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. 

Typography tasks

  After learning about Typography and what it consists of, I was set different tasks as to look into Typography and learn how it shapes an advertisement. The tasks I was set was to put the text back into two advertisements,after my tutor had removed these texts. By doing this task, it would help us realise our capability of using typography in the right way in advertisement, as we would be able to see our example of a try compared to the real thing. 

INSERT IMAGE OF BLISS TASK HERE

  In the first task we were asked to put the text back into the advertisement on the right, as it had been removed by out tutor. We were not aloud to look up the original advertisement and had to put the text of 'Move over Naomi, theres a new Diva in town I'm the worlds most pampered bar. Now in three new flavours'. When looking at the advert with no text, I came up with some initial ideas that my font should by in the colour of white to match the packaging of the chocolate. I also got from the packaging, that the font I should use should be a script font as to be fancy with swirls etc. And so I entered my text in this font and in the colours I believed would be suitable. I then had to decide where the text would go, which I decided that the 'Move over Naomi, theres a new diva in town' should be the title of the advert as it states what the advert is about. However, when placing the text there I found that it looked 'too much' all together on one line and therefore I would move the 'theres a new diva in town' down a line, so that it would be underneath the 'Move over Naomi'. I then decided that the top line of text would look better bolder, as to make it stand out to the audience, which is like what is on the original advert. Also, the placement of my text on the avert is pretty much the same as the original, which made me proud to see that I had set this out 'right'. Furthermore, I decided that the 'Im the world's most pampered bar' should be around the chocolate bar, as to imply that the chocolate is almost saying this to the audience. However, this was wrong as it was placed at the bottom with the 'Now in three new flavours' on the original. Yet, I placed the final wordings in the right place, as I felt that was just additional information for the viewer, and so it did not need to be as bold and 'in your face' as the top letters of writing. 

  After completing this task, we were then given another advertisement where the text was again removed from the image. I found this task more challenging, as there was a lot more colours and more space to choose from in this next image. 

INSERT IMAGE OF INNOCENT TASK HERE

  In this task, I took much more time to look at the image and figure out where the text would best fit before I started any work on it. After taking this time, I decided that the writing of 'Here to save the peckish' would look best at the bottom of the advert, as it would stand out more than in the sky. I placed the text here, and used the font Century Gothic as a guess of what the font would of been in the original advert. As well as coloring the font white which stood out, more than any other of the colours I tried, off the green of the grass. Moving on to the next piece of text which was 'nothing but fruit' I decided that this text would not be white as it mentioned fruit and fruit is colourful. This then made me look back at the image to realize that the most frequent colour used in the image is red, and so I used the colour red to colour my 'nothing but fruit' font. Despite feeling happy with what I had come up with, I then had to find a place to put this red text. I looked into the image further, and realizing that it has a superhero theme I thought the text would look good on a slant in the middle of the image, near the 'superhero' bottle of innocent. I rotated my text on a slant, and placed it in this particular spot where I felt it looked good, however the font of text didn't look 'right'. And so I changed the Century Gothic, which made the text fit in around this bottle. Then, I got to compare my typography to the original typography, which was practically all the same apart from the just the placement and font of the 'nothing but fruit', despite that all the colours and the other font was spot on! 

Typography

  Typography is the art and technique of arranging type in order to make language visible. The arrangement of type involves the selection of typefaces, point size, line length, leading (line spacing) and adjusting the space between pairs of letters (kerning). Typography is so important in deign because it gives the viewer information about the product etc. as well as may be having a meaning behind itself.

Kerring and leading.

Here, I have made a diagram to express the leading and kerring of typography. The kerring is the amount of spcae between characters, this space is needed so that the text is clear and can be read easily. The leading is the amount of space between the lines of texts, again this space makes the text easier to read for the viewer. However, sometime designers will use variety of the space inbetween lines and characters to add style to their advert, or magazine etc. This is all part of the style of the product being produced. Yet, sometime spaces are just simply not used and things can be misread. Here are some examples below. 

Type alignment

In typesetting and page layout, alignment is the setting of text flow placement relative to a page. The type alignment setting is sometimes referred to as text alignment, text justification or type justification. There are three different types of type alignment, and they are all used in different types of texts:

• Left alignment, is where the text is set to the left margin on the page. This is formally used in books etc. as this is the way in which English people read. 
• Right alignment, is where the text is set to the right margin on the page. This is formally used when writing addresses in letters, right alignment gives a professional look to a text.
• Centre alignment, is where the text is neither set to the right or the left but in the middle of the page with an equal amount of space at either side of the text. This is formally used for titles and headlines etc. as being in the centre it makes the text stand out to the audience.

Differential fontsIn traditional typography, a font is a particular size, weight and style of a typeface. Each font was a matched set of metal type, one piece for each glyph, and a typeface comprised a range of fonts that shared an overall design. In typography, a typeface is a set of one or more fonts each composed of glyphs that share common design features. Each font of a typeface has a specific weight, style, condensation, width, slant, etc. and designer or foundry but all are fonts within the same typeface. 

