Research - Analysis of Perfume Commercial

Television commercials nowadays are becoming more and more commonly used for advertising in general. It's probably one of the most used marketing techniques when advertising particular product brands and common everyday products. This may be one of the most effective ways of getting the message across to the audience about what they have to offer.
In the perfume industry, television advertising is one of the main techniques used in order to let the audience know about particular brands releasing new fragrances. Even, fashion brands release perfume of their own in order to satisfice the consumer wants of owning particular branded items.

However in this post, I’ll be analysing a perfume advertisement of the boy band, ‘One Direction’ since they are now part of my artefact as well as my artefact being based on celebrity branding and endorsement.


 

Mis-en-scene

At the beginning of the advertisement, it was obvious that it’s set in the studio with a white or light backdrop. They used props associated with nature such as berries and flowers which can indicate that the fragrance is quite natural, light-scented and fresh. The colour scheme featured in the background was white and even the furniture used was also white which could symbolise the purity of the perfume and the boy band.

The lighting used is artificial lighting in order to make the objects being reflected by the light be visible and clear. It also demonstrates that it's a clean environment so it'll also be reflected through the person's opinion that the perfume scent is something clean.

The boys all wear very casual clothing which could be to connote that they are pretty laid back as a group and comfortable with each other. Even though they are professional pop-stars, their music audience has seen snippets of their personalities via social media therefore, it would make sense to go with how the audience sees them so to no cause any confusion on who the boys really are.

Figure 1 - One Direction mucking about at a photoshoot

The overall analysis of the perfume commercial has come to the fact that if the boyband image and personality works for their target audience then the product sells. Whether they're looking dapper in suits for the red carpet or making a wreck behind-the-scenes, it's all part of the personality that sells products.

This suggests that teenage girls enjoy seeing their favourite celebrity or musician being themselves. It comes them feel comfortable with having an outgoing personalities which is demonstrated in the One Direction perfume advert and other images they feature in. If it's something that can make them smile or feel a sense of comfort and safety (through their music) then this is the reward for One Direction in return which is being committed to buy their merchandise and products.