Assignment 1 - Analysis

The narrative represents the male model as victorious and successful. The male model is also depicted as if he is a roman god. This narrative may appeal to the demographic of middle aged men - around 30 - 40 - as the model has the appearance of someone in that range. The advert makes them think that they need this to aid their lifestyle they will aspire to be successful like how the model is portrayed in the advert.

The only prop used is the big trophy placed on one of the model's shoulders. This prop connotes the main message of the advert: victory, as trophies as usually symbols of triumph. The size of the prop appeals to the demographic as it defines the competition it was won from to be significant. The model's NVC is directly addressing the audience and his body language represents that the model is confident. This makes the advert seem more personal to the target demographic, influencing them to purchase the product as they are lead to believe this perfume is vital for their lifestyle. Lighting used is very high-key connoting heaven and gods as if he is worshipped as a god, this is emphasized through the use of angels holding the cup and the tattoo of a cross – which is a religious symbol in Christianity associated with God. The model's costume, or lack thereof connotes fitness and health through the portrayal of the model’s muscular body. This choice of costume appeals to the demographic as they will all aspire to be fit because men around this age are perceived to be more lazy and overweight. The model is placed in front of a backdrop consisting of clear white clouds as if he is in heaven or he is the target audience’s fantasy, something that they aspire to be.

The name of the brand is in the middle of the advert and is very clear and bold. The silver font used connotes a strong connection to the image and message of the product advertised. Silver connotes pure, strong and godlike as it is expensive to own. The product name and font used emphasises the view of the model: as a Roman god. The advert has a hard focus which emphasises the direct address to the audience.

The Uses and Gratifications theory by Blumler and Katz is used in this advert to appeal to their demographic. The brand has used this theory by making the model convey a personal message to the demographic through his expression. Their demographic would appeal to this advert as the model is what they aspire their personal identity to be, this is because the demographic are insecure around this age range, as they compare themselves to younger men. They wish to see their personal identity reflected in this advert.

This advert convinces the audience that this product is essential to become what they aspire to be: handsome and successful, through mise en scene and choices of lighting, colour and font. A secondary demographic may be the partners of the primary demographic.

The narrative in the second advert portrays the model in an art gallery, and a muse for a piece of artwork. The demographic this appeals to is young adults - 18 to 24 - since the model appears to be around that age range. This advert makes the target demographic feel as if they will be the focus of everything and will gain a lot of appreciated attention. Women at this age usually feel very insecure about the adult world of business and work. They are led to believe that this product will make a very good impression on people and they will be the main subject of conversation - in a good way.

Only one prop is used in this advert: the product. This makes the prop more relevant to the narrative as it is as if she is a muse because of this product. The idea of the advert occurring in an art gallery makes very clear that the model is modeling for something or someone by her indirect gaze and how she is posing. This could be for a piece of artwork or sculpture. The model's NVC is indirect connoting secrecy. The person whom she is modeling for seems as if he's her lover because her pose seems romantic, seductive and secretive. The brand has used the lines of appeal by Dyer to tap into the target demographic's desire of self importance, pride and a successful romance. Her costume seems very elegant and beautiful which connotes success. Her costume also supports the idea of being a muse, or a 'modern muse' as the name implies.

There is a light shining down on her and her background has a pink hue due to the lighting used. This lighting connotes romance because of the effect it has on the backdrop - giving it a pink hue - and angelic, as the model is being represented as a muse, an inspiration, the lighting makes the target demographic idolize her in some way. The lighting and the colour scheme support each other as they both connote romance with their use of light pink.

The name and actual perfume are given a complete side connoting the importance of the product in the narrative, by the layout of the advert. The font itself of the name is very modern, linking to the name of the product. The slogan is "Be an Inspiration" this slogan is seen through how the model is portrayed as an inspiration. 

This advert represents the model as an idealistic version of the target demographic that they wish to be themselves. The advert is made more effective to the target demographic through use of mise en scene, the lines of appeal, the font colour and type, slogan etc. 

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