Passione by jasmine mcgowan, jessica Jelliffe and Abbe Griffin
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Passionè perfume is marketed towards women aged 18-30. It uses the celebrity Rihanna to represent love and romance, which are key reasons people use perfume. The commercial features Rihanna's song "Only Girl in the World" to create an emotional connection between viewers and the brand. It aims to portray Passionè as a desirable perfume that will help women find love quickly, as represented by the slogan "No need to take it slow." Red color, a motorbike, a kiss, and Rihanna herself are used as symbols to emphasize the themes of passion, romance, speed and desirability in the commercial.
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This document discusses advertising conventions commonly used in men's aftershave commercials. It notes that these ads typically feature wealthy men in suits driving nice cars and attracting beautiful women, implying the product will help the viewer achieve this lifestyle. While these conventions are used bluntly, the document explains it is because the target 20+ male audience wants goals achieved with minimal effort. It concludes that the author's own aftershave advertisement will include these conventions but in a more subtle way than the "bluntest" example of Paco Rabanne's One Million ad.
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1) The ad achieves many appropriate codes and conventions discussed previously, and considers the impact of perfume ads compared to other products.
2) Choosing the right soundtrack is vital to relating the product to the brand. The ad uses an upbeat song whose lyrics imply the perfume makes one smell good.
3) Unlike many ads, it does not repeatedly show the brand name bottle, instead revealing it at the end for greater impact, following conventions for successful perfume ads.
Image analysis
The document analyzes a perfume advertisement for "Midnight Poison". It notes that the advertisement breaks conventions by not portraying women as girly. The high angle shot suggests the woman is reaching for freedom. The direct gaze of the woman in the advertisement makes the audience feel engaged and draws them in. Her red lipstick suggests class and femininity while also conveying rebelliousness, reflecting the name "Midnight Poison" and intriguing audiences with a sense of freedom of expression.
Evaluation advanced portfolio
Priyanka evaluated her media product and how it used, developed or challenged conventions of real media. She researched perfume ads and found they sell feelings rather than products. Her ads aimed to make women feel confident and beautiful. She used similar lighting, costumes, sound and camera work as real perfume ads. Her audience survey showed people enjoyed the ads and found the music appealing, but the concept and brand image could have been clearer. She learned new media technologies like Adobe Premiere, Photoshop and Google Drive were useful for research, planning, construction and evaluation of her project.
Contextual Statement.pptx
Olivia hopes to create a makeup brand for her final major project. She will design makeup products that will be presented on a website and advertised in a Valentine's Day themed video. The brand's aesthetic will be modern and minimalist, inspired by leading brands. Products will have soft, neutral tones to appeal to a diverse audience. For her previous project, Olivia designed a perfume but feels she can now better showcase her skills by designing multiple products and demonstrating her abilities with Photoshop and video editing software. She outlines a storyline for the Valentine's Day advertisement that will feature various scenes showing the products being used and their benefits.
Media evaluation
The document analyzes and summarizes four perfume advertisements to identify conventions in the genre. It discusses how the group challenged conventions by making their ads fast-paced like Lady Gaga's ad. Their ads were mysterious like the Lady Gaga ad and did not show the entire model's face in shots like other perfume ads. They also made sure to show the perfume bottle more than Taylor Swift's ad to focus on the product being sold since they did not have a celebrity. Their ads used some conventions like themes of beauty, females, and a brief role for a male, but avoided strong sexual themes.
Young Marketers Elite 2 Brand Comunication Agency Side - Mai Bang - Tuan Du...
Close Up wants to own "kiss" as the most noteworthy moment of Valentine's Day and increase their brand equity. Their campaign will communicate that Valentine's Day is for expressing love through kissing. It will target couples aged 18-30 who want memorable moments. The insight is that people want to kiss but feel shy, so the campaign will give them confidence through games and events. It will use viral videos, social media, and events to encourage sharing and participation from January to February 2015 with a 3 billion VND budget.
Perfume Commercials
The document analyzes and compares representations of two perfumes. The first representation portrays the perfume as creating a seductive scent that will attract men and make women feel glamorous. It aims to make women feel confident and classy. The second representation depicts the perfume as capturing a playful, wild spirit so that girls can feel like rock stars. It aims to make teenage girls feel sexy, stylish and confident. While the first focuses on sophistication, the second emphasizes a fearless and edgy youthfulness.
Evaluation question 2
1) The document discusses a promotional campaign created for the artist Lemaitre, including a music video, digipak, and magazine advertisement conforming to dance music conventions.
2) It aimed to portray the female protagonist as a "femme fatale" through camerawork, editing, and her mysterious relationship with the male character left ambiguous across media.
3) The campaign was designed to intrigue audiences and drive consumption of the various media products by leaving the true nature of the relationship unclear.
Conventions Evaluation
The document discusses conventions in sponsorship sequences, radio ads, and television ads for fashion brands. It analyzes how the productions followed conventions such as upbeat soundtracks, showing outfits, and using different camera shots. Some conventions were broken, such as not including voiceovers or jingles in radio ads. Overall, following and breaking conventions made the productions unique and effective.
Media evaluation2
The document discusses the effectiveness of combining a music album with additional promotional materials, including a digipak, magazine advertisement, and music video.
The digipak uses a consistent pink, red, and white color scheme that creates a warm, romantic atmosphere fitting the album's theme. Shot types like medium close-ups create intimacy between the artist and audience. Font styles and inclusion of lyrics further engage the target audience.
