Ad Spoof Plan + Experiments

I have decided to place some advertisements style pages in the magazine, this is to make the outcome seem more realistic. Yet the tone of voice will be sarcastic and explore the opposite of what the brands are trying to say to their consumer, this has been influenced by our study of parody from the previous year. In which we looked at 

Ad idea:

High-end brands who are known for the wrongful disposal of their goods, such as Gucci and Louis Vuitton I will be taking their most recent ads and pairing them with text which depicts their imagery in a less conceptual term. 

Gucci imagery:

A Gucci press release describes this phenomenon as "idiosyncratic curation," though others might describe it as hoarding. Of course, the campaign seeks to remove any negative connotation such a practice might have: Per the release, the images "champion the notion that those who the mainstream often considers to be oddballs are frequently the most interesting and creative people, and that true individuality is a badge of pride."

This collection is trying to bring hoarding to be a positive activity, but if the concept was taken away and the brand didn't have the high-end power to be able to make 'fashion' anything they wish. In the ad, I want to take the concept that everyone would be thinking if they saw these items of clothing that were not from a high-end fashion house. It needs to use language that is powerful in terms of making an impact which makes the audience consider, are these items really aspirational to portray a particular image and lifestyle or are they simply buying into the 'brand' because that brand says that is what needs to be worn for that 3 month period. I will be wording it in a conversational kind of manner, to make it seem more fitting for magazine content. 

Digital Experiments:

Initial idea

This initial idea for how the ad could look was quickly mocked up using photoshop to see how the placement could go together. The word 'twat' has been used to create the most impact and also resemble the level of extremism that this advert has gone to, to be able to justify the clothing Gucci are trying to get their customer to buy into. 
I also wanted to experiment with the placement of the text so the profane word isn't so evident yet the audience still knows what it says, this means that the audience is taking more of the perception of what is being said from the image and linking it to the wording rather than the other way round; therefore only confirming what the wording is saying about the advertisement. 

Figure 1

Within this experiment, I tested repeating the word and dragging it further across the page this pulls the text to the forefront of the design, and by putting it across a double page spread it will force the audience to pay attention to the message behind the spoof. 
Although, this takes away from the point of having the language hidden and letting the image make the presumption for the reader. 

Figure 2

This design is more simple and allows for the conversational style that I was trying to achieve, it keeps the text questionable and makes it clear that the brand I am talking about is Gucci.

Figure 3

This design was developed during a further consideration of the magazine, the full Gucci logo was added to reaffirm visually what brand the ad is talking about. The type was changed to make an emphasis on the word 'twat' pulling it to the forefront of the audience's attention whilst also remaining still hidden behind the imagery itself. The type selections are also more fitting for what the magazine had developed into at this stage of design. 

Cartier: 

As Cartier was one of the brands that I discovered through research dispose of £3 million worth of watches each year, I decided to attempt a direct spoof of one of their ads from the year, which would create a full bleed, high visual impact ad. Yet the content would seem naturally part of their advertising campaign until the reader looks further into the content. 

Original Ad

Spoof Ad

The spoof works in the way that it interprets the visual identity of Cartier, and also plays on the visual content they have added. Although this is more streamlined with the brand's direction for the ad, I believe the other style of ad works better for a lifestyle magazine as it is more simplified and makes the visuals more of a conversation about the imagery, used by brands, rather than a direct spoof of the imagery; therefore I will be using the previous style within the publication.