Further adjustments were made to the final adverts. In the Tommy Hilfiger crisp packet, a background of California's famous palm trees were added. This is to further convey the lifestyle that surrounds the brand and attract the consumer that would be interested in this collection. The palm trees instantly remind the consumer of California, the home of Hollywood, home of the celebrities and most importantly reflect that sense of ‘cool’ that brands aim to achieve. To add on this, from my experience in visiting California, the palm trees would also connote a laid back lifestyle because of the association. Life in the West Coast feels a lot slower compared to the East. With this connotation in mind, consumers may be attracted to reflecting a brand that likes to “take it easy” and encapsulates the always sunny California.
In the Prada advert, a slight gradient was added to background. This was inspired by the work of famous famous photographer Willy Vanderperre. He has shot for the likes of Dior, Raf Simons and Jil Sander. By using a similar aesthetic fashion photographers use in their adverts, it would make the Prada crisps be seen in the aesthetic as high fashion adverts as well. This effect will better convey to the consumer what kind of brand Prada is.
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