IDEAS FOR FRAGRANCE ADVERTISEMENTS

My first idea for my fragrance for women aged from 15-35 is very feminine and floral. I would like to incorporate pale, pastel colours such as baby blues and pinks alongside white to symbolise purity. To do this I thought I could bring in a few balloons in pastel colours which suggests airy, pure and light scents within the fragrance. I will have a girl positioned at some point on the triangle, hopefully on a sunny day, with a girly dress on walking away from the camera but turning to face it whilst holding the balloons. These balloons also suggest a playful side and the fact she is walking away suggests attitude. There could be a few boys in the background looking at her from a distance, admiring her beauty. 

My first idea for my fragrance for men aged from 18-40 is a scent that will make men feel out going, strong, confident and attractive. I would like to use some form of athletic equipment in my advertisement to portray a man who enjoys going outside and keeping fit. To do this I will use stereo-typically masculine colours such as blues, greens, blacks etc... most likely in the clothing. I could have a guy on the track at the bottom of the triangle with the piece of athletic equipment in his hand, wearing a professional looking sport kit. Staring straight down the lens of the camera he would capture attention and show off his pride. 

HERO ANALYSIS

Question 2: Camera work; mise en scene; sound and editing.

Camera Work:

Whilst watching this extract I noticed that slow motion was used often to capture shots of the two characters, Jet Li and Donnie Yen, in mid battle. These slow motion shots not only allowed us to see the intense and skilled action being performed but also made the fight scene more intense as the action was slowed down making the audience ‘hang on to their hats’ as they waited for the fight to resume. Furthermore, the slow motion shots often focused on the raindrops which brought round a sense of calmness to contrast against the aspect of battle as well as marries together with the oriental traditional music. At the beginning of the extract as Jet Li runs towards Donnie Yen the camera switches between tracking shots of Jet Li’s feet splashing in the puddles as he runs and zooming in shots of Donnie Yen’s face capturing his expression and increasing intensity. There are a variety of close ups showing the character’s facial expressions as they dodge their opponent’s blade and there are also many close ups of the swords swiping at the warriors as well as being still with the rain dripping onto the polished metal blade.

Mise en Scene:

One prop in the scenery that stood out to me was the location of the fight. The location is a traditionally ornamental, symmetrically architectural ion building which we learn is a chess courtyard. This setting allows us to recognise this location as a place with strong Chinese/Japanese influences; therefore this film is most likely to be set in Asia. You could say that the buildings and courtyard in which the battle takes place are beautiful as they are simplistic but intricate. These beautiful buildings contrast with the conflict and danger of the battle; however this really highlights how, in a sense, the battle is a work of art like the architecture, as both the building’s features and battle techniques require an enormous amount of skill and precision.

Sound:

There are metallic sounds from the swords when they slice against each other during the battle. As the character's movements are perfectly performed the only sounds we can hear are the swords, the raindrops and the background music which comes from the old man who is a reminder of the respect towards superiors which is important to acknowledge. The music played from the old man is from a stringed instrument which he strums delicately to produce a high pitched but gentle, oriental sound. The raindrops bring a sense of peace as the quiet droplets create a relaxing atmosphere as the mind is calmed by the quiet. The raindrops and string music bring relaxing elements whereas the sword's metallic sounds alert the audience. 

Editing: 

The main piece of editing I noticed was how they editors have made the characters defy the laws of gravity during their battle by standing upside down and flying through the air by a small jump. These effects make the warriors seem to possess super powers and makes to audience watch them in awe as they use their skills and techniques to try and defeat their opponent. These effects are also quite simplistic which keeps the scene easy but interesting to watch. 

MY ESSAY SO FAR...

Mavis by Vivaudou (1920s)

There is theatrical and extravagant representation in this advertisement, for example: the woman is in an exaggerated pose; pushing herself against a mirror as though she is lusting after herself. This suggests the fragrance is irresistible and overwhelmingly sexy. It suggests that women wearing it will possess these sexual features and lure men by wearing this powerful fragrance. As she is pressed to the mirror this advertisement also suggests that she will attract anyone, not just men, as she finds her own body seemingly irresistible when she has spritzed the perfume on herself.  

