Statement of Intent

I am making an advert for the fragrance “Daisy” by Marc Jacobs. The advert will be aimed at young females up to the age of 30. I have chosen to aim at this group of people because I am using a young model to represent youth.

The image I am going to create is going to represent the scent of the fragrance as floral and spring like. I am going to do this by framing the shot with flowers and nature, and have sunlight as lighting. The model is going to be represented as elegant and beautiful in a summer dress, however Bell Hooks might disagree with what the model is wearing, as she believes that women should not be used in adverts to help sales. A preferred reading to the advert may be that the model looks beautiful and elegant, and that the buyer will feel that way when wearing the fragrance.

The background I have chosen represents spring and the beauty of nature as the flowers and grass link to the scent of the fragrance. The background I feel stereotypically targets females as it is very floral and spring-like. The brightness of the image will help create a positive representation of the perfume therefore will make the audience want to buy the product.

I intend on creating a natural feel through the advert with no jewellery and very light make up. This is because the perfume is light and soft. The model is going to be wearing a floaty dress to represent elegance and beauty, without having to show too much skin.

I feel that there are many beneficial places my advert could appear. For example, on social media sites like Facebook, YouTube etc. it will benefit being on social media as the target audience uses these sites. Also, posters and billboards in shopping centres because this is where the product will be available.

Advert Research 2

Background

The background is kept simple to emphasise the beauty of the product and the model. The nude colours represent the foundation as that is the colour of the product, and the shading looks smooth which could represent house your skin will feel if you buy the product.

The Model

The model's eye make up is light and simple so the audience is drawn to the foundation of the model as that is the product being advertised. Her hair is slicked back, this could represent her as a sophisticated woman, which is how woman would want to feel when wearing the product. Her hair being in a ponytail also draws attention to her face and her make up.

Font 

The font is clear and again looks sophisticated, it is in capitals therefore it stands out and is straight to the point. "Chanel" is in a bigger font because that is the brand name. This would also attract younger women as Chanel is a well known name.

Backgrounds for my Advert

          This would be a suitable background for my advert because it is similar to the background on the original advert as the sun is in the same place and there are a lot of the same colours. It links to the fragrance as its floral and represents spring as the sun is coming though at the top of the image.

 I like this background because there are actual daisies which obviously represent the fragrance as it is called Daisy. I think that this would help the audience make the connection of the two, therefore they would want to buy the product as daisy's represent flowers which are stereotypically beautiful.

 

I believe that this background would be suitable as it is framed by the leaves of the tree just like the flowers and grass in the original advert frame the image. I feel that the model would stand out well in front of this background in the centre of the frame as the sun is slightly off centre so it will be seen beside the model.

I feel that this background reaches requirements of the advert because there are daisies used and it is similar to the original as the grass frames the shot. The very background of the image lightens in the middle which I believe would make the model stand out and draw attention to her.

This image would be good to use because it is very floral just like the perfume. The flowers represent nature and frame the shot.



Advert Research 1

Daisy - Marc Jacobs

 

Background

The background links with the brand name “Daisy” as it is very natural as different green and blue tones have been used to create a floral theme. The sun behind the model suggests that it is spring, and that the scent of the perfume is very spring-like and fresh. Also, the sun could represent the boldness of the perfume, encouraging the audience to buy it.

The Model

The model as well is left natural, with light make up and nothing done to her hair. This represents to the audience that the perfume is light and not too strong. The model follows conventions as she is in the centre of the shot, however breaks conventions of perfume adverts, as she is fully clothed unlike stereotypically, most other perfume adverts. The dress the model is wearing is floaty and elegant to represent of women will feel when wearing the perfume.  Bell Hooks, as a feminist, would approve of this, as she is not showing too much skin, however she could still believe that the model could cover up a bit more, as there are other ways to sell a brand. The perfume bottle is also held in front of the model to imply importance.

Font

The font is kept simple and sophisticated to represent the perfume, and could imply that women who buy it do not need a strong perfume to feel empowering. The colour of the font is white which again implies the simplicity and delicacy of the scent. The phrase “The Fragrance for Women” suggests the there is no other fragrance suitable for women, “the” implies that it is the only perfume on sale. This could make women feel compelled to buy it. The size of the font is small compared to the model and the perfume bottle, which suggests the importance of both the brand and the model, as the model is beautiful and natural which represents the scent of the perfume.