RYMAN STATIONARY

ADVERT FOR STUDENTS + YOUNG

ADULTS

for more information contact: danielcrocker45@gmail.com or

967493@henleycol.ac.uk

Contents
1.

Details of the product and public perception.

Rymans Stationary
Stationary and art supplies, quality pencils, paints and paper.

The product being sold is viewed largely as a necessity, but people will pay slightly inflated prices for a branded and slightly
more expensive-to-produce product.
People will pay luxury prices for art supplies because the quality and improved artistic results that they expect.

Art supplies are embodying of artistic expression as a whole,

while it is very simple, the artistic and expressive potential is
boundless and infinitely more complicated when viewed/used
by the right people. Many people think of it as setting free of
artistic visions and ideas. The art supplies are instrumental in
this highly regarded

My advert
https://www.youtube.com/watch?v=M6kB3-aeuNY

USP of advert
The unique selling point is that of enabling inner expression and realisation of potential, giving our target audience the impression that they
can be talented and expressive too, with the aid of the product.
Discussion of colours/graphics/sounds/location:
At the beginning of the advert, although the people featured look
mesmerised and enchanted, I wanted their outside surroundings to
look bleak and somewhat desolate to the viewer, so the colours and
cold and washed out to reflect this. The locations they are in (secluded
industrial and ruins) are both placed that can either be thought of as
very grim and miserable or of places of unique beauty.
Building upon this, when the characters use what they have seen in
conjuncture with the product (and are indoors, where people are most
likely to do so), the music suddenly lifts (slightly juxtaposing what they
are doing but highlighting the internal intensity they feel) and the picture becomes more colourful and vibrant. Then, at the end of the advert, just as the music has reached is crescendo and is tailing of, the
characters on-screen shut their books (indicating the end of the advert
and preparing the audience for the brand logo to appear, as is standard in television advertising) the logo appears with simple stylised text,
with only block red colour and white text, for the tagline let the world
inspire you

Illustrations of product + advert

Graphs + Charts discussing target audience and selling figures. http://www.marketresearchreports.co.uk/samples/Stationery%20Market%20Report%20UK%

202007_sample.pdf

Stills from the ad and from a close competitor.

Our Rymans television advert

Staples television
advert

Who the client/buyer is:

Selling or artistic and school supplies, it was felt that the target audience would be predominantly teenage , the young adult demographic , with no real gender bias. I conducted a survey to find out what types
of people the product appeals to, to determine which age, and gender demographics to target, to confirm
my thoughts.

The majority of the people that I surveyed agreed that the product is mostly to be directed towards both
genders equally, and primarily aimed at people between the ages of 11 and 21, a teenage demographic.
Therefore my advert will be aimed towards teenage students indiscriminate of gender.

Market Analysis

http://store.mintel.com/spending-habits-of-the-teen-consumer-us-august2011?cookie_test=true

http://ijbssnet.com/journals/
Vol_3_No_22_Special_Issue_November_2012/2.pdf

Product Analysis

Why we should buy your advert?

The advert is simple and somewhat understated, perhaps unusually, for something aimed at this age group, but as we are
selling an artistic and somewhat intellectual product, I feel its
important not to patronise our audience or bombard them with
interesting visuals unrelated to the experience of using the
product.
Music is dramatic, and they may see themselves reflected in
the people on screen.
Embodies simplicity of task and product, as well as potential
when used with emotion (ie the music)

Reference page

http://store.mintel.com/spending-habits-of-the-teen-consumer-us-august-2011?cookie_test=true

http://www.marketresearchreports.co.uk/samples/Stationery%20Market%20Report%20UK%202007_sample.pdf

http://ijbssnet.com/journals/Vol_3_No_22_Special_Issue_November_2012/2.pdf