The actual product is positioned relatively near the bottom and in the centre of the right hand side of theA3 page. With the advert you are given a bracelet 'tenderly fragranced' made from white ribbon, which once again indicates pureness and tenderness. I feel that this is the thing in the advert, which is in main focus to the consumer. This is so that people can smell the product being advertised and although the advertisement as a whole gives a good enough image of the perfume, if they like it they go out and but it. From the impression this advert gives me, I feel that when I look at the name of the product, 'AnaisAnais' it makes me think, 'AgainAgain'. I know this is a French fragrance - Cacharel, Paris, but I don't know that 'AnaisAnais' has any meaning in the language. It makes me think 'AgainAgain' because the way the publisher has made it look so fresh and pure makes me feel as the audience, that once you've used it once, you'll want to use it over and over again ('Again' and 'Again').
The image of the woman takes up practically the whole of the left side A4 sheet. The image of the bottle however, takes up very little room in the advert indeed. There is not that much writing in the advert. In fact, it is quite plain and bare. At the top and on the right it says the brand name, 'AnaisAnais' in very large writing compared with the other writing on the page. This immediately tells me what I am looking at/finding out about. If you then lift up the package with the free bracelet in it reads,
'REDISCOVER ANAISANAIS AND ITS TENDER HARMONY OF LILY, HYACINTH, SANDALWOOD AND ROSE.'
The fact it says, 'tender harmony' indicates that the fragrance is soft and gentle. The copy underneath this is a bit bigger and it reads,
'ANAISANAIS OFFERS YOU THIS BRACELET TENDERLY FRAGRANCED, WEAR IT AROUND YOUR WRIST.'
'Tenderly' implies gentle. The copy under/next down is again a bit bigger than before. It says,
'ONE DAY TENDERNESS WILL MOVE THE WORLD.'
I think that means and is trying to say that AnaisAnais will one day move
the world, and that if you like the smell, then when you wear the free fragranced bracelet, you will move the world - suggesting that you will move the opposite sex (men - the fragrance is for women).
I think this could also mean that when anyone sees the advert and finds out how gentle, tender and pure AnaisAnais is it will startle you. The point says, 'move the world', which suggests that eventually it will move everyone because it is so pure and fresh.
The products name is always written in lower case, which makes it, stand out from the rest, which is written in capitals. The product name is also emboldened which helps it to stand out even more from the other copy on the page so that the audience are aware of what they are looking at.
I think that the target audience for this advertisement is relatively young working women. Definitely working women because it appears to be quite expensive and if you weren't working then you may not be able to afford it unless it was a gift. It may also be targeted at husbands or boyfriends as nice
presents for their wives or girlfriends. Working women? Because most women go to work on a daily basis and this advert portrays purity, so that when they go to work they can feel pure and therefore, good about themselves. Judging by the above, you might find this advert in a woman's magazine e.g. 'Hello!' or 'Woman's own' or maybe even in a newspaper.
You can buy these in almost every newsagent or supermarket where the above groups visit regularly. The only social grouping that they have left out is children probably below sixteen - or children without a job. I think that the reason for leaving them out of the advert is like I said before - it is an expensive perfume so people without a job wouldn't be able to necessarily afford it.
The denotation in the advert is just that AnaisAnais perfume is being advertised. However, the connotation is about the smell of the fragrance - that it is pure and fresh, soft and gentle, tender and clean. The way it is laid out, and the colours help to suggest this. The image that this advertisement gives you is that it is a smell for everyone, meaning that although everyone may not be wearing it, everyone will approve of it. The advert makes me feel refreshed and after you actually smell the bracelet, the connotation is true and makes me feel like I want to go out and but the product, which is the aim of all adverts. I think that the advert is very positive and fits into the perfume/aftershave category. I feel it would make the consumer want to buy it for the simple reason that it has convinced me! In my opinion, I think this advertisement is a very successful one.
