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Advertising is the use of media to promote a product.

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Introduction

Coursework - Media Advertising is the use of media to promote a product. The manufacturers of the product employ an advertising agency to create the ideal advert. The advertisers do market research to ascertain what attracts consumers to a product. Recently, much more creativity can be used in an advert to get the desired effect due to development in technology. It is now easier to advertise because there are many more places to put the advert, such as the Internet, billboards, television, leaflets, magazines, radio and bus tickets. The advertising agency creates an advert using the brand personality. They make the consumers think that to obtain the lifestyle they want they should buy the product. In this way, the advert is subtly persuasive and very effective. The manufacturers work with the adverts and send them out across the country. If the advert is effective the industry will boom, if not there will be a great loss in finances and the manufacturer's image is at risk. My product is a pair of shoes called 'Calceus, by Lunette'. 'Calceus' is Latin for 'shoe' and I think it is a memorable name. ...read more.

Middle

They look sophisticated and also add sex appeal to my advert. Jennifer looks good so my target audience will want to buy my product to be like her. There is little dialogue because I think it would spoil the mysterious and magical effect I am trying to achieve. Brad says: "May I have this dance?" and Jennifer answers: "Of course." The music is now clear - it is an instrumental version of 'Once Upon A December.' This song is enchanting and seasonal, much like my advert. A sprinkle of snowflakes caught in Jennifer's hair will also remind the audience of Christmas. The focus of this shot is Jennifer and Brad, so the background is slightly blurred behind them. The camera pans out in shot three, showing the whole of the ballroom. Couples move off the ballroom floor and gather around the perimeter. Jennifer and Brad dance gracefully in time with the music. For the first time in the advert Jennifer and Brad's whole bodies are shown. Jennifer is wearing a shimmering, almost transparent, glass-like ball-gown with red lining around the sleeves' cuffs. Brad is wearing a red cloak with white lining. ...read more.

Conclusion

They also use attractive models, and I have used an attractive, well-known couple for endorsement. I think that my advert is very effective. The magical fairytale theme that I have achieved is usually used in adverts for young children, especially with the recent Harry Potter phenomenon. Using it in an advert directed towards adults is effective because it is eye-catching and unique. The celebrity endorsement helps a lot with how successful the advert is and I have used colours to my advantage now that the Christmas season is upon us. Also, romance is timeless and classic - not a trend. I could have advertised my product differently by changing the colours to brighter shades, not using celebrity endorsement, adding more dialogue or humour, changing the music to a well-known disco beat and changing the camera angles. This would not have achieved my desired effect and I think my way is much more successful in doing this. Changing the colours would have resulted in losing the Christmas feel. Not using any celebrities would have made my advert less noticeable. Adding more dialogue would have taken the audience's attention away from the shoes. If I did change these aspects my advert would be in danger of steering away from its target audience. ...read more.

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