Advertising Vs Editorial Image

Advertising Vs Editorial Image

What is the difference?

What is Fashion advertising? 

Fashion advertising is all about selling a lifestyle, this can be through clothes, accessories and makeup and hair. Fashion is often aspirational, does beauty follow the same rules as fashion? 

-Commercial Photography sells a product. 

-Fashion Photography sells a lifestyle. 

-Editorial Photography sells a story. 

-Beauty ??

Commercial -

A commercial advert is all about selling a product to the audience/customer. They are trying to convince the audience that they can't live without the product in the advert. They are aiming to entice the audience that they need this product so much they are going to purchase this must have product. It's also about selling this product with a lifestyle, so how your life would be with this product in it. For example Chanel do this a lot in their adverts, sometimes the commercial shows more of the woman and the upper class living than the product they are trying to get across to the audience, but surprisingly this sells the product more than just showing the product on the model. 

It also changes with brand, for example if you compare the commercial of Kate Moss Dior and the MaxFactor commercial there is a lot of difference, in the Dior advert Kate Moss is selling a lifestyle more than the product as the product appears in the commercial only a couple of times and doesn't say anything about the product. The MaxFactor commercial is all about the product and selling it, by saying what makes this product special compared to other brands.  

Editorial - 

Editorial is all about the theme and this can be supported by text to tell a story. Editorial has to have a strong narrative behind it because without this it doesn't show a meaning. Editorial formats include printed magazine and online blog format , etc. The editorial style is simplify not selling anything it shows a range of genres and styles. 

The image is mostly there to support the text as its all about the mood it creates the hair, makeup and clothes are just an accessory. 

Genre Cross Over-

There is a genre cross over with Editorial and Beauty because the piece will look like an editorial but it will also be promoting a product. This is playing with the subconscious by persuading the view to purchase an item, this is usually supported through text. The industry call this an advertorial. Beauty is an area which is used very heavenly in advertorials. 

Example of some advertorials i found, these were from the magazines which came free with the papers on Sundays...

Colour Explosion - Harrods

Colour Explosion

Harrods Magazine June/July 2014 

This image really reminds me of the Holi Festival Of Colour held in Berlin, Dresden, Hannover and Munich. The festival is all about colour, movement and explosion of colour. I really like this front cover, it really related back to my idea of mixing the smog idea and the bright colours.

When I came across this front cover of Harrods Magazine June/July 2014 I feel in love with it. I think the cover is so cleverly designed that is is defiantly going to stand out over other magazines. The main aim for magazine front covers is to stand out so the consumer will pick it up over any other magazine, I really think Harrods have done this with this front cover.

This image is promoting the makeup that Harrods sell, on the inside it has examples of how to use vibrant-coloured cosmetics.

What makes this cover stand out?

I think what they have done in this image is extremely cleaver because they are advertising makeup sold by Harrods in a way that isn't obvious, they haven't just got a model wearing the makeup they sell because you want the consumer to be intrigued with the image on the front and get them to read on which involves buying the magazine. 

They have also made it a June/July issue because they are focusing on festivals. June/July is just before all the festivals start which is the perfect time to advertise this type of makeup. 

Looking at the image they have used a few photography tricks to draw in the consumers eyes, for example they have used a defined, harsh edge of the side on face to attract the eyes to the middle of the page, this is called leading lines. Using this leading line they have made the main focus of this image right in the middle of the image, which leads to the title of the magazine and the slogan which says "A Shade More Daring". This works really well because the reader will be lead straight to the point of what the magazine might have in store for the consumer.

The magazine cover have used contrast with colours extremely well by having a black background they have made the image almost look slightly 3D by really making the colour reach out and grab your attention.

The Lighting of this image I think has been lit using soft boxes as the light isn't really strong or harsh it has a soft bright look to the image. I think the image has been back lit and thats why it stands out  from the background, I also think it was lit from slightly above the model as you can see a slight shadow under the chin and under the eyebrow. I can see a slight shine of light on the chin and just under the eye so I think they must have had a light in the right corner slightly behind her.

The image has been shot straight on to show more of a direct, straight to the point image, the photographer has used a fast shutter speed to capture the movement which is frozen in the image. 

After analysing this magazine cover I now know that all the small details behind an advert is so important and all this needs to be planned out before I start shooting. This will give me the best images because I will go into the shoot knowing exactly what I want to achieve. 