The woman depicted in this advertisement is wearing a luxurious gown, draped over her shoulders. The heavy, seemingly expensive fabric represents glamour and wealth suggesting that buying this perfume will make you appear richer and more glamorous than you actually are. 

This advertisement uses deep reds and shades of black and darkened purple which are colours that tend to represent passion and sexiness. This adds a great amount towards the overall feel and perception of this advertisement.

The rounded edges on the words and the curves of both the woman's shape and on the mirror are typical of the Art Nouveau style. This makes the advertisement appear more feminine and appealing to a female market.

The position of the woman looks as though she is attempting to imagine what a man would see whilst making love to her. Therefore, it is like she is making love to herself because she thinks she is so perfect and irresistible although she just appears to be self-obsessed. 

Charlie by Revlon (1970s)

There are many things I could say about the representation of women in this fragrance advertisement from the 1970’s. Firstly, the woman’s posture and expression suggest she is extremely confident and independent. It is a great representation of confidence as she is proudly striding across a public road without company which shows she is not afraid to be alone and does not depend on other people - she can do anything on her own. This advertisement therefore suggests she that this woman is a perfect representation of the target audience and that women who purchase this fragrance will enhance their self-assurance or transform their previously timid self into a loud, proud woman.

The representation of the woman in this advertisement reflects a positive and professional woman who not only looks smart and efficient but is smart and intellectual. The formal clothing worn by the woman featuring in this ‘Charlie’ advertisement represents her as an intelligent, classy and professional which therefore suggests that this perfume will make you feel as though you possess these respected qualities. Unlike many other fragrance advertisements which are targeted towards young women, this one in unique in the fact that the woman is not draped in a silk bed sheet or robed in a fabulous, revealing designer dress. Instead of that attire she is wearing a smart business suit, using only her professionalism to highlight her sexuality which invites men and attracts women’s attention also, as those women desire to be just like her. This symbolises that the women who wear ‘Charlie’ are unlike any other women as they are independent and capture attention without certain items or clothes. This suggests you can be smart, professional and sexy at the same time and do not need to rely on seductive clothing to get attention.

‘Charlie’ is also a unisex name which could imply that this product, when worn by women, is attractive to men. It suggests that you do not need to act flirtatious or dress provocatively to get male attention. It suggests that the fragrance and its brand alone will capture the attention you desire from men and therefore enhance your confidence. The name highlights the fact that not all women have to be the stereotypical supercilious girl who acts slightly dim and enjoys playing with boys, it tells us that this fragrance is designed for those independent women who do not want or need to rely on a man for money, etcetera. The brand message suggests that you should either step outside your feminine comfort zone or embrace your true personality if you are and want to be different. It suggests that men are not attracted to the woman because of her clothes and looks but instead suggests that men will be attracted to you because of you.

Dior Addict by Dior (2011)

This shot I thought was good as it was unlike my other two choices because you cannot see the actual woman who represents this fragrance. Instead of her, you see a classy silhouette of a woman holding a bottle of perfume. The ground is clearly sand and the weather is clearly sunny as the sun shines through the pale pink screen that the woman is sitting behind. The unknowing what the woman looks like suggests that she is a woman of mystery and subtlety, a woman who doesn't give herself away to just anyone who asks. Her pose is poised and elegant which suggests she is a woman of class and also that the perfume is classy too. The pastel colours also highlight the fragrance as subtle but feminine as they are pale but girly. This shot suggests that if you were to buy the fragrance you would be able to get desired attention by being mysterious. It suggests you do not need to use your looks or sexuality to get the desired attention, it suggests that being yourself and keeping some of your private things private will then have you finding yourself a happier person. This shot suggests that perhaps less is more, all you need is this fragrance and to be yourself and you will become the woman every man wants and every woman 

wants to be. 

This specific shot shows Daphine Groeneveld as a very confident, carefree representation of women. She is bouncing down the streets of St. Tropez without a care in the world; happy and contented. This suggests that 'Dior Addict' will provide you with a sense that you are as beautiful and carefree as this woman. Not only is she oozing coolness but is passing by two men without even throwing them a glance. Whereas they gaze at her in what can only be described as wonderment - suggesting that they are extremely attracted to her. Maybe because of the fragrance she's wearing as well as her stunning looks? It suggests that if a woman was to see this advert and buy this fragrance she would expect to feel happy, confident and carefree. She would also expect to find that she is getting more male attention than when she is not wearing the supposedly 'irresistible' fragrance. I saw supposedly irresistible because the name 'Dior Addict' suggests that the scent is addictive and therefore so will you be. Daphine is also the centre of attention is this shot even though she is not placed directly in the centre of the screen. This attention is brought by her black outfit, which vividly contrasts against the pale, pastel oranges and blues of the typically French buildings behind her.  

