Targeting women aged 20-30, Advert 1 features the recognizable Beyonce and a striking bottle as its most prominent elements. The use of an MCU creates a slightly edgy and intimate tone.
The subtle low angle utilized in the image creates an impression that the product has the capacity to elevate. Beyonce, an admired figure among the target audience in the music industry, is featured as the central image. Her beauty is enhanced by a classy dress and simple makeup, promoting the concept of natural beauty. The lighting in the image is predominantly low key with slight highlights to accentuate the model's physique.
The advert features unsaturated black and white tones, artificially lit in a studio setting. These colours complement the gold and diamond shape of the featured bottle, conveying a sense of preciousness to the target audience. The association with
...the quote “Diamonds are a girl’s best friend” is particularly effective. White thin text adds to the classy feel of the advertisement, which is reinforced by the recognizable logo of the brand.
The second advertisement's target audience is girls aged between the late teen and mid-20s. The ad features a VLS at a straight angle, which could symbolize the product's straightforwardness and directness. Additionally, the ad includes a small gold text caption that poses a rhetorical question, "Can you resist?" This question aims to convince the audience subconsciously that the product is irresistible.
The closed eyes of the model and her embrace of the side of the bottle suggest a mesmerizing effect from the perfume. The orange color saturation and high key lighting convey a warm, summery feeling that reflects the scent. The clear circular bottle with bright yellow
liquid inside resembles sunshine and implies wholeness. The plain white background enhances the bottle's clarity and reinforces its impact.
The product is aimed at women who want to transition from being a teenager to a woman, as illustrated by the model in a flowing and elegant dress in the advertisement. The text is visually striking with bold lettering and contrasting colors of black and white. This effectively showcases the high-end brand name, Chanel, which is often featured in magazines catering to the target audience. Personally, I find the Chanel advertisement more persuasive in selling their fragrance due to the positive emotions that are evoked by the lighting and use of lighter tones that connote happiness. In contrast, the first advertisement employs darker tones that create a sense of mystery.
By featuring a well-known model, the advertisement may trigger the anxiety of the intended audience regarding their self-worth and abilities.
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