In life I believe that fashion and advertising are the most persuasive powers in woman’s world. My project will show this in action by persuading women to buy into a certain fashion and believe it will work well for their life, body and world.
Ultimately, I want the audience to feel the need to buy the products shown right now and understand that they want to do so because it will make them feel good about their life and their body.
The subject of my project is a fashion advertising campaign for Kohl’s. This is a well-known department store, so there is very little background information the viewer will need that they don’t already know.
The activity I will record includes photographs for print ads, billboards and possibly an internet ad. I will also tape a television commercial and possibly a radio ad. All of these will have a unifying theme: Fashion for You. The premise will be that these clothes are for all, but they fit you perfectly and will make you feel good about your body and your life. Each will be able to stand on its own, but they will all have the same theme and will fit together well. I will include clothing for females only to make this theme easier to understand and to keep the elements cohesive.
The main subjects of my campaign will be my models. Thus far, I have four models in mind: Brittany Fessenden, Cassie Mull, Melany Desrochers and Stacey Chiesa. If necessary, I will include more models to help prove my point. The models’ main goals will be to sell the products by showing that the clothing of Kohl’s fits all and helps one to feel good about her world.
Instead of camera interviews, I will be conducting a television commercial. It will be a 30-second spot that will help to further demonstrate the fashions in a way that will persuade the viewer to buy the clothing. I will shoot and edit the commercial in a way that fits with the rest of the campaign.
The structure of the campaign will be unique in that each piece will have a beginning, middle and end and will be able to stand alone. However, when the pieces are put together, they will also portray one idea and will be able to portray one idea and theme. While there won’t be a set order in which the pieces need to be viewed (and hence no beginning or end), the pieces will still portray the idea of Fashion for You.
I will shoot the images and video in the next three weeks (before spring break) and will begin editing at that time. The project will hopefully be complete by April 1, before the deadline, so the works can be included in my portfolio during my job search. During the month after the project is complete, I will fine-tune everything so it will be ready to be turned in by May 3.
I hope my project will impact my viewers and convince them to buy the fashions in the campaign. I also hope my project will convince employers that I have the skills needed to find a job in the advertising industry.