Here’s a creative copywriting assignment that I’ve done for a print ad analysis. I’m still kinda new to perfumes and I purposely choose the D & G Fragrance Anthology (2009) as the topic of my research on account of I’m quite interested in the perfumes and decided to know more about this series of perfumes. Yes, I have heard of it, but never really read about it. I really love the tv commercial (<---click) and print ads. The products are absolutely awesome in term of the design and the fragrances.
Perfumes
appeal more to psychographic segmentation. Most of the perfume brand companies
are designing their perfumes for specific socioeconomic classes, lifestyle and
personality. Most of the perfumes, target individuals, especially educated,
socializing and fashion conscious women and men, who want to be distinctive
from others, and are confident in their lives.
There
are eight fragrances in this series of D & G Fragrance Anthology that
D&G intends to answer the fundamental human question: “Who am I? Who do I
want to be?” By making use of the
selected Tarot cards as the numbers and names of the perfumes, it tends to let
consumer to think, to choose and to discover of their own identity and destiny.
Five fragrances are being selected and emphasized through the print ad, the
fragrances are 1 Le Bateleur (the Magician/ The Fool), 3 L’Imperatrice (the
Empress), 6 L’Amoureaux (the Lovers), 10 La Roue de la Fortune (Wheel of Fortune)
and 18 La Lune (the Moon). The products have strong brand preference and
loyalty. In short, the target audience relates
to the confidence of the advertisement and the desire to acquire the distinctive
personality each fragrance offers. The fragrances encompass emotions such as
triumph, pride and desire to build confidence.
The
advertisement features six supermodels of three 90s’ well-known female models (Naomi
Campbell, Claudia Schiffer and Eva Herzigova) and three much younger
up-and-coming male models (Noah Mills, Fernando Fernandez, and Tyson Billou). Eva
Herzigova was getting in touch with Fernando Fernandez to portrait as the
Lovers. Tyson Billou was standing at the left alone to represent the Magician. Claudia
Schiffer, Naomi Campbell and Noah Mills were sitting at the front line side by
side to represent the Empress, the Moon and the Wheel of Fortune.
The
print advertisement has utilized a simple major colour mood consist of different
skin colour of the models that suggests all people no matter who you are, you have the right to deserve your recognizable
personality and the grey colour is used as the plain background. The nice and
simple background colour scheme associated with the five different fragrances’
colour which are colourful, as the colour scheme standing out one by one from light
blue, pink, green, indigo until yellow colour. The colour scheme of the
fragrance appeals to the viewers and suggests that each fragrance represents
different unique attribute and personality. The overall feeling of print
advertisement is like the supermodels the viewers that buy the fragrance can be
confident and aspired, not to mention to suit their distinctive personality.
The six supermodels are in their attractive pose with their eyes looking at the front and at the viewers. Their cool gaze shows that they are not only confident but also satisfied with what they have and proud to be their own selves. I
like the boldness of it using naked models in the print ads, somehow it
delivers a kind of confident to viewers that using the perfumes will ensure you
to gain confidence and fulfill your esteem needs. It’s attractive and gorgeous
sex appeal; interesting and engaging visual; simple layout and nice composition.
However,
at the moment, frankly to say that I can’t afford to purchase any 1 of them. By the way, since I've just done my research
about it, I can’t wait to get 1 of them or a special edition collectible
package of 5 perfumes together that my friend has already owned it. Perhaps can
I just wish for a 10 La Roue de la Fortune or
a 18 La Lune as a Xmas present of this year? lolz
