Statement of Intent

Statement of Intent

I am making an advert to advertise Bic stationary, which shows that it can be used by all people and to show that Bic as a brand is inclusive for all people. The TA for my product which I am advertising is very varied. For example, the stationary that Bic produces can be used by everyone as there is lots of stationary they produce e.g. pens, pencils and highlighters. It can be used by students who are in college and university as well as adults who are in work. The advert is most likely going to be aimed at females because of the model being female and the fact that the reason for the advert is International Women’s day, showing the fact that Bic are inclusive for all.

My image is going to be right of the advert with the caption being on the left, both of equal sizes in order to show the importance of both things in my advert. The model will be looking directly into camera and she will be represented as a strong female which breaks the stereotype of adverts with female in where she is represented as weak. Bell Hooks, who is a feminist, would appreciate this because I am breaking the traditional representation of women.

My background will resemble the background on the original advert, which is blurry and out of focus so the model and caption is what is in focus as they are the most important things on the advert.

My advert will appear on places such as the side of buses and train stations so it will be viewed by a large amount of people each day. This will be effective in targeting my TA because, as previously mentioned, it will be viewed by a large amount of people where my TA are likely to be, and as  my target audience is very large and varied, it will be useful where it has been placed.

Backgrounds for my advert

Background Options

This background would be good for my advert because it is similar to the original advert I am using and it isn't too harsh to take away from the picture of the model.

This is also an option for a background for my advert. This is because it is not in harsh focus again so it will not take away from the photo of the model. However, the colours on this are quite dark so it may not be suitable with the photo of my model.

This may be useful for my advert because it is out of focus and this means that the model will be easily visible and the text caption will be also. As well as this, the light colours won't contrast with the photo of the model and the colour of the fonts.

This background is an option as well because of the fact that it is blurred and the colours are light so they will not interfere with the colours of the model and the colours of the font.

This background is also suitable for my advert. It is also blurred so there is no focus on the anything in the background so the focus will be on the model in the foreground. However, the colours are quite dark again which might contrast with the colours used on the model and the font.

This is also an option for the background of my option. This will go with the theme and purpose of my advert, which is to sell stationary. As well as this the background is blurred and the colours are light so they will not cause any contrast with the model and the colour of the font.

Advert Research 2

Colgate Advert

The image on this advert is a close up of the model showing just her fact and part of her neck. The model is breaking conventions as she is not looking directly into the camera however she is following conventions as she is smiling. This creates a stereotypical representation of women that she is smiley and happy all the time. The background is a mix of colours, of red and blue which makes the model stand out.

The font is sans serif which means that it is very easy to read. There are varying sizes of the font depending on how important the statement being said is, as well as this, the boldness of the font also is varying. All of the font is white which means that it stands out on the red background. The statement ‘A WHITER SMILE INSTANTLY’ is the largest font on the advert which suggests that it is the most important thing on the advert and is the most eye catching. The font style for the word ‘INSTANTLY’ is different to the rest of the font on the advert which suggests that it is the most important word on the advert and the creator of the advert wants the audience to notice it the most.

The red, white and blue creates a brand identity because those colours are associated with the brand ‘Colgate’. There is also synergy created through the colours as all of the font is in white and the toothpaste tube which is also featured on the advert has red, white and blue on it. As well as this, the logo of Colgate is featured on the advert which is also associated with the toothpaste, and it is known nationally that Colgate is toothpaste.

The purpose of this advert is to sell the toothpaste which benefits the company, Colgate. The buzzword ‘INSTANTLY’ is used which could persuade the audience to buy the toothpaste as it is represented as the best toothpaste to own. As well as this, the whiteness of the model’s teeth could also persuade the audience to buy the toothpaste because the advert gives the suggestion that the toothpaste will result in your teeth being as white as hers, so people will want to buy it.

Advert Research 1

Bic Advert

The image on this advert represents the woman as being strong. This is shown by her stance and how she is looking directly into the camera and smiling. The image is a medium show of the model as it is showing the head and shoulders of the model. The background is out of focus and white means that the image which means that everything in the foreground stands out well and is easily seen.

The font on this advert is serif which means that it has curves however it is easy to read and stands out well on the advert. The fact that it is quite a large font also means that it is easy to read and it stands out well on the background. As well as this, the fact that the font colour is black on the white background it stands out well on the white background. The statements on the advert are all short and snappy, and are all interconnected which creates a positive representation of the brand as it shows that they are inclusive of all people.

The brand Bic is a popular brand for stationary and this advert is showing how females can be represented. There has been a brand identity created through the colour yellow, which is associated with the brand Bic. As well as this, the logo also creates a brand identity because it is associated with the brand and people know what the brand is, mainly just for the logo.

The reason for the advert is International Women’s Day which is a positive reason behind the advert which shows how Bic is inclusive of all people and means that the advert will be positive for the brand and could improve sales of products made by Bic.