Moving Image Advert Analysis
Advertising Project:
TV adverts have become a very important tool for producers and manufactures for many different reasons. It's an easy way of advertising a product or service to potential customers as ad breaks force them into watching the ad that is being shown to them. Without TV ads, many companies would not be as successful as they are now. This is because they are viewed thousands of times a day which spreads awareness of the product, increasing the chances of someone wanting to purchase said product/service.
In this essay, I will be analysing 2 different kinds of perfume adverts as research for my project that I will be completing over the next 4 weeks.
Section 1:Target Audience
The target audience for the JOY advert would be people who are fans of Jennifer Lawrence, so late teen to mid twenties mainly. As Jennifer Lawrence herself is only 28 years old, she attracts younger fans, mostly females. This perfume averages at about £40 a bottle, so higher class people who have a lot of money would be more attracted to this as they know they can easily afford it, whereas lower class people may struggle to buy it because of it's high price. It would also attract people who already like Dior products as it's a new product and if they're regular customers, they will be very tempted to buy it.
The target audience for the Guerlain La Petite Robe Noire Fragrance would also attract people from a higher class as the prices vary from about £40-£80 a bottle, which is a lot of money to spend on 1 bottle of perfume. It is definitely a luxury item judging on the price range will will push away any customers that don't have a lot of money to spend on just perfume. This is most definitely a luxury product.
The JOY Dior advert is very simple in the sense that it is all filmed in one location and the majority of the time is spent in a swimming pool. Jennifer Lawrence is in the majority of the advert but towards the end, she is shown with a man ,whom we don't get a long enough look at to see who it is, reaching in for a kiss but that is the only other person present in the ad. It starts with Lawrence's back facing the camera and walking towards a pool, with Dior written in the middle of the screen, clearly showing what the advert will be about.
The two adverts themselves would attract a very similar audience. They are both very luxurious products and this is evident in the way the adverts have been made with such care and finer details. This advert, though, is in the form of an animation which makes it stand out a lot from other similar adverts.
Section 2:Mise-en-scene:
The mise-en-scene in the JOY Dior advert is very minimal. It is all filmed in one location but from different angles, there is only 2 people in it and the setting itself is very plain in the sense that there aren't many props being used. Jennifer Lawrence is shown wearing a long white dress and underneath that, a swimming costume of some sort, and in some shots she is wearing a white pair of high heels. There is a swimming pool, a few deck chairs, and in one clip she is seen eating what looks like a peach, which could imply that the perfume will have a peach scent to it.
In some shots of the swimming pool there are some colourful jellyfish swimming around with Jennifer Lawrence, which implies that it's a calming soft advert which is evident in the way the jellyfish are moving around slowly and carefully. At the end, Jennifer's dress is shown to be all ruffled up underwater, and it moves apart to show the bottle of perfume for the first time in the advert.
The main colour used in this advert is white as it's a pure colour. There is a pop of red with her lipstick and the peach, and blue with the pool but other than that the colours are very basic. This shows that it's a very minimalist advert and they're more focused on the actual product than they are on anything else. The perfume bottle itself is a soft pink colour which pops out from the rest of the advert as it's the only pink colour in it, and it stands out in the scene as well as it's among all white from Jennifer's dress, so stands out clearly for the audience to see it.
The Guerlain La Petite Robe Noire Fragrance advert is very different to the Dior advert as it's all animation. This means that everything in the advert is made on a computer editor, and nothing can be filmed. The first shot shows a mannequin next to some shopping boxes outside of a shop, and the ribbon from one of the boxes wraps round the mannequin and turns it into a person, who then runs away. She is seen running down a long staircase and then onto a catwalk with people taking pictures on large cameras. There are a lot of transitions used within the ad, such a scene where a hand is seen pulling what seems like a curtain which sows the next scene. This adds more effect to the advert in the sense that it's more exciting to watch as it doesn't just use basic transitions throughout.
In one scene she is seen dancing next to what seems like very large bottles of the perfume;she then disappears behind one and the shot pans out, to see her again at the front of the scene dancing, showing yet another clever shot transition. This time she is on top of a train and going through a city, and you can see that the streetlights are made out of what looks like blossoming flowers with a jewel inside it. It uses a lot of iconic landmarks from Paris, such as the arc de triomphe to symbolise where the perfume is from and what the overall theme is. Paris is known as the city of love and this is evident throughout the advert because of the colours used; it is mostly black,white and grey apart from splashes of pink in various ways, for example, when she is surrounded by the bottles they are all pink, as well as the actual bottle at the end. This gives the advert a romantic theme as pick is very much associated with love as its a happy, lovable colour and by using that the audience automatically thinks about love and romance.