                     

Holi Festival Of Colour

Holi Festival Of Colour

"On this day all people are equal"

While looking at my mood board of my word photo chemistry, the image of the photochemical smog over the city and then the bright colours from the chemical reaction reminded me of a famous event that goes on called Holi Festival. 

People from all over come together and take a step back from every day life and celebrate peace and harmony. They celebrate this day by throwing coloured powder paint everywhere, this then creates a colour exposition in the air which looks like the photochemical smog in my mood boards but just bright and colourful. 

I really love the idea of using this as an inspiration because I think it's an extremely beautiful event. 

"Unfortunately there is a huge level of inequality in the world and people deserve a celebration where the everyday life takes a step back and people come together in peace and harmony. A pleasant and cheerful festival, which leave a lasting impression on visitors and those who will read or hear about it. This Event has the power to directly promote and foster equality and tolerance and bring people together."

                      

History Of Givenchy

Givenchy

"His are the only clothes in which I am myself. He is far more than a couturier, he is a creator of personality," Hubert de Givenchy's muse Audrey Hepburn said of the designer.

• In 1927, he was born Hubert James Taffin de Givenchy to an aristocratic family in the French city of Beauvais. The family's nobility stemmed from his father's side from the 18^th Century, and artistic professions ran through his mother's hereditary line. Having lost his father in 1930, he was raised largely by his mother and maternal grandmother from whom he inherited his passion for fabrics. Inspired, Givenchy left his hometown at the age of 17 for the vibrant opportunities of Paris.

• The designer's statuesque height - he was 6' 6" - made an immediate impression on Paris, where he soon made a name for himself as a talent to watch.
• In 1952, he established his couture house, la Maison Givenchy, launching his debut Separatescollection of light floor-length skirts and stunning blouses including the feted Bettina Blouse, named after model of the day Bettina Graziani. Two years later in 1954, Givenchy became the first couturier to present a luxury ready-to-wear line.
• 1957 was also the year in which Givenchy launched his first perfume, L'interdit. Promoted by Hepburn, its success soared, hitting headlines as the first time the world had seen an actress as the face of a perfume.

• Selling his business to Louis Vuitton Moët Hennessey in 1988, and retiring in 1995, Givenchy was succeeded by widely celebrated and innovative designers including Alexander McQueen, John Galliano, Julien Macdonald, and Riccardo Tisci  - who now stands at the helm of the Givenchy empire, as the creative director for the Givenchy haute couture and ready-to-wear collections.

Time Line...

• 1970

  Designed by Pierre Dinand, everything about the Givenchy logo evokes balance, stability and enduring quality. It unites the symbolism of the square and the number 4, and also signifies methodical order, loyalty and solidity. A veritable workaholic known for his unwavering loyalty to his friends, Hubert de Givenchy could not have chosen a better number to represent his personality. The square is one of the fundamental symbolic figures in design, along with the circle. It represents stabilisation in perfection and symbolises all creative activity in the realm of time and space.

  
  
  

  1989

  Right from the beginning, Givenchy’s image has been associated with colour and gaiety. With the founding in 1989 of Givenchy Beauté, the brand became even more intimately associated with women’s beauty. The Prisme concept became a symbol of Givenchy makeup. Prisme contains four delicately sculpted powders of different shades, which can be mixed together by running the brush over them. It is packaged in a square black case decorated with a stylised 4G logo in colour.

  2005

  With the new Givenchy Le Makeup line, Givenchy demonstrated its desire to be present at every moment in a woman’s life by combining high performance and innovative textures with an exceptional palette of colours. Givenchy Le Makeup offers this clever, delightfully concentrated makeup in luxurious packaging with micro-accessories. To develop future collections, Nicolas Degennes works closely with the Givenchy laboratories to research into innovative formulas and textures, as well as colours and shine control. To better enable women to look naturally seductive.

  2006
  

  Prisme Libre loose powder is a fusion of four complimentary, complexion refining shades that together, create a natural, unified, enhanced finish. Upon application, imperfections are diminished and skin is more even and porcelain in nature, with a lasting, luminous, matte finish.

