Coursework Research

Ellie Hamilton

Elie Saab – Le Parfum Print

Model image theory

Unusual urban/city setting

Very conventional landscape layout; model on left hand side with the writing and name of the perfume in the top left and then a picture of the bottle in the bottom right

The setting is used to appeal to modern, driven females out in the city and workplace

Lots of pale pinks and cream, colours which connote femininity

Model stands out, light is used to highlight her as she is the most important part of the shot other than the name and the bottle which also stand out

Striking bottle shape, also modern reinforces this modern woman theme

Kenzo – Flower TAGPrint Direct mode of address

Model image theory

Flower symbolismRed and black are more sexy and seductive, even cheeky rather than feminine

Modern

Unusual bottle shape like a flower stem

Gucci – Guilty Print

Female model uses eye contact in a direct mode of address

The female model is dominant and in a position of power as the male model looks up to her

The female model has a tattoo peaking through which connotes that she is a bit of a rule breaker, the tattoo is iconic of danger because of its origins of gangs but it also connotes sexiness because of this

The advert uses sepia tones and highlighting light against a dark background to make the models stand out this also gives the advert a very stylish feel and makes the models look very striking

The advert has a clear pink and black colour scheme which is very conventional and connotes a mix between femininity and seductiveness

The typography is in the iconographic Gucci font which is easily identifiable by the audience

The models are both young, white, thin, able-bodied and conventionally western attractive

Givenchy – Dahlia NoirPrint

Eye contact with the audience/camera is used – direct mode of address

Use of French gives the air of sophistication, iconographic of the famous French fashion

Follows conventional layout of the model on one side and then the fragrance bottle with text above on the other side

Grey/sepia tones connotes sophistication

Colours scheme uses the bold statement, high contrast of black and white but maintaining the femininity in the hint of pink

The dress codes are very feminine and floaty with lace but also has connotations of French high fashion

Model is young, thin, white, able-bodied and conventionally attractive – model image theory

Gucci – FloraPrint

Model image theory can be applied

Unconventionally her eyes are shut and an indirect mode of address is used

Pinks and blues are used, very conventional colours with connotations of femininityThe flower

pattern is conventional and has connotations of love and romance – feminine things

The layout is very conventional with the model being the focus of the shot and only the small amount of text and the perfume bottle

Her dress codes are very conventional floaty and iconically feminine

Gucci – Flora (The Garden)Print

Lots of feminine colours but a juxtaposition or conflict (binary oppositions) between the dark and the light

The symbolism of flowers as feminine and sweet-smelling is very significant in these adverts, which is very conventional of fragrance adverts

The advert is unconventionally set at night-time which given the advert a forbidden feel because of the connotations of the night

Direct mode of address

Conventional and consistent 3 part layout

Seductive gesture codes

Feminine dress codes of a chiffon dress iconically feminine but the see through skirt adds to the mischievous theme of the advert

Conventional mixture between italic script font and simple bold all-capitals font Model image theory

can be applied

Kenzo – Flower TAGMoving Image

Many perfume adverts have an artistic feel in the same way high fashion is quite modern artThe graffiti is cheeky because

it is against the rules

The graffiti maintains the femininity because of the iconography of the flower

The poppy has connotations of blood and death because of the links with WW2

The urban setting of the advert is urban a building rooftop which is less conventional but maintains the rule breaker theme

The advert is set in a very dim light at night and so this connotes an adult atmosphere

The advert uses lots of quite cuts, lots of shots almost all of which are focused around the model

Lacoste – Joy of PinkMoving Image

The advert uses lots of bright pinks to connote femininity and to attract the young, female target audience

The advert uses a vague setting and a car from the 60’s to make the advert look retro and stylish

Model image theory can be applied

The advert creates a brand identity for Lacoste

The advert uses the conventional ending showing the perfume bottle and the company and perfume name to reiterate the message of the advert that the perfume can help you to become all of these things that you want happier, more attractive etc.

The dress and gesture codes are casual the dress codes are stylish, simple and feminine and the gesture codes are fun and relaxed

Chanel – No.5 advertMoving Image

The dress codes are feminine

The advert uses sepia tones to look like retro, vintage France, a time it was very famous for its classic style and the model fits with this look

The colours used in the adverts fit with the vintage sepia style

The advert has a conventional romance narrative

The advert uses iconography/symbolism through props such as the old fashioned camera to help the audience identify the vintage French setting

The advert uses shots of the perfume bottle to help the audience understand that it is because of the perfume that she has this romance

The advert uses the music to reiterate the narrative of the advert