Scott Kelly

Evaluation Document – Unit 20 – Advertising Media

Web Based Advertisement

The two advertisements above have met the codes and conventions of advertising media, this is
because they both use a range of colours that relate to the topic of smoking and they also show clear
signs that it is an advertisement to urge people to stop smoking and to watch the short movie about a
scenario where students are facing the consequences of smoking and getting caught, the
advertisements do not have a lot of writing on since they are only meant to capture the persons
attention and they see the title and what it is advertising. For the first advertisement the advert is
posted on the app called ‘Instagram’ which explains the layout and style. This is suitable for the target
audience as the target audience is 16 years old and those finishing school which will be around 20/18
years old, Instagram is suitable for this target audience as there tends to be a lot more younger people
on Instagram rather than on other social media apps. The two advertisements above are slightly
different compared to other anti-smoking advertisements since the two advertisements do not include
any facts, almost all advertisements to stop smoking include a fact about smoking and how much it
impacts your life negatively. In my two posters I use different font styles as some words in the
poster/ad may be more important than others, the more important words are larger. I also included the
time in which the movie would be released so that the audience know when they can see the movie.
The images used in the first advertisement are suitable for the advertisement as if you quickly scroll
past this you will see that there is a cigarette in a ban sign which gives you the idea that we are against
cigarettes.
In my two advertisements above, I used Photoshop to help design them to a better standard so that
they can include more detail than they already had. I designed the first advertisement in a way to tell
the audience about the most dangerous disease that smoking can cause, this disease is cancer and it is
incurable. There is a cigarette near the centre of the advertisement and it is covered by a ban sign, this
means that this is an advertisement which is against smoking and wants to put an end to smoking both
in public and in private. At the top of the advertisement there are the words ‘Do Not Smoke’ this is in
a different font and size to stand out more, these words urge the viewer to stop smoking or to not start
smoking at all. The tools that I used when designing this advertisement are the rubber tool to remove
any unwanted parts of the images, this tool was very helpful when modifying the images to how I
wanted them to be.
 Scott Kelly

In my second advertisement I decided to keep the design of the cigarette marked over by a ban sign as
it seems to be a good way to show that we are against smoking and how easily it spreads, the only
difference in that design is that in the second advertisement is that the cigarette is not already lit and
there is no smoke coming out of it. I made the font very bold and the size of the font big so that it is
easy to read and easy to see. The colour scheme of the second advertisement is the same as the first
advertisement, this is because the colours that are being used are very relatable to other
advertisements about smoking and they are colours that relate to smoking. The second advertisement
is rather similar to the first advertisement as if they are the same then they will also be recognised as
advertising the same idea.

Print Based Advertisement

The two advertisements above have met the codes and conventions for advertising media, this is
because they both use a range of colours which relate a lot to the theme of smoking, the main colours
of the two advertisements are black, white and red. The colour black relates to death and darkness
which I believe suits very well with the topic of smoking as smoking only causes death. The colour
white was used because it helps to outline the key points of the advertisements, it helps to show that
red and black are the main colours. The colour red was used as this colour relates to danger and
emergency, this colour will help to outline the urgency in how important it is that you stop smoking as
it is not only dangerous to yourself, it is also dangerous to those around you. The two advertisements
above are pretty similar to other advertisements about smoking, this is because they are quick to get to
the point and they do not include a lot of detail, this is because if the advertisement has less detail,
there will be more focus on the bigger words. My first advertisement shows a man running away from
a cigarette as the cigarette is clearly dangerous, the release date for the film has also be shown on this
advertisement so that the target audience know when the movie will be able to be watched. In my
second advertisement I have made an advert on the side of a bus which is also a banner, this advert
includes the movie title as well as the release date and a cigarette, the colour scheme is the same as all
of my other advertisements, this is suitable for the intended genre as this advert does not include any
inappropriate words or any childish images, this also means that this appeals to the target audience
properly. The style/layout of the second advertisement is a simple layout as this makes it very easy to
understand and get the correct message.
 Scott Kelly

