Statement of intent/ pitch

Statement of intent

The brand I Intend to create will certainly incorporate fair-trade as its USP, aswell as targeting the luxury clothing market though with something fresh that will stand out to people willing to spend more for fair-trade. My overall intention is to present Fair Trade clothing in outside surroundings - showcasing the brand, Fair Trade Fashion, and how Fair-trade is a new fashion statement. I want my product to fit into into the luxury clothing market among the likes of Louis vuitton and Gucci though in a lower price bracket. I will advertise using two billboard posters. Because the product is entering such a competitive market that is constantly in the light, i believe it will attract a great deal of attention for what it is and so from the campaigns it should get into the limelight. I believe profit will come from the product due to its higher price point, though customers will be happy to pay that because of what it is.

Pitch

With my brand i have chosen to name it 'Giusto' which translates to the Italian word for 'Fair', because of Fairtade being the key part of it. I chose to use it though as it has a luxurious sound to it, and the fact it is Italian translated could imply quality - something i want my brand to be known for. Another reason i have used this name, is because i want my brand to sit amongst the likes of Gucci and Louis Vuitton, though with the emphasis on FairTrade. Due to this then, the types of people who will buy them for the interesting brand name will look at mine in a similar way.

Upon looking at my poster i have directed the model to look powerful yet elegant, in order to enhance an aura of luxury, whilst also displaying aspects of the clothing. 

Toms - ethical fashion

Toms puts its social and environmental philanthropy on full display in virtually every aspect of its branding. This not only lets potential customers know the kind of company they’re dealing with right off the bat, but also reinforces toms brand values consistently across all channels. toms was founded by Blake Mycoskie in 2006 following a trip to Argentina. During his visit, Mycoskie saw firsthand how people living in impoverished areas of Argentina had to live without shoes, a challenge that many of us likely give little thought. Inspired by his trip, Mycoskie decided to establish his company with giving in mind.Since 2006, toms footwear business has donated more than 60 million pairs of shoes to children in need all over the world. As if that weren’t enough, toms eyewear division has given more than 400,000 pairs of glasses to visually impaired people who lack access to ophthalmological care.

Fashion advertisements

With this, we firstly see that Topman have used a currently trending and popular B-list celebrity. By using him who has a good physique it attracts people to the brand, as he is associated with it. What we see is the Topman logo is squeezed into the camera shot on the boxers, in order to try and sell not only the aftershave. We can also se how this is targeted to a younger audience by using the hashtag splashed across the front in a bight yellow colour. This would appeal as teens would like to be part of this hashtag and see what everyone else does with it.




Next, we see that H & M had adopted the same idea of using a very famous personality to highlight their underwear. In both the photos lighting has been specially adapted in order to enhance their look. Also, they are seen to be giving across a very aggressive look in order to appear attractive. Upon analysing the black background here, it creates a simplistic and therefore a rather luxurious look. By using very dark colours, it gives across this ora of luxury, which i believe is what they are attempting to give across due to tit being slightly cheaper than other underwear in the market (calvin klien, ralph lauren)

Here, with Versace we see the emphasis is that it takes place on the top of a mountain with three attractive women and a man looking on in the background wearing a suit. We see them wearing very formal wear, aswell as holding onto stylish handbags - clearly what they are mainly trying to promote. The way they are on snow and mountains could refer to possibly the luxury lifestyle of skiing holidays. Another factor of the mountain, is in a way suggesting the brands status - as if it is above all the others.



Once looking at the high end brand of Gucci, we see it relates much more to the likes of Versace as opposed to the cheaper brands. In Gucci we again see the models are all dressed incredibly formal yet trendy, and seem to appear in a idilic location. The man is stood in almost a suggestive position whilst he looks down at the woman, and she shows off the gucci bag and the fur coat.







In this, we see the emphasis is on the fact that this brand uses 'organic fairtrade cotton'. It is much unlike the other adverts, as it doesn't include attractive models and just simply the clothes. Also, we see it has a simple background and even the writing used isn't trying to look so professional, it is almost quite comical possibly in order to appeal to older people.

fair trade

Fairtrade

Fairtrade sets standards: Fairtrade Standards social, economic and environmental standards that are set for both companies and the farmers and workers who grow the food we love. For farmers and workers the standards include protection of workers’ rights and the environment, for companies they include the payment of the Fairtrade Minimum Price and an additional Fairtrade Premium to invest in business or community projects of the community’s choice.

The Fairtrade Foundation is an independent non-profit organisation that focuses on four key areas of work in the UK:

• We provide independent certification of the trade chain for products and license the use of the FAIRTRADE Mark on products 
• We help in growing demand for Fairtrade products and empowering  producers to sell to traders and retailers
• We find new ways of working with our partners to support producer organisations and their networks
• We raise awareness of the need for Fairtrade to the public and the significant role  of Fairtrade in making trade fair

 What products are fairtrade?

