Advert Analysis (1)
The advert suggests a narrative of a man obsessed by the media and women alike. This idea is supported by the slogan, 'hard to resist' The target audience is men, as a man is the model for the advert, and it is described as 'for men'. It is also more likely aimed at middle age men (25-35 year old) because of the model's age. The brand name is Italian based, which connotes style and class, associating the same theme with their brand image.
The mise en scene in the advert supports the overall theme of the advert. The paparazzi and the harsh lighting which resembles a camera flash, connotes fame and success linking the perfume to that effect. The security guard in the back (indicated by the sunglasses and seemingly stern expression) and surrounding reporters, connotes importance which ties in with the theme of fame and success, creating a desirable idea around the model and, indirectly, the product.
The lighting is high key and focused on the model, unlike the low key lighting on the rest of the scene which could outline the model as the subject of the advertisement (the close up also achieves this). The direct address he gives the camera can be seen as confidence or a sense of superiority in not addressing the people talking to him. There isn't a certain stereotype that was focused on, however they do show the famous people being obsessed over angle in the mise en scene and the slogan ('hard to resist'). This famous and important idea is a hugely desirable one in the public, and through showing the idea alongside their product, they indirectly link this attractive idea to the perfume, making the customer believe this perfume can help in making this idea come true for them. The rich and luxurious lifestyle with women obsessing over yourself, is also a appealing message in the advert, and links the perfume with this message indirectly making the customer believe this perfume will inspire women to obsess over them as well.
To conclude, the advert appeals to the middle aged men, as it portrays the enticing concepts of being famous and successful and being obsessed over by the other gender well to the customer and, in the mind of the customer, links the product with this notion.
The lighting is high key and focused on the model, unlike the low key lighting on the rest of the scene which could outline the model as the subject of the advertisement (the close up also achieves this). The direct address he gives the camera can be seen as confidence or a sense of superiority in not addressing the people talking to him. There isn't a certain stereotype that was focused on, however they do show the famous people being obsessed over angle in the mise en scene and the slogan ('hard to resist'). This famous and important idea is a hugely desirable one in the public, and through showing the idea alongside their product, they indirectly link this attractive idea to the perfume, making the customer believe this perfume can help in making this idea come true for them. The rich and luxurious lifestyle with women obsessing over yourself, is also a appealing message in the advert, and links the perfume with this message indirectly making the customer believe this perfume will inspire women to obsess over them as well.
To conclude, the advert appeals to the middle aged men, as it portrays the enticing concepts of being famous and successful and being obsessed over by the other gender well to the customer and, in the mind of the customer, links the product with this notion.
Advert Analysis (2)
The mise-en scene in the advert subverts the stereotype of women as weak and co-dependent, through its connotations of strength. The lion is advertised as the 'king of the jungle' or 'the most feared beast', so the model not looking at it, or even, fearing it, makes the audience think of her as brave and strong. The model herself is naked (or so you could assume by the limitations of the picture), however she still gives direct address, which gives the impression that she is confident with herself and her body, giving a empowering message to women and indirectly links the product to this empowerment. Women could see this theme of power as desirable, as they will believe this perfume will empower them and make them more confident, as well as the animal theme and its connotations of fearlessness.
The model and lion are outlined as the subjects of the advertisement, as they are the main points of selling the product. The lack of depth of field behind them suggest this, as well as the hard focus and extreme close up the two are in. The text position is put to the side, along with the actual product, which further emphasises that the main focus is on the model and the product, instead of the slogan or product name.
The unique selling point of the advertisement (USP), is the use of the celebrity, Kristian Dunst (starring in the Spiderman trilogy, Anchorman 2 etc.), as the model. The effect of a celebrity endorsement will boost sales as fans will want to get the product as audiences aspire to be like her. It also makes the customer feel closer to the model and her product, as they recognise her from movies instead of a unknown model who would seem stranger.
To conclude, the advert appeals to the 20-30 year old women market, as it subverts the weak stereotype of women. It shows the female audience the attractive prospect of being strong, independent and confident, and makes them believe the perfume is the way to do that.
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