When analysing any advertisement, you must consider these three points as issued by our lecturer Tim:
1. CONCEPT - muse/inspiration, colour/tone, dress, personality, culture, sign/codes
2. CONSUMER/COMPETITION - brand context, price point/market, themes/narratives
3. BOTTLE/PACKAGING - inspiration, colour/tone, peer influence, sector influence
The example used to 'unpack' and analyse in the lecture was Galliano's first fragrance campaign.
An advertisement which hosted a vast amount of creative and historical references, such as the socialite and style icon Marchesa Casati, and the symbolic meaning of death through the use of lilies.
An advertisement which hosted a vast amount of creative and historical references, such as the socialite and style icon Marchesa Casati, and the symbolic meaning of death through the use of lilies.
In this case, I have decided to analyse the CONCEPT element of the advertisement for the fragrance 'Gucci' by the designer (no surprise here..) Gucci.
THE CONCEPT?
The image created here by Gucci is clearly inspired by decade of the 70's.
The decade in which Gucci sprung to success and became a 'global giant' was the 1970's. This was after Jackie Onassis was photographed carrying the classic hobo bag, an iconic Gucci product.
Is it a coincidence that Gucci just happened to choose to base their campaign for their signature scent upon this particular era? I think not.
Is it a coincidence that Gucci just happened to choose to base their campaign for their signature scent upon this particular era? I think not.
The satin/silky texture of the rich toned dress with a plunging neckline, complete with the Jerry Hall inspired side-swept blonde waved locks, screams 70's glamour.
The short film produced to accompany this fragrance features the song 'Heart of Glass' by the iconic band Blondie. Blondie's front woman, Debbie Harry, went on to gain style icon status for her wardrobe filled with vintage and thrift store steals.
The video certainly pays homage to Studio 54. The music, the carefree dance spirit of the three models featured, and the theatrical use of lighting, in particular, the use of the spotlight.
Similarly to the fragrance advertisement the video is produced also in a warm orange tinted hue. The colour orange was of great popularity in the 1970's. A tribute to 'simpler times' when clothing was visually digestible, as produced in vegetable-based dyes which subsequently led to clothes being composed of far muted colours, a contrast to the knock out chemical pigments used in clothing of the 60's.
Watch the short film that accompanies the campaign here: https://www.youtube.com/watch?v=FEgWVvjvglk
I would have continued to analyse all three points of this advertisement and the concept aspect in further depth, however it would have made an extremely long post!
Hope you have enjoyed reading this post, gaining a further insight to the FCP course!
- A
I would have continued to analyse all three points of this advertisement and the concept aspect in further depth, however it would have made an extremely long post!
Hope you have enjoyed reading this post, gaining a further insight to the FCP course!
- A
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