Advertising campaign analysis: Perfume

Advertising campaign analysis

This advertising campaign took place in 2016 following the release of the perfume, this campaign was made to promote the product and make the audience buy it.

This advert is aimed at females; we know this because it is a product used by females in the advert/posters but also perfume is usually a female marketed product.
In this advert it starts as the girl being sad and powerless but when she uses the perfume she becomes happy and empowered, this is used to attract the females as it shows an ideal self (someone who is empowered and happy) after using the product. When the advert connotes sadness this can be seen as relatable to the audience has most people will feel sad at some point, this can attract the audience as they see the positive affect this perfume claims to do. 

The campaign is mainly based around the colours green and blue which stereotypically would appeal to men, this advert challenges this stereotype by using these colours but to appeal to women. The colour green could also link to envy to connote the envy other female will feel when you wear this fragrance as you will feel more empowered. This perfume connotes a bold, spontaneous, fun and colourful girl who expresses herself which is portrayed to the target audience of females as an ideal self. The word 'Kenzo' is a Japanese word means strong and wise, this could have also been used to connote how the perfume makes the girl feel.

This is targeted at an B/C1 because they have disposable income, this is because the perfume will cost quite a lot of money ad other people wouldn't be able to afford it. we can also see for the campaign it is aimed at this audience as the girl used it is portrayed to be around this category.
Ethical issues behind this campaign may by the violence shown as it could be seen as harmful to younger viewers, to work around this the campaign may be shown after watershed to stop young viewers being effected by it.