Advertisement Production:

I aim to make a perfume advert, advertising a new fragrance for women, this is because I have done some research and looked at many different perfume adverts aimed at women and they are all interesting and effective for different reasons; whether they are eye catching or mysterious. However many of the adverts portray women negatively I.E. exposing them and making them into more of an object than a woman. Having taken the research on board I am going to create a socially acceptable advertisement for a new women’s fragrance. I have decided to use a romantic genre for my advert because I intend it to show innocence and fun, rather than a highly sexually orientated advert that is very sexist towards women. I got this idea from the opening scene of ‘Sin City’ where the ‘Femme Fatale’ character is standing alone on a rooftop in a large dark city. The heavy rain adds a sense of romance to the scene and the monochrome editing ads style and class to the romantic embrace between two characters. The woman featured in this scene is very sexy and attractive but not in an inappropriate way, she is fully clothed and there isn’t much visible skin, but the lighting and dress code make her very elegant and beautiful.
The target audience I am going to aim this fragrance at will be young women aged 16 to 20 years of age, Therefore I have chosen to use a model 17 years of age, to represent and reveal to the market that the fragrance is aimed at. I am going to show the model in monochrome but use editing to highlight specific parts of the advert, for example the bottle of perfume itself. Using sin city’s opening as a stimulus I am going to try and show the same elegance and romance without making exposing the woman.

Evaluation

I think the final advert was reasonably successful, as the model is of the correct age to represent the target audience. I took this picture inside of my friend’s house against a large full length mirror and used the lighting to brighten one half of the picture and make the other half dull, this how I got the slogan of ‘Have you got a dark side?’ I used the idea of Film noir as the women or femme fatales are often very sexy and attractive but they don’t have to be exposed or dress in revealing clothing to achieve their seductive appearance. I didn’t make the product very obvious, and perhaps should have included a separate image of the product to make it clear what it looks like, however I drew as much attention to the product as I could by making the picture monochrome and leaving the perfume in full colour also the model is holding and looking straight at it. I tried to give the advert a romantic feel, so that young girls could relate to the romance and link the romantic feelings with this fragrance. The Slogan ‘have you got a dark side’ makes you feel rebellious when wearing the fragrance and you feel as though you have released your dark side as it were. The model is wearing a simple dress with little design work; the idea was to try and show natural beauty and make the customer feel beautiful just by wearing the fragrance without covering up themselves with makeup. The location could have been better, my criticism of the location is the fact that in the background of the image a door and various items of furniture can be seen, this reduces the adverts effectiveness it a certain extent, If I had shot this image in a photo studio I could have tailored the background to my ideal standards. The model I used is 17 years old this is only just in the age category for my target audience and it shows, on closer inspection I realise that I should have used an older model perhaps of mid 18 years old because this aged model would be more relevant to all ages in the category.