Tuesday, 22 May 2012
Tuesday, 7 February 2012
Advertising Analysis
Target Audience Profile for Advert Campaign:
- The product is for females
- 25- Late 30’s.
- Income of around £25000+
- Business or Fashion sector
- Middle Class
- Shops such as ‘Karen Miller’, ‘Ted Baker’ and ‘Debenhams’
- Health and figure is important, restaurants such as ‘Yo Sushi’ and ‘Prêt’
- Magazines such as ‘Elle’, ‘Grazia’ and ‘Marie Claire’
- Roms Coms e.g ‘The Break Up’
- Succeeder
The advertising appeal used is a snob appeal. The attributes of something that appeal to people who associate those qualities with social superiority. According to Maslows hierarchy of needs these women are succeeders because they have already achieved in life and they want control of their status by owning the latest/most expensive product out. Females are portrayed both positively and negatively in this ad campaign. In all 3 adverts, the model is in control which connotates that females have a sense of independence. The role she is playing in the advert is a model who is representing something big and flash which connotates that she is successful in what she does. The negative aspects of this advertising campaign is the vast amount of wealth connotations. Some people may see this as a positive thing however I feel that these constant connotations just make females look money obsessed. This is quite stereotypical because women are often seen and portrayed as money loving gold diggers. According to Goffmans theory, women are shown with blank facial expressions which connotates that women just have looks and empty minds. This is used in the dior advert.
Adverts appeal to us through emotional transfer. The advert campaign I will be focusing is J'adore Dior. The mise-en-scene of both of the adverts are an expensive chanderlier, gold colours, a hotel room, flash jewellery and the perfume bottle. There are many denotations and connotations in this ad. The advert has a main theme of gold (gold earring, gold eyeliner, golden skin, gold bottle) and the background is fairly dark but shows a blurry chandelier which gives the idea that wealthy people would wear this perfume. The colour gold connotates wealth, wisdom and prosperity. The model is wearing a revealing dress and she is holding her dress down which connotates her maturity and signifys that she is in control.The model’s eyes stare down into the camera and one eyebrow is raised which gives the impression that she knows something that the reader doesn’t and that she again is in control. In the second ad, the model is wearing a long, sleek gold dress which is figure hugging.On her neck, she is wearing a very glitzy and glamorous necklace which goes all the way up her neck. The model is resembling the perfume bottle. We are given the connotations that the perfume is a very enchanting and luxurious perfume therefore having the model resemble the perfume bottle connotates that the consumer is pretty much the perfume. The message that is being given off is that you wear the perfume, you too will be luxurious and glamorous. In addition, the bottle is shaped in a very slim yet curvy way, the 'ideal figure' of a women's choice. The connotations of this is that if you use this perfume, that 'ideal figure' will be yours.In the background, the denotations are a expensive looking chandelier. This again connotates a successful and wealthy lifestyle with many luxuries like chandeliers. The expensive looking jewellery worn in both ads also connotates this. The fonts are the same in both ads, gold and almost out of place lettering. The gold colour obviously connotates the wealth however the out of place lettering connotates freedom and control. It is also written in a large serif font which connotes the passion of the advert. The word 'Ja'dore' is a French word which means love. Using a French word appeals to the viewer because it seems more special and unique and by owning the perfume they may think that they will also be these qualities. The slogan of both ads is ‘L’absolu’ which is French for ‘the absolute one’. This connotates new beginnings and purity. The phrase 'the one' encourages our actions. The first ad's camera angle is eye-level midshot. This emphasises the direct mode of address of the model as we can see her at eye-level therefore we have a clearer mode of address. The second ad is medium close-up. This angle has been chosen so we can see her facial expressions, body language and the setting clearly.
The video advert's storyline is a women rushing to get to some sort of fashion function. She comes rushing in a very revealing jacket which connotates the sex appeal of the perfume. She then changes her outfit into a very glamorous gown and all the other models are dressed in slightly toned down dresses. This contrast connotates the uniqueness, individuality and superiority of the perfume. The music played in the background resembles the rushing tone of the ad and highlights that she's in a rush to get here. When she is walking down the runway, everyone is applauding her and the attention is just on her. This connotates that she is special and if consumers of 'Dior' will believe they're special if they use their product. While she is walking down the runway, the perfume bottle suddenly appears and we can see here walking through the bottle, almost like a mirroring effect which connotates that the consumer and the product are similar. Near to the end, the model whispers the sentence 'Ja'dore Dior' which is the name of the product. It is whispered in a sexy husky tone which highlights the sex appeal of the advert. It also creates an atmosphere of suspense and makes you want to know more which results to purchasing the product. Long shot camera angles are frequently used in the ad so the viewer can see all the aspects of the setting which are luxurious things such as dressing rooms, jewellery, gowns and chandeliers. When the model whispers 'Ja'dore Dior', the camera angle is a close up. This emphasises the direct mode of address and also the sex appeal as her face looks quite sexy and seductive.
- The product is for females
- 25- Late 30’s.
