Perfume Advert

Analysis of my perfume advert ‘Freedom’


For my advert I used a British signifier: the beach. The beach is a typical holiday in Britain for a lot of families. The beach is a place of relaxation and happiness and I wanted this to come through in my perfume I’m advertising.

The three ideologies for my advert are: If you buy this product you will be free. If you buy this product you will be natural. If you buy this product you will be blissful. These ideologies are all positive, which is the feel we're trying to give off with this advert.

The unique selling point for my product is the woman presented in the advert. She represents joy. The joy is shown through her facial expressions. She also represents being natural. Many women prefer to see natural, normal looking women in an advert rather than someone who is not your ‘typical woman’. She represents naturalness through her neutral coloured clothes and the fact that her hair and make-up have been left so that they're natural looking. Women can relate to someone that is natural and 'normal' looking and this makes the advert appeal to them more.

The woman in the advert is holding a white sheet, that's blowing in the wind. This makes the woman look like an angel. This angel figure connotes happiness and innocence, which can both be very appealing to the female audience.

The target audience for my perfume is age 16-30. However, other aged people may want to purchase this perfume. I think this advert will appeal to my target age group, as it looks modern but sophisticated at the same time. I haven’t picked a major wide age range as I think it's better to pick a smaller age range and focus on what will appeal to them.

The connotations for Freedom are: bliss, relaxation, confidence, freshness, elegance, natural, tranquillity and radiance. The denotations for Freedom are: freedom and brightness.

The demographic for Freedom is individuals. This is because this perfume is for people who are looking for something different and individual. They should feel confident enough in them to wear this perfume and find their 'inner self'. Our perfume will meet the demands of this demographic, as it is a unique smell and therefore individual.

This perfume advert can be applied to Maslow’s hierarchy, as it comes under the title of ‘Esteem’. This advert represents confidence and self-esteem. The woman I have used in this advert is confident and happy to be ‘freeing herself’.
It also comes under the title of ‘Safety’, this is because the woman in the advert represents security of her body. Her body language suggests she is happy within herself and is confident enough to show off her figure.
Lastly, it can be applied to ‘Physiological’. This is because the woman looks as though she's taking a deep breath in, which comes under the 'Physiological' heading in Maslow's hierarchy.
I think it's very important that my advert covers some aspects of Maslow's hierarchy, as the audience will want to be able to relate to my advert.

Freedom is aspirational, as most women want to have the confidence to be natural. The woman I have used in my advert is just an average woman; she has a normal figure and is not wearing an abnormal amount of make-up. Many women will aspire to be confident and natural looking and will admire the fact that the women used in this advert is not air brushed or edited in anyway. The fact that she's so natural makes the audience trust our company- which is important, the more the trust us, the more likely they are to use our company for products again.