8. Brand Concept
• Women who feel „invisible‟ will always be noticed
• Feel loved and worth something
9. Brand Concept
• Want to portray the message that with this perfume, women will
never feel worthless again
10. Target Audience
• Target Audience= different groups:
• Adults
• Teenagers
• Children
• Men
• Women
• Etc
• To market to these effectively, must become familiar with each
group‟s habits, behaviours, likes and dislikes etc.
• An advertisement should be customised in a particular way to
ensure that the target audience‟s particular characteristics are
appealed to.
11. „Invisible‟ Target Audience
• Our advertisement for „Invisible‟ perfume effectively communicates
with its target audience.
• Focussed specifically on several categories:
• Gender
• Social class
• Age
13. Social Class
• This perfume is aimed at a particular class of woman.
• Filmed in luxurious Paris, with Adriana Lima and her busy female
assistant.
• This shows a particular type of social class: young fashion forward
professionals.
• Paris and a world famous model like Adriana Lima= luxury, wealth=
reflects higher price range and calibre of customer
• The perfume will be featured exclusively in Department stores like
David Jones and Myer
• Therefore, the perfume is targeted at women who work, have
money, sophistication and style.
14. Age
• Focussing on women between the ages of 20 and 30 years old.
• Women would need to be very financially stable and sophisticated to
buy this perfume.
• 18-19 year olds- just finished school, on a tight budget. Over 30s-
don‟t relate to Adriana Lima, family orientated.
• Also appeals to those in the age bracket who hold insecurities, seen
by the young female assistant who feels invisible and inferior next to
Adriana Lima.
• Through this perfume women can become uplifted and gain the
confidence to wear their hair down and strut their stuff.
• Adriana Lima appeals specifically to the age bracket of 20-30 year
old women= is hard working, well-known and luxurious= the calibre
of customer that we are trying to target.
15. Overall
• Target audience of young working females between the ages
of 20 and 30 years old are communicated to effectively
through this advertisement
• Made to feel like they need this perfume, because it will
make them luxurious, confident and beautiful.
• This is a branding technique, where the emphasis is not so
much on the actual „quality‟ or „smell‟ of the perfume, but
rather on the emotional and „intangible‟ value (Harrington,
Week 6 Lecture).
16. Communication
• Communication is defined as “the process of the transmission of
messages between a sender and a receiver and how through
cultural knowledge, experience and background these messages
are encoded and decoded through various channels of media”
(Fisk, 1990: 1).
17. Signs
• Signs are a unit of meaning or a structural element that produces
meaning‟s.
– Clothing
– Comparison of jobs
– Cultural knowledge and background
18. Textual Relations and Framing
• Surrounding texts influence the reader‟s responses to any text
(Thwaites. T, Davis. L, Warwick. M).
• Circumtextual framing
– Diverse and varied experiences of the audience
– Background and cultural knowledge
