Structure
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Tick Box
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Linear
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Non-Linear
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Realist Narrative
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Anti-realist narrative
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Animation
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Documentary
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Talking Heads
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Stand alone
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Series
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Style
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Humour
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Surreal
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Dramatic
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Parody
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Codes and
conventions
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Camera
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Lighting
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Sound
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Editing
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Graphics
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Special Effects
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Techniques
(of persuasion)
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Hidden messages
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Overt messages
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Emotional response or association:
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Solution
to a problem
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Fear
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Concern
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Social
Position ‘Keeping up with the Jones’
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Self-perception
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Celebrity Endorsement
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Statistics
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Hard Sell
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Repetition
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Describe and explain the structures of the advert
I've chosen a linear structure for this advert because the story has a narrative and runs smoothly throughout the short clip. I've also used the dramatic structure because the advert is showcasing the lavish and excessive life of a rock star, portrayed by a male and female model, with the appearance of Iggy Pop.
There is a lot of fast cut shots, close-ups and camera angles in the the advert. This adds a dynamic and perspective to what the perfume is about. The close-ups are used to show what the main characters are feeling, they are expressing their daringness and 'don't care' attitude, enjoying carrying on with what they're doing. Mid and long shots are also used to show the movements of the characters. They show the set location and what the background has got to offer.
The background music is rock while the narrator (a man) has a sultry, however each time a word comes on the screen that highlights what each scene is about, he changes it to match the description. When it says be careful, his voice goes higher with a note of caution. The rock music sets the 'rock star life' mood to the advert.
Iggy Pop who is featured in the perfume advert, also adds the rock and roll factor to the advert, because he is a famous punk/rock musician, he adds believability and celebrity endorsement to what the perfume company's image they created.
The advert is shot in black and white, while the lighting used is a bright white, you can tell that the light is shinned above the characters. Also some scenes in the advert where filmed in the studio and on the stage. You tell this by the fixed colour and the plain surrounding (apart from props like the skull, table, money, candle, bed and guitar) that the background has included.
Summary of Advert
(Sorry for my lengthy description)
In the beginning of the advert it shows a man's black boot walking into the studio, where he drops a metallic leather coat on the floor. The next scene shows the word, 'be pretty' where a woman's eye, heavily coloured with eye shadow (above one eye), sticks her tongue out, doing the opposite to what the words say. There is then fast cut scenes on the same woman having her hands on her hair, tongue out and shaking her head. Another shows the top part of the guitar, before a man comes and throws the guitar to a supposed glass, shattering it. The next scene starts with the text to 'be good', however the two main characters where supposedly arrested and where taken mug shots, whilst holding a placard that shows the date and month they where arrested, the woman does a 'I don't care ' finger gesture. The next text then says to 'be romantic' but it shows two girls kissing a diamond covered small shaped skull. The next scene texts then says 'be polite' but the two main characters play the electric guitar on stage in a concert, while the couple hold their middle finger up.The next text tells them to be careful but the man in the studio shakes is head before jumping into the audience in the concert scene. The scene following tells them to 'be discreet', however the couple where filmed kissing against a wall in the corridor. The scene then moves on two the same couple filming a sex tape in their bedroom before emerging out from the hotel building being photographed by many paparazzi's. There is another fast cut scene showing Iggy Pop shaking is head and torso in beat with the music. The last text tells the couple to 'be excessive', which in turn they do, lying on the floor filled with US dollars. Another fast cut scene happens showing Iggy Pop and the male model (half naked) shouting in front of the camera, moving on to the the female model dark coloured lips licking an ice-cream that has a black skull design in the middle, she then grinds her glitter covered teeth. The final scene shows the couple holding hands and raising it up while bright sparks come up from the floor on the stage of the concert.
Main message of the advert
Viewers that saw the advert where attracted to the explosive couple who where living their rock star personas. The perfume was create to thrill seeking women to add a flame to their outer appearance for a sex & rock n' roll finish. The designer Paco Rabanne is known for his outlandish and flamboyant creations so this advert was no surprise coming from him. He also created the perfume 'Lady Million'.
Target Audience
The Paco Rabanne Black XS L´EXCÈS For Her Parfum, is aimed at women in their early to late 20's, who like the rock and roll outlook of the perfume.
Identify and explain the characteristics of the product or service
Benefits offered:
The main benefits offered in the product is that it has a distinctive smell, it has a fusion of being orientally floral, whilst having a mix of energy, with hints of the neroli and black pepper, jasmine and rose to add the 'Queen of the Night' vibe and cashmere wood to add a voluptuous, mysterious and addictive spell. It gives the perfume wearer a feeling of being a rock star.
Advantages over other similar products (unique selling points):
The advantages that the perfume has over other similar products is that unlike many perfume brands, is that it has brought a new new style to the perfume scene by adding two fragrances together. Two talented perfumers, created a perfume to highlight excess. Emilie Coppermann for Black XS L´EXCÈS for Her and Fabrice Pellegrin for Black L´EXCÈS, together added their scents for the designer brand to produce something unique. The perfume has won over many fans.
Lifestyle Appeal:
The Paco Rabanne Black XS L´EXCÈS For Her perfume evokes the rebellious, rock and roll attitude that the wearer would have. The perfume design features a glossy silver skull, representing rock and roll, while the text and black and pink colour add a gothic outlook to the perfume bottle.
Brand Identity:
The brand identity of the perfume brand is that it known worldwide, created by a bold and flamboyant designer with the help of two excellent perfumers.
