Representation of my own perfume print ad”So Serene”

This task included making my own print ad for a perfume bottle i created. To do this i used my own photography, graphics and photoshop.

The denotation of this print ad media campaign is displaying a girl at a dreamy beach with a light background sunset. She is standing on a pier to the far right with good posture looking down at the perfume bottle in her hand. There are cute fairy lightings hanging in the top corner. She is dressed up all fancy for a night ahead of her with her costume being a lacy burgundy red evening dress. It addresses both, the fragrance name “so serene” in a black feminine font along with the slogan “calm, in the crowd” in a smaller font beneath it. This handwriting is swirly and very attractive to the target audience as its very eye caching as I complements well with the image. This makes it easier for the public to discover the perfume as it stand outs amongst the light colourful background. The gold logo “LB” makes the fragrance more classy and appealing. Furthermore, there is a bunch of social media apps and links to where the audience can discover more. The perfume bottle is a glowing light pink clear bottle with a fascinating gold and white swirly bottle top and it’s in a triangular prism form. The name of the perfume bottle is also stated clearly in dark pink on the bottle itself to make the advertisement top priority. The sweet floral scent is for those who like light fragrances.

However, the image has a further meaning so therefore the connotation is that the girl came to this beautiful place to put her mind at rest and ease her conscious with the therapeutic sounds of the waves. This ad is portraying a confident sophisticated calm girl. The top swirly bottle cap implies an image of waves shifting around to create a peaceful edge. The sunset is effective as it signifies another ending to a day meaning putting all the dire things behind us and let your thoughts relax. Furthermore the sunset is a beautiful aspect generally making people calm indicating a happy ending. It suggests that if you use this wonderful perfume you will magically feel hundred times better as it immediately will release any kind of stress. The audience will get the impression that you will turn into someone like the elegant model in the ad.

Although direct address is not used its very effective how she’s looking at the perfume as its the main topic for the ad meaning all her attention is purely focused on the product implying she has a lot of confidence in the perfume.

The lighting of this image is mostly pure natural lighting of the evening sky. Although the scenery is quite light it is dim and shady compared to the rest of the image so the fragrance bottle will stand out more. However the perfume has a glowing edge to it to make it stand out a lot against the background. Also the fairy lights are bright to suggest an evening party atmosphere.

The main image is a girl in the foreground holding her perfume fragrance in a beautiful island. The girl is a typical modern stereotype who looks very unique with her gingery brownish hair. Her pail skin with freckles complements the vulnerable touch. She follows the criteria of having good posture, skinny, tall and beautiful look to entice the audience so they aspire to be just like her. Also her gorgeous look contrast with the delicate touch of the perfume fragrance.

The medium shot shows from the waist above, screening the sea, sunset and pier in the background. This is an effective shot as it shows the model and the perfume which are the two most important aspects. Moreover, this shot show detail meaning there’s more intimacy with the audience. The camera shot is slightly below eye level which suggests a more friendly tone and she has more power over the audience which is true as the audience is looking up at her to have faith in this product.

The mise en scene is based around a girl who easily gets stress in different atmospheres she’s not comfortable with. As soon as she finds the perfume bottle she suddenly feels perfect and confident and struts back to the party pier with a massive grin on her face.

I believe the social grade classification for this perfume is for people under the category B and C1. I believe this as people under these categories are willing to pay for luxury items. The lifestyle grouping is based for mainstreamers as it helps their security knowing that it has a fan base, it’s very popular and well trusted from the amazing advertisements. They also may be succeeders as the perfume story is that the character suffers from stress and the spray releases her stress. Stress mostly comes under this category as they work hard to get their money and they are able to afford a luxury item like this and they deserve a reward.

The uses and gratification is for the adverts to inform the audience about the new upcoming perfume which may influence discussions of social interaction of this new product with family and friends. Customers may use this perfume to boost their self-esteem as there feel more confident if they smell nice as they will probably get a lot more attention. The language used for the adverts will make the target audience want to go out and buy the perfume as they have been influenced and persuaded. Also the ad will be entertaining attracting more future buyers for the institution.

The institution has recently been introduced and is called “LB” and it’s a luxury brand. The institution use no celebrity endorsement but use ordinary people instead as this story is just about ordinary people who deal with stress. Both the print ad and the storyboard act together in synergy as the sequence finishes on the pier in the storyboard which is where the print ad is shot. The target audience is for teenagers and early 20s who are mostly students as firstly the model in the image is a teen therefore the audience has to also be around that level. Secondly, people who are typically stuck in these stressful situations are teen’s as they are still experimenting. The sunset suggests it’s an evening perfume however it also can be implied that you can spray it whenever you’re feeling down. The slogan is “calm in the crowd” which a lot of ordinary students will love as there is a lot of worrying stressful situations like overcrowded parties, anxiety and exams. Also the audience is in education so they are unlikely to have a highly paid job yet so it’s important the bottle is priced at a standard price.

The primary audience are for those who are interested in the perfume and want to buy it therefore meaning they are the target audience. However, the secondary audience are for the people not buying the perfume for themselves but they are buying it for the primary audience person. The ad will engage all type of audiences as someone could be buying it as gift as it good to make advertisements look good in any possible way.

The Storyboard starts in an overcrowded dark party room, however, the shot starts to get blurry and one girl stands out as she looks terrified and anxious so she exits the building. The character is wearing the average jeans and a basic top like any ordinary person. The next scene is her running on the streets toward the pier where she realises in the distance a glowing perfume floating into the sea shore. She dashes towards it out of curiosity and she slowly picks it up and sprays it and instantly she has a party gear out fit on and her spirit has changed. She is wearing a burgundy lace elegant dress to show off her posture. Out of the corner of her eye she spots a party on the pier and is instantly intrigued so she confidently struts in and has a blast of a time. The final sequence is her happily dancing and then suddenly shifting her position of her head to directly say to the audience “be your calm in the crowd”. She turns back and continues dancing with everyone. Then suddenly the image fades out into a white screen and the perfume bottle is enlarged with the advertisements to the side like the tittle, the slogan and the social media. The slogan represents that in any stressful situations you can be calm with the perfume. A feminine voice reads out “so serene” instantly when the writing is type onto the white screen.

Both my print ad and storyboard show many similarities being that the same fragrance bottle, model and location are used. This shows that there is synergy between the two different media convention to create a better advertisement and it also makes the product stronger in popularity as there is a strong connection. Both contain the same name “so serene” and same slogan “calm in the crowd” to create a better message. My storyboard has a scene showing the print ad which is relevant for the audience to see so there can be a contrast and link between the two. The adverts portray a feeling of pretty scenery and therapeutic sunset. Although, in the storyboard it does show a very violent scene at the party to show what it’s like without the perfume in your life.