Advert analysis

The advert for Justin Bieber’s new perfume has every aspect that a teenage girl who loves Justin Bieber would want. This relates well with my audience as I want to target teenage girls as well. There are many ways that the audience for this advert would be drawn into for, firstly and the most important aspect would that the celebrity endorsement having a celebrity releasing a fragrance immediately boosts the rating and the popularity of a certain perfumes by miles. Any girl would want to be in the place of the actress that is present in the advert as she gets very close with Justin in the advert and other teenage girls would want to believe that, that could happen to them. Bringing me on to my second point the brand name ‘Someday’ this could be viewed from my point from before as it could imply that ‘Someday’ the audience could come into the place of that actress.

The advert has a sense of imagination involved as well, merely in the sense of having seeing both people flying around in the clouds. There are many fast cuts throughout this advert as well so that was most defiantly used to keep the audience up to date and attracted for the final shot of the perfume and brand name and the actual advert representing the perfume itself. This advert is an detailed representation of having a specific target audience in mind.

'The Gaze'

Forms and direction of the Gaze…In this Chanel advert, the woman seems as if she is looking directly into the eyes of person who has taken notice of this advert.This advert would be directed at a female audience, however, this advert could also be directed at a male audience as the perfume could be a gift for a female.
Mulvey's theory
Mulvey’s theory makes sense to this advert to an extent.
Females may look at this advert as they are interested in the brand as well as the actual product, they might even think that using this product will help them look like the model in this advert.
However, males may look at this advert and believe that buying this product as a gift for a woman might make her look like the model in the advert, also, using this perfume could change the way people look at you…

Facial expressions / Textual analysis

The model is looking towards the camera in a suggestive manor

Body is facing away from the camera to indicate she may be shy etc…

Basic layout, very little text (promoting the name of the product)

Chanel logo is small, brand well established therefore no need to make t bigger.

Mise en scene

Solid black background

Model well lit in order to keep focus on her

Only warm colours used

Products lit up, contrasts the background

Beyonce perfumes

Loads of celebrities release perfumes every year. I am going to specifically look into Beyonce perfumes and there image in this post. Beyonce has loads of perfumes that have been released to the public such as: Heat, Midnight, Pulse and Diamonds although she just endoresed the Diamonds advert she stills sold it to the public so it's another perfume in her line of work. All of these perfumes have been really successful apart from them being Beyonce perfumes the whole look of a perfume is indeed important, alongside the advertising side not just the TV advert, but the posters and billboards as well are extremely important to be able to publicise the new brand of perfume. For instance Beyonce Diamonds perfume had a specific genre 'it was all about diamonds' in the TV advert she sand 'Diamonds are a girls best freind'

Another perfume new range is Beyonce 'Heat' this came in two different types of fragrances the red bottle and the yellow/orange bottle. These product fragrances are all drawing in the audience. These perfumes are in a long range of perfume products. The statistics shown that the 'Heat' perfume increased sales within 3 weeks of them being on sale. After the successful way of the first Beyonce perfume they then realsed a brand new perfume which was the same but had a slight differecne to it. These two product are the same but as the first one was successful they decided to produce a new range. This started to become more of a well known brand name as people always started to link Beyonce with heat perfume. Marketers saw a profit here and decided to bring out more Beyonce perfumes but with a slight difference as they were selling so well.

These different perfume were the start of new brands being relaesed. A new brand that came out was Beyonce's perfume 'Midnight' which is exactly the same bottle but was a different colour and named different name. These types of branding images works well as the customer may have customer loyalty and be fans of the perfumes and may want to buy the newer products.

Analysis of an Advert 'Heat'

The advert for Beyonce's new perfume 'Heat' is both capturing and sensual. A factor I have discussed that sells is humour but another factor that sells is 'sex.' Having a product like this new perfume does increase sales although it's Beyonce's perfume herself she has also indorsed and appeared in the advert this would usaually capture an certain audiecne such as Beyonce fans and make them want to buy this product. The advert itself has a concept to it as the perfume is named 'Heat' ther imagery and setting is red and orange. Which are warm and hot sterotypical colours. The scene around the setting has steam coming from a room making i look hot and sticky. Beyonce herself is wearing a short red dress that bearly covers her body giving it a sensual appeal. Her hair is messy and she is walzing around the room leaning on walls giving senual looks to the camera this gives a sense of sexiness to the advert.

In the background there is a song playing a song that Beyonce is singing, it's just her voice no melody. This gives it a sense of passion and inviting in the way she is singing slowly. Towards the end she keeps repeating the same sentecne again and again 'what a lovely way to burn' this relates and interlinks well with the theme of the perfume and the whole imagery around it. Right at the end just before Beyonce walks off into the distance she says 'catch the fever' which can be relates to heat when you are ill and you are burning up. However it may have a whole other intention then this.

