SlideShare a Scribd company logo
• Product
• Who is the audience? (Age,
income, etc.) What does the
packaging suggest? What is the
purpose (Maslow)?
• Image
• Model: age, hair/make-up,
costume; props;
background/setting; colour-
scheme; lighting; shot –
composition, framing, etc.
• Lettering
• Font style and colour; language
used.
• Organisation/Codes &
Conventions
• How is the layout organised?
• How does it follow the codes and
conventions of advertising?
Use PILOC to help you
structure your essay…
Question:
How is gender
represented in
contemporary
fragrance adverts?
Representation
You need to consider the following questions when analysing the
adverts in your assessment:
• Who or what is being represented? Who is the preferred audience
for this representation?
• What are they doing? Is their activity presented as typical, or
atypical (stereotypical, or does it challenge the stereotype)? Are
they conforming to genre expectations or other conventions?
• Why are they present? What purpose do they serve? What are they
communicating by their presence? What's the preferred reading?
• Where are they? How are they framed? Are they represented as
natural or artificial? What surrounds them? What is in the
foreground and what is in the background?

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Assessment prep

  • 1. • Product • Who is the audience? (Age, income, etc.) What does the packaging suggest? What is the purpose (Maslow)? • Image • Model: age, hair/make-up, costume; props; background/setting; colour- scheme; lighting; shot – composition, framing, etc. • Lettering • Font style and colour; language used. • Organisation/Codes & Conventions • How is the layout organised? • How does it follow the codes and conventions of advertising? Use PILOC to help you structure your essay… Question: How is gender represented in contemporary fragrance adverts?
  • 2. Representation You need to consider the following questions when analysing the adverts in your assessment: • Who or what is being represented? Who is the preferred audience for this representation? • What are they doing? Is their activity presented as typical, or atypical (stereotypical, or does it challenge the stereotype)? Are they conforming to genre expectations or other conventions? • Why are they present? What purpose do they serve? What are they communicating by their presence? What's the preferred reading? • Where are they? How are they framed? Are they represented as natural or artificial? What surrounds them? What is in the foreground and what is in the background?