2. We counted the shot types, shot lengths, camera movements and also
looked at other generic features such as music and locations. We did
this for four adverts. We then felt that we were able to make an advert
that used, developed and in some cases challenged the conventions
of perfume adverts.
After deciding that we would like to make perfume campaign, we
wrote a list of typical things we expect to see in a perfume advert. This
consisted of things such as, beautiful women, glamour and the perfume
bottle. Then, we looked at some current perfume adverts and analysed
them.

3. The first advert we analysed was Lady Gaga’s
Fame perfume. This advert is very different to
usual perfume adverts. It is very fast paced with
most shots lasting 1-2 seconds. As a group, we
decided that this was unusual for perfume
adverts and that we would try and challenge
conventions by making our adverts fast paced as
well. I believe that this has made our adverts
original and exciting, they are not ‘floaty and
soft’ like usual perfume adverts.
This advert was also very mysterious, and it was hard to
understand what was happening. I believe that perfume adverts
are quite often telling a story and so we decided to keep ours
simple yet mysterious. In advert two we really challenged
conventions as we filmed the advert with the intention that you
do not see the whole of the models face in one shot. This is very
different to many perfume adverts as they quite often have a
famous celebrity or a supermodel in their adverts and their
intention is to show of this person as much as they can. Our
adverts leave you wanting to know more.

4. We felt that Taylor Swift’s advert does not show the product enough and is
relying on her fame to sell the product. Knowing our advert would not have a
celebrity in it, I decided it was very important that we show the perfume in all
of the adverts and that it is shown being used by the model. We are trying to
sell the product and so we must give the audience as many glimpses of the
perfume as possible. This is why we have some shots of just the bottle, which is
quite rare in perfume adverts.
We also studied Taylor Swift’s perfume advert. This advert uses a lot of close ups, I
thought that this made the advert look like it had a focus. We mirrored this with
our adverts as we have used a lot of close ups of the bottle and the diamonds,
making the audience feel a focus that is on the perfume bottle, the product that
we are selling. Doing this also given the advert a theme and a message.

5. We got this from looking at the Chanel Coco
Mademoiselle advert staring Keira Knightley. This advert
is for a female perfume and has a feminine touch but
has a strong focus on the story of the female with the
male and how they lust after each other. After deciding
that this advert has a very strong sexual theme and that
our product was not about that, we decided to use only
subtle hints. We only see a male in advert two, and he is
only in it for a short period towards the end.
Our adverts do use conventions of perfume
adverts. We have kept a theme of beauty
throughout the three visual adverts. There is a
woman with the stereotypical long
hair, makeup and glamorous clothes. All of this
was to portray the idea that Diamonds is a
perfume that will help to make you beautiful.
We have also used a male in the second TV
advert. This is very typical of a perfume advert
as they often have a sexual theme running
through them.