The document provides information on becoming a fashion journalist, including earning a bachelor's degree with a focus on journalism, English, or communication, gaining work experience through internships and freelance writing, and developing skills in areas like online publishing and social media. Details are given on typical earnings for fashion journalists, average costs of a fashion journalism degree program, and demographic statistics related to gender and social class within the field of journalism.

1. Fashion/Photographer
journalist
CHARLOTTE OLIVER

2. Info-graphic Research:
1. Steps to Be a Fashion Journalist
Step 1: Earn a Bachelor's Degree
Students can pursue a degree in journalism, English, or communication to hone their writing skills. A fashion-
related degree program may also be acceptable. Some schools offer programs in fashion communication,
which cover print writing and editing, photography, marketing, and fashion analysis. Undergraduates can gain
a solid understanding of fashion journalism by taking courses in reporting, research, fashion writing, fashion
trends, art, and product forecasting.
Additionally, practical experience is important. Internships at print or online publications offer aspiring
journalists an inside look at all aspects of the publishing industry, from marketing to editorial decisions to
production. Fashion journalists are typically expected to have completed an internship or obtained other
publishing experience before starting an entry-level job. Other options include interning at a fashion house or
writing a fashion column for a college newspaper.
Developing online skills is also important. Like most journalists, fashion writers are increasingly being asked to
upload content to publication websites and promote material through social media. Students can use their
time in school to learn basic online publishing and social networking skills.
Step 2: Gain Work Experience
Fashion journalism is a competitive field, so candidates may need to start their careers as general assignment
reporters or write about other topics. Aspiring fashion journalists can make connections with public relations
professionals, designers, and stylists to get breaking fashion news. They can also build up their confidence in
approaching people, asking questions, and getting inside tips on emerging trends and markets. Writers who
are starting out in the industry may choose to freelance for a variety of fashion-based publications.
Fashion journalists should develop a distinct style. Fashion journalists can gain further experience and

3. Info-graphic Research:
2. How much a fashion journalist might earn: Journalists on national newspapers can earn anything between
£25,000 and £100,000 plus. But there are few, bar editors and big name columnists, who lie in the upper pay
and many seasoned journalists will be on around £50,000 a year. A good financial journalist joining a City PR
on the other hand, could normally command between £130,000 and £150,000.
3.

4. Info-graphic Research:
How much it might cost to do a fashion journalist degree:
4. On the average, a student can expect to spend around £ 256817.74 a year to pay for tuition and fees,
and supplies and room and board costs in journalism school. However, the range can vary greatly. Some
schools can only cost as low as £ 8308.78 a year while others can charge a little over £ 45320.64 annually.
5.

5. Info-graphic Research: 6. The study found that 74% of news journalists on the nationals are men and that men also do
political and business journalism. Somewhat less surprisingly, just 3% of sports journalists are women
Among other eye-opening findings are that The Independent had the lowest proportion of female staff. Just 25% of its
team
are women. The Sun the Daily Telegraph were little different, with just 26% of female staff.
At the other end of the scale, the papers with the highest proportion of women journalists were The Observer
and the Daily Mail, both with 36% of women, closely followed by the Daily Express with 35%.
7. Racial differences within journalism-
Ratio of ethnicity’s within journalism’s 8. Social class differences within journalism (level 4 and up meaning
Education anything below meaning no degree)

6. Info-Graphic Research
9. what percentage of vogue is advertisements- Generally, the percentage of ad pages for Conde Nast magazines
is 40-50% as an average, changing from issue to issue and a country of publishing. For Vogue, the american september
issue sometimes can reach 75-78% of ad pages.
10.

7. Info-graphic Bibliography:
1. Anon. (2017). How to become a fashion journalist. Available:
http://study.com/articles/How_to_Become_a_Fashion_Journalist_Education_and_Career_Roadmap.html. Last accessed
13/09.17.
2. Julia Day . (2003). How much a fashion journalist might earn. Available:
https://www.theguardian.com/media/2003/nov/11/marketingandpr.pressandpublishing1. Last accessed 13/09.17.
3. httAnon. (2016). Womens lifestyle and fashion magazines ranked by print volumes. Available:
https://www.statista.com/statistics/321619/women-s-lifestyle-magazines-ranked-by-sales-volume-uk/. Last accessed
13/09.17.
4. Anon. (2016). How much does journalism school cost. Available: http://www.careerigniter.com/questions/how-much-
does-journalism-school-cost/. Last accessed 13/09.17.
5. Alastair Reid . (23/01/15). Women outnumber men in UK journalism degrees. Available:
https://www.journalism.co.uk/news/women-outnumber-men-on-uk-journalism-degrees/s2/a563890/. Last accessed
13/09.17.
6. Roy Greenslade. (4/03/11). Men still dominate national newspaper journalism. Available:
https://www.theguardian.com/media/greenslade/2011/mar/04/women-national-newspapers. Last accessed 13/09.17.
7. Anon. (2002). Jaw. Final.Higher. Available: http://www.nctj.com/downloadlibrary/jaw_final_higher_2.pdf. Last accessed
13/09/17.
8. Anon. (2002). Jaw. Final.Higher. Available: http://www.nctj.com/downloadlibrary/jaw_final_higher_2.pdf. Last accessed
13/09/17.
9. Lisa lis . (Nov 16). What percentage of pages in a fashion magazine like Vogue are paid
advertisements?. Available: https://www.quora.com/What-percentage-of-pages-in-a-fashion-magazine-like-
Vogue-are-paid-advertisements. Last accessed 13/09/17.
10. Emily Maitlis. (23 JULY 2017). Female stars call on BBC to sort gender pay gap. Available:

8. Info-graphic:

9. Client research:
Researching Irn Bru.
What is Irn Bru? - Irn-Bru is a Scottish carbonated soft drink, often described as "Scotland's other national
drink".
Product shown in these different forms as shown in image above.
Irn Bru is known for its controversial advertisements. As shown in some of its print adverts below.
Anon. (2017). Irn Bru. Available:
https://www.google.co.uk/search?safe=strict&rlz=1C1GCEA_enGB762GB762&biw=1280&bih=918&tbm=isch&s
a=1&q=previous+irn+bru+print+advertisements&oq=previous+irn+bru+print+advertisements&gs_l=psy-
ab.3...100. Last accessed 19/09/17

10. Client research:
Researching Irn bru
In some of the Irn Bru moving image adverts again portrays controvercial content. And humorous undertones
to grip the audience and therefore gaining more sales against other competitors.
I found that most moving image irn bru adverts use linear structures for there adverts for example
The advert 'New fella' has a linear structure.
However this particular advert shows a Realist narrative, but this does not apply to all of the irn
bru advertisements, as there is a mixture of both Realist or Anti realist narrative. For example
this Irn Bru advert shows an a Anti realist narrative and there is a use of cartoon imagery.
Irn Bru . (2010). Irn Bru advert BUTCHER . Available:
https://www.youtube.com/watch?v=gOO0Xlf6Ang. Last accessed 19/09/17.

11. Client research:
Researching- Irn Bru.
When was Irn Bru founded?
Irn-Bru was first produced in 1901, in the town of Falkirk, under the name Iron Brew. In 1946, a change in laws
required that the word brew be removed from the name, as the drink is not brewed.
Irn Bru . (2017). Irn Bru . Available: https://en.wikipedia.org/wiki/Irn-Bru. Last accessed 19/09/17.
Other Facts about irn bru
1.Irn-Bru had dominated the Scottish market for over 100 years and although Coca-Cola has made inroads, it
still sits a close second behind its Scottish rival. Irn-Bru is also the third top-selling soft drink in the UK overall,
with Pepsi and Coca-Cola occupying the top two spots.
2.Only three people in the whole world reportedly know the recipe for making Irn-Bru: Former company
chairman Robin Barr; his daughter Julie Barr (the firm’s Company Secretary and Legal Affairs Manager) and
one other A.G. Barr board director, whose identity remains confidential. Some claim the trio will never travel
on the same plane, just in case.
3.Irn-Bru is made not just in Scotland but several other countries around the world
Irn-Bru is made not just in Scotland but several other countries around the world
Sean Murphy . (2017). 10 things you probably didn't know about Irn Bru. Available:
http://foodanddrink.scotsman.com/drink/10-things-you-probably-didnt-know-about-irn-bru/. Last accessed
19/09/17.

12. Client research:
Yougov stats on Irn Bru.
Secondary Research. Secondary research.

13. Market research:
Irn bru's main competitors listed!
The table below lists its main competitors, (other fizzy drinks)
anon. (2017). A.G. BARR P.L.C. Competition. Available: http://www.hoovers.com/company-
information/cs/competition.ag_barr_plc.650cd962905a03d4.html. Last accessed 20/09/17.
Coca-Cola, or Coke, is a carbonated soft drink produced by The Coca-Cola Company Originally intended as a patent
medicine, it was invented in the late 19th century by John Pemberton and was bought out by businessman Asa Griggs Candler,
whose marketing tactics led Coca-Cola to its dominance of the world soft-drink market throughout the 20th century. The drink's
name refers to two of its original ingredients, which were kola nuts (a source of caffeine) and coca leaves. The current formula o
Coca-Cola remains a trade secret, although a variety of reported recipes and experimental recreations have been published.
Britvic is the largest supplier of branded still soft drinks and the number two supplier of branded carbonated soft drinks in GB,
and it is an industry leader in Ireland and France. Through franchising, export and licensing, Britvic has also been growing its
reach into other territories, particularly the United States and India. Britvic’s management team has successfully developed the
business through a clear strategy of organic growth and international expansion based on creating and building scalable brands.
Britvic is listed on the London Stock Exchange under the code BVIC.
PepsiCo, Inc. is an American multinational food, snack, and beverage corporation headquartered in Purchase, New York.
PepsiCo has interests in the manufacturing, marketing, and distribution of grain-based snack foods, beverages, and other
products

