In the advert ‘Ghost’ the target audience is women aged eighteen to thirty. The advertisers have to try and make as many women to buy the perfume as possible. This is because they want to make a profit to make more money. The advert ‘ghost’ looks sexually attractive and is full of desire the reason for this is because the company is trying to make the advert look as similar to the fragrance as possible. The model in the advert looks flirtatious and by looking like this women would want to become her or have her life from ‘the fragrance of love’.
In the fragrance advert ‘Paco Rabanne’ the target audience is men aged eighteen to thirty five. The perfume is meant to appeal to men who want to look like the model in the advert-strong and sexy. The purpose of the advert is to make more men buy the perfume and the techniques used to succeed this include slogans, pictures and structure. By using these techniques the advert would appeal more and the perfume would be easier sold.
In the advert ‘Ghost’ there is many presentational devices used. Some of these include background, fonts and photographs. The background is dark blue which can be seen as the sea or a dark night. As the background is this colour it is linked with the slogan ‘deep night’. By doing this the advertisers were trying to achieve a poster which would appeal to their target audience.
The photograph in the advert is the model. By using her advertisers try to make her look seductive. They did this by making her stand in a specific position. The purpose of this would be that the consumer would also want to be like her which would persuade the consumer to buy the perfume.
The fragrance advert ‘Paco Rabanne’ uses a few presentational devices these include highlighting, logos and colour. The purpose of highlighting would be to make the advert be different from others; unique. The effect it might have on the consumer is that it will show more of the good sides which the reader will want. The logo is ‘xs’ this is also shown on his ‘dog tag’ to identify the perfume. The logo is also on the perfume except it is in different colour. The colour in the advert is black and white while the brand is in red and bold once again so it would stand out and be remembered.
The comparison in all the adverts is that they use highlighting the brands name. The effect of this is to remember and show the brand of the perfume. The best advert that uses this presentational devise is ‘Paco Rabanne’ because it is not in white but in red. This stands out more because the brands name is bigger. ‘Ghost’ uses coloured backgrounds while ‘Paco Rabanne’ uses white. This is because it indicates the perfume while the other adverts try to make the advert reflect the slogans.
In the ‘Ghost’ advert the bottle is shaped like the moon in order to reflect the perfume. The fact that it is glowing also supports this notion that it represents the moon. The crescent shape for a bottle is also unique as is the moon, being that there is only one. Deep night is evocative of darkness and mystery.
As with in the advert ‘Paco Rabanne’ the bottle looks modest and ordinary. It is shaped like a bar. The fact that this is, demonstrates the body of the man. The slogan on the perfume is white so it stands out and it symbolises a serious message. The white rose on the perfume shows innocence. There are more hidden meanings in a white rose than meets the eye. This gives out danger.
Comparing the perfumes the best bottle shape would be ‘Ghost’ because it is the most unique and it reflects the advert. The others are plain and simple which wouldn’t appeal to women because they like pretty things. Men however, like simple things so the ‘Paco Rabanne’ perfume appeals more to men.
The women in ‘ghost’ shows passion and that she is looking for love. The low cut top worn by the model reveals alot of her body, including the shape of her breasts; hence some may class it as a form of nudity. Her revealing clothes and posture provide a powerful sexual message. The way she gently touches herself demonstrates a feminine touch. The facial expression appears to be psychologically removed from the situation. The actions are very sexually, which is reinforced by the slogan, the fragrance of love.
She is trying to be seductive and sexual. She could be reflecting the brand ’Ghost’ by looking dead, the lady does this by wearing a dress that looks like it has leaves on it which could show she came out of a forest. Her makeup is done natural and nude so she looks a bit pale. The woman wants to reveal herself to the ‘deep night’. There is a glow on her neck to draw attention. The meaning of the poster is that it the perfume makes you go to extreme lengths.
The reflection on her could mean that that is the area where the perfume is sprayed or to show her best bits.
However in ‘Paco Rabanne’ the model is smiling. This is to show that he is sweet and that form his face we know he will not hurt you but give passion. His hands are on his trousers to show of his public hair this is so men would know that he is not afraid to show himself. He is wearing gloves to show off and to reflect his wild side. That he is not all innocent. The fact that he is not wearing a top is to show his muscles and his figure. This is hot and sexy. His body women just want to touch but he is a model and far away so getting it for men would hopefully turn them into this kind of man.
Having reviewed the adverts the best overall perfume advert would be ‘Ghost’ because there are many techniques used. The advert has eye catching details such as the bottle and the heading of the brand. The techniques used in the advert for the heading and bottle to stand out are that around the bottle there is a glow and the heading of the brand is in white. The effect of this is that the glow will make the perfume more attractive and stand out from the advert. The effect of the heading being in bold is that it will be easily remembered. The writing on ‘Ghost’ is thin to show its very light and not heavy.