I chose this shot as it reflects a different side of the woman's personality than the other two shots. This one suggests a more sexual, sensual and seductive side of Daphine. This effect is created as her hands are running back through her hair, the shot is a low shot, she wears an parted lip pout which has sexual connotations and her eyes are barely open which adds a 'late night' sort of 'smouldering' look. She looks relaxed and ready for a man to take her away. This shot shows that the fragrance suggests that men will find you sexually attractive and you will find yourself feeling glamorous and sexy. Women who purchase this fragrance would expect to feel both these things as well as the confident and happy emotions shown in the other screenshot. Her fair hair and pale skin dramatically contrast against her dark clothing and the darkness of the room she is dancing in. That brings me to the fact she is dancing on a table, this implies she is a cheeky girl who is daring and is not afraid to be a rebel. Overall this fragrance suggests the woman wearing it is a girl who has it all: happiness; confidence; cheekiness; elegance; mystery; glamour; sexiness; rebelliousness and not forgetting how good she smells...

SOUND IN SERENITY

The sound effects in Serenity are very important on creating an authentic impact on the audience. The music is often used in this extract to create an anti-climax which rapidly increases suspense and jeopardy. Both these aspects are very important to the genre as they indicate that this extract is taken from an action and adventure film. There is a song in the background consisting of string instruments, such as violins, which increases in pace throughout the scene, alerting the audience that something dangerous is about to happen. The pace continues to intensify until the battle commences at which it really kicks off. As the enemy attacks there is a dramatic rise of sound effects, including clattering metallic sounds of weaponry and whirring noises of futuristic engines. We can identify these sounds as futuristic as they come from spaceships and weapons which are too advanced to be from our current technology. 

In my opinion, one of the most intimidating sounds in this extract is the sounds of heavy breathing which comes from the fear inducing antagonists as the heroic protagonists push large and cumbersome crates against the doors. The protagonists are stressed but calm and collected as they hastily prepare to fight. At this moment in the extract all we hear of the enemy is their breathing and running, the fact we do not see them makes the feeling of fear more intense as the audience isn’t sure what kind of monster is about to charge at the protagonists. Near the end of the extract the background song increases in both pace and volume which intensifies the action and adds more excitement to the scene. Also near the end, a character is hit by a bullet, we can identify that they were shot as we hear the loud sound of a gunshot which is sudden and surprising striking alarm into the audience. 

STAR WARS PODRACE EXTRACT ANALYSIS

In what two ways are the narrative and characters typical of the AA genre?

We can immediately recognise this clip as an action and adventure film because there is a large amount of speed and motion. The speed and motion is shown clearly in the Pod race in which Anakin Skywalker is competing. The race seems exciting, intense and difficult as the crowd are seemingly buzzing with anticipation of what will happen next. The race also seems difficult as the track is dangerous; involving a risky chasm where Anakin has to rotate his Pod racer at a 90° angle in order to pass through. This means that to take part in this race you require a large amount of skill and bravery. The Pod race is obviously very fast and across a hazardous terrain which also adds to the spectacle. The vast desert in which they are racing shows that the Pods are travelling very fast as they zoom across the landscape. Anakin gets in a tangle with his opponent’s Pod racer which means any accidental movements will evict him from the race so he has to be very precise and accurate with his driving and aware of Sebulba’s tactics. He has to stay steady and speedy in order to still be in a chance of winning this race which obviously means a lot to him, even though he is unaware that if he wins the race he will win his freedom from slavery.

