Creating my Advertisements

Screenshots:

Advert #1 Billboard:

When I created my bilboard image I converted it to black and white on photoshop. I went to adjustment- black and white- and I then selected darken to create a deeper black and white effect. I then positioned my logo- which I got off Brandsoftheworld.com.

I then selected an image of a bilboard in Preston. Originally I was going to use one from my images around Liverpool as there is an American Apparel store there and there isn't one in Preston. However, I felt this was more of a reason to place my adverts in Preston as it could be for the opening of the store or for targeting a larger market as people from Preston often travel into the bigger cities such as Liverpool and Manchester. I decided to place it on a billboard with another, real billboard to try and make it look more realistic. I also thought the neighbouring billboard was quite appropriate as its slogan is 'SECS SELLS' which given all of the research I have gathered into American Apparel's provocative advertising I felt it was really fitting.

Something else I also did was to place a texture behind the image and change the opacity to give my billboard the appearence of having some wrinkles as the original billboard had a similar effect. I did this by placing a zebra print image behind the image insode the billboard.

I created shadows using the gradient tool and the drop shadow effect. I did this for all three of my adverts.

When i was happy with my billboard, I went onto Illustrator and added the text to say what advert it was, and I also placed the logo on the whole image again. I did this as I felt it really does suit the American Apparel style. Especially in the Urban environment which it is set in I think it is an ideal location for an American Apparel advert.

Advert #2 Adshel:

I created my image for my Adshel in the same way as I created my billboard image- except rather than going for the darker option in the black and white- I went for the red filter to give a lighter and brighter effect.

I chose to use an Adshel, again in Preston as I have decided to place all of my adverts here. I chose that specific adshel as I had quite a good shot of it and I thought my adshel would look effective in it. I chose to use the image of her winking as I think its slightly provocative and is quite fun and suited to the American Apparel brand.

One of the first things I noticed was that the original adshel image had a reflection on the glass. Therefore I copied a seperate image taken on the same road as the adshel and i pasted it into the cutout space of my ad-space. I altered the opacity and blended using multiply. My image for the adshel was then placed underneath this layer to give the illusion of a reflection.  

When I went into illustrator, I originally tried out having my image horizontal and having some information about my adverts at the side. However I was not happy with how this looked as it did not really match my other adverts final looks and therefore I changed it to fit in with those. One thing I had to do differently when applying my logo to the overall image, was to place a rectangular block of colour behind it as when I just placed it on the pavement it did not show up when I printed it out.

Advert #3 Banner:

I chose to go with the side of the Premier Inn in Preston to place my banner, as even though there original banner is more rectangular- there is enough space on the side of the building to create a more square banner that would suit my image. 

I cut out the Premier Inn banner and place a gradient behind it to create some shadowing for my banner. It also gives it the illusion the banner is being held by a board behind it, which I think makes it look more realistic rather than it just being a flat image against the building.

I think the image really stands out witht he stark white against the brick which is ultimately something that you want in an advertisement.

I again feel the urban surroundings in this image really suit the advert styling of the American Apparel brand and I feel like I have created three images that are suitable for my brands image.

I am really pleased with my final three advertisements. I think they stand out and are attention grabbing, aswell as fitting into my brands image. I have also enjoyed learning about the different ways you can rework images on photoshop to create advertisements and I have gained lots of new skills such as being able to skew and warp my images- which I had never known how to do before.

I have loved doing this project as I have really enjoyed delving into the brands image and identitiy. I think I chose my brand well as it was really interesting to find out about what drives their advertising and inspires them and I have actually really enjoyed learning all about it.

Something else that I really liked about this project was actually being able to use iages from a photoshoot and put them to a purpose. Being able to use all of my own original imagery- even down to the billboards and adshels has given me a sense of achievement that I would not have gotten from using images from flickr or Google. It made them look more realistic in the end and they are of much better quality and I am actually quite proud of what I have achieved on this project.

I chose to write this blog as I really enjoyed using one in the Fashion Appropriation assignment. I also felt that on this project I probably would not have looked as deeply into certain parts of the brand image if I was using a sketchbook as I probably would have just focused more on getting images of their promotion and sticking those into my sketchbook. Whereas with this blog I have been able to look more at other mediums such as the videos from Youtube and from sites such as trendland.

I will definatley be using a sketchbook on my next project however as I do enjoy the creative side of creating a sketchbook but I am thinking of using a blog as a timelog as I really do enjoy using them and feel that they really help with my time managemeant.

Initial Adverts

I have been playing around in Photoshop throughout the past few weeks to try and create suitable advertisements for my brand.

I have created some that I will not be using in my final three advertisements and some that I will develop further:

I really liked this image for the advertisement. I have practised it on a billboard previously so I know that it does stand out and look really good. I have therefore been experimenting with it in Photoshop and on my Capture NX 2 program at home. The sepia image was created on this program and I really like the colour as it is different yet still stands out. I think the black and white images are definately much stronger than the colour one, however the colour one sould really pop on a billboard. Sating that I do not think that the coloured image would really suit the American Apparel brand image. Even though they do use colour in their ads it is never as bright or OTT as the one I have created. Therefore I will not be using it. The image in black and white or sepia however, will definately be featuring as my billboard.

