Lactose Advertisement Blog 1- college work.
My groups advert is for the well known French brand, which makes both clothes and fragrances, Lacoste - the name comes from the brand creator Rene Lacoste. We have chose to specifically advertise the scents range ‘Eau de Lacoste L.12.12 launched in 2011, and we chose this due to the fact that the simplicity of the fragrance bottles really gave us the potential to get creative with brainstorming ideas for the advert. After brainstorming, we came up with the idea of using the five colours- yellow, blue, white, black and red which are the five scents, inspired by the Lacoste polo shirts apparently. Creatively, the colours are actually going to be represented by fruits and foods, strawberry will be the ‘rouge’ fragrance due to their colour match, and the red scent is spicy and passionate. Lemon will be the ‘Jaune’ fragrance, (already you can notice the french colours being the names- linking with the previous information given about Lacoste being french) and jaune is fresh and citrusy. Chocolate will be used for the ‘noir’ fragrance due to the fact it is a dark colour, and its scent base notes are chocolate and cashmeran. Blueberries will signify the ‘bleu’ scent, due to its colour similarity and it has a fruity musky scent to it, which is fresh and ties in with the use of fruits. Ice cubes will be representing ‘blanc’, which is fresh and aquatic.
After each food/fruit is shown in the advert, they’ll all move into a circle, and then the camera will spin, making the advert look fun and fast paced so the viewer gets excited about the advertisement. They will then get covered temporarily and then each one will slide out one after the other in a line, personification will give the scents life and will make the viewer see it is something for humans, and it will also give it a fantasy feel due to the fact that the items are actually lifeless objects. As they all line up, the lacoste logo appears at the bottom of the scene, and this shows the audience what is being advertised, and what brand it is in order for them to buy the items, this also gives the advertisement closure, and explains why the fruits were being used and gives the advertisement some sense to it.
I believe that using the fruit is effective due to its originality, and its creativity, but also due to the fact that they are fruits not the actual fragrance bottles, we won't have to worry about copyright for the fragrance bottles, this takes some of the stress of copyright off our shoulders, but we will still be using copyrighted music as we want to use the song ‘pencil full of lead by Paulo Nutini.’
As our advertisement is for a male's selection of fragrances, there are a few different adverts i can compare ours to, and i'm going to compare ours to the three following adverts:
Dior Sauvage advert 2015.
This advertisement is the complete opposite to ours from its heavy guitar, and it's dark mysterious city setting. This advert is effective for its product however as it is advertising the scent Dior Sauvage which looks dark, musky and also the bottle looks abit like a night time sky, which links in with its use of dark colours and settings throughout the ad. The reason i chose this ad to compare mine with is due to the fact that much like mine, it is portraying its scent with settings and objects a lot like how we are using fresh and bright fruits and foods to symbolise our bright fresh scents, this is important due to the fact that the audience needs to understand the thoughts behind the advert, it needs to be relevant. What i would take from this advert, hypothetically would be to use the outdoor city settings for scene transitions, in order to make it look modern. However this ad stars johnny depp in it, who is a big a list celebrity known by the majority of people who will watch the ad, and he is driving in a expensive fast car. This will appeal to men of 18- 45 i’d say, and this is what makes this ad better than what ours could be, due to the fact we cannot include a well known face in ours as we don’t know any, and we won't be able to include a expensive car as none of us have one and it’d be way above our budget.
Next up i'm going to be comparing my advert to the david beckham Beyond fragrance advert, which is set in black and white- already differing from my advert, as mine will be in bright colours, this makes me get the idea that this scent will be musky and mature scented from the get go. It starts with david beckham's face, and changes to a young boys face, with david saying motivational phrases about doing what you want and working for it, also changing to a man doing a sport. This links in with what David is famous for- sports, football. It then shows someone playing the piano, and someone working out mathematical equations, straight away it is letting the audience know that no matter your hobbies, interests this scent is for all boys/men any age! This is similar to mine, as i am using all of the different scents so it is guaranteed that the audience will like atleast 1 of the fragrances we are advertising, which means we can sell more of the product to a more diverse selection of people.
Finally I will be comparing my ad once again, but with the Gucci advert. This advert is very similar to the two adverts i have previously compared mine with, as it is again in black and white and stars yet another celebrity- this time James Franco, which makes me understand that all high end aftershaves have a advertising theme. They want it to look classy and almost classical, with the use of the black and white filter, this makes me and the audience think: expensive. I think of money, and fame and superiority. This added with the actor James Franco in it, confirms my thoughts, and it also automatically makes you trust the brand and the fragrance as famous celebrities wouldn’t advertise an awful product, this is done on purpose as the company Gucci wants you to trust the product, and buy it. This is the one thing we sadly can’t do, but we are actually just as good as this. We have chosen colour to break free from this bland repetitive stereotypical aftershave advertising style. We want colour, we want modern, we want fresh. Which is exactly what our product is, so what better way to portray that? The use of as many colours as possible but in a professional way! We will use clean fresh lighting with a yellow tint though so that is resonates as comfortable for the viewer, and we will make them want to be wearing the scents by showing them the different aromas to expect, from chocolate to lemon.
The ASA are the company that make sure all advertisements are legal, and they’ve been around since 1962, therefore they play a big part in the advertisement world, they will impact my advertisement as i’ll have to make sure i fit their standards.However as it's not a non statutory organisation it cannot enforce legislation within the adverts, which may benefit us if we do cross them with their ideas of an acceptable advert, but we won't have any problems with this as our adverts are fit for television and youtube etc, as we made it so it was suitable for all to reach a bigger audience.
