Advert 2 is also targeted at men and women in their 20s to late 30s, but primarily to women; however it is presented in a completely different way to advert 1. It is a tightly framed, MCU two shot of an attractive woman holding a bitten into apple to her face with a handsome man smiling and leaning into her hair, both in casual wear. The tight framing creates connotations of a romantic scene, which is emphasised by the man's smile as he leans into the woman, suggesting that he loves her. The rusty, saturated tones, dominated by earthy oranges, create an outdoorsy and natural effect. The fresh apples, with water droplets on them surrounding the pack shot, combined with the name of the perfume 'Be Delicious', are a slight play on words. It implies that the man loves the woman and their relationship for being as fresh and delicious as an apple. This advert is effective as it recognises a woman's aspirations of being natural and herself, while still being loved and attractive to men. Another way advert 2 is effective is that it taps into the fear of nature-loving women that they won't be loved by men for being outdoorsy and therefore need a feminine aspect to them, which this perfume provides.
In my opinion, advert 1 is the most effective as it shows the idealised partying lifestyle which most women aspire to have. The advert represents most women's desires of feeling beautiful and having a passionate, sexy relationship. It focuses on its target audience well, as it successfully taps into the fear of women not having that perfect lifestyle and being single.