Psychographic Appeal...

Using ONE of the emotional appeals we had to design an advertisment campaign for a product.

Brain storm of ideas:

> Pet food

> Drink- wine/beer

> Clothes line- Underwear/swimwear

> Cleaning products- Mr Muscles

> Ipod- itunes

> Facebook- myspace/bebo

> Beauty products- hairstraightners/ dryers

> Perfume

The product I chose to advertise was swimwear. After deciding this I did some research into early swim wear:

The fashion history of swimwear took its lead from ordinary dress and the outfits were very modest, almost totally covering the body. One of the early images of swimwear is the dress shown in this Yorkshire picture and depicting coastal life in Georgian Britain in 1813. Note how the bather is assisted into the sea from a bathing machine.

In 1907, something scandalous occurred. Australian swimmer Annette Kellerman wore a revolutionary new one-piece bathing suit (revealing her legs and arms) to a swimming demonstration in Boston and was promptly arrested. However, there was no stopping the one-piece, and over the next twenty years it became the norm for women. This was aided significantly by the advances in synthetic fabrics (most notably the development of Lycra), which allowed swimsuit designers to dispense with their reliance on wool as a raw material.

Despite the constant march of civilisation, some things will never change. One of these is the stress that surrounds an individual's choice of bathing wear. This gave me an idea.

The advert opens with a woman in a changing room. She is standing in front of a mirror with slouched sholders and is wearing a very frumpy one piece. She looks at herself and sighs, from this the audience can tell she is disatisfied. She places her hand round her belly and attempts to hide it a little. With the use of mid shots and close ups the audience can begin to sympathies with her and place themseleves in her shoes. She appears run down and low. This is until a lady knocks on the changing room door she greets the woman with a new bathing suite, it is a brand new bikini. The woman looks but shakes her head. After looking down again at herself she feels she would not possibly be able to try the costume on and does not belive she can pull it off. Through the use of diolgue the other woman is able to persaude her. The final shot is of her bursting out of the changing room, a massive smile on her face and her body looking amazingly slim and beautiful within this new bikini. A man enters and wolf whistles, making the woman turn to the camera and say..

..'Johnson swimwear can make any woman feel like a star!'

The advert plays on the insecurities woman have about there body shapes and features. Making it seem a little bit more realistic. Its targeted and females between the ages of 15-35 as this is startistcally proven to be the most vunrable age group to body apperances. My line of appeal is that any woman has the capability to look sexy if they have the right swimwear!