Anakin is another representation of an action and adventure film. He is a recognisable heroic protagonist as he is not only young but extremely brave. We can tell he is brave as he has entered into a possibly life risking race against older and aggressive competitors. His bravery and youth highlights that he is the protagonist, especially as Sebulba, the meanest alien he is racing, is sly and cruel to the young Anakin. This shows Sebulba as the villainous antagonist who is selfish and greedy as all he wants to do is win even if that means majorly injuring or killing a little boy. We can also tell that he is the antagonist as he is always the one trying to sabotage Anakin instead of Anakin being the one to interfere, showing Anakin as a fair racer. Sebulba as a bad loser who stops at nothing to try and win this race, he is rude and dangerous. We know also know that Anakin is a heroic protagonist as he is just a young child slave which means that the audience will be sympathetic towards him, this sympathy is created purely so the viewers’ find it even easier to recognise him as the good role.

Camera work & Sound Effects:

We are shown a lot of different angles and camera shots in this extract from Star Wars. They include a range of close ups which enable the audience to see small details and expressions on the characters faces. Close ups also show us the emotions and reactions of the drivers of the Pods: such as fear; worry; anticipation or even enjoyment from over taking other opponents. There are frequent establishing shots which clarify that this race is in a dangerous environment. They allow the audience to get a look at the type of place this Pod race is set, in this case it is in Tattooine – a planet in Star Wars. There are tracking shots which follow the course of the race to show how extensive the course is. They follow the pods which also emphasises the speed these pods are supposedly travelling at. Tracking shots move along with the object, they can easily create intense involvement and make the audience feel as though they are watching in the crowd or from another Pod racer. As the Pods are moving incredibly fast so are the tracking shots so they really capture the action and excitement in the atmosphere on the race in Tattooine. Tracking shots are perfect in action and adventure films as they really accentuate speed and motion. 

The point of view shots really emphasise the excitement and tension in the race as they put you in the driving seat. You are seeing what the driver would see and you can really capture the feeling of adrenaline as you fly across the race track. You get the view of the gears and dials which tell you how fast the racer is going so you can really imagine how Anakin is feeling. You also get the view of the track ahead showing the dangers in the race. We see large boulders and bits of rocks whizz by which could cause a fatal accident. There are a few slight Tilt Pan shots which are also point of view shots where the camera goes from looking at the dials of his Pod to looking up ahead. Tilt pan shots are commonly used as point of view shots when the character you are in the position of is intimidated or uncomfortable and looking up at a person or thing that is remarkably larger or scarier than them. In this case it creates a sense of discomfort as Anakin clearly has something wrong which his Pod and the camera, or his “eyes”, tilt up from the dials to the hazardous track and then back down. There are medium long shots which show spectators getting excited or worried about the race, these shots add to the atmosphere as they include variety of camera angles and make the racer seem very important and exhilarating. I didn’t notice many, or any, hand held camera work which creates an effect of being jostled in a crowd. The race is too fast for hand held camera work so most of the shots are tracking and would be assisted with technical equipment. 

There are many types of sounds which are vital to creating the effect the film makers want on the audience. There is an array of sound effects, from the sounds of racing cars used as the Pods zoom by, to the sounds of cheering and booing from the spectators. These two sounds would most likely be from a race car competition with a genuine live crowd enchanced with synthetic voices of the aliens which increases the intensity and volume. The sounds of the engines at the start of the race have an easily distinctive sound as the engines rev up as the race commences. The sound is a high pitched zoom which is commonly heard at race tracks caused by the friction of the tyres, the track and air. There are sounds of failing or faulty machinery when Pods get hit or start to combust, at the beginning the Pods go across a certain section of ground which has posts that hit the bottom of the Pods creating a banging which sounds like it could be created by drums. If this extract didn’t have any sound at all it would make the clip a lot less exciting and a lot less realistic. Without accurate sounding noises this clip would be very unauthentic as if a Pod were to burst into flames and fly off into a rock there would be a hell of a lot of noise. The sound effects really grab the audiences’ attention and keep it, it hold them in the scene and involves them in the events.

Mise en Scene:

This clip from Star Wars has many things in the scene which contribute to the authenticity of the film. There are different species of aliens with all kinds of fascinating features and textures, such as aliens with three eyes or antelope type noses. The Pods themselves seem to possess quite ‘alien’ technology, technology you would not seem to come across commonly on Earth. This also helps us recognise this extract is from a Sci-Fi action and adventure film. We can recognise that the film is Sci-Fi as the technology, clothing and creatures are not the sort of thing you would expect to find on Earth. Anakin’s mother and Padmé hold what would nowadays be called a tablet which enables them to what Anakin’s Pod through a live stream, this object could be found on Earth, however they have accessorized it with alien like symbols around the edge of the screen. 

