1. Conventions from existing media
products
 Existing perfume adverts tend to have a
couple in love, or no narrative at all.
 There is usually a voiceover, usually to
mention the product, or sometimes
throughout the advert in a monologue.
They are either a whispering or quiet
voice.
 There is also bright and vibrant imagery,
which is memorable.

2. Have we kept to conventions?
Why/why not?
 In our adverts, it does have a narrative, however,
it is more of people getting ready to go out, with
the product giving the user confidence, than a
romantic or non-linear narrative.
 There is little/no voiceover in our adverts. This is
because it did not feel right to do this.
 There is bright imagery in Advert 2, of a disco
ball. In Advert 1, the opening shot is in silhouette
which is eye-catching.
 We did not keep to most conventions, because
we wanted to be original and dissimilar to
exisiting products.

3. Combination of main product and
ancillary texts
 The four texts don't seem to be related,
as they don't carry a theme, and do not
feature the same actors or music, as well
as conveying the same tone throughout
about the product. The style of filming
varied from the texts - one contains
shadows and pop-art style shots, while
another text involves normal close-ups
and wide shots.

4. Combination of main product and
ancillary texts
 Unlike other advertising campaigns, our
final four texts don’t seem to link. For
existing products, they are all linked, and
probably contain the same actor, music,
and overall tone.
 Existing products like this include recent
campaigns for Hugo Boss and Burberry,
which have the same spokesperson and
tone for each advert.

5. Audience feedback
 Out of the people surveyed, the maximum
advert length ranged from 15-30 seconds.
 They did not want unrelated images to
appear in the adverts. Random imagery
was thought of positively – as long as it was
to do with the product being advertised.
 Funny adverts seem to be the most
popular, as they are easy to remember.

6. Use of Technology
 In pre-production, we used technology to
help our understanding of advertising, and
to research pre-existing advertising
campaigns which are similar to our
product.
 In production, we used technical film
equipment such as DV cameras.
 In post-production, we used Microsoft
PowerPoint for our evaluation, and
iMovie and iMovie HD for editing our
final product.

7. Pre-production
• In this stage, we started to use the internet
broadly in order to research existing products,
in this case perfume adverts.
• YouTube is a website helps us find existing
adverts which are similar to our product, and so
we can see what is successful, and what is not.
• The internet as a whole has been useful for
looking at existing campaigns, for example
Burberry, who currently have a campaign for
Body fragrance starring model Rosie Huntington-
Whiteley.

8. Use of internet

9. Production
 For filming, we used DV cameras,
as they are easy to used, as well
as coming with a tripod for
smooth camera movement. The
camera we used is also easy to
upload into iMovie (and they
import to iMovie HD for editing),
there is a simple button that you
press when the camera is
detected on the Mac, which starts
the importing process.
 Lighting - For lighting we used
silhouette in our opening shot of
the first advert, and the second
advert has a shot of a disco ball,
as well as being set on a street at
night. We drew inspiration from
these two adverts – Paco
Robanne (top) and Gucci Guilty.

10. Post-production – iMovie vs. iMovie
HD
 In post-production, technology can be used
extensively. To edit our adverts, we used
these two programmes on the Mac
Computer.

11. Post-production – iMovie vs. iMovie
HD (continued)
 For editing, we used a Mac, which has two
programmes, - iMovie and iMovie HD. They sound
similar, but actually have differences. iMovie is useful
for importing footage that we had, but the editing
facilities were quite basic, especially for pictures, and
we could not. There was more difficulty importing
pictures, as all of them automatically on a zoom
setting, as you cannot edit all the pictures to undo
the zoom effect on them. iMovie HD has to rely on
iMovie to import from a camera, but you can easily
import footage from your Mac, but there is a range of
editing options, such as adding titles, muting clips and
adding music.
 PCs are easier to make presentations, so we used
Microsoft PowerPoint to make the evaluation. Paint
was also used to create screenshots of examples of
our research.