can be seen. This is obvious in this type of advertising, because the close up needs get close small detail of the jewellery in order to sell the product. This is why I want to use a close up for advertisement, of which will include the head and shoulders of a women model which will be wearing the jewellery of my brand (which I have yet to choose). These close up will allow the audience to see the jewellery, which is the main subject of my advert. By this being a close up, the fine detail of the jewellery will stand out most to the audience, making them notice this subject of which is the reasoning for my advertisement  Here are some examples of close ups, which I would like m advert to be influenced by:

The message delivered  
  With my advertisement having the stereotypical audience of women, with my main target audience being middle class young adults to middle aged women, because of the women's jewellery being the main subject. I also want my advertisement to appeal to the male gender. I feel I can do this be creating my model with this 'sexy' and 'perfect' look, by positioning her in the right angles etc. in order for her body or parts of her body stand out to the audience. By doing, it will deliver an aspect of interest from the men as this sexy look of my women model will be eye catching to them. Furthermore, by getting my model to have this sexy and almost perfect look, it will persuade my audience of women more to buying this product. This is because when the audience look at the product, they think that if they wear this type of jewellery they can look like the model (who will obviously be beautiful in their eyes). By doing this, the product will get more audience and more sales. 

What processes will the advert require?

• Airbrushing- When I have taken my final image, which I am happy with for my advert, I will then have to airbrush the image in order to get the skin and hair, etc of the models in a perfect way as though to create this sexy and perfect image. I will use the spot healing brush, and the cloning stamp in order to fix blemishes and 'bad parts' of the image which will affect the overall advertisement.
• Dodging and burning- In order to make the brand of jewellery stand out, I will use the dodge/burn tool to highlight areas which will benefit from such a tool, in order to make it stand out to the audience. By doing this, when the audience first look at my advertisement, I hope the first thing they notice is the jewellery.