This advert features Blake Lively who is promoting the new Gucci perfume for women. She is an American actress and has starred in some big TV shows and movies meaning many people would recognise her. Gucci is also a high-end designer product meaning that the target audience would be of an upper/middle classed background fitting into the group A - C demographic. As this is a perfume 'for women' i would say the age range who would be interested in this product is 25 - 40 year-olds due to the price of the product.
Mise-en-scene
Blake is laying down on her front looking into the camera which is a convention used a lot in advertising to engage the audience with the advert. The way she is positioned off centre to the right in the medium close up shot allows the product to be placed next to her without overpowering the advert. Her makeup seems heavy and her hair is curled although there isn't much of a colour palette as the photo is in black and white. The 'dolled up' look creates representations that in order to look feminine and beautiful you need to look like Blake Lively. This obviously isn't true, however, the media has manipulated its audiences to think it is. She is wearing a sparkly elegant dress which looks expensive, this creates representations of wealth and power which then creates a brand identity for Gucci. Lively's hand is positioned running through her hair to create a gentle feminine representation, it also has a ring on which looks quite expensive and adds to the wealthy brand identity.
The way the black and white colour scheme is used allows the product to stand out. The bottle is gold and simple which gives it a clean and wealthy look, especially with how it contrasts with the 'silver' background. The gold and silver theme also links into female jewellery as the most expensive jewellery is gold and silver so this again creates a wealthy brand identity. The way the bottle is largely sized fools the audience into thinking they are getting a lot of product for the price it is at and therefore makes the audience want to buy it more.
Main Body
The brand's name 'Gucci' is positioned on top of the product in a big font size in order to show its importance in the advert. The text is in a bold serif font to create a prestigious brand identity. The name 'Gucci' also implies wealth as it is an Italian luxury brand which is available worldwide meaning it appeals to a mass audience. The text producer then inserts Gucci's signature in gold beneath the perfume bottle to emphasise on the luxury element of the brand. The text producer then uses the adjective 'Premiere' to imply to the audience that this product is one of a kind and that if they buy it they will feel as luxurious as Blake Lively. This adjective also adds to the luxury brand identity.
The text producer then uses a buzzword to sell the product. 'The new eau de toilette for women' this implies that it is an exclusive luxury product for women. The buzzword 'new' helps to add to the exclusive 'important' selling point as when the audience read this they instantly think that no one else will of had this product. The proposition of 'for' insinuates that this product is heavily targeting women who want to look like Blake Lively who is young and gorgeous. A pug is also used on the right-hand side to promote the tv advert Blake Lively starred in for Gucci. The link provided takes the audience to youtube which is a massive video sharing site in which Gucci has their own channel. The intertextuality allows the brand's audience to expand which then allows them to make more profit.
Overall the advert is cleverly put together in order to promote a wealthy brand identity for the luxury brand of Gucci.
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