2. Target Audience
Gender: Female
Age: 21-30
Class: Mostly mid to upper middle class
Demographic: A & B (Professionals, Post-graduates)
Disposable income: Reasonable levels as perfume is
by no means a necessity
Other interests: Romance films and
novels, art, literature, fashion (particularly 60’s and
70’s lots of which is now back in style)
The advert reminds them of when they were younger
and free it offers them momentary escapism from
their responsibility-filled lives
3. Theme
The theme of my advert will be happy memories and
nostalgia and it will allow the audience escapism
The advert will use warm/sepia colours which
connotes this
The advert will have a vintage feel to it that is seen in
many fragrance adverts, made particularly by the
Chanel adverts and this will be done through the
mise-en-scene
The advert will use the necklace as signifier
The advert will play of scent memory triggers as in
the Gucci Guilty advert
4. Music
http://www.youtube.com/watch?v=N-
loKzc5CpQ&feature=feedu
This is the music I am planning to use for my Moving
Image advert
I have contacted both the original writer and the
person who remix it which is this version in order to
get their permission to use it
5. Settings
One of the settings that I have decided
on is the See No Evil graffiti on Nelson
Street, also Victoria Park and the old
woman’s house/bedroom which will be
my Mums dresser/bedroom
6. Actor/Model
The actor/model
starring in my advert
will be Emily. She
fits in with
conventional
models in perfume
adverts and model
image theory can be
applied as she is
young, white, thin
and able-bodied.
And she is feminine,
she will be styled
with costume and
make-up to look old
at the beginning and
end of the advert.
7. Narrative
The narrative is non-linear. So the disruption is at the
beginning when the old woman is looking mournfully
at an old photo of herself when she is younger. Then
the film fades to a flashback using the necklace as a
signifier and the perfume as a trigger for the memory.
The equilibrium starts at the beginning of the
flashback when she is young, happy and having fun.
Then the resolution is the end when she is happy
and full of nostalgia but in a good way.
8. Name
I played around with a number of names but I have
decided to go with a two part name the company and
then the name of the actual perfume eg. Gucci –
Guilty and Givenchy – Dahlia Noir
The company name: Liberté
The perfume name: Les Jeunes
9. Tag line
If I have a tag line in my advert it will be “L’ennui est
contre-revolutionnaire” which translates to “Boredom
is counterrevolutionary”
The student protests and general strike of May
1968 saw Paris bedecked in revolutionary, anarchist,
and situationist slogans such as that phrase
expressed in painted graffiti, poster art,
and stencil art.
10. Colour Theme
My colours theme will be quite bright in line with the
graffiti but will have some main colours:
Pale pink or Lavender (a conventional colour that
connotes femininity),
Black (it connotes sexiness but will also contrast well
against the colourful and dynamic background),
White (it has more wholesome connotations of purity but
also will contrast well against the other colours)
Bronze (the colour connotes wealth and elegance)
These colours are very conventional and have
significant connotations
11. Costumes/Props
I have decided that the costume is going to consist of a
black dress because it will go well with the bright hair to
maintain a feminine but sexy theme
It will also contrast well against the bright and dynamic
background
It is also very iconographic and symbolic for its simplicity
but also femininity and sexiness which is exactly what I
am going for
A little black dress is an evening or cocktail dress, cut
simply and often quite short. Fashion historians ascribe
the origins of the little black dress to the 1920s designs
of Coco Chanel, intended to be long-
lasting, versatile, affordable, accessible to the widest
market possible and in a neutral colour. Its ubiquity is
such that it is often simply referred to as the “LBD.”
12. Typography
It is important that the typography is bold and
statement because of the theme and narrative of the
advert but it must also maintain femininity as is
conventional
I am considering using block capitals for the name of
the company and then a more italic font for the name
of the perfume as this is conventional
However, I will most likely play around with this at
the end to see what works best
16. Layout
For my print advert I plan to stick to the conventional
landscape layout of the model on one side with the
text on the other side in the top corner and then an
image of the bottle below the text
17. Bottle
This is the bottle that I am
going to use for my advert. The
quality of the picture will be
better I am going to
superimpose to logo/copy over
the top in Photoshop. The
colour of the liquid will be
different, this photo is just to
give an idea of what the bottle
will look like, it is simple which
is conventional and it will work
well to put the bird image over
the top.
