Yr10 B321 INDIVIDUAL PORTFOLIOS

We look at ways to format advertising campaigns including using collage tools. We note that a fragrance advertisement has certain codes and conventions:

• The representation of the target buyer is central
• The product is placed prominently (the bottle)
• The brand name is in large font
• The slogan carries the brand's messages and values
• The representation is aspirational: it shows the lifestyle the audience desires

We learn about higher order needs using Maslowe's Hierarchy of Needs. Advertising caters to 'self-actualization' needs, or what we think are needs but are properly merely desires.

You will do some basic audience research starting with the MediaKnowall site.

Research techniques include
biographies— some agencies create a biography of the target customer of the product they are campaigning for, detailing his or her education, status, lifestyle, aspirations and attitudes towards the world they live in. When advertisers create an ad they talk as though directly addressing that one consumer and their needs. Quite often the ads will feature a model who resembles the target consumer - or a slightly more glamorous and successful version of who they perceive themselves to be.

For Theodore Adorno,  advertising creates false needs.