Media Advert - Sang Royal

I have created the perfume Sang Royal, and accompanied it with an advert, which should highlight everything the perfume implies. I am going to take you through how I created it and what different factors I used to make it a completed advert.

I chose to create a perfume advert over a cosmetic advert as I believed that it would give me more freedom to express ideas, as cosmetic adverts tend to be a lot simpler aesthetically.

I believe that my advert would be targeted at esteem seekers as they are acquisitive and materialistic, and aspire to what they see as symbols of success. I am of the opinion that my perfume connotes an air of wealth and glamour, which are two things esteem seekers would relate to as success. I do not believe that my advert would appeal to contended conformers or innovators as the advert is neither too reserved/boring nor eccentric/very different. In terms of personal aspiration, I feel that it would fit well within Aspirers/social climbers as in my opinion it would be a high-fashion product that would help give them a higher image status. I estimate that the audience (who would be female) would appeal to women between the ages of 18 to 40, a 21^st century feminine adult.

The perfume’s name: “Sang Royal” translates from French to “Royal Blood”. This could indicate that perfume is aimed only at those who can afford it, an elite class of women, the perfume’s slogan: “defiantly regal” also indicates this. Women who the advert appeals to would be middle to upper class; the perfume looks expensive and connotes wealth and royalty, which would give buyers a sense of confidence, achievement and glamour. On the other hand, the advert also may well appeal to the lower class woman who wants to inject her life with a bit of glamour, wealth and femininity that she might not have in life. I feel that the advert would be displayed in a magazine such as Vogue or in a rich area, read or viewed by aspirers. I doubt that it would be displayed mainstream magazines like Glamour or Heat, as their readers would not be as interested in an un-safe product that may stand out slightly.

The advert displays a young lady perched on a chaise lounge. She is dressed in red, a colour that implicates romance and love, though it is not a boisterous red, but a darker red which could imply that she is quite reserved in her feelings and attitudes, which could appeal to a higher class, lady. Her appearance shows that she is well groomed and ladylike, which creates an air of glamour around her and would appeal to women wanting a similar feeling and her sitting stance is inoffensive showing that she is reserved as she is facing away. Her eyes are diverted away from the viewers, which indicates mystery and keeps the viewer guessing. Is she waiting or longing for another person, or is she wishing on the stars in the background. This gives the advert a feel of romance, something that may have vanished in our modern society, and something that many women may lust after. The chaise lounge that she is sitting on gives also gives the advert a romantic feel, something that could be related to high class Victorian society. A dark green old fashioned street lamp to her right lights up the area she is in, especially her face, and the style of it resembles an old Parisian street lamp, which once again connotes romance and mystery. The light bulb within the street lamp is red, and this could insinuate a heart, as it is the life of the street lamp. The starry darkness behind the female figure shows a slightly mystical side to the advert, and might interest or appeal to some viewers who also have this side to them. The perfume bottle is a red heart, like the light bulb, and indicates love and romance, the perfume’s name is also related to the heart with the “sang” being the French term for “blood”. The bottle’s top is a crown, which once again symbolises wealth and royalty, also relating to perfume’s name. The font’s colour matches; the red of the woman’s dress, the light bulb and the perfume bottle. It is a deep red and is a classic font with flicks, connoting a slightly Victorian feel, along with supporting the perfume’s glamour and appealing to aspirers.

I created the advert by using Photoshop to edit in images from the internet like the chaise lounge, the street lamp, the perfume bottle and the crown on top. The editing required tools such as the magic wand, lasso, blur and smudge. These helped me to create images that looked like they were meant to be there. I used the burn, dodge and sponge tools to create shades I wanted on all the objects in the advert and also used the lighting tools to project light onto the chaise lounge and the female figure from the street lamp. These are all skills I have developed from experimenting with Photoshop. I took a picture of my sister for the female figure as I believe that she possesses glamorous attributes that contribute to the feel I wanted to achieve. Once again I used all of the tools above to place her in my advert like she was naturally there.

My advert does appear differently to what I planned, and I believe if I were to do it again there are several areas of the final product that I would change. This would allow more connotations to be made. In my plan, the female figure is supporting herself on the chaise lounge, which implies that she can be an independent woman if need be, which may attract women who do not rely on a men to support them. Also, another change that I would have made is the clothing the young lady is dressed in. I would have preferred her to be dressed in a Victorian-esque dress, as this could have related to the style of the street lamp, the font used, the era of the chaise lounge and the royal aspect.