Evaluation of my Perfume advert 'Juicy'

My perfume ‘Juicy’ has been designed so it attracts women aged between 20-40 in any career and situation. The purpose of this fragrance is to give out a burst of freshness and wake them up in the morning so they are ready and rearing to go. This perfume would appear in the magazine easy living (see above images) due to its purpose, the target audience, the colours, appearance and style.

Easy Living seems to be the type of magazine which is more appealing to women in their middle ages, this due to the appearance but also the content. It talks a lot about dietary needs and relaxation, ways of making yourself feel good and I think that that is exactly what my perfumes purpose is.

My ideology of this perfume is supported by the colours, style and appearance of my advert. Looking at the brightness of the entire image you can see it is there to represent and uplifting purpose and to create the idea of bloom and growth. The colours within my advert are very bright and awakening which you can compare with the magazine colours, they give out a fresh new sensation, which is exactly what my perfume is aimed to do.

I also took into consideration the idea of ‘social grading’. I think it is important to look at this as it gives you a clearer view of your target audience and their specified needs and wants. Looking at my perfume advert and the magazine I think that the social grade for this would be a range from A to E, my perfume is designed to the female gender and women aged between 20-40 however it can be for any occupation and any class of society, it is designed to be able to treat anyone’s needs of being awakened and ready to go for the day.

Another theory which I looked at whilst completing my perfume project was ‘Maslow’s Hierarchy of needs’. By looking into this you can see what kind of persons my perfume would satisfy and could relate more to. I think that it would fit into the section of belongingness and love needs, esteem needs and even aesthetic needs. My perfume is there to give out that feeling of looking good, feeling good and being able to be accepted by others.

Looking more closely at the perfume advert its self I gave it the name Juicy because I wanted to design something that any women could relate to and something that would give you that confidence that you could start the day new. I felt that Juicy gave out a fresh burst and a new sensation which was what I wanted to create.

I then decided that I wanted a slogan, something that my target audience could relate to so I decided to create the phrase ‘Lively, full of freshness. Release the zest in you’. I felt that this gave out a meaning behind the name of my perfume and it would allow the audience to feel that they could release their zest and feel new and fresh.

Through photoshop I was able to change and alter a lot of aspects within my advert. Firstly I went out and took the picture of the 2 people within the photo to create that affect that I wanted. I wanted people to be able to feel free, the girl on the table portraying this, and let them feel more confident and acceptable to others, being portrayed by the boy. Once I had my background image I wanted to add in a bowl of oranges to represent the name of my perfume and for it to look authentic. I then added in the perfume bottle on the table and the orange in her hand. From this image I then wanted to crop it down so it was more focused on the people within and the perfume, giving it more of a focal point. After this I decided to add in the writing, title and slogan in, using the colour orange so it related to the perfume. Lastly I wanted to look at special effects; this is where I then added in a lens flare on both the perfume bottle and the orange in her hand, this would then again add even closer focus.

Overall I think that my perfume advert worked really well and created what I wanted. My use of photoshop helped to give out a clearer image of my perfume and allowed my to emphasise certain aspects. I feel I created a successful advert which my target audience can relate to and enjoy.

      

My perfume advert 'Juicy'

Experimentation with Photoshop

Original:

We decided to use this photograph of flowers due to the fact that it has a for ground image and a background image therefore it seemed easier to change colours and the positions of the single flowers, this seemed like an easy image to edit and learn from.

Gradient:

With this picture we decided to change the gradient of the picture which means the positioning of the lighting and where the shaded parts are, this gives more emphasise on the coloured part drawing your attention to it.



Contrast/brightness:

Within this picture we decided to experiment with the brightness of the picture, this would then give it a varied colouring impact and you can see that in this image the Yellow leaves come our brighter. We then decided to change the contrast this then gave more emphasis to the flowers.

Colour changing:

Within this image we decided to go back to the original photo and physically change the colour of the individual buds and flowers. This would give use more experience with freestyle colouring and being able to change them for randomness

Including cropped picture:

Within this one we decided to add in a perfume bottle because this would be experience for our perfume project to be completed before the half term. This also helped us understand how the bottle and everything in the image have to somehow link together to create an overall image.