There are some aliens that try to disrupt the race positioned ready to fire at the racers as they speed on past. This adds to the risk factor of the race and creates a sense of panic in the audience because if they target Anakin it will be very difficult for him to win at all having stalled at the beginning of the race. The two headed commentator is surrounded by wiring and alien technologies which add to our knowledge of this alien planet of Tattooine. The buildings at the rest stops for the Pods are quite abstractly designed, with smooth and rounded edges they look like structures you could possibly imagine on another planet. The clothing of the people of Tattooine all seems to be a very similar style. The colours are dull browns and greyish blues and appear to be of an itchy wool material, which makes that part of Tattooine look poor. 

We can tell the weather is extremely hot as everything looks dry, dusty and covered in sand, this means that the Pods are more likely to catch fire than if they were in a colder, damper environment. This means that the audience are more fearful for Anakin’s fate as he could be killed if there were to be an accident which seems very likely as Sebulba is clearly out to get him out of the race.

'DIOR ADDICT' SCREENSHOTS

 

Dior Addict - Be Iconic

This shot I thought was good as it was unlike my other two choices because you cannot see the actual woman who represents this fragrance. Instead of her, you see a classy silhouette of a woman holding a bottle of perfume. The ground is clearly sand and the weather is clearly sunny as the sun shines through the pale pink screen that the woman is sitting behind. The unknowing what the woman looks like suggests that she is a woman of mystery and subtlety, a woman who doesn't give her self away to just anyone who asks. Her pose is poised and elegant which suggests she is a woman of class and also that the perfume is classy too. The pastel colours also highlight the fragrance as subtle but feminine as they are pale but girly. This shot suggests that if you were to buy the fragrance you would be able to get desired attention by being mysterious. It suggests you do not need to use your looks or sexuality to get the desired attention, it suggests that being yourself and keeping some of your private things private will then have you finding yourself a happier person. This shot suggests that perhaps less is more, all you need is this fragrance and to be yourself and you will become the woman every man wants and every woman 
wants to be. 

This specific shot shows Daphine Groeneveld as a very confident, carefree 

representation of women. She is bouncing down the streets of St. Tropez without a care in the world; happy and contented. This suggests that 'Dior Addict' will provide you with a sense that you are as beautiful and carefree as this woman. Not only is she oozing coolness but is passing by two men without even throwing them a glance. Whereas they gaze at her in what can only be described as  wonderment - suggesting that they are extremely attracted to her. Maybe because of the fragrance she's wearing as well as her stunning looks? It suggests that if a woman was to see this advert and buy this fragrance she would expect to feel happy, confident and carefree. She would also expect to find that she is getting more male attention than when she is not wearing the supposedly 'irresistible' fragrance. I saw supposedly irresistible because the name 'Dior Addict' suggests that the scent is addictive and therefore so will you be. Daphine is also the center of attention is this shot even though she is not placed directly in the center of the screen. This attention is brought by her black outfit, which vividly contrasts against the pale, pastel oranges and blues of the typically french buildings behind her.  

I chose this shot as it reflects a different side of the woman's personality than the other two shots. This one suggests a more sexual, sensual and seductive side of Daphine. This effect is created as her hands are running back through her hair, the shot is a low shot, she wears an parted lip pout which has sexual connotations and her eyes are barely open which adds a 'late night' sort of 'smouldering' look. She looks relaxed and ready for a man to take her away. This shot shows that the fragrance suggests that men will find you sexually attractive and you will find yourself feeling glamorous and sexy. Women who purchase this fragrance would expect to feel both these things as well as the confident and happy emotions shown in the other screenshot. Her fair hair and pale skin dramatically contrast against her dark clothing and the darkness of the room she is dancing in. That brings me to the fact she is dancing on a table, this implies she is a cheeky girl who is daring and is not afraid to be a rebel. Overall this fragrance suggests the woman wearing it is a girl who has it all: happiness; confidence; cheekiness; elegance; mystery; glamour; sexiness; rebelliousness and not forgetting how good she smells... 

PREZI ON QI

PREZI LINK HERE

Click link above to see my Prezi on QI