Another very important factor is that both adverts include a picture of the bottle of perfume, the actual product the makers want to sell. It is important to include this, as after having successfully spent time selling the main concept of the perfume to your target audience, it is no use if you do not go and buy the perfume. So, a ‘handy’ image of the perfume is placed on the page so potential buyers know what to look for. Usually, as in the adverts, the bottle reflects the mood and ideas of the perfume, to remind the audience how they felt when they first saw the perfume advertised.
Both adverts rely on visual simulation but do include a slogan to anchor an idea to them. ‘So you’ uses a personal tone by addressing the audience, asking them a direct question and by using the pronoun ‘you’. They have also cleverly used the name of the perfume to start the slogan. This use of alliteration, repeating ‘So’ highlights the word and the name of the perfume. Remembering the perfume name then becomes easier. At the top and bottom of the page the audience is told whom the perfume is by and that it is the newest perfume available. ‘Giorgio Beverly Hills’ tell this to the audience very simply, as even though the target audience is adult women, anyone could see this advert, such as children, and understand that it is a new product.
The ‘T-girl’ advert also uses the name of the perfume to frame the advert but uses just one slogan to inform the audience that the perfume is new and to, entice them to buy it. Again alliteration is used as the word ‘tempting’, ‘Tommy’ and ‘T-girl’ are all on the page but the product just like the model’s pose aims to tempt the audience to buy the product. The fragrance is described as ‘tempting’, and Tommy Hilfiger aims to tempt you to buy his product by using this one simple word. The simplicity of this advert is again shown as no over fussy slogan is used.
The copy on the adverts, again, shows the different aims of the adverts, both are aimed at very similar aged women but one uses a simple slogan to tempt the audience and the other is more brass, by challenging the women reading it. Not only does the copy indicate the target audience, and responses the companies want from them, the type-style has been thought about careful to attract potential buyers.
On the ‘So you’ advert the two different fonts used reflect the two different themes of the advert. The bold, upright capitals, top and bottom, of the advert are there to inform, and are more formal and grander than the personal touch given by using a hand-written style font for the slogan. The ‘T-girl’ advert only uses one font, a rather impersonal one, by contrast to the feel of the advert, but cleverly uses bold to draw your attention to the slogan, which appears on top of the red drape. By placing the copy over the drape, it relaxes the font used and again the use of red and white is very easy on the eye and ‘tempting’.
The layouts of both adverts are similar in the way they present the model the copy. The audience immediately is attracted to the model’s gaze; her body then is wrapped round or displays the slogan. The model in both adverts are the most important thing, they grab the target audience’s eye because they are women, just like themselves. In fact the women shown on the adverts are just like the potential perfume buyers. This means with this type of layout the target audience gains aspiration for these women straight away. The Creative Team that designed the layout used women as the main focus, so the audience can aspire to be these women. The positioning of the main model is slightly different in both adverts. ‘T-girl’ uses asymmetrical composition, as the model is slightly to one side, to create a laid back, natural feel. Whereas the more louder of the two adverts, ‘So you’, uses symmetrical composition to direct your attention straight to the flamboyant main model.
The layout of the ‘T-girl’ advert means the last thing the audience sees is the image of the perfume bottle. This is important as it keeps a calm feeling to the advert as no new ideas are added to the audience’s head, only the tempting feeling they, hopefully, will have to buy the perfume. It reflects the laid back feel of the advert that, the simplicity of the bottle will sell itself. This is in great contrast to the ‘So you’ perfume which, characteristically, leaves the audience with the question ‘So why not?’. Again this shows the nature of the advert, a much more in your face, dare you to buy it kind of attitude. The question is placed in the terminal area to leave the audience with a question that can only really be answered by going out and buying the perfume.
Both adverts are aimed at young, adult women but have very different ways of doing so. ‘T-girl’ appeals to that quiet, natural beautiful women that you are and uses the simple font, layout and colours to get the target audience believing they want to be this woman, and they can be. ‘So you’ does the same but has a slightly harder job as not everyone walks about looking eccentric and glamorous all the time. But they cleverly challenge the audience making this lifestyle seem fun and desirable, trying to unlock a women’s flamboyant side, and more importantly, make it accessible even to women who feels very plain. They even tell the audience, this ‘look’ is ‘So you’.
I think both adverts achieve what they set out to do. ‘So you’ really makes you feel you could live this luxurious, fun life if you bought their perfume. The bold orange and wacky props are eye-catching and very different and provoke a need for change in a woman’s life that does not involve golden harps and orange zebras. As ridiculous as the advert may seem by the end of it, you feel an urge to find something radical to do and say ‘so’ what to the world and this is a very powerful feeling for many women to feel in a male dominated world. The simplicity of the ‘T-girl’ advert makes it successful, you immediately aspire to be this women and it is made to feel like it is very easy to do so. Everything about the advert is tempting and I think the advert persuades women in to thinking if they wear this perfume they will not only be tempting to the opposite sex but, also, idolised by other women. Again, like the ‘So you’ advert, it gives women a sense of power but this time more approachable and easier to achieve.
