With this advert, I learned how to use different settings on the DSLR cameras to capture clear, quality photos that reflect the energy and personality of SHSG. I also got to develop my skills in Photoshop, using different shape tools, copying images, and arranging layout for a professional finish. Through the advert, I got to represent the school in a positive and engaging way, focusing on the joy and memories that have come from the sixth form, and showcasing the pride and happiness from ebing part of SHSG sixth form.
Jimmy Choo is a luxury/aspirational brand, so I wanted to create an instant association with glamour and also confidence. My advert was targeted towards young women, and the primary message "Make your statement" uses direct address and an empowering modal verb to position the fragrance as a tool for self-expression and identity construction, and is like a call to action. The word "statement" acts as a signifier for invidualism and aspiration. This would appeal to the target audience's desire for confidence and visibilty. The close up shot of the hand establishes a personal connection and a sense of ownership, further appealing to young women. The colour purple connotes royalty and luxury, and this is reinforced by the secondary use of gold and the crystal-like bottle. The selective colour contrast also helps make the product visually dominant, drawing the audiences eye to what the perfume is. The use of @ and # encourages audience engagaement and would help the campaign maximise its reach to an audience, who exists online. This makes the brand feel contemporary and relevant.
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