14. Market research:
John Dudovski . (2016 ). PepsiCo Segmentation, Targeting and Positioning. Available: https://research-methodology.net/pepsico-segmentation-targeting-and-positioning-2/.
Last accessed 20/09/17. This shows Pepsico target market on the website.

15. Market research:
I looked on the coca cola website to find its target market-The Coca-Cola Company will not place any of
our brands' marketing in any media which directly targets children under 12, including television shows, print
media, websites, social media, movies and SMS/email marketing. We define media that directly targets children
under 12 as media in which 35% or more of the audience is composed of children under 12. We are sensitive to
the fact that children may also be watching other programs with their family, and we make every attempt to
ensure that our advertising is appropriate for a general audience. We will not design our marketing
communications in a way that directly appeals to children under 12.
anon. (2016 ). Responsible Marketing. Available: http://www.coca-colacompany.com/stories/responsible-marketing. Last accessed 20/09/17.

16. Market research
Where is Irn bru sold? Irn-Bru is manufactured in five factories in Russia, and manufactured under licence in Canada, the United States,
and since May 2008 in Norway. Bru and other Barr products are exported to Spain, the Netherlands, Germany, Gibralta , Greece and Cypru ,
as well as parts of Africa and Asia. It is available in the Republic of Irelan, increasingly being stocked in BWG andLondis supplied stores, as well
as in supermarkets owned by Dunnes Stores and Tesco Ireland. In Ireland generally, the drink mainly sells in Ulste, chiefly in Northern Ireland
and County Donegal. It is also available in Malta, Belgium and, as of 2005, in Poland. It is now sold in Iceland, as of 2011. A similarly named
product, using the Iron Brewspelling but bearing little resemblance to Irn-Bru in flavour, colour or packaging, is produced by Coca-Cola in
South Africa.
anon. (2016 ). Irn-Bru. Available: https://en.wikipedia.org/wiki/Irn-Bru. Last accessed 20/09/17.
What share of the market BARR have?
John R Nicolson. (20 sept 2017). A.G.Barr PLC. Available: https://markets.ft.com/data/equities/tearsheet/summary?s=BAG:LSE. Last accessed 20/09/17.

17. Audience research
Demographics of irn bru (breakdown)

18. Audience research Breakdown of coca cola consumers.
Anon. (2014-2016). Coca cola insights. Available: https://infoscout.co/brand/cocacola. Last accessed 2017.

19. Idea Generation:
Irn Bru
Potential ideas for irn bru advergame- Race game, for example other competitors of drinks like, Robinsons,
Coca cola, have to race to the finish line, the player 1 is irn bru, player 2 is coca cola or use the word "c" and
player 3 is Robinsons. Aim of the game is for Irn bru to win the race.
Irn Bru.
Player 1 is Irn bru
Wearing scottish attire (
Ginger beard, Kilt,
Bagpipe)
Player 3 Robinsons
(Wearing tweed, Cricket
gear etc)
Player 1 Dr pepper
(Wearing American
Cheerleader, USA flags)

20. Idea Generation:
Print advert- How to advertise my advergame.
A drag race of a Scottish man (Drinking Irn Bru)
A English man (Drinking Robinson)
A American man (Drinking Dr pepper)
Could show 3 different cars,
2. Animated cars with each countries flag on.

21. Idea Generation:
TV advert idea for advergame!
I would use three race cars racing,
.The two loosing cars being (Coca cola car, and Robinsons) breaking down.
Then the Irn Bru car charging ahead winning race.
Once reached the finish line, opening a can of Irn Bru, using the slogan for irn bru.

