The whole look of the adverts will be as followed: The colour will be of high contrast to attract the reader. The high key lighting will add a clear-cut view to the customer, as that is what we are trying to attract to them, the clearness of the view. There is no need for shadows or darkness surrounding the image, therefore the advert will be in deep focus, allowing as much light as possible. The natural lighting however, will add to the fresh feel of the weather images and allow it to be more realistic. The low angle shot will place the reader directly “inside” the car and make them feel as if they are actually viewing the sight themselves.
On the final image of the campaign, will be a close up shot of the interior of the Mazda convertible and its ergonomics, the steering wheel etc. This completes the series of adverts as it brings the reader directly into the car and has more of an effect.
In the centre of the first image, will be the text “Enjoy the View” and shall be the first phrase, hopefully enticing our audience to find out what the advert is trying to advertise, causing interest. On the following it shall read “It Came From A Mazda…” This will be shown in a friendly soft font in a contrasting colour such as black or white. On the final image “The New Mazda Convertible. A View and a Half” shall be seen, revealing the product along with a slogan. We agree the slogan needs work and to be improved, but we are working on that.
Target Audience: - We are aiming the product at an older generation aged between the 30 to 40 year age ranges. There is no particular gender or race that the advertisements are aimed at. However, depending on where the advertisements are viewed, i.e. in a men’s magazine, then obviously the gender specification would change somewhat. The classes A-C1 include affluent groups as the car is obviously expensive to buy.
We are trying to promote independency with our product as well, so the product is also aimed at the single individual.
An Analysis of Similar Mazda Car Images On the Mazda Website (Research): -
The whole image taken from , has been slightly distorted to give a dreamlike feeling to the advertisement. Its low key element of lighting creates a variety of shadows to the left of the car, connoting driving in the day, also shown by the male figure wearing sunglasses in the driver’s seat. The whole image is in soft focus, again adding to the surreal nature of the picture. The narrow range of tones, signify the use of low contrast. The use of high contrast wouldn’t have had the same affect, due to the fact that the audience would not be attracted to a simple black and white advertisement.
The entire image has been shot at a jaunty angle. The sides of the picture are uneven themselves giving a sense of movement to the advert. The asymmetrical composition allows the product to be centre of attention, giving more force to the advert as this is the first item that the reader views. The dynamic composition again, adds to the “movement” of the image, giving the sense of the male actually driving the convertible along the road. It also gives the feeling of liberation.
Here is another selection of images taken from the website. The promoters here have obviously stuck with the theme of the dreamlike feel to the product and its feel of liberation. This is also shown by the settings in which these images have been shot e.g. a wild landscape and the countryside. Also the unequal, curved angles of the images add to the surrealism.
