In my media studies project, the whole class was asked to plan an advertising campaign. We had to design our own chocolate bar, such as come up with a name and decide what the chocolate was actually going to contain and two magazine adverts and a billboard. We formed the group up to at least four people. I formed a group with Stephanie Jones, James Taylor, Laura Roberts and myself Emily Heywood. As a group we discussed various package designs and adverts and we decided we wanted a luxury chocolate bar as we feel they sell best, such as Galaxy bars they have been going for many a years and still as popular.
We had a whole English double lesson looking at existing products, every chocolate we looked at was made from Cadburys as they show within there products there target market they show a clear link such as the colours they use and the font they print on the bar example for children they have bold fun writing to attract the child attention they also use primary colours because firstly they associated with youngsters and children understand them better such as yellow colours they think of the sun and happy therefore they are attracted. Looking at advertising conventions for targeting adults we noticed that they include a lot of elaborate design which the italic writing which makes it look expensive they don’t have any attractive fluff on or cartoons looking happy to attract them.
We wanted a background to be basically chocolate swirls just existing in thin air appearing out nowhere this would create an affect of luxury and this is the effect we wanted to create so I feel we succeeded, We didn’t look at any other existing products we didn’t want to really because we feel we might of got a lot of the ideas from it and basically copied it and changed it slightly I didn’t want to do that because I wanted the advert to be 100% ours and unique otherwise I wouldn’t be proud of my outcome.
Firstly we wanted to have a really chocolaty background to set the scene of indulgence and to attract woman to buy out product, we made two adverts to go with our two best adverts, one with me in the sky reaching for the chocolate bar. We wanted to create the impression that anybody would do anything to get to this chocolate bar and using the sky I think we achieved this, as everybody knows that to be in the sky is basically impossible. We firstly thought of these two backgrounds so I think to not be able to think of anything better is really good because it shows we know what we want and we are able to think about it quick and not waste time.
We didn’t really research backgrounds after we thought the sky and chocolate swirls we looked on Google search for any inspiration on pictures such as typing In “dairy milk, swirls, cream, luxury,” but if I am honest it was very pointless because we didn’t get any inspiration so I think I wasted a lesson just on Google. Our first lesson we brainstormed as a group everything we could think of including what was going to go in the chocolate, the colours we were going to use and why to promote out product, the wording on it, the slogan, the packaging. We did this all in one lesson and we put out heads together and I personally think that I put in my best ideas thinking back to chocolate bars I’ve seen before and well known ones such as Cadburys as we had a lesson looking at them.
Our next task was to write the final name of the product and all words that are associated as these words would help me come up with ideas for our final packaging and slogan and logo design. We then drew our final design underneath the associated names of our product so we could see that we have taken the words to come up with everything we need such as packaging and so on. Next we drew our logo in the box provided and colours it in and wrote about why we chose to draw that design and why we did such as include the colours involved and the reason why.
We next underneath wrote out our slogan in the style we wanted it and then underneath on the lines provided we wrote why we had it such as “unwrap the luxury” I would say that you cannot actually unwrap luxury so it would create an effect to woman that you don’t have to go out of your way to get luxury, I thought that this would attract customers preferably woman.
The group was then asked to draw as good as we could our annotated rough draft advert, just to show what we wanted to have at the end of this project. And if we don’t achieve it we know that people will know what we exactly wanted and see that our intensions were good. I annoted the chocolate bar just saying that this was the main point to the advert, I annoted the chocolate coloured night gown blowing in the wind to create a luxury affect. I did this for everything I drew on the paper.
The next task was to do exactly the same again only on the second advert we came up with, we drew our best and coloured in and annotated to the best of our ability, We placed the logo underneath to just to show where we wanted it onto our final design.
I next drew the logo for my chocolate bar and again annotated in the box I was provided we came up with the idea of a present that has a link to “unwrap the luxury” as we unwrap present and it is linked to surprise that is the effect I did personally want to betray, I don’t know what others wanted but I did want that to make it more selling in the market.