Advert analysis

Introduction:

This is an advert for Giorgio Armani code perfume and it’s targeted at women as it is a perfume for women. However, the secondary audience could be men as they can buy it for a gift as well. In this advert there is the protagonist who tries to lure and seduce the man (antagonist). This adverts conveys that if you wear this perfume then you can attract any guys you want and suggests you should buy it if you have someone you love. This is shown through the way they have used consequences in the advert, if you don’t have this perfume you will not be able to attract a guy into you may be the consequence that they are trying to portray.

 

 

 

 

 

 

This is their logo, it’s simple and the font looks very professional and bold. The logo itself looks similar to the peace sign which can hook the audiences and make them remember this logo easily as majority of people would already know the peace sign. Also the fact that it’s in the most simplest colour which is black this can make it look more professional and seem simple in style as well which can draw the audience’s attention as well.

 

Also the fact that the advert is only in black and white as well can signify that the simple black and white is their signature and their unique style. Therefore the USP of this brand and the advert is that they have only used two colours. This could affect the audiences as well because it would be easy for them to remember this advert and remember the advert as the “Black and white advert”.

 

 

 

 

 

 

Camera shot

The very first scene is started with an establishing shot which almost makes it look like a movie. She walks around very gently (full body shot) but with a very sexual look on her. She wonders around him trying to get his attention and then the audience sees a close up shot to the guy and he looks at the girl which could signify her success at trying to get his attention.

Afterwards, there is a medium shot of her running away from him and then it changes into another medium shot of the guy walking towards the camera which seems like he is walking towards the girl.

Another medium shot is shown of both of them and the girl puts her arm around him very lightly and the guy looks at her with romance.

Extreme close up of the girl’s lips to her eyes from a low angle to a high angle conveys that there are about to kiss especially because there is an emphasis on her lips as the only colour we see (other than black) is red on her lips. Finally a last medium shot is shown pf both of them close and hugging each other which connotes that he has been attracted to her and she has succeeded in trying to get the guy.

The final scene of the advert shows the actual product they are trying to sell which is the perfume.

 

Mise en scene

From the very first scene to the last there are hardly any lighting used and it’s usually pitch black. The protagonist and the antagonist is also wearing all black which makes it seem quite serious and dark. The protagonist (the woman) is wearing a tight black glittering dress which could make the audience think of a black swan. The symbolic black swan connotes something that is: very rare; greedy; jealousy and a strong love. This can lure the audience into the product and the advert just like how she lures the guy into her.

 

Sound

The music in the background is seemed to be non-diegetic. The background music is very dark and low with the use of piano. They have only used a piano for the background music using the bass to create tension and using the treble to create a mysterious vibe.

 

Editing

The pace of this advert is slow due to longer scenes and fades for transition between two scenes, even though there are cuts at the beginning it still creates a slow pace because it cuts to a similar setting as the scene before.