By Georgia Hardy
The masthead is the brand and
the name of the perfume that is
why its in black and bold font
as it’s the most important text
on the page.
This advert also conforms to the
usual standard of perfume adverts
, it includes the perfume and a
reflecting image with it. The
perfume bottle here is the most
important as it’s the largest.
The colours used are
pink(models skin and lips, the
background ad the perfume
bottle. and white(in the
flowers her eyes and the lid of
the perfume) the pink connotes
youth, beauty, pretty, girly,
baby and feminine.
The model in this advert only
has half of her face clearly
showing, the other half is
covered by a flower. The
flower connotes health, fresh
smelling, beauty and delicate.
The model is not seen to be
wearing any clothes even though
we only see her top half only
flesh and hair is to be seen.
This conforms to the male gaze
as it sexualises her.
The model has direct mode of
address this creates a
relationship between model and
reader, making them feel more
involved with the advert and
more likely to buy the perfume.
The advert on a whole suggest a sexual
and lustful mood, implying that buying
this product you will feel and act
that way. The word ‘HEAT’ also
connotations of lust and sex as well.
This advert conforms to the normal perfume
adverts. The model is centralised adding
element of importance and due to the
slight low angle, a sense of dominance is
The colour scheme of red is important as
the connotations of red include heat,
lust, sexual, sensuality, love and
empowerment. This is portrayed through her
facial expressions which has been enhanced
by the lighting, along with the rest of
her exposed skin again conforming to the
male gaze and women being sexualised.
‘Catch the fever’ suggests a sense that
its a bad thing that you want which,
enforces the sexualised image of bad is
a good thing. The placement of the text
is also the main thing that sexualises
it. It is placed over her breasts, this
conforms to the male gaze, as it
assumes their eyes will instantly been
drawn to that part of the models body
therefor reading the test that is
This advert has the perfume by itself
obviously added in at the end, in the
bottom corner, instead of with the model.
This shows the models importance over the
perfume itself. This is because Beyoncé is
the selling point to the perfume, not the
actual perfumes brand itself as it is her
own fragrance and it will be her fans that
are most likely to buy it.
Direct mode of address from the model
creates a relationship between model
and reader. This makes the reader feel
more involved with what is going on
with in the advert.
The image of this adverts conveys
a sense of male dominance. This
could attract a male audience and
allow them to believe that by
having this product it would make
the more attractive to woman.
The lighting seems brighter on
the models faces which highlight
the expressions. The man seems
distracted from the woman and
focused on the reader(direct mode
of address - this creates a
relationship with the reader)
also like he is dismissing the
woman, again showing dominance
and shows patriarchal views. The
woman as an intimate expression,
kind of like she is desperate for
the man and his attention, this
will appeal to a male audience as
if they have this product women
would desire them too.
The male model is centralised
however the woman model is leant
slightly to the viewers left ;
this could symbolise the
importance of men and how woman
are controlled sexually by men ,
this idea is backed up with the
angle of the camera pointing up
at the man the further represent
Black connotes manliness, strong,
mysterious and danger. Black is
used to darken the whole advert to
make it more masculine and it is
also the colour of the bottle.
Both the male and the female model
appear naked, this not only
sexualises the woman but also the
man, going against the male gaze,
but conforming to the new theory
of the female gaze.
After researching into regional magazine’s avert pages, I found
that the codes and conventions include:
The male gaze – used to sexualise women and make men desire to have
it(the woman and product) and women desire to be her and by buying the
product will active that.
Colour connotations – having a colour theme to connote the feel of
the advert and product.
Direct mode of address from the model – creates a relationship
between reader and model.
Making the model desirable – lighting, clothing and camera angle
contribute to this, more likely to entice the reader to buy the
Product – in clear very so reader can see what they will be buying.