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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
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