Orange collage

I decided to create a collage of different types of orange pictures. My perfume is called 'Juicy' and therefore i wanted all of my idea's to be based around oranges and the colour itself.

I thought that creating a collage would help me express my ideas and put them all into one. I am now able to get a better idea of what my perfume might look like and what it could represent.

This collage is merely a starting point before I start creating my perfume add.

Social grading

‘Friends’ – social grading

Pheobe Buffay: Looking at the social grading on my previous post you can see that she would be in the section C2. She is a masseuse and therefore her work isn’t always stable and she would be a skilled worker. He wages also are not at the highest level and therefore that would bring her down the scale. Maslow’s hierarchy needs would place Pheobe within the Aesthetic needs as her work represents beauty and that is her focus.

Rachel Green: Looking at the social grading on my previous post you can see that she would be in the social grading level D. she is a sales assistant and therefore you only need basic skills to do this, her wages are also low. However when she gets promoted she would move up the scale into C1 as she would be a supervisor and earning more money. Placing her on the Hierarchy of needs she would be on the level of self-actualization, this would be due to her knowing what she wants to do in the future and finding her passion.

Monica Geller: Looking at the social grading on my previous post you can see that Monica would be at C2. She is a professional chef and therefore has skills of a manual worker, however it was based on her financial aspects she would be higher up the scale.

When looking at Maslow’s Hierarchy needs scale she would be safety needs and self-actualization, this is due to her knowing about health needs and wellbeing but also knowing her potential.

Joey Tribiane: Looking at the social grading on my previous post you can see that Joey would be within the B section as well as Ross, this is due to his job, him being an actor. However depending on his stability of work and constant employment he could move down into C2. Looking at the Hierarchy needs you can see joey would be safety needs and esteem needs, this allowing him to have his financial support and benefits but also building his esteem and confidence.

Ross Geller: Looking at the social grading on my previous post you can see that Ross would be within the B level. This is due to his job, being a palaeontologist, which within the table is noticed as a teacher. His wealth is fairly high but not as high as Chandlers.

If you put Ross in the Hierarchy of needs you can see he would be within the need to know and understand section, this due to the fact of what his job entails.

Chandler Bing: Looking at the social grading on my previous post you can see that Chandler would be on the level A in social grading status. This is due to him being an accountant. He works in an upper class place and is very skilled. He is also very wealthy due to his income. Looking at the Hierarchy of needs you can see that chandler would be within the need to know and understand, this alike Ross due to what his job entails.

Social grading

A	Higher managerial, upper middle class	Doctor, solicitor, barrister, accountant, company director
B	Intermediate managerial, professional middle class	Teacher, nurse, police officer, probation, officer, middle manager
C1	Supervisory or clerical junior, lower middle class	Junior manager, student, clerical/office workers, supervisors
C2	Skilled manual workers, skilled working class	Foreman, agricultural worker, plumber, brick layer
D	Semi and unskilled manual workers, working class	Manual worker, shop worker, fisherman, apprentices
E	Those at the lowest levels dependant on state	Casual labourer, state pensioners

Glossary/key words or phrases

Mise-en-scene –
Everything in the frame

·         Angles

·         Positioning

·         Lighting/colour

·         Props

·         Make-up

·         Costume

·         Casting

·         Setting/location

Denotations –
Facts, things which you can see/understand

Connotations –
Signifies, what the image/text implies

Ideologies –
Ideas and beliefs

Representation –
The view of how things are shown/presented

Anchorage –
Images and words to help create a meaning

Transcendence –
Surpassing others, lying beyond the ordinary range of perception

Self-actualization –
What a person’s full potential is and realizing that potential

Aesthetic needs –
Appreciation and search for beauty, balance, form etc.

