Models

In order for us to attract right audience, Emily and I understand that it is important that we choose the correct models of which will give the image and look we desire to promote to our audience

Fashion Advert and Sponsorship Sequence

When we discussed ideas of models we wished to use, we both agreed that we want our aim to be to challenge Laura Mulvey’s ‘male gaze’ theory. We want the girls in our advert need to be ideal ‘girl next door’ attractive and however not completely for the male audience, they will appeal to girls as being unique women and following their style and idealise them and for the male audience to be attractive. In a similar way the idea of the ‘female gaze’ is also to be challenged as we will not have boys shirtless or the boys being particularly muscular but them being in smart suits will portray our high end style and will attract women nevertheless.

By using men and women in our advert this helps to keep a wide target audience which is important for the company as through advertising they must reach their audience. Also we have used young boys which bring youth to the advert which is way of reaching families. We thought that it would be important to use different ages models in order to target our audience.

Girls 

Left to right: Ireland- 21, Paige - 22, Mary - 20 and Ciara - 20

Ciara – We chose Ciara as she is a natural pretty girl and a girl next-door look that’s what we aimed to have in the pyjama girl scene, as they will be wearing minimum makeup, that’s why we choice her.

Ireland – we picked Ireland as she is conventional tall and pretty and that ideal look for our target audience but also to has a natural look we are aiming for, so that’s why we chose her.

Mary – We chose Mary due to bring in diverse ethnicity to our advert to appeal to all types of people and also have a pretty natural look also we are aiming for, therefore that why we chose her. 

.Paige - Although Paige is short than the other girls, we believed it was important to have a range of girls to show that our product is aimed a variety for people. 

We chose these 4 girls to the model in our advertisement because they are all different, for example, heights, hair colour and race. We believed this is important to reach a wider target audience.  However we chose girl who are aged around 20 years old. As this is the middle age of our target audience. This is the best way to target the most people was to use these models. Also we chose these girls because they all know each other so when filming it would be more productive as there would be chemistry and a sense of friendship between the four girls having real fun. This is good so our audience will be inspired by the models.

Kids

Musau – we chose Musau as he brings ethnic diversity to our advert and also youth so this helps attract our wider audience, especially because they carry a cute factor so this will attract mothers also.

Josh – we chose John because his age and also because he is young and also the contrast between Musau and himself including ethnicity and height. 

Couple

Sean – We chose Sean because he fits the look that we wanted, he is tall, facial hair and is tanned/ dark skin which connects with ethnic diversity and will attract that side of our target audience. He also follows the trend and high end style we are promoting.

Niamh - We chose Niamh because she has that ‘girl next door’, pretty look with long blonde wavy hair and natural look makes her a perfect fit for our advert.

We chose Niamh and Sean to be the couple in our advert because they look good together as Niamh and shorter than Sean, therefore they look like an ideal stereotypical couple. Also they get on well in real life therefore avoids awkward and looks natural.

The boys we chosen for this advert were Alex (19), Sean (19), Luke (20) and Jason (19). We also chose these boys aged 19-20 as this age is in the middle of our target audience so by using so by using these models we believe that we will be successful when attracting our target audience.

Alex – We chose Alex because he fits perfectly with the stereotypical model type that is usually seen on existing TV advert, that prominent jaw line, tall ideal boy which will attract girls of the similar age and also boys this age to be like him.

Sean – Sean is not the typical look of existing models of the television so we thought we should challenge these conventions, therefore we used him. This will help to appeal to our target audience as it will show that anyone can buy our product.

Luke – We chose Luke because he is tall and has a good looking face and also very tall and also follows the rend that we are trying to promote

Jason – We chose Jason because he is shorter than the other boys and also has tanned skin so this will help appeal to a wider audience.

Again with the boys, they all knew each other which I felt was important so there was a natural connection and interaction between them. We felt that having a range of different look boys will help us to reach our wider audience.

Adam and Keira (18 yrs old)

Adam and Keira – We chose these two people because we wanted a real life couple so the acting was natural and more realistic. This will help to avoid the relationship in the advert look awkward and forced and therefore it looks natural and real. We chose this couple because Adam is taller than Keira and also they look good together because of their hair colour and skin tone. This young couple finding love in the advert will appeal to a wider target audience because everyone can relate to young love.

Ann (45+)  - We used Ann in our web pop-up as at the beginning we explained that our brand was for families which includes everyone, therefore we had to include a whole range of gender, ethnicities and of course age. Ann was perfect fit for our advert and would appeal to our older audience. She will model our women winter coats. She will clearly show we are a brand that appeals to everyone and has products for everyone and will appeal to everyone. She is key to our advertisement campaign. We also used her as she was easy to access and was available for use, unlike other adults we tried to find available were busy with work etc when we needed them. This explains why we don't have more adults within our campaign and why most of our models are younger as we had more access to them. However having at least one will show that are our target audience is a wide range of people of a wide range of age, genders and ethnicities.