Roberto Cavali
This fragrance advert shows the viewer the model's confidence and composure. This advert will be aimed at young women, from 20 - 30, due to the model's look, complex costume and the advert's bright and surreal feel and look.
Slogan: The use of the catch phrase "The new fragrance for her" makes the reader relate personally towards the advert because of the use of the words "for her" making the advert seem approachable and personally special for that particular person.
Mise - en - scene
Costume: The use of a leopard skin printed dress and her long train connotes her seductive and dominant nature. This makes the viewer fantasise about what they could become when they use this perfume.
Props: The fragrance bottle with its unique design and its fit with the advert's colour scheme makes it very memorable and recognisable in the market. The use of a fancy logo for the bottle cap and the logo on the forefront dominating the the front surface exaggerates the brand to the audience. This glorified image of the brand will stay in the minds of the viewer making the advert have a very effective marketing strategy.
NVC: Her intimidating regard and confident body language and posture makes the viewer feel the same powerful emotions as this type of behaviour is unstereotypical for a women.
Lighting: The high key, bright, gold lighting behind the model linking in with the main colour scheme makes her seem angelic. This is very effective since the reader would aspire to become the stunning figure she is displayed as.
Focus/Depth of field: The shallow depth of field and sharp focus brings all attention to the model keeping the reader centred on her and what she is trying to say through the advert.
Colours: The bright, gold background light all around the model makes her seem angelic. This really persuades the viewer to buy the perfume to become the perfect figure she is displayed as.
Lines of appeal: According to the Gilian Dyer techniques, I think that the image portrayed is one of dreams and fantasies as the model is over glorified with bright light surrounding her and connotes an angelic women
Mont Blanc
This fragrance advert shows the viewer the model's seriousness and maturity. This advert will be aimed at middle age men from 35-45 due to the model's calm and composed look.
Logo: The logo here is shown in white over black clothes which really makes the text stand out and jump at the reader. This is effective since it will stay in the minds of the readers and they will recognise that the logo instantly if they ever see it again.
Slogan: The slogan in this advert, "Legend, the new fragrance" puts a very effective emotion of the power and confidence on the reader. The word "Legend" combined with the photo shows us that the editors wanted to make the viewer feel special to encourage and persuade them to buy their perfume. The word also connotes fame and a person to be remembered making the product even more enticing.
Mise - en - scene:
NVC: The composed look of the model looking into the distance over the camera making it an indirect address seems that the model thinks of himself very highly as if to say that he is more important than the viewer. This makes the viewer aspire and dream to be like the model pictured as the stereotypical character for men is that they are strong, dominant and powerful which are all depicted in this shot.
Lighting: The bright, white, high key lighting on the model's face makes him seem glorious and that he is to be looked up to. This has a very strong and positive effect on the audience as men, especially from 35-45, like to be fully in control and regarded as important, making the advert relatable.
Layout: The soft and simple font adds to the idea of serenity and composure and makes the model seem straight to the point and sharp. The symmetrical look of the the advert makes the model seem perfect persuading the reader as a confidence booster that they can be perfect when they use this perfume giving a very powerful emotion to the viewer.
Colour: The black and white colour scheme has a very sinister effect due to the dark colours surrounding the model as if he is being engulfed. However, him being surrounded by white light makes him seem almost invincible.
Focus/Depth of field: The hard focus on model and the soft focus on the background makes the model stand out to the reader and be the centre of attention.
Uses and gratification: According to the research made by Blulmer and Katz, this advert uses personal identity making the viewer relate to the model. This advert also hints at strong emotions which can effect the viewer in a positive way.
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