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.