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Media Advertising.

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Introduction

Hettie Media Advertising English Roebuck SKP I have chosen two adverts to analyse both the products that they are trying to sell are fragrances. One product is called 'Jazz' and the other 'Polo Sport'. Both of the adverts I am analysing use the fragrance bottle as the sign. They both use minimal text. The signified meaning for the 'Polo Sport' bottle is that the fragrance is for sporty people. The Signifier for this bottle is a strong shaped simple bottle with bold colours and toutches of metallic. The signifier for 'Jazz' is a bottle with lots of hard edges, contrasting colours and strong shadows. The 'Jazz' advert has three people in it, a couple and a man lagging behind on his own. In contrast 'Polo Sport' just uses product information format. In the former product, the man who is alone looks hot because his tie is loosened. One interpretation is that it indicates that without the product you would be less smart and not in a relationship. Another interpretation is that he is less smart and therefore not a high enough 'class' to be using such a fragrance. ...read more.

Middle

I think this may have also been used as a tool so you remember it. Another idea is that the aftershave could have different moods, meaning for different occasions. I think that the product 'Jazz' is an aftershave for men shown by the heavy shadows, bold contrasts in colour and lots of sharp hard edges, making it look more masculine. On the bottle it splits the word Jazz into one side black and one side white that could represent the mixing of races. I think that this use of Hettie Roebuck colour makes it look classier. I also think that 'Polo Sport' is an aftershave for men even though the bottle has soft edges and not so heavy shadows. I think this may be because it is aimed at a different audience as I think it is a sports aftershave. I think that it is also for men because of the bold colours and font. The bottle uses a strong blue colour, which is a stereotypical masculine colour, it links in with sport because blue is supposed to be a cooling colour. The product does not use shadows possible as it may draw the eye away from the focus of the product. ...read more.

Conclusion

The slogan on the product 'Jazz' "C'est si Bon D'etre Jazz" which roughly translates as its so good it's got to be Jazz. This makes it more exotic and may encourage people to buy it as French is said to be the language of romance. It also makes it seem classier. This product also used moving subjects walking into the space maybe to try to show the normality. The camera shot used in the polo sport advert is close up and the camera was straight in front of the product also to bring your view just to the product. The 'Jazz' brand name is Yves Saint Laurent was big and bold and used an exotic font to match the language. I think this is to enhance the idea that it is for a classier person and a more mature man. The advert does not have a copy. The brand name for 'Polo Sport' is Ralph Lauren which is a famous brand name therefore people have trust that it must be a good product. People will relate it to other products, as it is a well-known brand. Hettie Roebuck Although the products could be said to be the same the adverts in their presentation have directed the marketing to different types of consumers. ...read more.

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