  2008

  In 2008, Nicolas Degennes reinvented mascara with Phenomen’Eyes, offering a high-precision application technique using a round brush in a brand new, daring design. Phenomen'Eyes' iconic, spherical brush provides 360° application that captures every lash, even the most difficult to reach. The result is precise, the definition is extreme, with lashes that are fanned-out to infinity.

  2010

  A Givenchy classic. This legendary Prisme includes four shadows in shimmer and glitter finishes to shade, define and highlight for eyes that dazzle. With six, refined color harmonies to choose from, each comprised of two contour shadows, one base and one highlighter, plus a slide out drawer that includes a mirror and three professional applicators, the possibilities are endless!

  In 2010, Givenchy broke through skincare codes by developing the first “age-defying cosmetic vaccine”, Vax’In For Youth.

  2013

  Teint Couture Fluid's lightweight texture glides over the skin to diffuse imperfections and impart a luminous, smoothing veil. Its fine and silky formula provides custom coverage. Givenchy Teint Couture Compact is an all-in-one foundation that feels luxurious and is easy to use. It's ultra fine, second-skin feel floats on the surface of the skin and never appears heavy or cakey. Teint Couture's universal illuminating pink tone inspired runway shows, is the key to its luminous finish. Ultra-chic, Tient Couture's elegant, leather, clutch-like case encompasses all of the hallmarks of Haute Couture, right down to the zipper pattern embossed in the powder.

  2013

  More than a lipstick. Encased in an elegant silver and leather tube, Le Rouge is a rich with luxe pigments that coat the lips with radiant, lasting color with a single stroke. The lightweight, ultra-smooth, non-sticky texture glides on to softly shape and contour the lips, beautifully.

  2015

  In Leather. In Colors. The ultimate Couture lipstick reinvents itself with a balmy and sensorial texture…  The perfect balance between lipstick and lip care, this ultra-elegant leather-clad whipped lipstick is your best ally for a casual chic, ready-to-wear look. Like all must-have fashion accessories, it comes in a wide palette of 16 shades, from the most nude to the most sophisticated.

  
  

Mood Board PhotoChemistry

PhotoChemistry 

I created this mood board based on my word which we got given, I searched the word it's self and it didn't come up with much just the definition. I then carried on looking and I came across a photo chemical reaction which causes a smog like effect over landscapes. I found this extremely interesting because it's caused by environmental problems so it's toxic but at the same time it looks so beautiful. 

I then went on to research more about the chemicals which create this beautiful ultraviolet light, I really like bold, bright colours it creates. 

Looking at my mood board i would really like to blending the two ideas together somehow. By using the bright colours as well as the city smog.

Practical

Practising Lighting 

In class today we were practising different ways of using lighting to create a perfect advertising campain. The set up we were using was created from using 2 white reflectors facing eachother to reflect the light then 2 laps with soft boxes, these were placed slightly behind the model and off to the side, in front of the lights were two defusing panels which made the light softer and not as harsh. 

We then had two black reflectors either side of the model to create more shape to the face. The model then stood in the middle of the tunnle which was created using the equipment above. 

We used a camera on a tripod because this way you can keep getting consistent shots by maybe only change little details like a peice of hair being out of place. 

In front of the model above her head we used another soft box light on a stand to get it above her head. 

I really loved this set up because it shows a really lovely soft image without it taking away the definition of the cheekbones. It's perfect for a beauty advertising campain. 

Word Of Inspiration

Word Of Inspiration 

In class we had to pick a word at random out of a hat and the word I got was Photo-Chemistry. I started researching what this word meant and the definition of the word which is...

Photochemistry is the branch of chemistry concerned with the chemical effects of light. Generally, this term is used to describe a chemical reaction caused by absorption of ultraviolet (wavelength from 100 to 400 nm), visible light (400 - 750 nm) or infrared radiation (750 - 2500 nm).
In atmospheric chemistry, light is very important. This is because there is much more UV light at the top of the atmosphere.
If light of a particular wavelength is not absorbed by a system, no photochemistry will occur, and no photo biological effects will be observed, no matter how long one irradiates with that wavelength of light. 

After doing my research into the word Photo Chemistry I have come across a lot of key words and information that I could link to a photoshoot, I have made the words that I found interesting in bold to do further research.
The words I have come across that have given me some ideas and inspiration for a shoot are, Ultraviolet Light, Chemical Reaction, Wavelength and Absorbed. These could be the words I use to shape my shoots and final images.