Need to know and understand –
Explains the thoughts that humans have to understand the world around them

Esteem needs –
To be accepted, respected and valued by others

Belongings and love needs –
Desire for closeness and bonding, to feel safe and appreciated

Safety needs –
Personal security, financial security, health and well-being and safety net against accidents/illness and their adverse impacts

Physiological needs –
Literal requirements for human survival, the vital needs

Camera angles/shots:-

·         2 shots

·         Over the shoulder

·         Establishing shot

·         Tilt shot

·         Low shot

·         Eye-level shot

·         High shot

·         Worms eye shot

·         Canted shot

·         Birds eye shot

Match on action –

Some action occurring before the temporally questionable cut is picked up where the cut left it by the shot immediately following

Shot/reverse shot –

A film technique where one character is shown looking at another character and then the other character is shown looking back at the first character. The viewer assumes they are looking at each other

180 degree rule –

2 characters in the same scene should always have the same left/right relationship to each other, crossing the line would be breaking this rule

Audience

Maslow's Heirarchy 'A theory of human motivation'
Focuses on human development psychology and describing the the stages of growth in humans.

Transcendence –

Surpassing others, lying beyond the ordinary range of perception

Self-actualization –

What a person’s full potential is and realizing that potentia

Aesthetic needs –

Appreciation and search for beauty, balance, form etc.

Need to know and understand –

Explains the thoughts that humans have to understand the world around them

Esteem needs –

To be accepted, respected and valued by others

Belongings and love needs –

Desire for closeness and bonding, to feel safe and appreciated

Safety needs –

Personal security, financial security, health and well-being and safety net against accidents/illness and their adverse impacts

Physiological needs –

Literal requirements for human survival, the vital needs

Gender representation

Looking at cosmetic adverts you can see that within any advert they generally contain a male and female appearance. This shows the contrast in dominance and who is more in power. If you look at the top picture you can see that the male is more in power, he is using the stance of control and sturdiness. However you could also argue that the woman is in control due to her positioning of her hand on his face, it seems like she is holding him close, also her leg being extended back shows force. Overall the male has more dominance due to his arm positioning.

Looking at the picture at the bottom and to the left you can see that the woman has more dominance to the man due to her standing stance, she is in front and therefore comes first, the man is sitting down and is therefore easier to control and be in command of.

The picture on the right is just showing the female’s perfume on her own, showing independence and order.

Breaking the rule of thirds

Generally photography is taken using the method of the rule of thirds however photos can also be taken when breaking the rule of thirds. By using the rule of thirds you are making the reader’s attention drawn to the centre of the image for a specific view. However breaking the rule of thirds is where the focus is taken away from the central point.

Looking at the picture to the left you can see where our attnetion is meant to be drawn, the bottom of the stairs, due to the mirrored images on the sides of the stairs banister our attnetion is taken away from the central point.

This is clear that generlly rules are made to be broken.

Homework - Kermit

How Kermit is represented as a male?

The centre picture of Kermit suggests difficulty on determining whether he is male or female, due to this you have to look at the ideologies of the representation of characters and whether they are male or female. Due to Kermit being green it suggests he is male, due to beliefs, also the fact that he has a jagged neck tie suggests he is male as females would be less likely to wear this, they would be more feminine.

The picture on the left hand side gives us the impression that he is a male due to his stance and positioning, it looks like a very powerful pose and almost arrogant.

Looking at the picture on the right our attention is drawn to the fact that Kermit is wearing male clothing looking very smart and presentable, this anchorage gives us intention to believe he is male.

You could determine whether Kermit was a male by looking at other film which include frogs, for example ‘Shrek’ where the frog is the king. Furthermore you could look at the fact that that his name is Kermit which sounds like a very masculine name and therefore leads us to think that he is male.



Rule of Thirds

In this picture the rule of Thirds show that the bottom horizontal line gives us the edge of the beach, and the top horizontal gives the edge of the clouds to the sky which helps to emphasise the sea in the middle with the clouds. Our attention is also drawn to the heart which is in the bottom right corner. This illustrates the peaceful and romantic setting of the scene.

Rule of Thirds

In this other picture the vertical rule of thirds split the road clearly so your attention is drawn down to the mountain in the centre square. The lines also show the trees continuing up into the sky. This like the previous is also very chilled but adventurous.