2. What is branding?
A brand is a type of text, with their meaning being
culturally- specific, fluid and open to interpretation (Week
7 lecture).
As was discussed in the Week 7 lecture with Dr Andrew
King, branding is concerned with attaching the ‘best’ or
‘intended’ connotative meanings to a product.
3. Our Advertisement
We created an advertisement promoting a Women’s
perfume.
The brand name of our perfume is ‘Magnifique’, with the
accompanying slogan being ‘let luxury lead you.’
Both the brand name and slogan of our advertisement
conjure up images of Paris, fashion, style and
luxury, which will definitely appeal to women within our
target market.
16. Brand Concept
‘Magnifique’ is the French word for Magnificent in French.
We want women to feel Magnificent, to feel beautiful and
luxurious.
Intertextual framing has been incorporated into our
advertisement through the use of the Paris setting and
French brand name by drawing upon the audience’s
existing knowledge of exclusive designer advertisements
(week 4 lecture).
France is the country of love, seduction and luxury, which is
what the Brand of Magnifique advocates and what will also
appeal to our target market.
17. Target Market
The intended target market is young, busy; working
women aged mid to late 20s who find it difficult to make
time for themselves amidst the chaos of everyday life.
The advertisement aims at providing these women with
an escape, to feeling beautiful and luxurious.
The objectives of ‘Magnifique’ aims at allowing women
to have the best of both worlds, by collectively permitting
busy, working women to lead luxurious lives through
embracing elegance and ease.
18. Celebrity endorsements
Celebrity endorsements have become one of the key
marketing strategies in the fragrance business to exploit
the power of fame and image of celebrities to make
potential customers (Week 8 lecture).
19. Celebrity endorsements
Consumers can indirectly identify with Miranda Kerr’s
looks, self empowered success, way of life and traits that
coincide with the values ‘Magnifique’ advocates
through its branding.
20. Conclusion
Our advertisement effectively portrays our brand values
of sophistication, elegance and luxury to create a sense
of empowerment among our target market of working
class women.
