Advert analysis

Advert 1: Paco Robanne- Lady Million

The first advert analysis I will be doing is on the fragrance Lady Million by Paco Robanne. The person advertising this fragrance is a woman. The facial expression of this woman is vague, she looks over confident and smug, and she is also looking directly into the camera, a direct mode of address. From this we can assume she is pretty self concerned and is independent. I think this woman has been chosen as she fits under the stereotype of the ‘Fashionista’ which is the type of woman expected to advertise a big, well known brand. We can also assume she is a Fashionista as she is wearing an unusual and revealing dress, she is also blond with may make her appear as a bimbo, but that is in fact the point. This character type links to the product as she appears glamorous and care free, this will make the audience presume that buying and using this product will then make them glamorous and care free. The model is standing with one hip sticking out slightly and her hand on it. She is also clicking her fingers. This is done so that there is a hint of femininity about her, this will make men more likely to buy it as they will think their partners will become more feminine and sexually attractive. The clicking of the fingers is a signifier. She can get what she wants at a click of the fingers. Women will be more likely to buy the product this way as they will assume that buying this product will make them get what they want, when they want. The costume of the model is very revealing and rather peculiar. She is wearing some jewellery on her wrist. This fits in with the Fashionista stereotype as she is wearing strange clothes but is glamorous nonetheless. She appears as if she enjoys spending money on herself. The setting of this advert is just a grey back drop, the subject or model is also in black and white herself. The background is dull so that the model and the product she is advertising are the centre of attention. The colour and lighting of the image is black and white. However the product name and the product itself are in colour, this is to draw the attention of the audience towards the product. The colouring is gold. This makes the audience think that using this product will make them more; powerful, perfect and expensive. The product itself is rather small on the page and in the right hand bottom corner; this is so that the audience knows what product she is advertising. The shape of the product is that of a diamond. This is another way in making the audience feel more expensive and therefore more attractive. The target audience of the product is women. This product falls under the ‘self actualization’, ‘esteem’ and ‘love/belonging’ categories of Maslow’s Hierarchy of needs. I think the social class categories that will buy this product are middle managers in companies or public services like health or education, or high ranking managers in industry or the professions like law or medicine (B and A). In terms of lifestyle categories’ the people buying the product vary. The people that buy this product are probably; ‘Trendies’ (people who are desperate to have admiration if their peer group), ‘Groupies’ (people who want to be accepted by those around them), these two are similar. Also ‘Egoists’; egoists are people who are mainly concerned about getting pleasure for themselves in life. This is appealing to women as they want to feel sexually attractive, confident and respected

Advert 2: Sean John- I am King

The first advert analysis I will be doing is on the fragrance Lady Million by Paco Robanne. The person advertising this fragrance is a woman. The facial expression of this woman is vague, she looks over confident and smug, and she is also looking directly into the camera, a direct mode of address. From this we can assume she is pretty self concerned and is independent. I think this woman has been chosen as she fits under the stereotype of the ‘Fashionista’ which is the type of woman expected to advertise a big, well known brand. We can also assume she is a Fashionista as she is wearing an unusual and revealing dress, she is also blond with may make her appear as a bimbo, but that is in fact the point. This character type links to the product as she appears glamorous and care free, this will make the audience presume that buying and using this product will then make them glamorous and care free. The model is standing with one hip sticking out slightly and her hand on it. She is also clicking her fingers. This is done so that there is a hint of femininity about her, this will make men more likely to buy it as they will think their partners will become more feminine and sexually attractive. The clicking of the fingers is a signifier. She can get what she wants at a click of the fingers. Women will be more likely to buy the product this way as they will assume that buying this product will make them get what they want, when they want. The costume of the model is very revealing and rather peculiar. She is wearing some jewellery on her wrist. This fits in with the Fashionista stereotype as she is wearing strange clothes but is glamorous nonetheless. She appears as if she enjoys spending money on herself. The setting of this advert is just a grey back drop, the subject or model is also in black and white herself. The background is dull so that the model and the product she is advertising are the centre of attention. The colour and lighting of the image is black and white. However the product name and the product itself are in colour, this is to draw the attention of the audience towards the product. The colouring is gold. This makes the audience think that using this product will make them more; powerful, perfect and expensive. The product itself is rather small on the page and in the right hand bottom corner; this is so that the audience knows what product she is advertising. The shape of the product is that of a diamond. This is another way in making the audience feel more expensive and therefore more attractive. The target audience of the product is women. This product falls under the ‘self actualization’, ‘esteem’ and ‘love/belonging’ categories of Maslow’s Hierarchy of needs. I think the social class categories that will buy this product are middle managers in companies or public services like health or education, or high ranking managers in industry or the professions like law or medicine (B and A). In terms of lifestyle categories’ the people buying the product vary. The people that buy this product are probably; ‘Trendies’ (people who are desperate to have admiration if their peer group), ‘Groupies’ (people who want to be accepted by those around them), these two are similar. Also ‘Egoists’; egoists are people who are mainly concerned about getting pleasure for themselves in life. This is appealing to women as they want to feel sexually attractive, confident and respected