In my first advertisement above I used Photoshop to make it designed to a better standard and so it
can include a range of colours, images and detail, the first advertisement has been designed to
advertise my movie about smoking and how you should escape the temptation of smoking and how
you should also escape the smoke which is emitted from the cigarette as this smoke is also very
dangerous. The main feature about my first advertisement is that there is a man running away from a
cigarette and the smoke that is being released from the cigarette. This tells us that smoke is very
harmful to us all. There is also a lot of text at the bottom of the advertisement, this text is giving credit
to all of those who worked on the production of this movie, the background to these advertisements
are also white as this colour is the easiest to work on and it also has links to the theme of smoking. At
the top-left corner of the first advertisement there is a small logo which includes a skull with two
cigarettes in a cross below it with a ban sign covering the skull, this logo is put there to show that this
is an advertisement which is made to prevent death being caused by smoking related problems. The
first advertisement also includes the release date for the movie so that the audience will know when
the movie is available for viewing.
In my second advertisement above I also used Photoshop to make the overall design of the
advertisement look simple and easy to understand for the audience. The second advertisement does
not include a lot of detail as it is supposed to be very big and impactful to the audience, this
advertisement only includes the words ‘SMOKING KILLS’ and a large cigarette which is underlining
the words, this advertisement is on a white background with the words being in black as this also links
to the theme of smoking, this also makes it a lot easier for the audience to see what the point in the
advertisement is trying to say. In this advertisement I did not use many tools as this advertisement is
just meant to be simple, I changed the font to make it relate slightly to the theme of smoking. In my
second advertisement I also decided to include the release date for the movie so that the audience of
my product know when the movie is going to be available to view.

Asset Primary/Secondary Asset Source Copyright obtained?

Type

Picture of cigarette Secondary JPEG Google Asked for

permission

Picture of smoke Secondary JPEG Google Permission granted

Picture of red ban sign Secondary JPEG Google Permission granted

I have made drafts in my production of the advertisements, there has been changes from the drafts to
the final product, in my drafts I had not included the release date on any of the advertisements but in
the final product the release date has been included, the release date was included as I believe that it is
important information for the audience. Another change from the drafts to the final product is that in
the drafts some of the images were different, such as in the draft for the side of the building
advertisement the cigarette with the ban sign was not included, but in the final product I have included
it, this is because this will make the adverts more relatable to each other and show repetition on the
fact that smoking is bad.
 Scott Kelly

To create my products I used a series of tools, one of the tools that I used was the Polygonal Lasso
tool, this tool allows an image to be removed in certain areas that you select, I used this image to
remove the background of certain images so that they can fit in to backgrounds that I have already
used. This tool was very useful when I was designing my products and I used it a lot when I was using
images. Another tool that I used when designing my products was the Magic Eraser tool, this tool
removes any background that is different to the actual image, this tool is very useful as it removes the
background of images easily and quickly. Another tool that I have used in my products is the
Rectangle tool, this tool creates rectangles, I used this tool to make the outline of some of my
advertisements. Another tool that I used in my products was the Crop tool, this tool removes certain
areas of an image such as the background, this tool was very useful for me when making my
advertisements as I used it a lot. Another tool that I used was the Text tool, this tool allows you to
insert text onto an image, this tool was very useful when I was creating my advertisement as there
needs to be words used to give information on what our advertisement is about. I do not believe that I
used any shadows or glows when designing my advertisements.
My final products are all saved as the file format Photoshop (*.PSD;*.PDD).

How did I meet the client briefs requirements?

In the client brief we are told that we need to make a video that tackles a serious problem in the
community, so I chose to make a video to promote anti-smoking as I see that this is a very serious
problem in the world as it currently is, the client brief also tells us to make a video that targets those
between the age of 16 and 23, so we decided to make a video of a school student smoking in school
and being caught, I decided to do this as I believe that this appeals the easiest to my target audience,
also all of the people working on the video with me are also students so we all believed that using
students as the main characters was the best idea.
I believe that all of my products meet the standards that they should as they all include the main title
and the release date for the video, also all of the advertisements are colourful and all relate to the topic
of smoking, this meets the properties that it should as this all relates to the client brief.
We have met all of the legal and ethical requirements when making our video, we made sure that we
have asked for permission and that it is granted before we use their property, this has made us meet all
legal and ethical issues as we also met the client brief and fill in all legal requirements that we needed
to meet.