ESSAY

 Throughout all of my products I show the importance of a current social issue, veganism. In my documentary my main goal were to show actuality as John Grierson’s definition of documentary is the ‘creative treatment of actuality’, to show the sense of actuality I used emotive images of a young white business owner to show that he is down with the current issues of veganism and then switch to show images of families living in poverty which i did to show the different stereotypes, I also used clips of my nephew to show how eating meat is nurtured. I used typical codes and conventions like achieve pictures, lighting, re- enactments, voiceover and use of close ups. interviewing was a key part of my documentary as the main focus was of the 28 year old vegan who talks about ‘The Ugly Truth’ of animal products, I took inspiration off the documentary “What the Health” which followed the same style my documentary did. I also researched the ‘What The Health’ social media page and took inspiration off that to shape my social media page and tease the audience about what is to come while also not giving too much away to keep them intrigued and excited while also aiming to keep a steady theme/look to my campaign,  I chose ‘Women’s Health’ magazine after researching many magazines i came to the conclusion that women’s health were the perfect magazine for my target audience and I loved the positivity the magazine gave off straight away by just looking and researching into it, the magazine is mainly just advice about health etc which worked perfectly for audiences who need advice on life choices.

I constructed positive representations of veganism throughout all of my products, especially in my documentary, I used a successful story about a vegan coffee shop and how it lead to a much healthier life style. I’ve shown that throughout my documentary by using clips of the coffee owner (Patrick White) being compassionate and happy following this through with a voice over of how its made him a more compassionate person in general and i added this in to help push the suggestion of veganism being a positive life choice. I then go on to construct negative representations of animal products and try to construct this and show this by using emotive images of animal abuse and starving children while also using very informational voice overs. While doing the interviews I wanted to engage the audience by his body language, he is sitting very chilled out to give the audience a feel that he's not just lecturing you he’s just almost a friend giving you advice, I also used loads of low key lighting to give a relaxed effect.The mise en scene in the interview was very important while filming as I made sure it was obvious of his life style with the plants and the coffee machine to show he works at a vegan coffee shop so while he's talking you're also getting a sense of who he is and his life, The title of my products ‘The Ugly Truth’ by using this I'm making veganism a moral issue based on animal welfare, while then with my social media page I portrayed happy and positive representations of happy vegan meals and cute photos of animals which draws attention to young audiences who love cute animals

My documentary, ‘The Ugly Truth’ is used throughout all my products and is representing the truth of eating animal products that everyone tries to ignore because its easier than coming to terms with. My main goal with my products were to make the audience more aware and to open majority of the audiences eyes that may not of realised the truth. As my main target audience are the younger generation who aren't very mainstream but are reformers who want to better the world.

I wanted  very modern based products, simple and similar colour schemes throughout and using serif fonts for a more elegant/smart look while also using the same filters on my social media campaign, for my article i was trying to connect on a level with the girls as i feel not many boys read magazines, The use of emotive images of animal abuse, starving childen really helps to engage the audience to have some sympathy for the animals. The emotive images are really engaging the audience as if you just hear something it doesn't have the same effect than if you can experience seeing it with your own eyes as it connects with the audience on a different level, For my social media page i chose Instagram this is because its the best fitting app for my target audience while it’s also a very easy app while an amazing app for branding

Veganism is a very widely heavily debated subject and I wanted to give the younger generation an insight to what they are actually eating that they've seen nothing wrong with because its all they've ever known and i’ve tried to portray this throughout all of my products while still attempting to give my products a happy light and I did this by using happy/bright pictures and style to them.

 My target audience is around 14-25 and my secondary audience is 30+ so when it came to branding my goal was to create a very similar pattern/link to show the connection between them all and to keep a steady strong message throughout. I used similar colour palettes which were mostly black,white,green and yellow.

The key images and messages I've portrayed is the same throughout my documentary, article and social media campaign, I also portray the benefits to cutting out animal products and the harm it causes to animals and have tried to keep similar key images of animals and different vegan meals while trying to keep a very simple/straight to the point layout and using serif font to give a very sophisticated look to my products while making it look an easy read, I took inspiration off the colour palettes of his flat, his shop and his outfit which were all cream, black, green as i wanted to portray his lifestyle into my products to get an insight of his life. I tried to make my products recognisable so if my audience saw one of my products they'd then be able to recognise them in the future, for example the Mc Donald’s logo everyone instantly knows it and if you then see the same colour palettes together you are instantly reminded of it, this was what I've done with my products.