TV advert- Lancome La Vie Est Belle
"Lancome" is a French luxury perfumes and cosmetics company that distributes products internationally. Its headquarters are in Paris, France. This is part of their brand identity, as the name of the perfume being advertised is in French. This could be a problem as the language being used could not be known to potential costumers, however given the nature of the company, producer of luxury perfumes, this only adds strength to their soft sell. In the advert, such stylish and elitist mood is represented through the narrative of the TV advert (a lavish party full of classy people) and the overall lightning and colour. Dark tones of purple, black, pink as well as cool blues and whites embody the contrast between good and bad, given as Julia Roberts is wearing white and the rest of the party go-ers black, with her being the only one that "breaks free of the dictates and convections".
This problem is presented in the narrative, with the intro saying "In a world full of dictates and convections, could there be another way?", the persuasive language of rhetorical questions heightens the audience's attention. The "dictates and connections" are depicted with shiny strings, that presumably control every action of the "rich- classy people" attending the party. Julia Roberts, the chosen brand ambassador, is perfect as she's a loved movie actress who has starred in classic movies like "Pretty Woman", "My Best Friend's Wedding" and "Runaway bride". In all of these movies, despite the predictable romantic comedy plot of guy-meets-girl, the characters she's personified are women who dictate their own life and don't wait for a 'prince charming' to save them. This lines up with the fact she's the one who breaks her own chains.
The advert's mode of address is positive, highlighted by Julia Robert's facial expression, with the smile in the end, displaying the name of the perfume in the end "La Vie Est Belle". The music ties in with this idea, with lyrics such as "it's a beautiful day", etc. This plays on the audiences' possible desire of being unique and to stand out, which this perfume implicitly states through the constant cuts between the party attendees and Julia. The editing further contributes to sell the product.
Print advert- Asics' "Sound Mind, Sound Body"
This advert is quite minimalistic due to the choice of basic colours like black grey and white, with the focus being the visual figure as it is large and placed on the left side. The tagline is right next to it, making the visual more effective as it is easy for the audience to follow. The brand is centred around sportswear Asics, which means they care about physical wellbeing, however with this advert they suggest they also care about emotional and mental wellbeing, improving their brand identity. Half the visual contains words like "insecurity", "rage", "sadness", etc, so the graphics display negative emotions which cover half of the woman, with the other half is the woman running through what seems to be a water wall, so the other side is clear from any negativity. The woman's facial expression seems to be positive as she's smiling, suggesting with Asics' sportswear you can face your struggles as well, in order to have a "sound mind [and] sound body".
The brand is aware of the current mental health awareness, with many people speaking out about these issues, unlike the past stigma directed towards such, therefore using audience's fears to gain money. With the tagline of "Sound mind. Sound body" the company looks to concentrate on the words "mind" and "body" as they're in bold. The font follows the minimalistic tone as it is simple, which evokes calmness. It is persuasive as all words used are single syllables, which makes the sentence catchy and easy to remember. In the bottom right, in a smaller font, the company seems to use a fact for their gain, as it says "running cleanses the mind and the body", with the company logo being strategically placed after, to advertise one last time their products.
The advert's mode of address is positive, highlighted by Julia Robert's facial expression, with the smile in the end, displaying the name of the perfume in the end "La Vie Est Belle". The music ties in with this idea, with lyrics such as "it's a beautiful day", etc. This plays on the audiences' possible desire of being unique and to stand out, which this perfume implicitly states through the constant cuts between the party attendees and Julia. The editing further contributes to sell the product.
Print advert- Asics' "Sound Mind, Sound Body"
This advert is quite minimalistic due to the choice of basic colours like black grey and white, with the focus being the visual figure as it is large and placed on the left side. The tagline is right next to it, making the visual more effective as it is easy for the audience to follow. The brand is centred around sportswear Asics, which means they care about physical wellbeing, however with this advert they suggest they also care about emotional and mental wellbeing, improving their brand identity. Half the visual contains words like "insecurity", "rage", "sadness", etc, so the graphics display negative emotions which cover half of the woman, with the other half is the woman running through what seems to be a water wall, so the other side is clear from any negativity. The woman's facial expression seems to be positive as she's smiling, suggesting with Asics' sportswear you can face your struggles as well, in order to have a "sound mind [and] sound body".The brand is aware of the current mental health awareness, with many people speaking out about these issues, unlike the past stigma directed towards such, therefore using audience's fears to gain money. With the tagline of "Sound mind. Sound body" the company looks to concentrate on the words "mind" and "body" as they're in bold. The font follows the minimalistic tone as it is simple, which evokes calmness. It is persuasive as all words used are single syllables, which makes the sentence catchy and easy to remember. In the bottom right, in a smaller font, the company seems to use a fact for their gain, as it says "running cleanses the mind and the body", with the company logo being strategically placed after, to advertise one last time their products.
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