2. Existing adverts/campaigns I have researched and how these have influenced my ideas

It is important to bear existing campaigns in mind when designing an advert, as these can indicate what is effective and conventional in the world of print advertising. In order to organise and create a visual representation of some of my research into deodorant products for 16-25 year olds, as well as the other specific requirements of the brief like the name Wave, I created a mood board showing useful images pertaining to existing adverts and ideas for my own.

My mood board

An Axe advert

Another Axe advert from the same campaign

'For him' / 'For her' products, targeted at both men and women. This is reflected in the adverts, which shows both parties seemingly experiencing a strong attraction for each other - synonymous with Axe/Lynx's overall theme of making the user irresistible to the opposite sex. The campaign also uses humour to appeal to the audience - obviously the unification of these two would be disastrous due to the objects they are holding. The pack shot is also distinctive and is repeated across both adverts in the same position, lending a synergistic presence to the adverts.


How my research has influenced my ideas

In my own advert, I will also use both genders in order to better reflect the target audience of Wave. All four of the adverts will promote the overall message of Wave helping the user be a confident and social person, and the presence of two people of different genders - one of which the viewer may see as representing them - will amplify this.

The physical product itself will not be seen in the focal image, and it is therefore essential that it is prominently featured via a pack shot in all the adverts, in order to show the audience what to look for when they buy it, and also to give a greater sense of identity to the product and what it looks like.

My adverts' models will also be located centrally, as it is through their poses, positioning and expressions through which the message of the advert is shown. Overall, the synergy of these repeated aspects across the four adverts will help to solidify the brand identity of the product, as was done with Lynx, which was what led to its widespread success.



While not necessarily similar to my own advert ideas, this is an advert from a basketball magazine, and therefore a basketball player (Charles Barkley) has been chosen as the model for the advert to make it more relevant to the other content in the magazine. While I must adhere to the conventions of a deodorant advert in order to successfully promote the product, the print adverts are for Total Film magazine, and being aware of the context in which the advert will appear will be important in order to better appeal to the magazine's readers. As a result of this, I will include movie quotes as part of my adverts, which will serve to appeal to the readers of the magazine.


In conclusion, I have decided from these existing campaigns that it would be beneficial to depict two characters with an implied friendship or attraction in order to appeal to the audience who would like to be sociable people. This lends itself well to the fact that I plan to include both a male and female in the advert to effectively represent the target audience.