Fashion Advert

It's worth to notice in the past advertising has been contriversal and only more recently has it started to improve more. Gender and gender roles is a big one most of the advertising in the past partically the 50s and 60s espically towards the roles of what women should be doing.  Alongside with this different min orities like LGBT were almost never represented until more recently.

Gillian Dyer in 1988 created lines of appeal, the use of images or references to tap into people's desires and fears. Lines of appeal are effective because it deals with our social needs.

• Happy families have a feeling of wanting to be loved and included. 

• Rich luxurious lifestyles are inspirational and something you would want for yourself.

• Nostalgia about people's childhoods is used in ads to draw people in as they remember things from their past

Realist - Fixed in reality, could happen to anyone and nothing abnormal about it 

 Anti-realist -  The opposite of realist something set in fantasy it helps a person imagine a world they can never live in, for example, Hogwarts from the Harry Potter films.

Talking heads - An ad that usually promotes something like toothpaste and will cut to a specialist on the matter talking about the thing they're promoting. This is usually included to provide a sense of reliability of the product because it's all coming from specialists.  Alongside with this statistics are usually shown onscreen too to further prove the reliability of the product.

Stand-alone - An ad or campaign that is singular and never got another advert with the same actors or subject matter.

Series of adverts - These can be ads that are continuations of the previous one this would only happen if the original ad for some reason blew up insanely and the company had to capitalise on that and make another. An example of this would be the different Terry Crews ads. 

Watching the Gucci ad I didn't notice any fantasy elements or anything magical about it leading me to believe this ad is realist and set in reality however, the advert overall has this dream-like aesthetic all the people in the ad don't really act normal for example, one of the people are having a bath while other people seem to be singing around him later it shows a man trying to feed a monkey on his shoulder something. Because of the funny and goofy nature in which the people act, I believe Gucci is trying to use the lines of appeal of childhood and nostalgia. The people in the ad are adults they don't act like it they act childish and playful. This is visually evident too with some shots displaying old televisions from what appears to be the 80s perhaps aimed at adults who grew up in the 80s? As well as this there's also a shot of a small wardrobe filled to the brim with teddy bears and toys prodding at nostalgic memories of childhood when one would perhaps play with such toys. I couldn't help but also notice some references to classic horror such as The Shining (1980), the opening establishing shot is a long shot tracking a car as it traverses down a thin road surrounded by snowy mountains which is exactly the same as the opening scene of the shining. The very next shot is an extreme long shot of a hotel that looks eerily similar to the Overlook Hotel in the Shining (the location where the film takes place). Since the shining is a horror this juxtaposes the idea that the ad is using line of appeal and playing on the nostalgic happy memories of childhood. However, I can interpret this differently and see this could be a film people from the 80s who grew up watching The Shining and seeing shots referring to this old film brings them back to when they were younger, more innocent and more childish experiencing this terrifying horror film.

Because of Gucci's status as a very upper class expensive well-known brand, they don't need to include stereotypical advertisement language like "amazing", "remarkable", "or announcing" there're Gucci they don't need to use language like that or any language at all for that matter. The advert is very cinematic and acts more like a short film compared to ad. They know everyone knows Gucci and if you can afford their clothes you would probably already be buying it that's why they do fashion campaigns and ads just displaying models wearing their clothes and don't say anything about it with text.

In relation to that advert we have taken inspiration from, the building used in that ad looks similar to Wollaton Hall. In this advert the actors are wearing very high-quality looking clothes that look very warm and cosy. This is enhanced by the fact that this is shot around autumn or winter, which is probably around the time the advert was shown, a time the viewers watching the advert could possibly want to buy that type of clothes. The music (Claire De Lune by Claude Debussy) also adds to the atmosphere and beauty of the advert. 

(research from another member of my group (Dan)

Ralph Lauren tends to go towards the upper-middle class to the upper class for who they think about. These social classes are likely to have higher spending income for clothes and Ralph Lauren is known for their products to be high-cost. And therefore, they would most likely shop frequently at Ralph Lauren.

What I found about Ralph Lauren is that their wants are prestige; glamour, luxury and privilege. A lot of trends do this, but only 3 out of 4 is actually possible for a lot of people yet, most would only find second hand. The value is; quality, exclusivity, style and fine living which is understandable. But exclusivity being one of their values; it would make it hard for the wealthy, worldly and sophisticated, which makes perfectly good sense because what else do you expect from a brand whose target audience is mostly upper-middle class to upper-class?  (research from another member of my group (Fifi)

The age range for Ralph Lauren is 25+ because the ages below that wouldn't wear the clothes we're doing, only older men would wear it and the ones who are upper middle class, middle class and wealthy internationals so people from all over the world who have a lot of money would want it.

 (research from another member of my group (Faye)

Outcome - storyboard - Created by a member of our group (Fifi) the storyboard is drawn in great detail and will be easy to follow along so any further changes will be unnecessarily

Our group has decided to film at wollaton, one of the biggest risks of filming there is the lake (one of the locations we want to use) the chance of someone falling in is low but it could still happen that is why it's important to assess the risk and think of actions on how to prevent such risks.

