Fashion Advert

Fashion Advert Theory

Fashion Ad Research

https://www.youtube.com/watch?v=y5Cm8b4pN-s

This advertisement uses a futuristic flashy style through its music and effects with lighting and distortion. The actors all appear stoic and in uncanny poses. It's a very masculine presentation, perhaps not traditionally but from a psychological standpoint. The advertisement screams confidence and power through the direction of the models and intense techno music.

https://www.youtube.com/watch?v=pOe5M0GtYZo

This advertisement has much more of an incentive. It's purpose is to entice the audience by demonstrating the brands sustainability. It opens with an array of close-up shots of different garments to display the high quality materials and then cuts to several gorgeous shots of natural landscapes, models wandering through grasslands and in natural sources of water and then ends on a few flashing shots and a still of the planet. All this is accompanied by a voice over and subtitles explaining the details of the brands sustainability plan. This advertisement is extremely effective as it tells us why we should buy from them. The cinematography is effective and the clothes on display look well made.

https://www.youtube.com/watch?v=R8xmPAO6U5Y

This ad promotes the Gucci pineapple menswear selection through an array of shots stylized by colourful and aesthetic set design and backed by ‘Song for my father’ by Horace Silver. The clothes are on display through out the entire advertisement. The models look fierce and the music is funky and jumpy which mirrors the clothing selection perfectly.

https://www.youtube.com/watch?v=77aAsADzC0s

I find this advertisement to be unique in its dramatism and dull colouring. The colours stand out against the dark void that the models preside in. The clothes in the drop themselves are ‘dramatic’ in a sense. The clothes on display are mature and classic whilst at the same time being progressive and a clear distortion of masculine and feminine fashion conventions.

https://www.youtube.com/watch?v=X7AisaOX1XE

This advertisement is from the soviet era and produced from Moscow. Some soft techno synth music back’s the display of suits and men’s professional wear. The clothes float around before the men phase into them. I think this idea, if modernised could be very cool for an updated fashion advert.

The history of advertising is full of harmful ignorance. We're moving forward in the modern age to be more inclusive and progressive in the media shown widely. There is still many unintelligent voices in the media and advertising is not perfect. I'm sure theres areas where things need tweaking but overall we have moved away from the prejudice and harmful ideology sprouted by afvertisement media in the past.

Explicit Advert - Advertisement that is clear and basic https://www.youtube.com/watch?v=dbKG_iYLeCA

Tacit - often absurd or surreal to imprint into peoples memories and leave a lasting impression https://www.youtube.com/watch?v=v-PqLfnPLu4 this example from virgin media shows goats hand gliding through the sky

Lines of Appeal - Identified by Gillian Dyer

Happy families https://www.youtube.com/watch?v=31JTv-A62Do
Rich luxurious lives
Expert opinions
Art, culture and history
Comedy

Structural form -

realist/anti-realist
talking heads
series/standalone
documentary

Denotation - What is objectively visible Connotation - what can be inferred

Gucci fall/winter 2018 advertisement analysis

There is an almost uncanny feeling to this advertisement. It's aesthetics are hard to pin down but ever so effective. Luxury is absolutely shown but in a less mature manner. Its a very stylish and artistic presentation, it's entertaining whilst having minimal story. While everything presented could be real it seems too strange to be real so much so it boarders on anti-realist with the extreme levels of egocentrism and flamboyance. This advertisement is a pretty film that turns the conventions of advertisement on its head but most importantly it makes the clothes look good.

Gucci Pineapple advertisement

This advertisement continues the stylistic artistic approach on a less grand and imaginative scale. This is more funky and modern as apposed to the fantastical gathering shown in the previous film. We see varying shots of different men getting ready, lounging and walking in the lines clothing. There is not much of a story however the presentation ends when we see several shots of different keys and a final shot of the men gathered beside a palm tree. We get the connotation that these men are a high status group of friends. There is a sense of prestige which appeals to those who seek out a rich luxurious life. A common factor I've seen in Gucci advertisements is the showing of child like behavior for example the act of jumping on a bed.

Today we utilized the stopwatch timer skills and effects skills we have previously learned to use a shadow effect using the radial fast blur effect. This effect could work well for our fashion advert. There are many ways to customize and edit the effect so you could alter it to fit many tones and aesthetics. Overall the task was a simple and useful step towards knowing the in and outs of after effects.

Text effects in advertisements

In this first advertisement text surrounds the models as it flashes from black to yellow. The letter are slightly out of place and move to completion at points in the advert. This is a dynamic effect that could be utilized in many different ways.

This ad is very heavy on text and has a captivating animation throughout. Its fast paced and the text is constantly changing whether in size, color, movement or what is being said. This fast paced sort of text animation is very hypnotizing to audiences and a clever way of advertisement.

This advert is a product of it's time for sure but the effects can still be modernized for the higher expectations of advertisements today. What stands out the most is the text 'prices crushed' becoming thinner as its pushed and then shattering like glass and flying across the screen. Its a fun effect and I like the idea of linking effects with relevant words to the advertisement.

The text in this advertisement appropriately uses a typing and backspace effect as its for an iPhone. Its a very sped up effect so it keeps your attention. Its a very simple effect and font which sometimes works better for your advertisement.

Proposal

We decided it would be most flexible to create an advert that focused on vintage clothing so we are planning to advertise the online store depop.

I think the ideal target audience for a diverse advert should be everyone of all ages. The point should be that we have clothes for people from all walks of life, no matter the culture, lifestyle or age. We want to appeal our audience by using bright colors and funky alternative styles to embrace those who like to stand out from the crowd as well as showing standard dress to embrace those who more like to blend in.

