Sound

There were three songs i wanted to use which fit the 'Indie', 'Pop' or 'Acoustic' genres. Below are the songs, some information about them and when i asked, some of the comments the young women made which i recorded and made notes of.

This song comes from 'The Wild Youth' EP created by 'Daughter' who is signed to Communion Records and her real name is Elena Tonra. It fits the Indie and Acoustic genres.

'I really like the song, and can picture it well with a fashion advert for a less mainstream audience' - focus 1

'I think the song is a good choice, but it would be better if it was more upbeat' - focus 2

This song is called, 'I Still Like Your Clothes' by David E. Sugar.
There is little information about david sugar on the internet but another of his songs, 'Chelsea girls' has been used on an asos advertisement.

'The name of the song and the lyrics speak for themselves - I've never heard of the artist before - I can't fault this song for the adverts purpose' - Focus 1

'I don't think you can go wrong with this song - i really like it, but that's just me' - Focus 2

'This song makes me feel like i could walk a catwalk - haha' - Focus 3

This song is called 'Think' by British band 'Pegasus Bridge' who have now unfortunately split.

'I love this song, and i love this band!' - Focus 1

'I like this song, but it sounds really indie and i don't know if it fits a fashion brand very well, a lot of other girls i know probably wouldn't really like this song' - Focus 2

'I don't see the link between the song and the idea for the advert' - Focus 3

Casting Models

I asked three young ladies in my target market to send me full, mid and head shots of themselves for me to evaluate. Here is a vox pop of what my focus group thought of them, and the reasons number 3 was the best candidate.
1. Ellen

2. Faye 

3. Jessie











(UPLOAD VOX POP)

Concept Board/Mood Board

I used a programme called Image Spark to create a concept board to collect all of my ideas for my advert together. Here is a print screen of what i produced.

This collection of images features vintage posters and interesting fitting room ideas which have been previously used in other shops. I want my advert to be shot in a dressing room, with posters filling up the background but i will have to look further into the mise-en-scene at a later date. This is just a basic example of how i am using different technologies to gain a clear idea before i do my filming.

Defining My Audience

After posting my questionnaire out using social networking sites such as Twitter and Facebook a series of my friends, their friends and other young women across the UK who saw my link have completed the form and i now have over 50 results. I will only use 50 replies when analysing for statistics, however all will come in handy to see common factors between each.
My first two questions were demographical - i only wanted people who are in my target market to answer my questionnaire, so i asked about gender and age before going in to the sort of personalities the young ladies have by asking, 'Would you say you are interested in high street fashion'.
This is a print screen of my first two questions.

These pie charts show that all of the women who answered my questions were female, and 38 were between the ages of 15-20, 9 between 21-25 and 3 between 26-30. This means the majority of the answers were young women between 15-20, which is interesting because it may show that most of the younger participants use the internet more than the older age of the spectrum for this questionnaire. My advert will be mainly targeted at the age of 19-20, and i will post it and its ancillary products on the internet for feedback because of how efficient the answers were from my questionnaire.

Questionnaire Answers