Assignment 1 - Analysis

Target audience: The model that's been used for this fragrance ad, called Chanel Iman is a 25 year old. Therefore the target audience for this particular perfume would be young women.

Representation: The woman in this mid shot is portrayed as a healthy, flourishing human being. This can be seen as the model has glowing skin, and there are no imperfections to her. One way they've made the model appear a lot more awake and bright is by using high key lighting. The high key lighting has been used to give the effect of a sun-glow. In this image, you can see that they have scattered apples all around the woman. The apples connote that it is beneficial for you to look like the model in the image and for women to appear younger by eating this fruit. The model appears very natural, as they have used very light makeup on her, which may connote freshness and purity.

Stereotypes: The representation of race can be seen as non-stereotypical within this advertisement, as in the media they usually use ‘’light’’ women rather than ‘’dark.’’ They have chosen this representation of race, as nowadays it’s quite unusual for the media to use this particular race for advertisements.

Brand name/Logo: The brand name (DKNY) is quite eye catching, even if it's quite small. The logo is very simple, as they've just made it bold and the colour white, although the colour can be very effective. The colour white connotes cleanliness, which can be associated with light.

Slogan: ‘Be Delicious' shows you how they are referring back to the 'deliciousness' of an Apple. The slogan is clear and bold, which is something that grabs the reader’s attention. They have chosen to use the colour green, as it connotes nature and energy. They are implying that the model for this advert can be seen as pleasant just like the Apple.

I think that the company, have tried to make their product stand out by linking it to 'The Big Apple' in New York, as it’s a popular area for a lot of wealthy people today. This can be seen on the perfume bottle in the picture, as they've taken half of the bottle to use as buildings in New York, and the other half for the fruit. 

Mode of address and persuasive language: I think that the advert is trying to 'speak' to the young women who may not feel content with themselves. They are most likely trying to show them that by using this perfume, they will start to look/feel different, just like the model in the image - women will aspire to look like her. One way that you can see that the model is directly speaking to the audience is how she's facing the camera, and how it's focused on her direct address.

Target audience: The target demographic is middle-aged men. One way you can tell is by looking at the celebrity, Ryan Reynolds, that’s been used in the image’s age.  

Representation: The advertiser reveals to the audience what type of person this is through the way he is dressed. The suit that the man’s wearing in this advert can have an effect on the reader as it shows people that he’s upper class. This connotes that the man is wealthy. This particular fragrance links to the name of the company and this is another reason as to why they have made the celebrity look this way.  I believe that they have done this as they have tried to make men aspire to look a certain way.

Stereotypes: One way you can see the stereotypes of men, is not only through the way that he’s dressed, however by looking at the slogan used. ‘I don’t expect success, I prepare for it’ may connote that men are hard working, and things aren’t just ‘’given to them.’’ The advert is mainly focused on the celebrity and the perfume. They have focused on the celebrity as this gives direct address, which means that in a way, the celebrity is trying to ‘’speak’’ to the target audience.

They have used the colour black for the suit, as the colour black, can connote mystery, power, formality and can sometimes be portrayed negatively.

USP: They have chosen to use a well-known celebrity as it can attract the audience a lot more, and almost persuade them to buy the product – this is called celebrity endorsement. 

Brand name/Logo: The brand name is eye-catching and clear, as they have put it onto the perfume, which is quite big and visible. I think that they’ve chosen to make the brand name appear simple, as they have tried to put all the attention not only onto the perfume bottle, however onto the celebrity too.

Perfume bottle: The size of the perfume bottle is quite large. They have done this so that it can really grab the reader’s attention and really show them the word ‘Boss’ which is something most men today want to be.

Depth of field: They have taken this image in a way that the background is slightly out of focus. They have chosen to make the model the main focus for this advert, as well as the perfume bottle.

Terminology

Media language

Audience