Stylistically we will bring influence from pinterest fashion photography and a time slowing effect from a zara ad I previously looked at for research.

We plan to have 3 to 5 people star in the ad, it all depends on how we finalize our idea. We will shoot in vintage clothing stores and in urban areas to show a grounded side to the presentation. In order to be more diverse our ad will include homosexual romantic expression and possibly an array of ages modelling the clothes.

TV Shopping

tv shopping is an entry level point into the industry and therefore useful to have a basic understanding of he process

Demographics Research

Pre Production

Location - We wanted to use a vintage thrift store to be a physical representation of depop, for this we chose Karma vintage store in Hockley

The semiotics of our plan are clear enough to excite our imaginations and allow us to build on the foundation we have. Use of the environment may be included to make the shots dynamic and fun to watch. We plan to use lots of reds, which from my perspective embodies the theme of love which links to the lgbtq representation we will be applying.

Romance has often been used in advertising as it could definitely be said to be a line of appeal to audiences. In recent times advertising companies have used lgbtq relationships to promote certain products. This inclusion has sometimes felt insincere but overall diversity in main stream media is a great thing and works well with multiple lines of appeal.

To contrast the bright red that will be focused on, colors surrounding it/in the same outfit will be more dulled. We will still incorporate bright colors in other shots to show a variety of styles and aesthetics.

A standpoint that I think will be vital for us to establish is the sustainability aspect of thrift stores. Promoting individuality, diversity and sustainability gives the the advertisement a clear moral and ethical appeal to audiences.

Mood Board

Original story board depicting the events shown in the advertisement.

Story Boards

We then modified it by adding more shots and sticking them in chronological order

Second page of final product.

Filming week review

Regardless of set backs I'm happy with the results we have so far. When we arrived on location to film we fount that the vintage store we planned to use was shut on this day. This was a huge overlook on the pre production process and to be honest everyone felt a little unenthusiastic and for the rest of the day we hardly got any filming done, we spent our time together solidifying our plan and rearranging ideas. The next day was a massive improvement on exchange of ideas and creative flow. We got an adequate amount of filming done and even decided to enlist the help of other groups to star in it. Sofia sort of took on a leader role this day. That's not to say we didn't all add our own ideas and input but Sofia's creativity was booming and it inspired everyone there. We recorded and photographed a lot of different shots to the point when the nice worker was very politely suggesting we might wanna leave soon. Even with this large amount of filming we did we still were unsure if we had everything we need to fit the original plan and plan to film more if possible.

After we had finished with the store we were using we moved on to the shots outside.

Editing process

Editing without having all the footage was a challenge as I assumed and while I haven't progressed as much as I feel I should've I have hope the final product will look good. I have a vision and that's what's most important, the variety of the shots proves to be difficult to juggle as I'm not sure what goes best in what order and most of my time editing so far has just been spent experimenting.

As you can see on my edit so far I haven't even got multiple pieces of footage that flow together to make a sequence yet simply because I've spent my time focusing on altering pieces of footage rather than piecing together a skeleton edit. I have so far used one effect and decided on what music ill be using.

The sound I'm using: https://www.youtube.com/watch?v=EduDp0c0r4A

The song I'm using: https://www.youtube.com/watch?v=H0qVhi01Lp4

Update: Even with the still limited knowledge of premiere pro I managed to piece together an edit that I can at least say I'm more proud of than the last project.

Greenscreen footage

Going all the way back to our very first group conversation about this project we decided to make the green screen sequence a scene of Violet giving Sophie her jacket in a demonstration of love. In order to make this fit a green screen scene we decided to make the situation more extreme and put them in a winter snowy setting. This way we use the green screen to it's best ability. We wanted to spice the scene up a little bit so we decided to incorporate practical effects to the scene so using Sophia's makeup skills we had Sophie look frostbitten.

Evaluation

Tasked with creating a fashion advertisement our first prerogative was figuring out what the target audience was to be. As we only had teenage talent to use we decided it would make sense to create something that would attract a younger audience whilst still being inclusive. Our primary research showed that younger generations react well to hip-hop music and flashy styles.

For our diversity aspect, we wanted to be inclusive of female lgbtq relationships and so that is a core point in the advertisement in a scene showing romantic gesture and gleeful prancing hand in hand down the street. I took inspiration from the Gucci pineapple ad campaign which was stylized with bright colors and jump cut shots which we utilized in our fashion ad.

Our preproduction, whilst being vital to the way the final product looked, I feel we overlooked in many ways. Our original plan is similar but not defined enough. We really elevated our plan when we came to filming and we got in the flow. Our storyboards have some vital moments from the footage and put it all into perspective but we knew that we would need to take some liberties in spicing it up when we filmed. We collectively decided on filming locations and our greenscreen plan. Our edits all used the footage in similar but different ways. We felt the thrift store and dynamic camera movement would hypothetically connect with a younger audience if this were a real advertisement.

I used after effects to create a logo animation that I believe is the most professional looking aspect in my edit. This was a key moment where i really improved at using after effects. At editing in general I feel I've improved even if only slightly. I feel as though this project is closer to looking like a professionally produced piece.

The failures of this project all surround procrastination and unclear planning. Whilst when we actually started filming it was pretty breezy regardless of the amount of time it would take to get certain shots, the first day we were supposed to film we did essentially nothing. We decided we weren't ready planned a little bit more and rolled with it the following day. This was not ideal of course and the group wasn't all for this idea but we did it and in the end it wasn't that bad of a decision. We got everything we needed and more when we had a focus.

Peer feedback told me that my editing skills have improved and that editing to the music for projects like this is the way to go.

Overall I fount this project enjoyable, we collaborated with other groups and had a good amount of useable footage which is better than the last project which felt less collaborative to me.

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