American Apparel often uses multiple images in an advert- so I thought I would give it a go. However, I do not think it is very strong and I decided against it. It would be more suitable for an advert on their website rather than for an outdoor advertisement.

I also considered these 2 images for a billboard as they would look in proportion and I love the extended legs as it screams American Apparel. However, I did use the top image (slightly less edited) as one of my final images for the Fashion Appropraition assignment so I would like to use something a little bit different in this project to be able to show some of the other images from the shoot that were just as strong.

I tried out an advert on the side of the bus and I do think it looks really effective. I took the picture of the bus at the big roundabouts in Preston and I used two images and the logo to create it. I really like this but I have another image that I have been creating that I would like to use as my third form of promotion. So I do not think i will be using this as my third form of promotion however, I am quite pleased with how it looks and it is a great backup advertisement.

This is the third image I have been experimenting with:

What i like about this image is the fact that it is just the legs- something which American Apparel does focus on. It is from one of my original images but I have cropped the top half of the body away to just focus on the legs and the skirt. Originally I was planning on using this for my adshel, however Lousie suggested to me in class that it would look much stronger if I kept it square so to try and find a medium where it would be suitable as my third form of promotion. I have therefore decided to use it as a banner on the side of a building.

I practised creating a banner on the side of one of UCLAN's buildings but it was still too rectangular so I am going to have to find a more suitable building that will keep my banner in proportion.

the gentlewoman

Whilst American Apparel may not have had a in-house magazine anymore, I did purchase this fashion magazine 'the gentlewoman' in their store. It is very good quality and has some fabuloous images such as this cover:

American Apparel were the only highstreet retailer to have any adverts in the magazine:

They are very realistic images- again of people who work for the company. This time including a sleeping dog and even the CEO himself Dov Charney.

The other adverts in the magazine are more high end brands including YSL, Calvin Klein, Celine, Dior, Derek Lam and many more. It also features interviews with successful working women in all areas from business to acting.

It is only issue no. 2 and it seems they bring them out per season as this is the Autumn/Winter 10 issue.

Being associated with a magazine like this gives the brand a bit of an edge and raises the brand image. Especially when it is seen alongside other highend brands. This could be a way that American Apparel are trying to overcome any financial concerns they are facing.

American Apparel- Video Advertising

I have been looking at some youtube examples of American Apparel's advertising for some last minute inspiration. What I noticed in particular is the focus on legs, movement, dance and the quality of the clothing. Also, the more urban surroundings in which one of the adverts is set is quite inspirational for choosing which areas I will place my outdoor promotions as the placement of the promotion is perhaps just as important as the advertisement itself.

Case Study- Benetton

The Italian brand caused famous controversy with their ad-campaigns in the late 80's fronted by photographer Italian Oliviero Toscani.

It is said that the brand is the pioneer for 'shockvertising'; a form of advertising  designed to deliberatley shock with graphic imagery or a blunt message to break social norms or convey personal ideals.

These advertisments often consisted of a photographic image with the Benetton logo. The images were to raise awareness of issues of the time or call people out on there social prejudices:

Racism: The United Colours of Benetton (the brands casual range) often featured mixes of multiracial people together as racism was a much bigger issue in the 80's. One of the most shocking is the image of a black woman breast feeding a white baby. The advert of the black man and the white man in handcuffs also sparked many complaints off people saying that it was a racial prejudice for a white man to be arresting a black man. However this was Toscani's aim as he deliberately dressed both men the same and waited for people to create there own conclusions. This highlighted that it was infact them who held the prejudiced view.

Aids: This was a huge issue in the 1980's as it was the beginning of the AIDS pandemic as it was first recognized in 1981 and has since become one of the most destructive diseases of all time. Benetton raised awareness of the issue by using there advertisements of different body parts with 'HIV positive' on them. They made sure to use the body parts of men and women in there advertisements as it was a pre-conception that it was only homosexual men that got aids in the 80's. They also created a very controversial advertisement with a photograph of an aid victims deathbed and his grieving family. This caused outcry yet the family said they gave there consent in order to raise awareness of the condition.

Deathrow: There was a debate on at the time of the Benetton campaign about deathrow in the USA. Toscani featured many of the criminals in his campaigns with the hard hitting slogan 'SENTENCED TO DEATH'. However there was national outcry at the images and hundreds of complaints including some from the victims of the murderers families. After this the brands reputation diminished drastically and the company lost alot of profit. It was the last straw for Benetton and Olivio Toscani was stopped from doing any more campaigns for the brand.

Other shocking images from the Benetton/ Toscani campaign:

Umbilical cord baby

Famine

Horses mating

 Domestic violence

Despite being sacked by Benetton Toscani continued his 'shockvertising'. One of the most famous of his images- a girl suffering from anorexia:

She is extremely emancipated and this shocked alot of people and again caused alot of anger from audiences. However, Toscani has also been praised for bringing uncomfortable social problems into the limelight and increasing awareness of them.

This poses the question is American Apparel picking up the torch where Benetton have left it? And will they make the same mistakes and go to far (thats to say if they havn't already!) or will they be able to become a global success?