Serif font- A serif font has strokes on the ends of letters, it is traditional and used mainly in formal writing. 

Sans-serif- A sans-serif font does not have strokes on the ends of its letter, this will usually mean the font is more modern. Sans-serif fonts are mainly used for children, especially when learning the alphabet as the letters are clearer to the eye. 

Other different fonts...

• Script- Fancy writing, usually consists of swirls and flicks.
• Symbols- Simply a symbol word bank, may be used for code working. 
• Decorative- Almost like designed art work within the font, mainly used at weddings and on invitations etc. 

  The font 'Helvetica' is extremely popular all over the world. Helvetic was released in 1957, by Swiss typeface designer Max Miedinger and Eduard Hoffmann. The aim of the new design was to create a neutral typeface that had great clarity, no intrinsic meaning in its form, and could be used in a wide variety. Helvetica is among the most widely used sans-serif typefaces. Versions exist for the following alphabets/scripts: Latin, Cyrillic, Hebrew,Greek, Japanese, Korean, Hindi, Urdu, Khmer and Vietnamese. Chinese faces have been developed to complement Helvetica.
  Helvetica is a popular choice for commercial word marks, including those for Societe Generale, 3M, American Apparel, BMW, ECM,Jackass, Jeep, McDonald's, Mitsubishi Electric, Motorola, Panasonic, Philippine Airlines, Target, current logo of Texaco, University of Illinois at Chicago, and Verizon Wireless. Apple Inc. has used Helvetica widely in iOS, and the iPod. The iPhone 4 uses Neue Helvetica throughout. 

Handy tips into Typography:

• Fonts should not dominate the piece.
• Be consistent with the layout in the piece.
• Be careful with mixing fonts, as these may class and make the piece look untidy.
• If you want things to stand out, use the same font on the piece but use italics, bold or underline to create this effect and attract the readers.
• Use colours for emphasis- remember red draws the attention most. 

Photo shoot

Friday the 27th- Photo shoot

On Friday the 27th we shot some photos of objects that we would like to do in our final shoot. We had a full shoot set up in one of our classrooms of where we had a white background set out for the background of our images, an interfit exiso flash light at 150 watt with a soft box over to defuse the light so that it would not be so harsh in our image. We also had a circular lastolight silver reflection, which bounced more light onto the image from the flash light to create brightness in the image, we also used pieces of plain white cards to reflect more light on the front and back of the image.
  As we started to take some images, we realized they wasn't all that good and so we have a move about of the white card and the reflector to see if we could create a better image. Fortunately this worked, and we got some really great images out of this photo shoot. One of my favorite images was of my Pandora ring of which I brought in the box of to capture an image, to create an advertisement. 

Here is my image from the photo shoot. In our next lesson on Monday the 30th, our tutor put our images onto Drop box so that we could view them quickly and easily. I decided which images I wanted to use to create my draft advertisements, to create some ideas and concepts for my final advertisement which I will create later on in the year. I feel this photo shoot really helped me into gaining knowledge on what I need to know for my final piece, and these draft advertisements would also be a massive help.

Monday the 30th - Photo shop 

  After making a choice on which images I liked best and which would be best to use for my advertisements, I then started to create my advertisements using photo shop. I found this quite easy as I am very familiar with Photoshop from my previous year of Photojournalism and Media Studies. I started by putting my image into Photoshop and cropped around it to delete the white background, and placed it with it own layer. After doing this I opened up and international sheet of colour A4 and placed my Pandora box layer onto this background, I wanted to almost blur the inside of the box into the background to make the sparkles of this ring stand out more. I did this by painting the background black with the Paint Bucket Tool, and burn tool to make the inside of the box darker and blend in with the background. However, after doing this the 'Pandora' sign inside the box lost it's colour and the outside of the box hand created a blue tinge to itself and so I need to fix this. Firstly, I just went over the writing with the dodge tool to brighten it up which worked really well and made the writing stand out. Secondly, I decided I would also do this for the top of the box which had turned a blueish colour due to the editing of contrast etc., however I could not just this by going over it with the dodge tool as it may of affected the background. And so, instead I used the Polygonal Lasso Tool to select the area I wanted to change and then used the dodge tool to brighten up the area, this kept the background nice and neat and no lighten was added on to it. I was really happy with the result of my editing skills, and now all I needed to do was to add the logo of Pandora on to the advertisement. After doing this, I had finished my advertisement, here is the end result. 

I am really happy with my first finished draft advertisement, I think the black and the white contrast to create a well eye catching advert but not so much that the sparkles of the ring do not stand out. I think I could of changed a few things like the writing of the logo should match the colour of the box yet it doesn't do this very well, however I will known this for the next time. 

