I called the perfume Dawn because it represents new beginnings which mean that the perfume is associated with new starts and renewals. The perfume name also links with the slogan “Feel Renewed” and the background as it supports the whole sunrise theme. The perfume bottle is gold which the colour of the sunrise is and this further connects to the scene. The silhouetted woman is standing in front of the rising sun which makes her stand out and catches the eye of the consumer, the sunrise surrounds the model and makes her look ethereal. The models body language portrays confidence as well as seductiveness and because she is wearing a short dress she looks sophisticated. The camera is front on and at a medium range so the whole model can be seen as well as the background. I did this because I wanted the background to be a part of the scene because it is important to the overall effect of the advert. I used natural backlighting from the sun; the background picture is a sunrise so the lighting is natural and I used this type of lighting so the model would become silhouetted which gives the effect of the women being surrounded by the sunrise. I placed the product in the foreground because the space at the bottom of the screen is very dark so the bottle stands out as a contrast against the black and draws attention because it’s the brightest object in the advert.
I used a dull yellow for the sunrise and a bright gold for the perfume bottle. I did this because I wanted the bottle to stand out and not fade into the sunrise in the background; I used a dull yellow for the sunrise because it was more natural, I did originally put in some pink but the effect didn’t look as good as the yellow alone, I tried lightening and darkening the final picture to see if the effect was changed and I found that lightening the picture made the sunrise look too bright and darkening the picture lost the legs of the silhouette which I didn’t want because the haze around the legs makes the model look better. The stars at the top of the picture are to add atmosphere because I wanted the consumers to know that the background is a sunrise and not just a light, the stars were also added because people think of stars as mysterious and sometimes romantic in the right setting so I added them to help set the scene as enigmatic as well as romantic.
The target audience is females aged 20s to 30s, I used a female model in the advert to show this and the female model wears a dress to show that she is sophisticated as well as a career woman which means that the females are in the C1 and B demographics. The slogan “Feel Renewed” could indicate an older age group such as 30s to 40s but the model makes the slogan appeal to career or women in education as they would feel tired from working.
The Advert sparks interest because of the silhouetted woman, the silhouette creates mystery and because the silhouette is of a woman and this makes her looks seductive so the genre is shown as mystery/romance. The world and lifestyle being represented is quite surreal, but also sophisticated and exciting. The model looks sophisticated but it also looks quite surreal because of the light coming from behind her that creates a haze of light and makes her look unreal. The advert isn’t targeted at any particular culture, country or race as the female model doesn’t show any ethnicity, nor does the background portray any icons from different cultures or countries. The advert doesn’t stereotype against the female in the picture, the model is shown as the focus point of the scene along with the perfume and is quite dominant rather than submissive which implies the perfume gives confidence in life.
The advert is appropriate for the target audience because it does not depict women in a negative way but empowers them so it is not sexist, the advert appeals to young 20s audience because the advert shows a sophisticated woman which most young women would aspire to as many women in their 20s are in work or education. It appeals to women in their late 20s because the perfume is shown as a ‘must wear’ for sophisticated women so the perfume is made to be an accessory for career women.
I used a dull yellow for the sunrise and a bright gold for the perfume bottle. I did this because I wanted the bottle to stand out and not fade into the sunrise in the background; I used a dull yellow for the sunrise because it was more natural, I did originally put in some pink but the effect didn’t look as good as the yellow alone, I tried lightening and darkening the final picture to see if the effect was changed and I found that lightening the picture made the sunrise look too bright and darkening the picture lost the legs of the silhouette which I didn’t want because the haze around the legs makes the model look better. The stars at the top of the picture are to add atmosphere because I wanted the consumers to know that the background is a sunrise and not just a light, the stars were also added because people think of stars as mysterious and sometimes romantic in the right setting so I added them to help set the scene as enigmatic as well as romantic.
The target audience is females aged 20s to 30s, I used a female model in the advert to show this and the female model wears a dress to show that she is sophisticated as well as a career woman which means that the females are in the C1 and B demographics. The slogan “Feel Renewed” could indicate an older age group such as 30s to 40s but the model makes the slogan appeal to career or women in education as they would feel tired from working.
The Advert sparks interest because of the silhouetted woman, the silhouette creates mystery and because the silhouette is of a woman and this makes her looks seductive so the genre is shown as mystery/romance. The world and lifestyle being represented is quite surreal, but also sophisticated and exciting. The model looks sophisticated but it also looks quite surreal because of the light coming from behind her that creates a haze of light and makes her look unreal. The advert isn’t targeted at any particular culture, country or race as the female model doesn’t show any ethnicity, nor does the background portray any icons from different cultures or countries. The advert doesn’t stereotype against the female in the picture, the model is shown as the focus point of the scene along with the perfume and is quite dominant rather than submissive which implies the perfume gives confidence in life.
The advert is appropriate for the target audience because it does not depict women in a negative way but empowers them so it is not sexist, the advert appeals to young 20s audience because the advert shows a sophisticated woman which most young women would aspire to as many women in their 20s are in work or education. It appeals to women in their late 20s because the perfume is shown as a ‘must wear’ for sophisticated women so the perfume is made to be an accessory for career women.
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