Fragrance Advert

Advertising is a multi-million pound industry. Each advert is aimed at projecting an image of a product at a particular audience. Each audience is carefully targeted; the packaging, the use of colour, pictures, wording and use of emotional appeal are all carefully thought out. I have chosen a range of fragrance adverts; these are Hugo by Hugo Boss and Jazz by Yves Saint Laurent. Each one uses a different combination of visual, presentational and language devices to get their message across.

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Firstly, I think the advert for Jazz made by YSL is aimed at sophisticated businessmen in their mid-twenty’s to early thirty’s. The advert consists of a large picture of the fragrance with a scene of two businessmen and a businesswoman, who is talking on a mobile phone, walking down a street in a city. The whole advertisement is in black and white which helps to give off the image of sophistication.

Above the picture is the slogan: ‘C’est si bon d’etre Jazz’. This gives an image of Parisian style and sophistication whilst using French that someone who failed their GCSE French could understand. At the bottom of the advert is the YSL logo written in large font in order to catch the consumer’s eye. The overall image projected by the advert is one purely of style and sophistication delivering a message that people who wear it are successful and citified. In my opinion it captures the target audience well by playing on the type of person they aspire to and want to be.

The next advert, however, is aimed at an entirely different, younger audience in their teens and early twenty’s. The image conveyed in the advert for Hugo by Hugo Boss is being young free and your own person. The advert contains a picture of an attractive girl being looked across at by a man. This gives an image of seductiveness and sex appeal. Going across the middle of the advert is the slogan; ‘INNOVATE don’t imitate’ which gives the image of being free and your own person.

Two contrasting background colours are used in the advert, which make it look fresh but bold. The advert uses a bold shade of red in order to appeal to a younger audience whereas the advert for Jazz keeps to black and white in order to focus on an image of sophistication. The advert would capture the target audience very well as it gives of a powerful image of independence which would very much appeal to young people.