- Income of around £25000+
- Business or Fashion sector
- Middle Class
- Shops such as ‘Karen Miller’, ‘Ted Baker’ and ‘Debenhams’
- Health and figure is important, restaurants such as ‘Yo Sushi’ and ‘Prêt’
- Magazines such as ‘Elle’, ‘Grazia’ and ‘Marie Claire’
- Roms Coms e.g ‘The Break Up’
- Succeeder
The advertising appeal used is a snob appeal. The attributes of something that appeal to people who associate those qualities with social superiority. According to Maslows hierarchy of needs these women are succeeders because they have already achieved in life and they want control of their status by owning the latest/most expensive product out. Females are portrayed both positively and negatively in this ad campaign. In all 3 adverts, the model is in control which connotates that females have a sense of independence. The role she is playing in the advert is a model who is representing something big and flash which connotates that she is successful in what she does. The negative aspects of this advertising campaign is the vast amount of wealth connotations. Some people may see this as a positive thing however I feel that these constant connotations just make females look money obsessed. This is quite stereotypical because women are often seen and portrayed as money loving gold diggers. According to Goffmans theory, women are shown with blank facial expressions which connotates that women just have looks and empty minds. This is used in the dior advert.
Adverts appeal to us through emotional transfer. The advert campaign I will be focusing is J'adore Dior. The mise-en-scene of both of the adverts are an expensive chanderlier, gold colours, a hotel room, flash jewellery and the perfume bottle. There are many denotations and connotations in this ad. The advert has a main theme of gold (gold earring, gold eyeliner, golden skin, gold bottle) and the background is fairly dark but shows a blurry chandelier which gives the idea that wealthy people would wear this perfume. The colour gold connotates wealth, wisdom and prosperity. The model is wearing a revealing dress and she is holding her dress down which connotates her maturity and signifys that she is in control.The model’s eyes stare down into the camera and one eyebrow is raised which gives the impression that she knows something that the reader doesn’t and that she again is in control. In the second ad, the model is wearing a long, sleek gold dress which is figure hugging.On her neck, she is wearing a very glitzy and glamorous necklace which goes all the way up her neck. The model is resembling the perfume bottle. We are given the connotations that the perfume is a very enchanting and luxurious perfume therefore having the model resemble the perfume bottle connotates that the consumer is pretty much the perfume. The message that is being given off is that you wear the perfume, you too will be luxurious and glamorous. In addition, the bottle is shaped in a very slim yet curvy way, the 'ideal figure' of a women's choice. The connotations of this is that if you use this perfume, that 'ideal figure' will be yours.In the background, the denotations are a expensive looking chandelier. This again connotates a successful and wealthy lifestyle with many luxuries like chandeliers. The expensive looking jewellery worn in both ads also connotates this. The fonts are the same in both ads, gold and almost out of place lettering. The gold colour obviously connotates the wealth however the out of place lettering connotates freedom and control. It is also written in a large serif font which connotes the passion of the advert. The word 'Ja'dore' is a French word which means love. Using a French word appeals to the viewer because it seems more special and unique and by owning the perfume they may think that they will also be these qualities. The slogan of both ads is ‘L’absolu’ which is French for ‘the absolute one’. This connotates new beginnings and purity. The phrase 'the one' encourages our actions. The first ad's camera angle is eye-level midshot. This emphasises the direct mode of address of the model as we can see her at eye-level therefore we have a clearer mode of address. The second ad is medium close-up. This angle has been chosen so we can see her facial expressions, body language and the setting clearly.
The video advert's storyline is a women rushing to get to some sort of fashion function. She comes rushing in a very revealing jacket which connotates the sex appeal of the perfume. She then changes her outfit into a very glamorous gown and all the other models are dressed in slightly toned down dresses. This contrast connotates the uniqueness, individuality and superiority of the perfume. The music played in the background resembles the rushing tone of the ad and highlights that she's in a rush to get here. When she is walking down the runway, everyone is applauding her and the attention is just on her. This connotates that she is special and if consumers of 'Dior' will believe they're special if they use their product. While she is walking down the runway, the perfume bottle suddenly appears and we can see here walking through the bottle, almost like a mirroring effect which connotates that the consumer and the product are similar. Near to the end, the model whispers the sentence 'Ja'dore Dior' which is the name of the product. It is whispered in a sexy husky tone which highlights the sex appeal of the advert. It also creates an atmosphere of suspense and makes you want to know more which results to purchasing the product. Long shot camera angles are frequently used in the ad so the viewer can see all the aspects of the setting which are luxurious things such as dressing rooms, jewellery, gowns and chandeliers. When the model whispers 'Ja'dore Dior', the camera angle is a close up. This emphasises the direct mode of address and also the sex appeal as her face looks quite sexy and seductive.
Tuesday, 24 January 2012
Tuesday, 17 January 2012
Student Response
When I do my next coursework I will type up my analysis and upload pictures on my blog :)
Tuesday, 10 January 2012
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