Extended ProjectThe Body Shop: Inner Beauty

Advertising Campaign

Sarah Innes

Brief: Aim of ProjectBrief For the Extended Project, there are four types of Project to pick from:• Write a dissertation• Produce an artefact, like a sculpture, model or DVD• Develop and showcase a performance (sport, drama or music)• Conduct an investigation/field study

Final Decision Question: Can an advertising campaign change the way girls use make-up?Company to Re-Brand: The Body Shop (make-up range)Companies to Research: Aveda - http://www.aveda.co.uk/home.tmpl The Body Shop – http://www.thebodyshop.co.ukDainty Dolls – http://www.harrods.com/brand/dainty-doll Production: Advertising Campaign – Poster, TV advert and website banner

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Project Proposal :Advertising Campaign

Question: Can an advertising campaign change the way girls use make-up?

Plan: I stared to research into advertising campaigns which target young girls to buy beauty products and the belief that girls need to look a certain way. I researched deeper in the matter by finding out how these campaigns effect the emotional minds of these girls, making them think that women shown in the media are the norm. After seeing these images of skinny ‘beautiful’ celebrities it triggers some young girls in thinking that this is what you should look like to be popular like these celebrities, resorting to anorexia and extreme beauty requiems to achieve this look. I looked into why this happens, researching into documentaries, books, article and interviews to find the answers for why girls feel they have to look a certain way.

Research Nicola Roberts: Dainty Dolls Make-up

Dainty Dolls is a make-up range founded by Girls Aloud singer Nicola Roberts. She set it up due to the life time problem she has had finding make-up products which have the correct colour pallet for her skin shade. As Nicola has very fair skin and ginger hair, much of her life consisted of making sure she always had a tan and darker hair, she was ashamed with how she looked. After a life long battle with the way she looked and the many bulling reports in the Media, (2002) about her being a ‘ugly duckling’ she finally had the will power to embrace who she really is, taking of the fake tan and dyed hair she found peace with herself and though that she decided to help people in her situation making sure they understand her story and that there is a make-up brand now out there they can use to help be true to their colour.

The Body Shop

The Body Shop is a health and beauty chain shop; it advertises their products as being made up of naturally sourced ingredients enhancing the natural beauty of the customers and protecting the planet in the process. The stores sell many different products such as make-up, skin care, hair care and shower products.

“I just want The Body Shop to be the best, most breathlessly exciting company – and one that changes the way business is carried out. That is my vision.”Anita Roddick, (2009) Human Rights Activist, Founder of The Body Shop.

The Body Shop does not advertise their products not through TV, radio and even posters, their techniques is very different, they only advertise their beliefs such as campaigns against trafficking in women. In 2009 the store launched a campaign to Stop Sex Trafficking of Children and Young People, with the celebrity support of Jamie Oliver, Robert Pattinson, Sienna Miller, Nicole Kidman, MPs and many more the campaign and The Body Shop got a huge boost of media attention also including the public.

Eating Disorders – How the media affects young children

Eating disorders is a widespread problem with men and women; it has dramatically increased among pre-teens, Alexandra Fawcett, (2009), Anorexia: beyond the statistics, The Guardian where admissions went from 36 in 1996/7 to 81 in 2006/7 – a rise of 125%. From a very young age women and men have been educated to look and act a certain way. Every week in the tabloids celebrities are slapped across every page; sharing their crash dieting tips and being criticised for gaining a few pounds. The main question asked is this the message we want to send youth of today. Dove’s Real Beauty Campaign is one of the only advertisements on the market that uses real women to advertise their beauty products. As a main company in the fight against body image problems in young girls, Dove also holds various self confidence work shops around the country to encourage young girls to think positively about themselves and love their bodies no matter what size they are.

Photography Idea

This billboard advert featuring Chloẻ fall 2010-2011 collection, the theme being natural and beautiful, the same theme I want to include in my advertising campaign. This poster is a good representation of the end result I want to end up with, it shows the models having fun outside, no matter what the weather. The colours in the photograph are very rich representing a field of gold, the connotation that in these clothes they are worth a million dollars,

drawing the audience in thinking that if they buy these clothes they will be as happy as these women. The styling of the women is very plan but very effective, each women has their hair and make-up the same and dressed in similar clothing, this is a very raw representation of the brand showing how the women defines the clothing making the photo very relatable for the audience.

Mock up Poster/ Web Banner Idea

Video IdeasChanel Mademoiselle Commercial (Spring/Summer 2011 Campaign)

http://vdioh.com/Video.aspx?VideoId=14999

This Chanel advert is the base for the base for the Spring/Summer collection starring Blake Lively; I love this advert as it creates a scene of classic beauty. Many of the shots focus on the direction of the light in the room, creating a visual focus for the audience as the camera winds its way through the hose to the model. Shots taken with the model show a behind the scenes effect, re-creating the image of her being an icon to follow.Set in Paris it creates a simple representation of the brand, using soft music and a mixture between the black and white in their final edit, it bring the whole look of the shoot together. I will uses these TV advert to help with the final editing of my advert as it shows a good demonstration of how you can uses music and visual colours to change the tone of the advert.

Versace / Vanitas Chez Marionnaud

www.youtube.com/watch?v=3L1sr7CWJrs

This Versace perfume advert shows a great example on how to create an advert which attracts the audience in. This advert does this by the use of close-ups, exotic blue colours and a combination between focuses keeping the audience interested. The dipped lights and strong movements of the model give a unique portal of the theme of the perfume, showing the audience instantly what perfume represents. This advert helps me create an idea for my advertising campaign as it shows how close-ups can change the way the audience watches he advert, keeping them hooked on the screen for a bit longer.

Story Board - TV Advert

First Cut of TV Advert - Inner Beauty Make-up Collection

Feedback

Positive - The footage flows from shot to shot- The music is suited to the theme of the advert- The quality of the footage is very clear.- The structure of the advert is very clear.

Negative- The shot of the make-up is poor quality.- The voice recording about the make-up is crackly and noisy. - The music cuts are not smooth.- Some fades are uneven.

Improvements- Change the shot of the make-up.- Re-edit the music to make it flow.- Change the volume of the voice over.- Edit the voice over to make it clean.

http://www.youtube.com/watch?v=_zsNwZO-jF0

Final TV Advert - Inner Beauty, The Body Shop

http://www.youtube.com/watch?v=Q7ywskUTJzg

Final Billboard - Inner Beauty, The Body Shop

Final Billboard - Inner Beauty, The Body Shop

EvaluationIn the duration of working on my project I have come up with and researched into many different ideas for my project, I have chosen the best few and developed them to meet the standard of work needed and in the end produced a high quality advertising campaign including a TV advert, billboard and web banner. The brief was followed to a very high detail through the way I constructed my advertising campaign, I now believe that girls can be changed and re-educated about the way they use their make-up, and the advertising campaign I created has one of the only pictures on the market which does not include air brushing. This is a constant reminder for people who see the advert that you can be natural and beautiful and they can start their new look with a brand new natural make-up collection which is good for your skin and confidence. My whole project idea was to try and re-educate young girls that natural beauty is the way forward, my advertising was made to stand up for the amount of false adverting in the market today.

My campaign encourages young girls to have fun and be the natural beauty that you were meant to be, I back up the argument with the way I have laid out my campaign in the form of the ‘happy go lucky’ vibe of my advert with the quirky music and the happy natural girl in the advert. If I did this project again I would not do much differently, I am really pleased with the outcome of the adverting campaign as it is exactly how I imagined it, the message I have sent out in the advertising campaign is really strong due to way the models beauty and personality shines through.