Statement of Intent

I am making an advert for cream that lightens skin and removes spots. The target audience for my product is females aged 13-25, of a demographic group C or above.  This is because skin care is predominantly a female thing and it is most useful for this age group because teenagers and young adults often find themselves with spots, so would really appreciate a good spot cream. Other teenagers with fewer spots would probably still appreciate it as it lightens skin, and teenagers of today are very image conscious so would want the best products in order to give them the best skin. The target audience is females of a demographic group C or above because the product is fairly expensive and it isn’t really a necessity so it is more for middle – upper class people with more money. I will use an image of my model (Daisy) posing in a strong, powerful way. She will have giraffe print down her right arm, which will link to the text at the top ‘Not all species enjoy spots’. She will have heavy contour on her cheeks to make the cheek bones stand out. This make up will work as a visual sign to signify that, like intended, she is strong and powerful. This is a representation that is more modern of women that a feminist such as Bell Hooks, would approve of.  My choice of background is a white vignette background meaning it is white in the middle and gets darker in the corners; it fades very subtly and smoothly. This would appeal to the audience because it is clear and smooth, just like how their skin will be if they use the cream. It doesn’t take away any attention from the model; it will almost create a glow around her, representing her as radiant, making the audience want to buy the product so they can be like her. Her costume will be a white dress and this visual sign will signify purity, representing the model as pure and clean, just like how the audiences’ skin will be if they use the product. My advert would appear in the windows of pharmacists and chemists and other beauty shops because this way my target audience would definitely see them when they visit the shops looking for a product like this. You would also maybe see it in magazines similar to teen vogue, as these magazines are the ones that my audience tend to read and look to take advice from.