Section 3:Sound:
The sound in the Dior advert is very upbeat and happy; the song is called "She's a Rainbow" by the Rolling Stones and fits well with the advert as its happy, sets the mood nicely and puts the audience in a cheerful mood.
The Guerlain La Petite Robe Noire Fragrance advert also uses a well known song "These Boots are Made for Walking," by Nancy Sinatra. It fits well with the song as the woman's boots are heavily involved within the advert; in multiple shots it just shows her feet walking in boots which obviously ties in well with the song.
Section 4:Content Signs:
The Dior advert overlooks the New York skyline, which implies that this is a very high end brand and glamorous as New York is a very expensive place to visit/live in. New York is known for being quite luxurious in some places which means that this product is likely to sell well as it will make people associate the product with NY and being luxurious.
The Guerlain La Petite Robe Noire Fragrance is set in France and you can see some landmarks, such as The Eiffel Tower which makes the audience feel as though they are actually there.
Section 5:Shot Types:
The Dior advert uses many different shot types and lengths to convey different emotions to the audience. A lot of the shots are underwater as one of the main set pieces is a pool, and they are definitely taking full advantage of it as it is used in nearly all of the shots somehow. Some shots are during the day whereas some are at night time, which shows that the character has been there all day, implying that she is carefree and enjoying her time there. Some shots are underwater and show her jumping in or just swimming about, and some shots are above the water, also showing her jumping in as well as walking about, sitting on deck chairs and swimming about the pool and laughing.
The Guerlain La Petite Robe Noire Fragrance uses all animation. The shots all merge well together and create things out of each other, for example, in some shots the woman in the piece is walking past the screen and it fades into the next shot, with her appearing somewhere else. Some shots show her walking on a train, some on a swing and others of her posing on catwalks and through the city of Paris as well.
Section 6:Main Advertising Techniques Used:
The main advertising technique for the JOY Dior advert would definitely be the use of Jennifer Lawrence in the advert. She is a widely known actress and by using her, it compels people to want to buy the product as they'll want to support her, as well as having something that they can relate to her having. This alone will make the product sell better than just having a regular model that no one really knows promoting the brand and product.
The main advertising technique used in The Guerlain La Petite Robe Noire Fragrance advert would have to be the silhouette of the woman throughout the advert. She is all scenes and is doing something different in the all. Even though this is a perfume advert, it is very heavily fashion based as well which implies that it's a very luxurious product that will make the buyer feel nice and glamorous if they purchase it. The advert is mainly black and white, but there are splashes of pink throughout that really pop out against the background and adds some more depth and interest to the advert.
Conclusion:
Both of these adverts have some similarities as well as having many differences as well. I like both adverts for different reasons as the both portray a different message to the audience, yet in very similar ways. Both adverts have been successful in persuading people to buy the product as well as creating an engaging advert that will convince people to want to purchase the product as the adverts are both so visually appealing.
The two adverts themselves would attract a very similar audience. They are both very luxurious products and this is evident in the way the adverts have been made with such care and finer details. This advert, though, is in the form of an animation which makes it stand out a lot from other similar adverts.
Section 2:Mise-en-scene:
The mise-en-scene in the JOY Dior advert is very minimal. It is all filmed in one location but from different angles, there is only 2 people in it and the setting itself is very plain in the sense that there aren't many props being used. Jennifer Lawrence is shown wearing a long white dress and underneath that, a swimming costume of some sort, and in some shots she is wearing a white pair of high heels. There is a swimming pool, a few deck chairs, and in one clip she is seen eating what looks like a peach, which could imply that the perfume will have a peach scent to it.
In some shots of the swimming pool there are some colourful jellyfish swimming around with Jennifer Lawrence, which implies that it's a calming soft advert which is evident in the way the jellyfish are moving around slowly and carefully. At the end, Jennifer's dress is shown to be all ruffled up underwater, and it moves apart to show the bottle of perfume for the first time in the advert.
The main colour used in this advert is white as it's a pure colour. There is a pop of red with her lipstick and the peach, and blue with the pool but other than that the colours are very basic. This shows that it's a very minimalist advert and they're more focused on the actual product than they are on anything else. The perfume bottle itself is a soft pink colour which pops out from the rest of the advert as it's the only pink colour in it, and it stands out in the scene as well as it's among all white from Jennifer's dress, so stands out clearly for the audience to see it.
