4. What I have learnt about the content and appeal of print adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate successfully with the target audience

Adverts appeal to their target audience in a variety of ways, and the ways in which they decide to appeal will be based on their target audience and brand identity, as well as the intent and message of the campaign the advert is part of. A strong sense of appeal, including but not limited to reasons discussed in Uses and Gratifications theory, can be seen demonstrated in several adverts:

Axe Anarchy 'Unleash the chaos' advert

For example, this advert for Axe (Lynx) Anarchy appeals to the audience by:

• Appealing to their need for entertainment - they may enjoy humour shown by the characters' obliviousness to the immediate disaster.

• Depicting an attraction between two individuals, which relates to the main selling point of Lynx, that the product will make you irresistible to the opposite sex.

• Using two genders to represent both sides of the audience targeted by the unisex product.

'Be funky' advert

This advert appeals to the audience by:

• Using a variety of fonts and a 'drawing' aesthetic as part of the design to communicate and reinforce the 'funkiness' that the product can create.

• Depicting the model in casual clothing and with hair across her face. This creates the idea that the users of this product are just like you, and are friendly and dress casually. This may make the viewer more likely to purchase the product if they feel the users are similar to them.

• Showing the model with a clearly happy facial expression, supposedly because they have used the advertised product. This tells the audience that they too will be satisfied with the results.

In order to successfully attract the target audience, my advert will have to be specifically designed to appeal towards the age and social groups targeted by the Wave campaign. Two main points on which Wave must succeed are in targeting an audience of 16-25 year olds and being a unisex deodorant. I have reflected these well in my adverts, as they feature models within that age range in realistic scenarios. This allows the advert to be more relatable for the target audience, which in turn gratifies their need for an insight into personal identity - they may see themselves in the advert's characters and their characteristics. This is helped by the unisex style of the adverts and the fact that there is not a clear 'main' character' - it could be either gender who is the focus of the advert, and this allows the viewer to put themselves in the shoes of whichever they please.

My adverts will also play into the entertainment and information sought by the readers of Total Film magazine, the publication in which the adverts will be featured. By using famous film quotes as part of the advert, it integrates it into the world of film that the viewer will most likely already enjoy, so this adds to the overall appeal of the advert. Film is generally also accepted to be a means of escapism for the audience, and so tying the adverts into the filmic world will also boost its value as part of a medium that already appeals.