Lighting & Colour

Planning: Lighting & Colour

What is lighting & colour and why is it important?

The lighting in advertisements is used to convey the character representation and emphasise the mood and atmosphere of an advert. The lighting is used to communicate a deeper meaning for the audience. The colour is the contrast that we see as an audience and notice the most. It has a similar effect as lighting where colour triggers a message for the audience that they can interpret. The lighting & colour both contribute to the overall effect on the audience and can enforce the narrative of it. It can have a lasting effect on the audience and they combine effectively. The different colours that the audience see, they subconsciously interpret the meaning of which allows them to break down the advert and respond to the brand product or service. The colour can be specifically used to connote something to the audience. For instance, the colour red can connote to love or danger and will make sense with the advert. Together with the lighting, it will contribute to heighten the audience's mood. 

There are two aspects of lighting that include:

Angles - this is the positioning of the lighting

Type - this is the way the lighting is utilised such as through darkness or light.

In my TV Adverts, I plan to use a variety of lighting & colour that will appeal to my target audience and suit the brand product. It will be used to present the brand product in the way I want it to and how the audience expect it to. 

Advert 1:

The main form of lighting that I will use will be natural lighting. This will not involve extra equipment to produce another form of lighting. I will use natural lighting as it suits the realistic form of the advert and meets the conventions of it. Through natural lighting, the audience will gain the sense of a realistic narrative that they can trust in. This will allow my football boots to stand out so that my target audience can relate to it. It will seem that the main character is a real player who is benefitting from the football boots which will inspire the audience to do the same. Natural lighting gives the impression that a real game is being played and they are following a real story of an upcoming star. 

The green colour of the Astroturf will stand out to my audience the most and this is highly conventional. Wherever football is concerned, the green colour of the grass always stands out and this grabs the target audience's attention who will be football fans. Through their psychographics, I know that the green colour will stand out and appeal to them because of their interest in football. The natural lighting combined with the green colour will blend will together to create an overall realistic feeling so that my target audience can focus on the football boots. There will also be a variety of other colours that stand out on other players' clothes. The blue bib and purple boots will be key colours that the audience will also notice and use to identify the advert. As football boots are produced in many colours, the purple colour will be conventional and will further appeal to my target audience. 

Advert 2:

For my second advert, I plan to use natural lighting once again. This is because it is the most suitable form of lighting for a realistic advert. As well as this, the second advert will convey a 'street' vibe that relates to football and natural lighting will emphasise this the most. The location will be at a football cage which attracts audiences who can relate to similar environments. Through this, I wanted to deploy a realistic feeling with the location and the natural lighting enforces this. It allows my target audience to relate with the narrative and the familiar surroundings with no added lighting that would be unrealistic. It also enables my target audience to relate to the narrative and see themselves in my main character's position. As a result, this motivates and inspires them to purchase the football boots and go and play in a similar location.

To add to this, there is a grey colour attached to the location due to nature of the football cage. It is on concrete rather than grass, thus the grey colour stands out to the audience. This is especially significant and effective because it contributes to the realistic feeling of 'street' football. It allows my audience to further relate with the advert and it injects a simplicity with my football boots. Due to this, my target audience will feel more attached to the brand product and will be encouraged to purchase a product that would fit into their lives. 

TV Sponsorship: 

As my TV Sponsorship will follow on from the second advert, it will feature around the same location and will enforce all the same aspects of the second TV advert. As a result, it will possess the same lighting & colour. However, a graffiti wall will stand out along with the different colours in the TV Sponsorship. These colours on the wall will further emphasise the 'street' feeling that is implemented to target the audience on a more personal level. 

Conclusion:

Overall, the lighting & colour that will be utilised in my advertisements will contribute to the realistic form. It will be effective as it will allow my target audience to relate to the advert and focus on the football boots. The natural lighting and realistic colours will allow the football boots to stand out so that they appeal to the audience. As I will use natural lighting, there will be no angles required because it will be the light that is already there at disposal. The lighting & colour will ultimately meet the conventions of a realistic advert and contribute to its success.