Perfume Advert

Analysis of Advert

This advert utilises a generic British signifier- the Union Jack. I also made the advert for a British label so that the concept makes sense. The product promotes youth (which is clear from the title of the fragrance), a rock 'n' roll lifestyle and the effortless British attitude. I conveyed this by using George Craig in the advert; he is a British artist and model, best known for being the front man of One Night Only and face of Burberry. He is not hugely famous, so doesn't distract from the concept of the advert too much; however, he is recognisable and has the preppy/indie look that Fred Perry is all about.

I would say that the unique selling point for this advert is George Craig and the unmissable Britishness of it. The target market for this product is obvious from the name of the fragrance; it is aimed at young men. The demographic for this advert is mainly individuals- people who like to be different, yet it is also aimed at a quite middle class market as Fred Perry is quite an expensive label. However, the advert is distinctively British, attracting quite a patriotical market. George Craig's appearance also influences a kind of 'rock 'n' roll'/ 'indie' style, so the advert should appeal to people that are into that kind of music scene and aspire to have that kind of style.

The advert particularly shows creativity and connotes a kind of spontaneous attitude- the self-actualization section of Maslow's Theory has been used in order to convey this. The aspirational qualities of it are to have a young, spontaneous attitude and to have a cool, effortless style; the advert is trying to persuade a new concept of "youth", using classic British style.

The colours of the Union Jack connote Britishness. The use of black and white pictures gives the advert a classic look and connotes a rock 'n' roll theme. The subtlety of the Fred Perry logo fits the advert well and the fact that it is golden suggests that it is a well-known label that has a great reputation. The perfume bottles are Navy and almost the same colour as the blue on the Union Jack- this is so that the fragrance relates to the advert and fits the colour scheme.