Print Adverts.pptx
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Natalie Portman is featured prominently in the print ad, making direct eye contact with the viewer. Her smoky eye makeup and intense gaze draw the viewer's eyes to her before noticing the Coco Chanel perfume she is holding. Portman's playful facial expression and tilted head suggest a more sexual connotation, aiming to persuade viewers to buy the product and be like her. The ad uses pink tinting and high exposure lighting to convey femininity and innocence. Very little text is included apart from the white brand name, keeping the branding discreet and engaging viewers to seek out more information about the "mystery" product.
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- 2. In this advert, for Coco Chanel, Natalie Portman is making eye contact within the camera; direct address. To go in depth, her dark smoky eye makeup contrasts with the high key lighting in the photo which furthermore emphasises the intense eye line as the viewer would then make direct eye contact with her.
- 3. Portman is the centre of this advert, so the viewers eyes would be drawn to her before the perfume, which she holds close with a close proximity, biting the cap of the bottle. This and her playful facial expression, as well as her head, which is tilted down and angled to the side a little, suggests a more sexual connotation. It persuades the viewer to buy the product as they try to be like Portman in the photo or have her effect.
- 4. The image is tinted pink, not only as it is a symbolism for femininity but also because it’s the products primary colour. The clean image has a high exposure making it look quite bright and white, this makes the image connote innocence as white is a clean and pure colour.
- 5. As for the text, there isn’t much apart from the brand’s name in a white font. This keeps information on the branding discrete, perhaps on purpose to make the buyer engaged to search for more information as it comes across as a ‘mystery’. The font isn’t bold, so it feels quite underpowering and furthermore adds to the point about innocence.
- 6. Attention • Attention, is the cognitive stage in the first level of response. It describes the act of thinking and being aware of the product, developing knowledge of its attributes and benefits. It is normally found through advertising. • It is known as the "Awareness Set"
- 7. Interest • After the Attention cognitive stage, customers start to have attitudes toward the product and possibly have preferences and interests and start to become the "Consideration set". This shows customers are actually interested and considering buying the product eventually.
- 8. Desire • Desire, is still a part of the cognitive stage with the customer. This time the interest that the customers originally had, has developed into a desire. Customers are imagining themselves with the product.
- 9. Action • This is the final stage, known as the behavioural stage, where the customers take action. This could be talking to the retailer in person or online for more information. This usually leads to the customer purchasing the product. • Products or brands that make it to this stage, are known as the "choice set" or "purchase set".