The Guerlain La Petite Robe Noire Fragrance advert is very different to the Dior advert as it's all animation. This means that everything in the advert is made on a computer editor, and nothing can be filmed. The first shot shows a mannequin next to some shopping boxes outside of a shop, and the ribbon from one of the boxes wraps round the mannequin and turns it into a person, who then runs away. She is seen running down a long staircase and then onto a catwalk with people taking pictures on large cameras. There are a lot of transitions used within the ad, such a scene where a hand is seen pulling what seems like a curtain which sows the next scene. This adds more effect to the advert in the sense that it's more exciting to watch as it doesn't just use basic transitions throughout.
In one scene she is seen dancing next to what seems like very large bottles of the perfume;she then disappears behind one and the shot pans out, to see her again at the front of the scene dancing, showing yet another clever shot transition. This time she is on top of a train and going through a city, and you can see that the streetlights are made out of what looks like blossoming flowers with a jewel inside it. It uses a lot of iconic landmarks from Paris, such as the arc de triomphe to symbolise where the perfume is from and what the overall theme is. Paris is known as the city of love and this is evident throughout the advert because of the colours used; it is mostly black,white and grey apart from splashes of pink in various ways, for example, when she is surrounded by the bottles they are all pink, as well as the actual bottle at the end. This gives the advert a romantic theme as pick is very much associated with love as its a happy, lovable colour and by using that the audience automatically thinks about love and romance.
Section 3:Sound:
The sound in the Dior advert is very upbeat and happy; the song is called "She's a Rainbow" by the Rolling Stones and fits well with the advert as its happy, sets the mood nicely and puts the audience in a cheerful mood.
The Guerlain La Petite Robe Noire Fragrance advert also uses a well known song "These Boots are Made for Walking," by Nancy Sinatra. It fits well with the song as the woman's boots are heavily involved within the advert; in multiple shots it just shows her feet walking in boots which obviously ties in well with the song.
Both sounds are similar in the sense that there is no Foley used; it is just music over the top and a voice over at the end saying the name of the perfume and brand. They both use popular songs as well which will appeal to people more as they will associate the product with something that they already like.
The Dior advert overlooks the New York skyline, which implies that this is a very high end brand and glamorous as New York is a very expensive place to visit/live in. New York is known for being quite luxurious in some places which means that this product is likely to sell well as it will make people associate the product with NY and being luxurious.
The Guerlain La Petite Robe Noire Fragrance is set in France and you can see some landmarks, such as The Eiffel Tower which makes the audience feel as though they are actually there.
Section 5:Shot Types:
The Dior advert uses many different shot types and lengths to convey different emotions to the audience. A lot of the shots are underwater as one of the main set pieces is a pool, and they are definitely taking full advantage of it as it is used in nearly all of the shots somehow. Some shots are during the day whereas some are at night time, which shows that the character has been there all day, implying that she is carefree and enjoying her time there. Some shots are underwater and show her jumping in or just swimming about, and some shots are above the water, also showing her jumping in as well as walking about, sitting on deck chairs and swimming about the pool and laughing.
The Guerlain La Petite Robe Noire Fragrance uses all animation. The shots all merge well together and create things out of each other, for example, in some shots the woman in the piece is walking past the screen and it fades into the next shot, with her appearing somewhere else. Some shots show her walking on a train, some on a swing and others of her posing on catwalks and through the city of Paris as well.
Section 6:Main Advertising Techniques Used:
The main advertising technique for the JOY Dior advert would definitely be the use of Jennifer Lawrence in the advert. She is a widely known actress and by using her, it compels people to want to buy the product as they'll want to support her, as well as having something that they can relate to her having. This alone will make the product sell better than just having a regular model that no one really knows promoting the brand and product.
The main advertising technique used in The Guerlain La Petite Robe Noire Fragrance advert would have to be the silhouette of the woman throughout the advert. She is all scenes and is doing something different in the all. Even though this is a perfume advert, it is very heavily fashion based as well which implies that it's a very luxurious product that will make the buyer feel nice and glamorous if they purchase it. The advert is mainly black and white, but there are splashes of pink throughout that really pop out against the background and adds some more depth and interest to the advert.
Conclusion:
Both of these adverts have some similarities as well as having many differences as well. I like both adverts for different reasons as the both portray a different message to the audience, yet in very similar ways. Both adverts have been successful in persuading people to buy the product as well as creating an engaging advert that will convince people to want to purchase the product as the adverts are both so visually appealing.
Great work Hannah! You are very skilled at identifying and describing the microelements in your chosen adverts. What I would like you to do to expand on this is to discuss how these elements are being used to firstly, communicate information to an audience and then how they are being used to persuade an audience.
ReplyDeleteThis will help you complete section 6 and your conclusion, that is still outstanding.
To accompany your writing, I would like you to embed the two moving image adverts and some screenshots when discussing certain shot types or elements of mise-en-scene.