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Write a detailed analysis of a TV or cinema advertisement of your choice. Include: the purpose of the advertisement; how it fits into its genre; details of the target audience, which you believe it is aiming to reach and what techniques it uses to appeal

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Introduction

Write a detailed analysis of a TV or cinema advertisement of your choice. Include: the purpose of the advertisement; how it fits into its genre; details of the target audience, which you believe it is aiming to reach and what techniques it uses to appeal to them. I am analysing the television advertisement for the Dunhill London Fragrance for Men. This advert uses many different techniques to try and persuade their target audiences to buy their product. They want the audience to believe that their product is superior to any competitors' products, and they use a variety of techniques to do this. This advert is trying to persuade you to buy Dunhill's newly launched London Fragrance for Men. There are a number of ways they go about doing this. They use audience segmentation right from the start of the advert; they use very masculine colours like dark blues and silvers to attract a male audience, in addition they use a man to appear in the advert to appeal to men. This man is around 25-35 in age, so I think this is a good indicator of whom the product is intended for. I believe he is of this age because I think he holds a powerful position in his company, as he wears smart clothes and his confident body language expresses he knows his way around his business, so would be rather experienced. He has not just started in work, as his body language is not timid or frightened, and he just by the way he walks you can tell he has been around for a while. ...read more.

Middle

In this advert the audience want to imagine themselves becoming the successful lawyer with the good looks and the, suggested, good lifestyle. Another theory developed by Young and Rubicam is to do with Cross Cultural Consumer Characteristics (the 4 Cs), and doesn't concern where the consumer is from or their culture but what type of person they are. They believed there were seven types of consumer and I believe that this advert is aimed at: the explorers, because their core need in life is for discovery so this new product would be a new experience that has not been available before so would appeal to them; the aspirers, as their need in life is for status and as visual gloss is highly attractive to aspirers, this product is perfect because it brands itself as a luxury fragrance group so would instantly give you a status amongst others; the succeeders, because their core need in life is control, and they often seek out the best products in the market because they feels it is only what they deserve so this luxury item is one of the best in the market so is highly appealing. I think this advert is aimed specifically at aspires, even though it may be attractive to other types of consumer. I think it is aimed at aspirers because for them having a particular brand shows off what kind of a person you are. In the advert there is a close-up of the man doing up his diamond cufflinks showing that he can afford expensive stones such as diamonds for ordinary clothing that normal people would just have plastic or metal. ...read more.

Conclusion

The mise-en-scene leads us to believe this as well, being set in London (the capital city) also enforces the city lifestyle. Stereotypes in this advert enforce themes and the man's image without much questioning from the audiences and companies don't have to waste money explaining who a person is, as they can use stereotypes to make this judgement based on how they look. Music in this advert is a way of directing the advert to a specific audience. This advert has electric guitars; drum kits and keyboard to produce a musical effect that is appealing to young men. The music has a lively tempo and is very upbeat but also has an element of repetition as it repeats the same track over and over for the 40-second duration of the advert, the exception being towards the end where it builds to a lively point. This could represent the tediousness of the audience's current job and this fragrance can make your life exciting, as the music gets livelier towards the end of the advert when the fragrance is shown. The music in this advert reflects the potential audience and lifestyle that they could achieve if they bought the product. I believe this product is a luxury item that is aimed at the male higher class in society and at aspirers in particular as they crave the sense of being admired. This product makes you seem well off and successful. The advert uses a huge range of persuasive techniques to get the product to appeal to their target audience and it fits well into its genre. ...read more.

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