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7. Evaluation

How have you used or challenged the codes and conventions identified from your research? To appeal to Wave 's young unisex target audience, all of my models are in couples and the majority of them are topless. This is a convention of deodorant adverts targeted at young people as it suggests that the product gives young people sex appeal and makes them more sexually attractive to other people. One convention I identified when analysing the Calvin Klein CK2 advert was the emphasis of diversity to attract individuals with different sexual orientations and ethnicities. I have used this convention in my advertisement by including one gay couple, one lesbian couple and one straight couple. This presents Wave as an accepting and inclusive brand, making it appeal to a wider audience. How have your digital technology skills developed? Before completing this project, I had never used an SLR camera. I now understand the basic functions of an SLR and how to use them to the best of their
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6. Final product

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Here is my final advertisement for Wave deodorant
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5. Photographs

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Here are the images I captured for my advertisement for Wave deodorant before I removed the chroma key backgrounds.
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4. Drafts and Statement of Intent

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Hand-drawn draft After analysing the conventions of deodorant adverts, I have made some decisions on how I will create the advertisement for Wave  to be featured in Total Film magazine.  Out of the three advertisements I analysed, I felt that the advert for Calvin Klein's 'CK2' was the most successful in connecting with a young audience as it conveyed the most relevant messages, therefore I have mainly used techniques similar to those used in the Calvin Klein ad. Location The film poster that my advert will recreate is the poster for 'Baywatch'. I chose this film as, according to the brief for this assignment, the brand should be defined by its 'active, youthful, unisex brand identity' and I believe that the poster for 'Baywatch' shows youthful men and women being active, therefore reflecting Wave 's brand identity. In order to connect my advert with the 'Baywatch' movie poster, the images used will be shot at the b
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3. Analysis of Existing Deodorant Adverts - Calvin Klein CK2

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This magazine advert showcases the unisex fragrance 'CK2' by popular brand Calvin Klein. The advert displayed above is for the perfume version of the fragrance, but this product is also available as a deodorant. In terms of text this advert is somewhat minimalistic, and unconventionally uses four large images to convey the brand's message and ultimately sell the product. Although this method is unconventional, it portrays a number of strong ideologies that represent the product as a diverse, modern fragrance for young people. The first of four images features two caucasian teenage girls hanging backwards off a high fence. This image connotes youth, activeness and fun as the girls' facial expressions suggest they are enjoying their time being young, wild and free. The bright sky suggests that this image was taken in the morning which portrays the idea that Calvin Klein's CK2 gives young people the determination to get up and out early, which is a quality
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2: Analysis of Existing Deodorant Adverts - Dove

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Unlike the Lynx deodorant advert I analysed in my last post, which strongly objectifies women, this advertisement for Dove Antiperspirant promotes the idea that women are 'confident', 'independent' and 'successful'. This opposing ideology suggests that deodorant brands such as Dove that are aimed at young women market their product by empowering women. The striking anchorage text at the top of the advertisement which reads "Dove Deodorant is Here for You" draws the reader's attention by using the technique of direct address. This technique directly targets the audience and makes them feel as though the advertisement is communicating a message specifically to them, therefore promoting the idea that Dove deodorant is the most relevant and adequate product for them. This idea is emphasised by the phrase "here for you", which connotes support, uniqueness and specialness, as it suggests that Dove deodorant provides support to women who us
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1: Analysis of Existing Deodorant Adverts - Lynx Dry

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This advertisement for Lynx deodorant is aimed at heterosexual males aged 16-24 . For this reason, Lynx have used a number of techniques to appeal to their target audience and to ultimately persuade them to purchase the product. To begin, the most distinct feature of this advertisement is the large image of an attractive young woman bent over a cooker in a sexually provocative way. As the brand's target audience is young heterosexual males, this image has been used to suggest to the audience that people who wear Lynx will attract beautiful women, which is something that all young heterosexual males want to do. This persuades the audience to go out and purchase the product. The idea that Lynx enables young men to appeal to attractive women is reinforced by the tagline which reads "can she make you lose control?". This use of a rhetorical question is a key component in this marketing campaign as it directly addresses the audience and draws their attention. If a youn
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