Bliss Portraying the certain lifestyle associated with theideals of a perfect day. Joy, happiness, perfection Making the buyer feel empowered and flawless – blissfullife.
Target Audience and Price 18 – 25 year old females $30 – affordability toencourage people to buythe product – build upbrand loyalty New trend of thoseseeking society‟sperception of beauty Large bottle size
Branding “Think of the brand as the core meaning of the moderncorporation, and of the advertisement as one vehicleused to convey that meaning to the world.” Naomi Klein Create a world or meaning attached to that product andmake it something people want to be. Bliss is associated with perfection
Storyboard Young girl, 20, wakes upwith frizzy hair and a largeblemish, Rough day, nothing goesright, The scenery is dark, rainy,sad On her way to universityher heel breaks
Storyboard As she‟s leaning down to fixit, a car splashes her whiledriving through a puddle onthe road, She fails an exam later onin the day Leaves her phone on thebus on her way home. Sees a billboard for Blissand purchases it as a wayto cheer her up. (10 sec)
Storyboard The next morning, sunny,birds singing, Puts on her new Blissperfume, Turns to look in the mirror,all of a sudden istransformed into MirandaKerr.
Storyboard Her day from here isperfect, Finds money at the busstop, Bus driver hands her backher phone, She finds out exam markswere a mistake,
Storyboard Receives flowers from asecret admirer. Back to the mirror athome, she is herself, Fade to bottle on the chestof drawers, and the phrase:„for your Blissful day‟. Feminine writing toemphasise target audience
Bliss Bliss will break through the„clutter‟ of the advertisingindustry with the inclusionof a famous face. „Celebrity endorsementbrings values and starpower to products andbrands.‟ StephenHarrington
Miranda Kerr Model Face of Victoria‟s Secretand Kora Organiccosmetics. “home-grown hero” She brings her public imageto branding.
Bliss Icon – the product, signifier, smells like, the signified. Signified – physical presence, the perfume Signifier – what is evoked in a person. Bliss – happiness, perfection and beauty. Sign and meaning „The Linguistic Sign‟ – Schiarto and Yell
Celebrity Endorsement Clear presentation of the bottle Transformation into Miranda Kerr. Conclusion to the blissful meaning of the product
Framing Intertextual framing – „text that depends on similar onesto effectively convey its meaning‟. MacLauchlan andReid. Bliss – female character‟s life is changed Celebrity endorsement – typical to the perfumeadvertisement genre. Perfume and cologne advertisements are some of thebiggest users of famous faces to sell their products andbrands.
Genre Genre is created through intertextuality Genre – „A way of classifying its text through its style,form and conventions‟ Stephen Harrington Celebrity endorsement as a convention, improved lifethat comes with the possession of the product. Seduction – a technique often used to emphasise thealluring scent of the product Miranda receiving flowers, staying within the genre