Practice on using green screen and creating text and text boxes to appear onscreen (hopefully live). Our group created this using the video version of Canva which works similarly to Premiere Pro however this is much simpler and has fewer options to use. We have 3 different versions of this template for the 3 different items we are selling.

signs and symbols that represent something, that could be a religion, race or a section of the LGBT community. In our group for the fashion project, we discussed how our advert could be more diverse and ultimately came to the decision we could do it by including different races as well as this, we also want to try to include people of different disabilities. 

So that my group's advert could be shown to other people in my class the actors involved have to give consent allowing them to be shown on video to other people. The form requires the actor's name, address, phone number and email (the address and phone number get blacked out anyway).

Slightly different from what was on our initial storyboard but the shots remain mostly the same 

a skeleton edit of my fashion advert on premiere pro

Once Edgy and the broom were cropped to my liking I had to make him move across the screen like he was flying in the air. I achieved this by using transform tools in After Effects, using the position tool and keyframing the overlay to move across the screen within a 10-second period. 

For this unit were asked to produce a fashion advert which included inclusivity in some way, along side with this we had to include at least 10 seconds of greenscreen within the advert. As I mentioned before in my fashion ad proposal we aimed the ad for 20-25+ years old because we wanted the clothing to be formal something people around that age would be open to wearing.  In terms of inclusivity for the advert, we included people of different races and tried to include LGBT representation by adding the pride flag into shots and background. When researching for ideas to be inspired by the Ralph Lauren Polo ad caught our group's attention, I really liked the slow pace and the long shots of the location making it look idyllic and somewhere you wanted to be. Alongside this, I  really enjoyed the Bulgari Unexpected Wonders ad with Zendaya and Anne Hatheway there's something minimalistic about these ads that I wanted to replicate. these adverts weren't trying to be flashy and snappy and they were slow and tried to immerse the viewer which is something I really liked seeing. During the process of the unit, we learned about tacit and explicit ads, 2 types of styles which can convey different meanings a tacit advert doesn't even have to be linked to the item its promoting its weirdness can be enough to draw the viewer in.  Adverts can have different structural forms for example there are realist adverts set in reality which lack any fantasy elements whereas anti-realist is the complete opposite. For the production of our advert, we had to create pre-production documents such as work schedules, risk assessments and actor consent forms for a college production such as this one it seems kind of unnecessary to have to do all this however I understand that this is what the real film industry is like and they want us to treat our projects as realistically as possible. For the first day that my group was filming, the main actress in the advert wasn't available this hindered our filming dramatically as she was in most of the scenes and for the first day we had to make do without her. But on the second day, she was present and we were able to film the majority of the scenes we wanted.  As a group, we were all inspired by Ralph Lauren as a brand and how they go about promoting their clothes we wanted to replicate this by including lots of shots that lingered on a subject and allowed for the viewer to be immersed within the ad. 

Before the deadline arrived and we ultimately decided to scrap the original greenscreen we had filmed I quickly created something else I could use for the greenscreen (Fifi and Jon walking away from the camera) I replaced the background with a 20th-century street which fitted more with the aesthetics of ralph lauren then someone flying on a broomstick. In addition for my reasoning for changing the greenscreen, it does come off as a little immature and childish which wouldn't match the age range we were looking for from the fashion ad proposal. To improve the overall look of my advert I wanted to elevate the colouring to make it appear a little darker and a bit more gritty something you would typically see in a slow cinematic advert, I achieved this using After Effects and colour correction to change each category of the colouring to my liking. Throughout this unit overall, I would say I have built on my communication skills as I've had to talk to a lot of new people and continue building relationships with people within my class. But on the technical side, I've gained more knowledge with After Effects I've learned how to mask people out of clips that weren't even filmed on a greenscreen and I'm becoming more confident with the layout and the tabs of after effects. Whilst filming it was raining heavily on the first day and our main actor wasn't even available so it did seem like we weren't going to meet the deadlines but luckily we managed to do everything we could for the second shooting day. The scheduled shooting time wasn't changed just because it was raining even though there was a big risk that water could have damaged the camera but realistically in the film industry, you can't just change set plans and dates because of a little setback. Another thing that didn't quite work out was the greenscreen we filmed it wasn't relevant to what we were trying to achieve and that's why we ultimately changed our mind last mind because we left it so close to the end and I definitely felt the time constraint trying to work out alternatives for my edit. The feedback I got from people in my class was mostly positive but a few people talked about how my green screen didn't look the greatest and I understand what they mean I tried my best, especially with the limited time I had left and I'm glad I learnt how to mask non-greenscreen filmed videos.

Overall to be honest I found this unit kind of stressful and wasn't enjoying myself like I was for the short horror sequence project. I'm open to trying new things and I'm excited about the next project which is a short film, I'm looking forward to taking my skills within Premiere Pro and After Effects (especially now I'm somewhat confident in masking and cropping things out) and bringing these skills to something that isn't fashion related.