Analysis of an advert

The M&M advert appeals to it's audiecne by bringing humour into the advert. It's set in a normal date like sitaution and there is an attractive man having dinner with an M&M. The conversation between the two is sometimes what you see in films or TV programmes about a man just liking a girl for their looks. This is exactly the same event but the only thing that is different is she is an M&M. When she states "god sometimes I just think you like me becasue i am an M&M" later on the man starts saying that looks don't matter it's whats on the inside that counts. The humourous part is when she replies "i am caremal chocolate on the inside" this is funny as this man is on a date with an M&M. The company M&M always create and film funny adverts to go with their product, there is always a storyline but also humour. Also humour is an important part in this advert as the product is a sweet and humour is a good way to make the advert memorable and different to others. This also promotes the new flavour that they are now selling the chocolate M&M. This advert also may appeal to women as alot of the women who watch this advert may find the man attractive. Some comments from the advert have stated:
"love love love love mm commercials but this one takes the prize, William his smile his voice the commercial is perfect :)"

Analysis of an advert

The Bittany Ferries advert is informative and makes the audiecne want to go on one of their holidays just by watching the advert. All the way through the advert there is a voice over talking about holidays the voice if a soft and calming voice which relates well with the advert. The voice over tells you facts about what people may do before or on a holiday such as saying
"some people begin their holiday sitting in a car for hours on end"
"some grab food on the go"
"and some even drive through the night"
each one of these is a sacractic comment of "why are you travelling and not enjoying your holiday when you can come on a Brittany Ferry and enjoy a real holiday" the imagery also relates well with the voice over. For example when the voice over states "some grab food on the go" on the screen there is a family in a fancy resturant having a meal and a chef bringing a delicious dessert and she looks like she is enjoy this fine dining experiecne.

This advert relates to the codes and conventions of a TV advert by promoting the business by inviting the audience into this experience where they will enjoy a great holiday. The advert states that it has the finest destinations all over Europe. This invites the audeicne and makes they want to go onto this ferry and enjoy a holiday that's fun for all the family. The representation of the advert is uplifting. There is a fairly average family going on holiday which is important as alot of people can relate to this family in the advert.

Analysis of advert

The 'Which' TV advert is humorous and effective. An overview of the advert is a man has brought new washing machine, TV, fridge, coffee machine and microwave. He has brought all of these appliances from this shop called 'ITSUKZI' which is obvisouly a cheap shop where you can buy bad prosuct from. It all goes well until they turn the washing machine on and it spills water all over the room and from then on all of the products start to explode and fall and break. The two characters are crawling on the floor trying to escape from these exploding products. The house is in a massive destruction now and is all a mess.

This advert comes across to a member of the audiecne as a funny advert. The main convention of creating a good advert is inviting humour into it. Humour is a vital and important convention as it's what stays in the audeinces head and mind. A good advert it a memorable one. The is a voice over towards the end of the advert, "we all make mistake" this represents that if you go to this 'which' shop and buy products it won't be a mistake and you are gureented satfifaction within the product.

Its a internet based business, they supply in all different expenses such as finacial insurance and household appliances. The business has used humour in their advert to give a message that if you buy a product from this company there will be no damages.

History of TV advertisments

As with almost everything would eventually be related to television, the idea for TV advertising originally stemmed from radio advertising.
Initially, radio campaigns were simply utilized as a means of selling radios and assortment of other commonly used products. However, when advertisers began to realize that this could be an effective means of communicating with the audience throughout the day, they began look for new and more innovative ways to garner public attention and aim it towards a given product.
A radio broadcast by the station in New York City on August 28, 1922 is generally recognized as a milestone point for radio advertising and broadcasting and it is said that this is where it all began. The 10-minute ad for apartment housing opened the door for marketing in a way that had never been done before. Towards the end of the 1920s, radio advertising was beginning to dominate the airwaves.
More than any other point, 1948 proved to be the year television advertising truly began to take center stage. This worked out for a number of reasons and coupled with their finally being enough television sets for a given message to be effectively delivered through advertisments.
Finally, after they took a lot of research and even more surveys were taken out of what the public sought from their television sets, marketers moved in and started marketing .
By 1960, this way of doing things became a staple in the television advertising industry – and has remains so to this very day.
First ever TV advert
Advertising history was made on 22 September 1955, when Britain's first television commercial squeezed on to the air. Made by AB-Pathe, it was a 70-second ad for Gibbs SR Toothpaste. The company's cinema ads had first used slides and then the comedian Arthur Askey to sell its wares.

