COP Practical Brief & Meeting the Brief

The Brief 

Meeting the Brief

Digital Outcome 

The outcome produced is a 30second digital advert designed using Indesign and Adobe XD. This advert can be implemented digitally via social media platforms such as Twitter and Instagram and possibly television. As the outcome must be digital I considered a less static more engaging approach by creating a moving image or interactive video. Part of ensuring the outcome was digital involved considering its context and digital implementation. 

Referenced 'femvertising' existing campaigns 

A lot of visual reference for this campaign came from existing 'femvertising' campaign Always Like A Girl. This campaign also aims to employ techniques from this campaign, for example showing women as active. As my essay discusses some problems with female representation in existing adverts and women appearing as fragmented or static in the background. By showing women as active or doing something this aims to tackle this issue. 

Femvertising/Advertising techniques used

With reference to 'femvertising' and other advertising techniques the campaign employs several techniques including celebrity endorsement as a focal point, brand colours and storytelling, by evoking a need for the product through a story of everyday things consumers can relate to such as speaking and smiling. As mentioned previously the campaign also tackles issues among some advertisements of women appearing static or in the background women are both active or doing something and the key focus of this campaign. Three quarter gaze is also used to show women not necessarily looking directly to the camera but nearly, and not having the sole purpose of being there to satisfy the male gaze.

Feminism visualised as a commodity 

Feminism is visualised through the inclusion of women as the focus point for the campaign instead of in the background and through other 'femvertising' and advertising techniques applied. This campaign aims to show how feminine aesthetics and techniques applied in advertisements are used to sell a product no matter how feminine or non-feminine the product the brand aims to sell, feminism is still used as a commodity, although there is controversy as to whether this is good or bad, the main purpose of an advertisement will always be the same, to sell. Techniques also work to evoke need for a product and by using women as the key focus and easy things to actively do such as smiling, singing and speaking consumers can relate, hence recognise feminism being used as a commodity. 

Targeting the audience - people interested in feminism 

The campaign would appeal most to people interested in feminism as it aims to target issues surrounding feminism such as female representation and objectification but still show how feminism is used as a commodity in advertising. 

Tone of voice is uplifting and motivational

The tone of voice aims to be visualised through uplifting 'catchy' music throughout the ad and showing women as active and doing something tackles issues of representation so should be more engaging and relatable to the audience.  

Visualise the message 

The message is visualised by employing techniques employed by existing 'femvertising' and advertising campaigns. Showing women as the key focus of the campaign also immediately visualises a more feminine campaign.  

How is it engaging?

The campaign is engaging through tackling issues among female representation in adverts and showing women as active is encouraging and motivational as the audience can relate because it's everyday tasks we can do and therefore engage with often without even thinking about it such as, smiling, speaking and singing.