Bananas
Gold
Chocolate
Beauty products
Cotton
Flowers
Sugar
Coffee

Fairtrade brands:

'Divine chocolate'
'Karma cola UK'
'People tree'
'Zaytoun'
'Cafedirect'

Firstly, upon looking at the Ben and Jerrys FairTrade advertising we see that what they have done is very clever and works well to promote the product as well as their values. The instant eye catching segment, is the way that 

Explain political affiliations - Questions

- Explain the political affiliations of two newspapers

6. To begin with, the Daily Mail is a clear right wing (capitalist) newspaper, which evidently portrays these views through its stories and layout. The Daily Mail tends to have a great focus on money and prices in modern life - even when not especially relevant to the story. The Mail does this because of its political affiliation, due to the wealthy being interested in the price of things. Another point, is that the Mail favours right wing people and the wealthy, which is clearly shown in their bias to some stories. An example of this, was the paradise papers coverage, which involved the queen being under fire for not paying tax and also for the elites dodging tax. In this, the Mail back up the queen and made it as if those lesser off were wrong, and the queen was simply a victim.

In contrast to the Mail, we see the Guardian adopts left wing (socialist) ideologies because of its support for labour. The Guardian is very much a hard news paper, and so what it conveys tends to be less biased and more factual. Despite this though, there is a slight lean in what it has written towards the socialist side of things, and so the rich tend to look worse. Interestingly, the Guardian also says a lot about tax at the minute, though what it says is how the rich should really help the poor, and so they should be taxed a greater amount.

• 1. Explain the political significance of the concept of 'press freedom' and its relationship to representative democracy. Why do you think freedom of the press is important? How much influence do you think the government should have about the things reported in the UK press?
  
  I personally feel that the use of a free press has both positives and negatives, and therefore shouldn't be totally self-regulated. The invasion of privacy of those in the public eye is becoming more common, with reporters taking stories too far and gaining private information. This is happening due to the demand the readers give, responding well to stories that seem exclusive. However, I feel that when a scoop is no longer I the publics interest then it shouldn't be printed and hence should be regulated, as reporters are gaining both unwanted information and information which is too invasive.
  
  
  The concept of 'press freedom' has political significance as newspapers are able to support any political ideology, printing stories backing this ideology. Due to this, even though the government has little control of the press, politics remains one of the most covered topics. This relationship between 'press freedom' and its political significance helps to represent the democratic society in Britain; allowing readers to chose which ideology, and therefore newspaper, they follow and buy, without any regulation against them. Just as everyone is entitled to an opinion when voting for the future of the country, with the majority gaining power.   
  I also feel that the government should oversee what is covered within the press, though shouldn't be able to control; what can and cant be published. The press should be covering stories and events with the publics interest as a priority, and I feel that I the government had control over the press the this would be forgotten. 

5. How much power does the press have to shape political debate, e.g. the influence of proprietors on politicians to support policies promoting cross-media ownership or holding back from regulation.

The press can develop power through ownership of newspapers which consequently can shape political stances due to their ideologues and therefore political debate through the widespread circulation which has the power to influence politicians in their debates. The owners of newspapers can influence the editorial stance of a newspaper. Newspapers will also attempt to influence how the public vote in elections. It is important that newspapers stick to a code of conduct or rules set out by independent organisations in order to avoid this. If one large business or one singular man owns a company their ideologies can filter down into the papers. This relates to Hesmondhalgh's theory on cultural industries as DMGT (owner of the Daily Mail) also owns multiple other companies. This therefore shows the integration and conglomeration of cultural industries which follows the normal capitalist patterns seen in Hesmondhalgh's theory.

• 3. What examples of editorialised content would not fit 'impartial' television news (e.g. social or political opinion) from The Guardian and The Daily Mail print or online editions.

Editorialised content means that its not advertising based in the act that they pursue direct sales intensions. This is the reason in which customers purchase or subscribe to these news outlets. News outlets of this type manipulate and distorts news values in order to broadcast impartial judgments of peoples beliefs and what they want to hear.

2. The main organisations that regulate newspapers consist of: Editor's code of practice, Press Complaints Commission (PCC), and the Independent Press Standards Organisation (IPSO). This is necessary so that newspaper companies are protected by these organisations so that stories are checked to make sure there is no obligation to those stories which could harm the company involved if there was a problem with story coverage.

4. Ownership models like the Daily mail’s proprietor model offer a prime example of how media can be controlled to influence public political views. Press barons like Rupert Murdoch, who controls most UK tabloids, can be seen to share his political opinions in each of his newspapers; this allows for an unfair opinion to be shared with the UK. 

OK Go - representation

To begin with, we see from the music that Ok Go are clearly an alternative/indie band, and we acquire that same idea from the music video. We see, that a big part of their status is based not their music videos, due to the fact that they clearly put a lot of time into making them different to others. Many music videos at the moment tend to be very sex orientated and follow the same basis, though we see with Ok Go that they prefer to have something people will remember. Next, we see that how the videos are filmed play a huge factor in it, with 2 of the videos being filmed in stop motion. Stop  motion allows a lot of creativity as it can look so different from usual filming - adding for a comedic effect. Furthermore, this emphasises the time and effort put into the filming which may show what the brand wants to be represented as - working hard for the entertainment of the viewers. Looking at 'Here it go again' we see that it is filmed in one take, though the one take is of something that  would require weeks of rehearsal and so again shows just how much effort was put in, though is still a very creative video, and really started the bands persona of creative videos. Something else to be considered, is what the band wanted to achieve when making these videos, and i believe this stems from their beginning video - Here it go again. When this was released it went majorly viral, and so i believe by making more out of the ordinary videos again these days, they hope to achieve the same viral success.