TV advert idea

My idea for my TV advertisement is a perfume advert. i want to promote a new perfume from a new range. The perfumes i have decided to re brand and use are the apple DNKY perfumes. I have decided to change their original theme of apples into candy and sweets and the bright colours represent happiness and a positive atmosphere. The advert will include loads of fast cuts and brightness. The song I have chose for the background is Christina Aguilera 'candy man' which fits in well with my theme of candy and sweets. The target audience I am trying to appeal to is teenage girls as they will appeal more to this theme of music and style of promotion. I will rebrand the name of the product entirely to give it a new image.

Textual Analysis

The Oreo advert is both intriguing and funny. The advert draws the audience in as the little girl is cute when she is describing the process of eating an Oreo. As for a little girl she sees eating an Oreo as an important task. The staging is the Dad looks like he has come back from work and talking to the little girl and she has been playing with her toys. There is a sense of innocence in the advert as when she licks the Oreo she says “mmm, you don’t have to say mmm, I just can’t help myself” which is humorous as she is scolding her dad.

There are continuous shots of showing the brand showing within the advert. The first when she is describing the process of eating the Oreo and the second is when the dad sneaks in at night to eat and Oreo and the little girl catches him and raises her eyebrows.

This is an original advert that has never been done in this way before. Oreo the brand have made many on this same advert this is the second one they have made. There have been great comments about the advert ever since the little boy was talking to the dog in the last advert, so that’s why Oreo decided to make another advert to pull on the heart strings of the consumer’s so they buy the product.

Oreo use this type of adverts as a cute way of pull the audience and make it stand out in people’s mind so they remember it next time they go to the shops and will properly buy it and icrease the company’s profits.

Regulations of Advertisments

The Advertising Standards Authority (ASA) regulates the following forms of advertisements:

• Magazine and newspaper advertisements 
• Radio and TV commercials (not programmes or programme sponsorship) 
• Television Shopping Channels 
• Posters on legitimate poster sites (not fly posters) 
• Leaflets and brochures 
• Cinema commercials 
• Direct mail (advertising sent through the post and addressed to you personally) 
• Door drops and circulars (advertising posted through the letter box without your name on) 
• Advertisements on the Internet, including banner and display ads and paid-for (sponsored) search 
• Marketing communications on companies’ own websites and in other, non-paid-for space under their own control  
• Commercial e-mail and SMS text message ads 
• Ads on CD ROMs, DVD and video, and faxes
• We regulate sales promotions, such as special offers, prize draws and competitions wherever they appear

Costing

The cost of advertising varies from the type of media it spurrs from, popularity, length and the time of day. Advertising on television is the most expensive form of advertising as it has a large amount of popularity and high ratings, the average budget for a 30 second commercial costing around £140,000. The cost of TV advertising varies by month depending on the number of people watching and the amount of money being invested each month. A good indication of how pricing rates change throughout the year is the ITV station price. The graph below shows the pricing through the years of 2009 and 2010.

Codes and Conventions

The codes and conventions that should be used to make and create a good TV advert are te following:

• Using a celebrity to sell/promote the product - 'Michael Jackson Pepsi Commercial"
• Unusual approach - "Cadbury Gorilla Advert"
• Continuas showing of brand name/product
• Using a popular song - "Morrison's, Take That-Shine"
• Catch tag lines or slogans - "Frosties, They're Great"
• Using guilt, life insurance - "Don't leave loved ones without anything"
• Creating mini series - "BT Cencon"
• Shot Styles - "Close up shots are used on people in charity adverts"

Advertisers want to leave behind a legacy for their viewers, they want everyone talking and sharing the word about their product. By having a very unusual approach to an advert will more likely have people talking about it. Another example of how codes and conventions stick in a consumers mind, is a catchy song. A song may stick in a viewers mind, constantly reminding them of the product that's been advertised. Overall each of these codes and conventions help the consumer remember exactly what the product is and what has been advertised.

How to engage an audience

Most consumers are wary about advertising - they come into contact with it every day, regard it as intrusive and are sceptical of marketing messages.

Attracting attention - how to write a good headline

Advertisers get a very brief opportunity to catch the consumer's attention. Use language which the viewer / listener will relate to and give them something that switches their brain from 'ignore' to 'ok I'm listening'. You can use techniques such as those listed below to gain a few extra valuable seconds of your audience's time.

The main thing that is found to be the most effective for advertising is the following:

Intrigue

Reaction: 'So what's this all about then?'

•Five great reasons to give up smoking

•The secret to making people like you

•How a new discovery made a plain girl beautiful

•Do you make these mistakes?

•Are you ready to become a millionaire in 12 months?

Emotion

Reaction: Stirring feelings or memories

•The child who won the hearts of all

•Often a bridesmaid, never a bride

•Are your loved ones worth £10 to you?

•When was the last time a hot girl checked you out?

•How to take command at any meeting

•Have you lost touch with old friends?

Association
Reaction: 'I can relate to that'

•Are you ever tongue tied at a party?

•Do you feel overweight?

•How many times are you caught out without a pen

•Fed up of rising fuel costs?

