The perfume advert for the new Gucci perfume brings a brand new genre to perfume adverts this has unrealistic representation of current events. The advert begin with a sort of car chase with a car chasing a motorbike. The scenery around fits in well with a gaming world with the dark colours and the rain this makes it look unrealistic and part of the audiences imagination. Then a blonde woman gets out the car in a black dress she has pale skin she has a sense of sensual towards the audience. Then it shows the man taking off his helmet and it cuts to the two of them in the car together. Throughout the next few seconds it shows the them getting close together. This gives the representation of the of sexuality which can sometimes draw the attention of the audeicne into purchasing or even acknowledging the new perfume brand. There can be many different ways which this advert can be interpreted such as seeing the fashion and hip culture and sophistication of the advert and the audience wants to be able to live this superficial life. This advert also has a celebrity a endorsement with the actor Chris Evans as the man on the motorbike and this brings fans to the brand product having a celebrity endorsement boosts sales and profits immensely. Its a perfume for men and woman so at the end when the fragrance comes onto the screen the voice over says "the new fragrance for him" in a male voice and a female voice for the "her" part. The voice over has a sensual sound to it which does attract the audience.
The song i have decided to use in my TV advert is 'she's so lovely' by scouting for girls. This is a very girly and positive upbeat song that fits and relates well with my chosen idea. While the beats of the song at the beginning use different shots of things in the bedroom. Representing who the bedroom belongs to and the character she is. Use approximately 5 secs of each shot merged together. Film shots such as: Jewelry Make up Hair brushes Hair products Teddies Photos When the lyrics start, walk into the room does her make up (use close ups and panning shots) The beats in the song at 0:38 each beat move a hanger from the wardrobe to fit in with the music. Shots of the girl in each outfit (using loads of fast cuts throughout) "I don't know" when the song starts this section change to shots of putting shoes on and putting on her earrings. Then she walks to her dressing table picks up the perfume and puts it into her bag then walks out of the room and shuts the light. Back to the chorus - shots of the perfume voice over saying frangrance by______ .
An important factor to consider when you are advertsing for a new product or waiting to realse a new brand is making consumers aware of your product so it can boost your profits and sales. Having brand awareness adapts the product as the product may not be successful but may having customer loyalty and that can change the publics perception of the product. Case Study about 'Snuggies' When TV commercials for the Snuggie launched in October of 2008, they were difficult to take seriously. For anyone with an extra sweatshirt in their closet, a lounging woman's debate between keeping her arms warm and completing simple tasks like answering the phone or knitting was hardly inspiration to direct-order a $20 sleeved blanket. And by the time the ad showed an entire snuggie-clad family cheering at a sporting event, some viewers were too busy laughing to pick up the phone.
But when four million Snuggies were sold in four months, the Snuggie's creator, Allstar Products, had the last laugh. Within months of its introduction, the Snuggie transformed from a virtually unknown product into a pop culture phenomenon, appearing on The Today Show, referenced on hit TV comedy 30 Rock, and featured in the tabloids. Hundreds of Facebook groups and YouTube parodies spread awareness and boosted sales. "Once we got people talking, it turned into a great product," says Scott Boilen, Allstar Product's CEO. "It was almost like why wouldn't a blanket have sleeves?" Today, more than 25 million Snuggies have been sold, making the brand an exemplar for one-of-a-kind products seeking mass consumer acceptance. With tens of thousands of inventions conceived each year, turning an innovative new product into a consumer staple isn't easy. It requires creativity, ingenuity, and persistence to break into a market and convince consumers they need something that never existed before. Follow the example of the Snuggie and other successful products to make your own invention into a sensation. Analysing this case study has opened up my mind into looking at how products can have boosted sales by being popular with the public and audience.
There are many things to consider when marketing for a new product that is in the process of being released. First, define your market as accurately as possible so you have a deeper understanding of exactly who you're selling to. The next idea you need to consider is creating a sales plan and that typically, should include the following:
Sales goals: These goals should be specific and measurable, not something like selling a million units. Base them on the nature of your product and try to break them down into manageable parts. .
Sales activities
Target accounts: Your sales plan should also include the accounts you want to sell to. If it's end-users, for example, plan how you're going to reach them through eBay, classified ads.
Time lines: Put dates to all of the above elements so you can define your steps within a realistic time line. Don't forget that your time lines should be fluid--if you're underachieving, your sales plan can help you figure out why and find a solution to be able to correct the steps and the actions you many need to take.
The advert I have decided to analyse in this post is the Boots Christmas advert where there are different situations about being with the one you love or general family occasions together. The first scene is of a women and what it is seemed to be her two daughters giving her a present consists of make up then her daughter says "let's get you back out there mum" which is a comment of encouragement. The next scene is of a man giving his girlfreind a present which she already has but stating "want to stay at mine more often" using these different situation with different families helps to audience relate to at least one of these, which makes that connection between the two. The conventions of this TV advert are that they use fast cuts and tell a narrative story through the advert which draws the audiecne into watching it more. There is a catchy and matching song within the advert which makes the advert seen peaceful and relaxed. This advert relates well with the occassion it is portraying special family time at christmas and gives you a sense of closeness and happiness. There are many visuals that fit in and relate well with the lyrics of the song as the chorus of the song starts "Are you ready for love" visuals of families smiling and laughing and hugging together. Looking at people having fun on the screen and seeing how much happiness they have recieving these presents makes the audiecne want to do the same.
Target audience Demographics-the consumer is categorized in terms of concrete variables such as age, class, gender, geographical area. Psychographics-the consumer is categorized in terms of their needs and desires such as those who aspire to a richer lifestyle or those who want to make the world a better place.
Hypodermic syringe model Effects of media texts on audiences have been the subject of study for nearly as long as the initial research centered on the hypodermic model this theory suggests that the audience receive an intravenous injection of a media text which could be negative or positive. The weakness of this model is that audiences are seen as passive and malleable with no thought of their own.
Inoculation model this suggests that long term exposure to repeated media messages makes audiences immune to them. For example prolonged exposure to media violence would desensitize the audience to say that they are no longer shocked by it
Two step flow model this study discovered that individual views were most affected by opinion leaders who played a key role in the communication process. Opinion leaders both filtered and disseminated media messages, thus Lazarsfeld discovered a two-step communication flow from the medium through the opinion leader to the individual.
Uses and gratifications model this suggested that what people do with the media was governed by what they need from the media. The assumption within this model is that individuals are active participants in the mass communication process. People are seen to be able to select and reject aspects of media output according to individual needs. The problem is that the audience is always seen to be seeking gratification of specific needs when in fact this is not necessarily always the case.
Cultural affects the thinking behind this theory centers on the long term effects of particular ideological representations on our beliefs and values.
The encoding/decoding model This is centered on the idea that audiences vary in their response to media messages, due to they are influenced by their social position, gender, age, ethnicity, occupation, experiences and beliefs. In this model media texts are seen to be encoded in such a way as to present a preferred reading to the audience.
Changes in attitude through communication Persuasion- decisions/tactical communication options The elements of communication: Communication model Medium Receivers Feedback The interactive communication model 1. consumers have many more choices available to them. 2. Greater control over which messages they will choose to process. What is the response: (types of responses)
Building a long term relationship
Buying the product
Building brand awareness
informing us about product features
reminding us to purchase the product
The source
Source credability
Buliding credabilty
Source bias
There is also thr use of celebrities to attract people to the product or advert. The companies do this to increase sales and profits of the overall.
