Synthesis of practical and theoretical research and understanding.
The brief submitted in relation to the written element offers and example of gender in advertisement. The rebranding of a currently gender-neutral product (toothpaste) has been chosen to demonstrate the research taken.
I began with pinpointing the following themes from the written outcome: gender, sexism, representation, stereotypes, persuasion, encouragement, colour association and marketing. This formulated ideas digitally with use of collage to highlight sexism and stereotypes. From this I developed a deeper understanding of representation within advertisement and how to target an emotional response.
I felt choosing toothpaste was relevant as from my knowledge it had not been experimented with gender to the degree I wanted to explore. The rebranding of toothpaste features a male and female response. These are then marketted across collateral such as: packaging box, poster design, mock-ups on iPhone and Mac, and web design. This was to show how advertisement can influence across a number of platforms. I formed an opinion borne from my research that eventually all products will become gender specific as the advertisement of them is too successful. Brands use ‘marketing segmentation’ in order to make more money from a product, this means creating two variations of the same thing. The practical highlights ‘marketing segmentation’ not just within the product alone; but within the advertisement of it too. This is done by research into web layout and gender specific apps. The colour scheme used has been expanded from research into colour association within advertisement and explores my opinion that design (such as pattern and font) is equally as affective in advertising a particular gender. I wanted to take colour away from the product so that the focus was on the design, and then utilize colour once again within the advertisement, as advertising of the product is my main focus of the written outcome.
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