Identify a problem

Reaction: 'I wish there was a solution to that'

•Do you have dandruff?

•Tired of doing the dishes?

•Is your shower clogged with lime scale?

•Having trouble sleeping?

Changing The Brief

After thought and analysing music videos and I have decided that I would much prefer to produce and advert for a product rather than making a video.

Record Labels

Record companies are the main investors in, and developers of, musical talent in the UK and globally. Around 23% of label revenue is poured back into the signing and developing of new talent through their A&R (artist and repertoire) departments. Record labels enable artists, through advances and marketing/sales support, to treat music making as a full-time career. They exploit the artists’ recordings commercially and collect and pay the resulting royalties on their behalf.


Labels traditionally pay for the recording and mixing of albums (with this money being recouped through the sale and wider exploitation of those recordings) and they often underwrite new acts’ touring costs to help raise their profile and sales. On top of manufacturing and distributing the recordings which is both physical and digital retailers, record labels provide an essential promotional and marketing role. This includes developing and executing ad and marketing campaigns as well as promoting the acts to media.

Labels can also seek out other ways for the recordings to be exploited, such as being used in movies and adverts, and license rights to global parties in different markets. In recent years, a number of labels have moved beyond the sole acquisition and exploitation of the rights associated with sound recordings to take an interest in artists other sources of income.

Goodwins Theory

Goodwin’s theory is based on eight main principles:

·         Links between the Lyrics and Visuals

·         Links between music and visuals

·         Genre characteristics

·         Intertextual references

·         Objectification of women

·         Voyeurism  (Direct gaze, insight to the singers life)

·         Demands of the record label

·         Performance based ,Narrative and Concept.

Links between Lyrics and Visuals

Goodwin suggests lyrics will make a constant reference to the visuals on the screen. The visuals reinforce the lyrics.

Genre characteristics

These are depicted as the certain traits associated with a particular music genre. Different genres have various characteristics such as rock music videos mainly have the band on stage performing. Pop videos are more performance based dancing and a positive atmosphere. Then you have R&B music videos which generally include sexy women parading around half naked and men singing or women and mainly rapping will be involved in this type of music video.

Notions of looking

Notions of looking plays on the idea of gaze and the way someone in particular is seen. For example, in a lot of music video’s women are often presented according to Goodwin as objects. Notions of looking however is not just restricted to women, it may also represent men in a particular way such as controlling or violent as cheats.

Demands of the Record Label

The record label has a certain control over the artist they sign. It is ultimately up to the record label to decide what the artist should be represented as. For example, for women the label may require the artist to come off as sexy in order to appeal to men and reach that target audience. For men the same thought process could be applied, being represented as sexy would reach out to the target audience of women. This is crucial as particular genders are more inclined to listen to certain genres of music. E.g. women who are interested in urban music are more likely to listen to R&B. So men appealing as sexy would draw in women audiences

The Music Industry

The music industry involves the production, distribution, and sale of music in a variety of forms as well as the promotion of live musical performance. People arguably have bought, sold, and bartered music for as long as it has been made. Street singers, roving minstrels, broadside sellers, and traveling music teachers developed makeshift grassroots music industries that differed more in scale than in kind when compared to the modern music business.

Beginning in the early 1880s, publishing firms became concentrated around Manhattan's 28th Street, dubbed Tin Pan Alley by the newspaper writer and songwriter Monroe H. Rosenfeld. The city's publishers perfected the mass production and distribution of songs. Usually paying staff or freelance composers a flat rate per song, Tin Pan Alley firms issued thousands of titles in the hope that a few would hit with the nation's public. Publishers courted popular vaudeville singers, often paying them handsomely to include a song of choice in their act.

 Yet by the 1890s, "nickel-in-the-slot" talking machines graced urban arcades, introducing the nation to the novelty of mechanically reproduced music. A few companies controlled the patents to competing phonograph technologies. Edison controlled his wax cylinder playback technology. He licensed it to the fledgling Columbia Phonograph Company and the two introduced the first talking machines designed for home use in 1896. By this time, the competing gramophone disk machines and records made by Emile Berliner were already liberally distributed

These firms raced to establish their technology as the consumer standard throughout the United States and the world. Victor eventually won the technology wars by focusing on the home consumer trade, creating celebrity recording artists such as the opera singer Enrico Caruso, and expanding internationally. In 1901, Victor and licensee Gramophone divided the globe into distinct markets and established distribution networks, retail outlets, and recording operations from China to Latin America. Other companies quickly followed suit.

In the last decades of the twentieth century, the music industry was characterized by a wave of corporate mergers and transnational expansion. In 1994, 90% of worldwide gross music sales accrued to six multinational corporations. The century ended much as it had begun, even as the industry giants grappled with the copyright repercussions of the digital revolution.