22. Individual Idea:
In conclusion to my individual Idea, I find it to be relatively doable
. Although it might be slightly basic in comparison to other potential ideas.
.I find it might be easy to create on software.
.Hopefully potentially consumers of the game might find it easy to grasp the idea of the game.
.But might find it to be boring after playing the game multiple times.
The graphics might be hard making race cars with all the flags on, (English flag, Scottish flag, and USA Flag)

23. Group Idea:
For our group idea we decided to combine idea's by using elements of all advergame idea's for our TV
advergames.
For example Racheal's idea was to 'get the can home' essential make a game in which you make sure you get
the can of irn bru home, similar to The Simpsons game, of getting homer or other characters home.
Secondly Abis idea was to have Scottish dancing character collecting Irn bru and rejecting and other drinks,
(cola, lemonade etc)
And finally my original idea of irn bru advergame- Race game, for example other competitors of drinks like,
Robinsons, Coca cola, have to race to the finish line, the player 1 is irn bru, player 2 is coca cola or use the
word "c" and player 3 is Robinsons. Aim of the game is for Irn bru to win the race.

24. Working Title:
Irn-Run
Product’s Purpose:
The purpose has a dual purpose, It is to sell/advertise Irn bru, and to also entertain audience
Genre: Is a platform game: a type of video game featuring two-dimensional graphics where the player controls a character jumping or
climbing between solid platforms at different positions on the screen.
Content
While the character (Scottish man) is running, the player can tilt the device left or right to move the character to either side of the screen to
collect coins( to gain money to buy irn bru) and/or avoid obstacles, (obstacles might consist of different stereotypical Scottish things
eagles, kilts etc.) Once the character has gained enough coins £1 (each coin cost 1p) they will reach an irn bru can. Level 2 of the game is the
same idea apart from you gain a bottle of irn bru which cost £2 you go through the same process of gaining enough coins and avoiding
obstacles.
Audience
The psychographic of my the consumers of my game, will have a range of social classes from Working to Upper middle,
As it will be a free game so therefore gains a wide range of people from different social classes. The age range will be from 13-35
as this is the key ages of gamers, so therefore it will appeal to that range of
people.

25. Legal & Ethical Considerations:
.My game will not contain any harmful/offensive content.
.I will restrict anyone under the ages of 13, to avoid game addiction.
.My game could potentially considered offensive as it uses stereotypical Scottish icons, But nothing overtly nationalist.
.I will avoid offence by giving a disclaimer at the beginning of the game.
.My game does not include any characters/graphics from any previous existing games.
Export Format:
I will export my final game through JPEG , GIF
Size of Project
I will complete as A4 print advert, 30 second TV advert, and Advergame.
Schedule
This project will take 4 weeks.
Budget
I estimate it costs between £15-£30.
Resources
Camera, Computers, Softwares, pen papers etc.

26. Planning Docs (Advergame):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required
planning.
The synopsis of my advergame: While the character (Scottish man) is running, the player can tilt the device left or right to move the
character to either side of the screen to collect coins( to gain money to buy irn bru) and/or avoid obstacles, (obstacles might consist of
different stereotypical Scottish things bagpipes, eagles, kilts etc.) Once the character has gained enough coins £1 (each coin cost 1p) they will
reach an irn bru can. Level 2 of the game is the same idea apart from you gain a bottle of irn bru which cost £2 you go through the same
process of gaining enough coins and avoiding obstacles.
Sound effects/Dialogue.
How will I make my own sound effects-
.I could first off start by recording my own sound effects,, I would need a microphone, Using my own voice or using different props create
sounds, e.g dropping a loaf of bread to create a loud splash noise,, or get more creative, eg a ruler on a desk to make twanging noise for a
character jumping.
.I could use free software called 'Wavosaur' which allows you to go through different premade sound effects to download and include in my
game.
.I could also use the downloads from free sound effect sites and edit them to add quality or create a specific noise.
Dialogue.
For my game I might potentially use a slight bit of dialogue in a male Scottish accent.
Music for I would look through different genre's of music classical Rock etc. on different forums YouTube, Apple Music. I will also include
traditonal Scottish music, bagpipes, or highland music.

28. Planning Docs (Print Advert):
For my Print advert to fit in with my Tv advert I would include elements of my game, such as coins
Scottish features, and a selling point (winning an irn bru)if you download our game.
Rough sketch:
Win this Using this

29. Planning Docs (Print Advert):
I would use orange colour scheme to match irn bru, It will also consist of black font, with a bold text.
This my mood board for print advert.

30. Planning Docs (TV Advert):
Group info Job roles Abi: Camera woman
Rachel: Actor
Liv: Actor
Charlotte: Actor
Resources:
.Cannon 600D DISR- £200
.Tripod- £30
.Red, Green, Orange tops, Black jeans-£15/£30
.Irn bru, other cans (take label off)- £3
.Medals- £2
.Field area-Free
.Whilstle -£1
.Caps/Head ones-£15

33. Finished Stuff:
Finished pieces to be displayed on your blog.