1
This image was my original photograph, taken with the digital Canon SLR camera. I particularly like the background as it depicts the "rugged" vintage look I am trying to create. The subject is also making direct mode of address, which engages the reader into wanting to find out more about the product. The model fills the majority of the image, this eliminates any distraction and consequently, confirms that the focus remains on the topic. As the model is holding a cigarette, it denotes the emphasis of my documentary, providing a deeper insight, which as well as as advertising the documentary, is this product's primary aim.
2
I have edited my original image using PhotoShop. Firstly I cropped and enlarged my photograph in order to fit on an A4 sized piece of paper. As I have enlarged the model, this engages the readers' attention and makes the advertisement seem more appealing. When editing the image, I have adopted the "Brannan" technique, in order to make the advertisement appear more vintage (an analogue film effect).
3
Next, I have inserted the title, "Cannabis: The Double Edged Sword", using the same font featured throughout the documentary: 'Helvetica', in order to sustain the same style in all 3 products.
4
I decided to change the allignment of the title "Cannabis: The Double Edged Sword" to the left hand side, which I believe appears more professional and resembles a newspaper advertisement. In addition, airing details e.g. time and day are typical conventions of a newspaper advertisement, therefore I have also included "Tonight 9pm", to provide more information for the audience.
5
As I reflected on my previous research of newspaper advertisements, in particular, Channel 4 documentaries, I noticed the scheduling information appeared in the bottom left corner and there is minimal text or a slogan to accompany the details. This influenced my choice to locate this information in the bottom left corner. In addition, in order to attract the reader's attention, I created a white background for the black text, seen in the Channel 4 documentary advertisements (shown in my prior research).
6
In order to enhance the words of the advertisement, I have created a background. PhotoShop does not have a tool allowing to create a background behind text, therefore I used the "rectangle tool" as shown above to create a background. I chose white as the background colour as it is typically seen on well-known documentary advertisements.
7
As shown above I moved the text layer below the shape layer in order to create a background type of image, which again, conforms to the codes and conventions of a newspaper advertisement.
7
This image displays the original 'Channel 4' logo that features on the newspaper advertisement. I used the "background eraser tool" in order to remove the white background, which will leave the outlines of the logo to feature on the advert, typically seen on documentary advertisements.
8
After erasing the white background, I used the "magnetic lasso tool" to cut out the shapes I required, which I then implemented to my final product. This enabled me to resize and position the image to the right hand side of the product, conforming to the typical conventions of a newpaper advertisement for a documentary.
Below displays my final version of the newspaper advertisement as one section of the ancillary products. After researching the codes and conventions of typical newspaper advertisements, this allowed me to apply the specific conventions to my own product.
After showing my target audience the final product, they had some suggestions in order to improve the advertisement, which as a consequence appears more aesthetically pleasing than the version above. The aspects that my target demographic suggested to be improved included:
- The channel 4 sign does not create emphasis, it blends into the background
- The techniques "bevel and emboss" used in the title does not appear professional
- The scheduling details and caption at the bottom also do not appear professional
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