The purpose of this media product is to advertise a selected perfume. The advert was placed inside a magazine named 'Glamour' which has been voted Britain s number one magazine for women. The target audience for the advert is women. You know this as a small caption says 'the new fragrance for women'. The target audience age would be between 16-40 I would think. Mise en scene. The main image is a model holding an apple, looking directly into the camera, and the apple has a bite out of it. It's not a red apple though, its a ripe green one. This defiantly gives a more natural feel to the advert. underneath is about 12 apples filling the bottom of the page with the perfume bottle resting on top. The perfume is called 'Golden Delicious' by the brand 'DKNY'. The packaging is a similar shape to an apple, but has a gold top half, and a transparent bottom half, which shows you the perfume inside, which is a yellowy colour. This all links together, colours, uses of objects etc. Not only that, in the gold part of the bottle, there is a reflection of New York. The use of packaging, colours etc suggests that it's a pretty expensive perfume, if not that, a good quality. The model on advert is Lara Stone, she is one of the worlds biggest models, and most famous. Therefore DKNY using her to model their product is a good move, as everybody recognizes her and would inspire her them to buy the product. The women who see this would buy it because they think they would look like her after using the product and the men who buy it for women would secretly hope their wife's/girlfriends would look like Lara after using the product also. Lara's facial expression on the advert seems very relaxed and slightly cold. This could be because the scene is set in an autumn time. Costumes in the advert is minimum. The model is wearing a wintry jumper which falls off the shoulders showing a lot of skin, which once again suggests a very natural look to the ad and about the perfume also. The colours used are mainly similar yellows, greens and golds, along side of the naked body, this represents nature at its finest in a classy manor. It's very suitable for what DKNY are advertising. Lighting on the picture is mainly behind the madel, there is a hazy glow around her head and shoulders which makes it look as though the sun is shining down on her. She looks as though shes stood in the woods, which automatically makes the audience feel peaceful. The cleaver use of light draws your eyes straight to the models eyes, which have to be the most capturing part of the picture. Which then leads you to look at the apple shes holding, then the apples and perfume below her.
There isn't much text that features on the advert but the slogan that does, isn't really a slogan, its the particular name for that product. 'Golden Delicious' which is the name of an apple, which is also the shape and on going theme for DKNY womens perfume. No metaphors or smileys are used but I would say that 'Golden Delicious' is a play on words. The words suggest the the product is just as delicious as it looks, which makes the audience want to smell it and find out. Under the DKNY logo it says 'Dona Karen New York' the official name for the producer, and underneath in small print it says 'Join the club now...' This is a great play on words as it makes the audience feel slightly left out and want to get more involved with the product. it says on the main part of the image, 'Introducing, Golden Delicious, the new fragrance for women'
The word 'introducing' is small, white and delicate, and so is 'the new fragrance for women', however 'Golden Delicious' is in big bold gold letters.Golden is in a italic font which makes it look expensive, ie gold. And delicious is normal font, big and bold, straight to the point. Because these two pieces of text of in different colours to the other text it instantly makes them stand out compared to the other words on the advert. The main image on the advert is a close up shot, this is so you can see detail on the models face whilst eating the apple. The shot is defiantly an eye level one, which I like because it draws you into the modle so much more. The product name is DKNY (Dona Karen New York) which instantly shows you that its associasted with someone from New York, and the significane to the audience is that its fashionable.
All in all the creators of the advert have used there skills at a clever level. They haven't used lots of editing, they've gone for the 'less is more' look, and with the type of product they are advertising it has really paid off. DKNY is now one of the leading brands when it comes to perfume, and its hardly surprising with adverts such as this.
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