Philip Kotler definition of marketing as a:
“Human activity directed at satisfying needs and wants through exchange processes”.
Richard Dyers star theory is the idea that icons and celebrities are manufactured by institutions for financial gain. He believes that stars are constructed to represent 'real people' experiencing real emotions. Stars are manufactured by the music industry to serve a purpose; to make money out of audience, who respond to various elements of a star’s personality by buying records and becoming fans. Due to the song’s natural seductive tone we decided to create a female solo artist, who is represented as a temptress and femme fatale.
- According to Richard Dyer’s star theory we constructed a star image for the solo artist we are promoting. The star image is a continuous link throughout the campaign, as the campaign needs to represent the artist to appeal to the correct target audience.
- We have looked at similar artists; such as Rhianna, Madonna and Christina Aguilera and filtered the key elements from their online presence and promotional campaign.
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- While all of the artists preform in different music genres, they all promote their sexappeal.
- Quickly we were able to recognise that while Dark colours and black and white are frequently used in their promotional campaign, red seems to be a constant key factor.
- Research into the colour and colour psychology quickly revealed the reason behind it’s content presence.
- Therefore we made the decision to continuously represent our artist in red lipstick, to build a recognition factor. We also conducted a photoshoot with red lighting to build in the colour into our star image.
- We could also quickly establish that while the campaign is promoting the artists sex appeal the fonds and extra details are kept minimalistic. Assumably to prevent distraction form the star displayed.
- Therefore we focused on simple, straight fonts.
- A recognisable factor was that all the artists had images of their face all across the campaign, therefore we feature the artist image in CD dig pack and website as the main focus, Equally in our Music video the performance element is the main focus of the video.
We looked at a variety of synthetic star image that lead to a very synthetic, look in our campaign. As we are promoting the ‘perfect women’. However we also took influence by Lorde, who is a bug organic artist. Who has similar presence throughout the campaign.
However Lorde shows a lot more connection with her audience and background through her music videos. We translated a similar effect to our artist, by naming her Sasha, using Russian letters. This creates a clear link to her home and heritage.
We are trying to represent a strong female, who is confident and a femme fatale.
We have primarily achieved this by close attention to the mies-en-scene. Creating a sensual atmosphere through dimm lighting and warm colours added to the sense of mystery.
Within the Music video, the costumes played a key role. We presented the artist in a long black dress. That highlights her femininity, her provocative attitude which presented in her sex appeal. Another main element was the juxtaposition to male characters involved. The artist is represented as superior to the male character, by setting the male in a boring office. She seems to be intriguing and leading the male actor. Once the male actor joins her in the cage, the colour of his tie changes to red as he immediately becomes more interesting seeing shown with her. However she still remains in complete control playing with him, as she never kisses him .
The frustration of the male character is reflected in the editing process. As the day dream fantasy of the artist is intersected with shots of work piling up in his office.
In our CD Digi pack, we have presented this star image through through using red lighting, and presenting her in a langeree. This immediately connotes sex appeal. However her look connotes superiority as she is looking down at the camera.
On the website, we present the same image , through displaying her behind a water droplet covered surface. Water being a very sensual element, connotes softness, sensuality and the droplets evoke a teasing effect. Her red lipstick being her signature is also incorporated across the website. Focusing on her through a gallery, and biography creates a strong and idealised image.
As a group we are trying to promote our artist's star image of being a femme fatale, therefore we are trying to promote her femininity and temptress nature. We are trying to emphasis our artist's beauty and powerful female aura, in order to successfully appeal to our male target audience, therefore a subtle yet classy image as seen by the simplicity of the red and black complimenting her face is needed for conveying the right image towards our intended audience.
I believe that the image of the CD dj pak that we have created successfully correlates with with what we have created in regards to both our music video and our website as they both portray the image of our artist being a tempting female figure that canconvey a sense of confidence, and superiority that will appeal towards our target audience. Our music video itself showcases our artist in a long black dress with her hair curled and wearing red lipstick and high heels; a generic image that contains connotations of attractiveness and sensuality, which are the components that we are looking to emphasise in regards to selling these factors towards our male audience.
To publicise the artist we have created a website, a CD Digipak and a music video with the task to promote and sell our artist. on the Website we have shown the dates of her shows, a photo album and merchandise. We wanted to make her look idilic and make her a role model. because of this people will want to buy her Alubm.
On our CD dig pack and website we have included information make her look very professional and she looks synthetic because she is almost perfect, flawless. for merchandise, we have things like stickers, jumpers and CD Album. this promotes her music and is another way of getting profit.
Those products are destined to a rather young audience. Our Primary target audience can clearly be seen as being teenage girls. The synthetic ‘goddess’ look of Sasha appeals a lot to girls between 14 years old and 25 years old. Aspired to be like her, teenage girls are highly likely to idolize Sasha as she acted as a role model, being a young, provocative and temptress female. By promoting her beauty, we also reach a secondary target audience. Indeed, boys of the same age are also likely to appreciate Sacha’s image. From a male point of view, Sasha collects all of the characteristics of a physically appealing woman. As a consequence of this, It could be argued that teenage boys between 13 and 25 could idolize Sasha as well.
The comparing could be seen as being highly effective in promoting a brand image to the audience for different reasons. The website we developed features some big scaled photos of Sasha that reach a very big audience. The music video was based around those female characteristics, which are our unique selling point, in order to appeal to this audience and to satisfy with some
