As university students we are now into our second term, and with a new term comes a new summative brief.
This summative brief will last the duration of the rest of this year, and is focused upon the creation of our own unique fragrance in teams.
The brief is split into a total of four parts:
1. Context and Insight Presentation
2. Insight Comparison and Analysis Report
3. Brand Development and Launch
4. Extended Promotion Plan Report
As an introduction to our initial research of fragrance promotion, Tim (one of our lecturers) categorised four different reoccurring narratives found within fragrance advertising.
These are:
1. Sensuality and Indulgence
2. Trust and Honesty
3. Humour and Kitsch
4. Tradition and Heritage
When looking into each category in further depth, we were not only asked to 'unpack' each individual story, but also consider and identify visual contrast with competing advertisements.
Here are two advertisements I have begun to analyse, both under the narrative of 'Sensuality and Indulgence'.
NARRATIVE AND VISUAL CONTRAST -
Versace | Bright Crystal
Marc Jacobs | Decadence
Similarities -
MODEL - predictable casting (both high profile current supermodels), heavy dark eye makeup and nude lip
POSE - both females lying within a luxurious interior, both models gazing seductively into the lens of the camera, both holding the perfume bottles themselves
MODEL - predictable casting (both high profile current supermodels), heavy dark eye makeup and nude lip
POSE - both females lying within a luxurious interior, both models gazing seductively into the lens of the camera, both holding the perfume bottles themselves
OTHER ELEMENTS - perfume bottles and brand logo present within both advertisements, both images hold an element of playfulness with an edge of sophistication
Differences -
MODEL - blonde v brunette casting, angelic v 'sex kitten'
POSE - clutching the bottle in her hands as if it is a precious object v holding the bottle as an object to lure in her 'lover'
POSE - clutching the bottle in her hands as if it is a precious object v holding the bottle as an object to lure in her 'lover'
OTHER ELEMENTS - light v dark, angelic v raw/dirty, crisp v slight distortion, whole v partial, luxe v luxe with a grungy edge
I have not covered all the visual contrast points that I have analysed here, but hopefully from this it is clear that these advertisements both have distinct similarities and differences.
I shall be documenting the process of this fragrance project through a series of blog posts. So stay tuned for more posts coming very soon!
- A
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