M2

Fonts 

 A font is a style of text that is used to create emotion towards the text being displayed, for example a more simple and classy font may be used for a more serious context or branding whereas a fun and interesting font may be used to be more visually appealing or be used for a light topic or branding. The font that I wanted for my brand needed to connote a tropical and fun theme so I have decided to use the font called "retro groovy" which is supposed to display an 80s theme font which is closely related to a hipster or summer style. I was looking to target the font towards a younger demographic as the font is not a serious font and is presented as a fun and happy font.

colour scheme

A colour scheme is a set of colours that are made up for a product or brand to create significance and display the emotion of the product or brand, for example darker colours may display a more serious and adult catered brand such as Powerade whereas brighter colours may cater towards a more child friendly audience such as McDonalds. I have chosen red, yellow and orange as the colour scheme for my product as I want to target my audience towards the younger demographic, I believe this colour scheme appeals to them as I have decided to go for a vibrant colour scheme which connotes a fun and child friendly brand. My colour scheme is fitting with the theme of summer as it is associated with the colours of the sun.

camera angles

Camera angles are the different positions that a camera shot will be taken from, this can be used to display different emotions or themes. My advertising campaign will consist of mostly close up shots of the product as I want to make the product seem appealing and memorable to consumers. I am also using close up shots as I want the main focus of my advertisement to be purely on the product as the advertisement wont have time spent on unrelated subjects or scenes. A close up shot is a camera angle which is taken up close to the main subject to create a more personal connection to the viewer.

Message

The message of an advertisement is an idea that the company wants to communicate to their target audience. For my advertisement I am planning on conveying a message of relaxation and joy, this will be displayed by my theme of summer and vacation which is most typically linked to relaxation and fun.

Tag line

A tag line is a short slogan used to make the brand memorable to consumers, the slogan is made to give the brand personality and make it seem more appealing. For my advertisement I have decided to go for the slogan "sip into paradise with every gulp" as I think this portrays the vacation theme of my brand. My slogan is a play on words of the common phrase "slip into paradise" which means to enter a place of happiness and relaxation. The word "paradise" means a place of exceptional happiness and delight which is what I am trying to display for my product.

Layout

Layout is the design, arrangement or plan of how something is going to be laid out. This is needed to fully plan out a website or advertisement before it has started to be made so the finished product isn't unorganized or failing to live up to expectations. In my case I will need to plan out the structure of my advertisement before I start to create it, I will do this by using a storyboard which is used to plan out video advertisements or film scenes.

Representation/gender

Representation is how aspects of society such as gender, ethnicity and age are presented in forms of media. This can help greatly change the reputation of a company depending on the inclusivity they promote or the offensive ideals they promote. Offending certain groups of people can cause backlash in which the company which published that form of media will face consequences such as legal punishment in court, removal of their media or removing them from the platform which it was published on entirely. In my advertisement I will not offend any groups and I will purely focus on the product aspect to keep the reputation of my product.

Legal

Legal issues are rules that if broken may cause incidents like a potential lawsuit or loss of money. For my advertisement I will have to make sure that I do not break any copyright laws which is stealing someone else's creations without their permission and that I do not break any defamation of privacy laws which is humiliating or shaming someone with the intent to hinder their reputation. I will abide by the copyright law by using copyright free music in my advertisement instead of owned music without the owners permission. 

Ethical

Ethical issues are when subjects may be shown on the advertisement which may be offensive to certain groups or may cause a moral conflict, this has happened in cases like the brand Yorkie where they used the slogan "not for girls" which offended the female audience and in result they had to remove the slogan from their brand. I will refrain from causing any of these ethical issues in my advertisement by focusing purely on my product and not including any groups or political opinions.

Regulation

Regulations are certain rules or codes in which a group, individual or company must abide by. In media this is typically regulatory bodies such as ASA which oversee the advertisements of social media, they set certain standards and guidelines which advertisers must follow such as no violent/sensitive material, no offensive content or no heavy use of strong language. If these guidelines are not met then the advertisement will be removed from all forms of media. In my advertisement I will make sure to follow the codes of ASA to mitigate the risk of the advertisement being removed.