After creating my first advertisment, I moved on to planning on how to make the first. I decided that I would next edit the photo I took of the Lynx deodorant can and create an advertisement for the brand.

 After looking threw the image I had taken, again on Drop box, it allowed me to then look at all the images on their own before making a decision of which I would pick. Here is the image I chose to use to create my advertisement on men's lynx aftershave. I choose this particular picture because I felt that the highlights on the can itself would allow a bright image that would stand out to the audience. I realized that there is a few shadows, but these work well on the left hand side, yet not so much on the right hand side. However, this does no matter as I have drafted a plan that I will use the image as the filler on the font I use. By doing this, I do not need the background of the image in, as I will just fill the font with the can itself. My initial plan was to then to put an African themed background the text, which would overall create my advertisement. This would allow the audience to clearly see that it is Lynx Africa which is being advertised, and they would be able to see the obvious link of the Africa logo in the can and the African themed background. 

However, after putting together my advertisement in Photoshop, it didn't really go to plan and I am not really happy with the final piece. Despite this, I decided I would put it on to my blog so that I can look back and realize what went wrong and what I shouldn't of done, hopefully this will help me with my final advertisement which I will be doing in a few weeks. Here is the final Lynx advert. 

I feel that this advertisement could of been a lot better, yet it had still helped me into my knowledge of advertisement and will help in the future when I come to look back to it. I firstly put the deodorant can image into Photoshop and edited out the white background. I then opened another new page, with international white A4 paper, I selected the font I want to use within my advert and then filled this text by dragging my image of the can over the top of this. I then adjusted the contrast and brightness, so that the 'L' and the 'A' of my font would stand out more, catching the eyes of the viewers, I feel this went well however the contrast and brightness needed to mix in more to the middle and the get more darker towards to right of the font. After finishing adjusting my contrast and the font, I then found an image from Google to use as my background. I wanted an image of a sunset, to allow a sense of 'glow' to the writing'. I feel I have achieved this glow well, as the font almost sits on the trees etc. on the background, yet the sunset is perfectly allowing the font to appear with this glow, to express how if you wear this deodorant you make them 'glow'. I set my background to the right areas, allowing this glow of the font to really stand out, so that this meaning would get across then and make them want to buy the product. 

Finally, I decided to have a change from my inital ideas of fashion photography and moved onto the aspects of drinks advertising. After watching videos on these aspects, I felt confident with taking the image. We took an extremely clean coca-cola glass, to make sure they were no marks etc. to ruin the image. I placed the glass where I thought it would look best, with the lighting in the right place etc. and had a move about of the glass while taking photos of the glass, to make sure it was in the right place. Once 'the right place' for the glass was found, I then sprayed it with glycerine, which works just like a water spray to get little droplets on the glass however glycerine sticks to the glass, allowing them to stay on the glass for a long while. 

 Here is one of the image of which we took when practicing where to place our glass, which has glycerine on it. I feel that by doing this is allowed us to get better final images, as the glass was already in the right place and ready to capture pictures of. After placing the glass in the right place we then had to place the lighting and pieces of white card in the right place, to see where they needed to be. After deciding this we was ready to pour the coca-cola into the glass, and secondly then capture our images.

Here, is the image I chose to make my coca-cola advert with. I decided on this image because of the dark colors of the coke towards the bottom of the glass, which would contrast with a light background. Yet the dark colors work well with the large amount of bubbles and fizz which has appeared towards the top of the glass, as they two different textures almost even out in the glass. Also, I wanted to capture the glass pouring because I wanted to create an advert where the coke was pouring. After capturing this image, I felt very happy with the placement and lighting which I had used to capture the glass, and I felt the image would really well with what I wanted to edit on it in Photoshop, which would then create my advertisement. 

 I open my final image onto Photoshop, and cropped around the outside of the glass and the coke which we can see being poured into the glass. I then opened a new page, where I had opened an ice background, which I had found on Google images, on the page to place my coke glass on. I realized then that I needed to get the ice background inside of the glass where it still had the white background, and so I did this by cropping some of the ice background and duplicating the layer. I then placed this new layer underneath my coke glass, and reduced the opacity allowing the ice to look as if it behind the coke glass. I then got a coke glass of Google images which I placed in the top right hand corner, to then reflect with the placement of my image of the glass in the bottom left hand corner. By cloning the coke which was being poured out of the bottle, it allowed me to blend in the coke which appeared on my image, which evened out the look of the coke and matched the color of the coke which could be seen at the bottom of the glass in my image. With these two images placed correctly on the page, I then began to add my text. I looked up previous Coca-Cola adverts to see what the text had said on them, and then decided I would have a mixture. I found a re-make of the original coca-cola font on dafont.com and used this to write 'Coca-Cola' on my page, and then added the rest of my font. Here is my final Coca-Cola advertisement!