The magazine advertisement uses a similar image as the digipak for consistency. It also features the digipak cover to familiarize audiences with both products. Shared color schemes and fonts between the digipak and ad ensure clear linking of the products. Interactive elements and reviews alleviate promotion of the artist
Advertising coursework part 1 example
The document analyzes advertising for the DKNY "Be Delicious" fragrance and the target audience. It finds the target to be mainstream young women ages 21-28 who enjoy light meals, romantic films, and seek security in relationships. The ads portray women as seductive and able to attract men through their looks alone. The simple font, colors, and costumes are meant to appeal to normal women and suggest they too can be sexy with the perfume. The document also analyzes advertising for the Vera Wang Princess perfume, finding it targets teenage girls by portraying a modern princess who is fun yet elegant through upbeat music, bright colors, and quick scene changes.
Q2
The document discusses the creative process behind promoting a new artist named Stormae through a music video, digipak, and poster. Key elements like color scheme, themes, typography, and cinematography were carefully coordinated across all three pieces to create synergy and establish a consistent brand identity. Pink, gold, and black were used prominently to represent femininity, glamour, and confidence. Scenes and photos from the music video were also featured on the digipak and poster to clearly link all parts of the promotional campaign.
Evaluation Question 2
The document evaluates the effectiveness of a music video and two promotional items. The music video portrays the friendship of two women overcoming challenges. A digipak and advert were created to promote the video. Both promotional items feature the central image from the video shoot to maintain focus on the characters. Color, fonts, and visual effects like color splashes are carried through each item to keep the theme consistent. The logo also ties the projects together by representing the characters' personalities through their lipstick colors and branding them as "BB", a reference to being blonde.
Question 1 (incomplete)
My media product challenges conventions of real lipstick ads in several ways:
1) It portrays men using lipstick to reflect changing gender norms.
2) It avoids objectifying models and focuses on the lipstick itself rather than physical appearance.
3) It includes older women to challenge ads only targeting young women.
4) It uses different ethnicities to show lipstick's appropriateness and acceptance.
5) It challenges repetitive outfit/background conventions through consistent white outfits and color-coordinated backgrounds.
Question 1 (complete)
The document discusses how the media product challenges conventions of real advertising. It summarizes how the product advertises a gender-neutral lipstick, challenging norms by including men and different ethnicities. It developed conventions by taking inspiration from real makeup ads but challenged objectification of women. Shots used close-ups to focus on lips applying lipstick. Music was upbeat to match real ads. Iconography showed the lipstick prominently. A radio ad also challenged conventions since those types of ads are rare.
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Passione by jasmine mcgowan, jessica Jelliffe and Abbe Griffin
- 1. PASSIONÈ Jessica Jelliffe , Jasmine McGowan 9187979 , Abbe Griffin 9162763
- 2. WHAT IS THE BRAND Representative of love and romance These are both key reasons as to why people use perfume A celebrity that is admired by the target audience will be used Passionè will be marketed as a chic and superior brand of perfume
- 3. TARGET MARKET The Passionè advertisement has been directed towards females between the ages of 18 and 30. The brand is advertised through the ideals of love and romance Hence, women in that targeted age bracket can easily relate to it Rihanna‟s film clip „only girl in the world‟ is included in the ad in order to create a subconscious link to romance It is intended that women who are familiar with the film clip will be able to link the theme of the song to the theme of our brank This will intentionally emphasize our ad
- 4. THE SLOGAN Passionè is intended to have a slightly cheeky and desirable aspect Therefore the slogan must represent and enforce this message which will then highlight the brands‟ ideal The slogan is shown at the end of the commercial and articulates “No need to take it slow” We anticipate that the most common interpretation would reflect todays women who often don‟t have much time to date The implicit idea is that this perfume will help to find love and romance without unnecessary nonsense in between
- 5. EMOTIONAL ASPECT It was important to target the emotional needs of the market rather than what the product provides By doing this we have hopefully formed an emotion connection between the audience and the brand This connection is accentuated by aspects of the advertisement through colour, imagery, motion and association We have built this conclusion on the premise that consumers don‟t truly believe there‟s a huge difference between products and this is why brands must establish emotional ties
- 7. MOTORBIKE The motor bike plays a vital role in the message that the commercial portrays It is a signifier which can be recognized as an icon The message that is signified by the motorbike is speed and the sex appeal This is gained by the women riding it The motorbike also acts as a symbol to create the meaning for the slogan “No need to take it slow” This will create emphasis for the slogan which the audience will be able to distinguish during the last frame, hence the slogan is presented at the end of the commercial
- 9. SLOGAN The commercial is created to give a more serious vibe Therefore the slogan introduces a somewhat cheeky and humorous slogan Creating a lighter and more comfortable vibe for the audience The slogan is directly aimed at our target market It gives the impression that the perfume will attract the opposite sex and speed up any relationship
- 11. RED Red is the signifier Red can often by a representation of energy, action, desire and passion Energy and action have been used to identify the speed and fast pace of a relationship On the contrary, desire and passion have been portrayed in order to illuminate the romance and desirability of the perfume The recognition of the color red on the motorbike is the denotation; however, the red motor bike creates a connotation That being, a fast, action filled feeling The two scenes that include Rihanna‟s film clip and the perfume create the connotation of passion and romance
- 13. THE KISS Signifies what the product aims to sell The product should now be recognised as a step closer towards love. The kiss symbolises love
- 14. RIHANNA
- 15. RIHANNA Appeals to our target market Acts as an index and connection between both parties in the commercial.