The advert I will be analysing is the DKNY advert with the
man and woman
Target Audience Profile;
This DKNY advert is mainly aimed at women in their late 20s
to woman in their mid 40s. This person’s ethnicity is someone living in the
city. This woman works in a smart sophisticated job like a lawyer, accountant
or doctor; therefore they earn alot of money. Her social class is ABC1 so she would shop at places such as Topshop or House
Of Fraser and she eats at 4 or 5 star restaurants. The type of magazine she
likes to read is cosmopolitan or vogue, her ideal movie is a classic or a
romantic comedy. Her demographic would
be D.I.N.K.Y
Denotation/Connotation;
The model is standing with her face looking directly
at the audience; the smile on her face makes me think that she is attracted to
the ma next to her whereas the man’s facial expression shows him to be hypnotised
by the woman. The location of the poster advert is New York maybe in a park as I
can see green in the background in the video advert the video says ‘somewhere
in New York’ but it looks like they are at a grocery store as there is fruit
outside. The
storyline is the woman and man both go for the same apple but the man picks it
up and gives it to the woman and he then becomes fascinated by her she then
takes a bite and then walks away while the man watches her. Both the posted and the video advert show the
models to be fully clothed but in the video advert the woman is wearing red which
has connotations of being sexy the man is wearing a brown leather jacket which has connotations of a typical bad boy. The
only props used in the adverts are a green apple i think this is not only
because the shape of the bottle is an apple but because the advert is set in
New York which is referred to as the big apple. The
colours used are green and brown, green was used to represent the apple but
they could have made the woman bite into a red apple, I think the green apple
was used because green is the colour of nature and life where as red has other
meanings like danger. Brown has
connotations of warmth, comfort, naturalness and dependability, therefore it
may have been used to also give a connection to naturalness or it could have
been used because green and brown blend well together and do not clash. The
name of the product is DKNY which means Donna Karen New York. DKNY is a New York-based fashion house specializing in fashion goods for men
and women, founded in 1984 by Donna Karan, this may also be why the advert is
set in New York.
The slogan is ‘the fragrance for women and men’ it’s quite a
simple slogan but it just gets straight to the point that the perfume is ideal
for men and women. The font used is
medium sized and its green but manly it’s bold which makes it easy to remember.
Advert Appeal;
The advert appeals used is a bit of sex appeal, how the man
is instantly attracted to the woman after she takes a bite also romantic appeal
is used because the advert gives off the idea that if you use the perfume guys
will instantly be attracted to you. The advert is basically giving off the idea
that their product contains magic ingredients, like saying if you wear it the
opposite sex will be attracted to you.
Representation Of Gender;
In the advert the woman is sown as a sophisticated
lady and she can get any man she wants, the man is shown like he is hypnotised
by the woman, usually the woman is shown as someone who is hypnotised
by the man but in this case it’s been done differently. The woman has the
power in the advert and she seems like the main character, even when she is
walking away the camera is focused on her and the man is blurred out .
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