Analyse an advertisement Essay Example

dictate the norm and individuals will conform to it. In this scenario, society has elevated celebrities' status simply because of their contributions to society and their special talents such as footballers. Although David Beckham was an exceptional football player, he is now involved in significant ventures such as advertising. Beckham is a perfect embodiment of this phenomenon.

It is demonstrated here that celebrities have a significant influence on advertising, as they are capable of manipulating the audience without their awareness. This is due to the fact that whatever celebrities endorse, utilize, or wear is perceived as superior simply because famous individuals are associated with the product. Therefore, it highlights the crucial function that celebrities serve in advertising. The photo of Liv Tyler visible in the background is expertly composed and captures her mid-jump on a bed, encouraging viewers to contemplate what she might do next.

By presenting the woman in an attention-grabbing dress that contrasts with both the background and her body, the advertisement provides another positive thing for viewers to consider. It encourages a sexual desire by revealing her body in a gradual fashion, starting with her legs, which are undeniably appealing. The depiction of her ideal curves and nice legs would make any man happy if their partner resembled her in this way.

This sign may be misinterpreted, according to Saussure who stated that "Signs operate not through their inherent value, but rather through their comparative placement." (Saussure, 1974) This suggests that signs can be understood in ways that were not intended by the advertiser. However, this could be intentional, as in the case of perfume.

Liv Tyler's smile suggests 'fun', which is reinforced at the

bottom of the advert. She invites the audience to join in and focus on their partners or come towards her, playing a key role in manipulating them.

The desire for sex is a subtle method to purchase a product, as exemplified by 'Very Irr�sistible Givenchy' perfume. The name stands out in a different color from the surrounding black and white text, conveying a sense of high society. The fragrance promises spontaneity, boldness, and sensuality upon use. The color purple is typically associated with wealth and affluence, which the advertiser skillfully employs to suggest that the product embodies such high-class qualities and ownership of it would elevate one's social status.

According to Valentiv Volosinov, the presence of a sign also implies the presence of an ideology (Volosinov). The text color is used to signify a certain value, such as one's social status. Being categorized as wealthy is highly esteemed by many, leading them to purchase the product as a way to flaunt it among their peers or share in this value with friends.

The unique text beneath 'Very Irresistible Givenchy' adds to its originality, while the French phrase 'Sensual Eau de Parfum' adds an air of poshness and passion that most people won't fully comprehend. The use of French language is often associated with ideas of sophistication and elegance, evoking notions of romance and strategies for achieving it.

There is a perception that the fragrance is desirable because it has a French influence or comes from the land of romance. The perfume bottle suggests purity, refinement, and elegance with a unique twisted shape that combines French elegance and American spontaneity.

Dubbed the Givenchy 'Twist', this product and its

accompanying bottle adopt a purple hue that exudes a sense of class and wealth – a color that matches its moniker.

According to Judith Williamson, perfumes are promoted based on the association of a particular scent with a social status. By using a fragrance that is associated with wealth, individuals can give the impression of being affluent and therefore more desirable. This plays into the desire to be defined as upper class and implies that achieving this status is a simple matter of using the right perfume.

This creates a feeling of fondness towards buying the product, as everyone desires to be wealthy. The bottle functions as an exclamation point for the accompanying white text. The text that brings the advertisement to a close is subdued but meaningful, communicating much with only a few words. 'Very �l�gante' speaks directly to the audience, indicating that this is for individuals seeking elegance.

This message effectively blends French and English language. The use of 'Very fun' implies enjoyment, and the image suggests sexual undertones. This positioning appeals to those seeking a pleasurable experience. In addition, 'Very you' speaks directly to the target audience and encourages purchase, however it may not actually be intended for them.

According to Williamson, while a simple description can attract the audience, the true impact of a fragrance's smell can only be felt after purchasing the product. This highlights the importance of one's sense of smell in decision making. It is unfortunate that some potential buyers rely solely on visual and textual information to make a purchase, ignoring their sense of smell. The website, mentioned towards the end of the text, may not immediately display the desired

fragrance. Rather, it encourages visitors to explore all of Givenchy's products before arriving at their intended item.

Volosinov suggests that the Givenchy producers had a purpose for creating their website - to showcase their range of fragrance products to their audience. This implies the ideology behind their actions. The website features products for both men and women.

The target audience for this product includes young individuals regardless of gender. However, by considering two different perspectives, it can be marketed towards both males and females. Nonetheless, the use of a celebrity model as well as the design and hue of the model indicates a clear focus on female consumers. As a result, this may prompt individuals to select an alternative product for their partner.

The bottle's design exudes individuality and liveliness, while the term 'Irresistible' appeals to a specific audience by implying its wearers are attractive to others. Additionally, the phrase 'very you' emphasizes the product's suitability for this audience.

This text compares the catchphrase of L'Oreal, which is 'you're worth it', to the phrase 'Very �l�gante', which also targets the audience by conveying a sense of value and elegance. The word �l�gante is a subtle fusion of French and English.

The ad caters to young males and uses several factors to appeal to them, including the celebrity's positioning on a bed which suggests sexual desire, her revealing posture from the bottom, and her smiling expression.

This marketing strategy aims to entice the target audience with the promise of receiving sexual pleasure and making their partners happy. The use of the phrase 'Very fun' is a deliberate ploy to appeal to this demographic by offering an opportunity

to enjoy some 'fun' in a setting that aligns with their interests. Additionally, the word 'lã©gante' appeals to the male audience, as they desire their partners to exude elegance. However, by tweaking the ad slightly, the target audience can be shifted towards senior citizens, with a focus on older females.

The changes required include substituting the celebrity, repositioning the bottle and the celebrity, and offering a sample of the perfume. The initial alteration should be made to the celebrity. This is because older individuals may not find a youthful model like Liv Tyler as appealing. Instead, someone like Kelly Bishop, who is 63 years old, would be a suitable alternative.

It is believed that the celebrity's wealth and glamour will appeal to younger viewers, even though she is older. To target senior citizens, the celebrity should sit on the bed instead of jumping on it, showing good posture and grace while still having fun. The positioning of the bottle in the advertisement is also crucial.

Displaying the product in her hand is crucial as it emphasizes her wealthy, slender, and alluring status to encourage viewers that they can also attain the same sex appeal. This tactic could attract older audiences to buy the product. Additionally, including a scent sample is essential as senior citizens tend to be wise consumers and are more likely to purchase a product they have tried and enjoyed.

On the other hand, I believe that the younger audience did not consider the scent a determining factor. It is suggested that the sample be displayed in the same location as the original bottle in the advertisement, despite losing some space. It should have a similar

shape as the bottle to emphasize the three slogans on the ad like an exclamation point.

After reviewing the advertisement, I believe that Givenchy effectively influenced the intended demographic. Nonetheless, it prompted me to consider trying the product before making a purchase.