Task : 2  
Advert analysis and semiotics 


Denotation:

• Physically the audience can see a really popular celebrity ; Taylor Swift in the advert . Right from the beginning this may grab the attention of many viewers.
• The audience see a dull and empty room at first , but as soon as Taylor puts on 'Wonder Struck' she steps into a brand new magical world , in which she seems like a princess.
• She also meets a handsome man whom she smiles at , seeming that she has found her true love just by applying Wonder Struck.
• The audience also see the different settings Taylor walks through , starting with a lonely room with only a mirror , after which she enters an enchanted forest thanks to Wonder Struck . Lastly she stands smiling infront of a door which will open to a grand room. 

Shots:

• The advert starts with a mid shot and a close up , focusing on Taylor entering the room and capturing the moment she applies wonderstruck , we only see everything from her waist up initially.
• later the camera switches between  wide and  mid shots , in which the whole setting (an enchanted forest) as well as Taylor's expression can be seen . Also a mid shot is used to introduce the young man in the background and a close up to capture Taylors expression while seeing him.
• The advert ends with a mixture of mid shots and close ups on Taylor and finishes with a cut in , Taylor's hands are focused in the camera , turning the door handle to the magnificent room.

Sound and Music:

• the background music given in the advert is one of Taylor Swift's own songs ; enchanted. The music flows very well with the advert and gives the feeling of magnificence. The last line of the song is ' I was enchanted to meet you' plays as Taylor begins to twist the door handle . Maybe suggesting how wonderstruck may help the consumer meet their true love , just as Taylor is about to behind the wooden door. I believe that the music is well chosen and adds a feeling of royalty and magic in the readers minds.

Mise en scene :

• The setting starts in an empty room with nothing but a simple yet fancy mirror in which Taylor looks and applies the perfumes. Taylor wears bright red lipstick which focuses my attention on her and a magical brightness fills the room as she places her hands on the mirror.
• The setting changes as she touches the mirror , it glows and she enters into a whole new world . With huge tress , chandlers hanging from them , the weather and color  around is quite dark maybe to focus more on Taylor herself , who wears a beautiful white gown and bright red lipstick . At this point the young mine  is also revealed wearing white, making us think that he is charmed by the smell of her perfume , Wonderstruck.
• At last Taylor enters a brightly lit room , it stands out to the audience as it the first bright thing we see after all the dull and dark setting. We assume that she is just about to have a meeting with the man we saw earlier.

Editing:

• Not much editing Is seen in the Wonderstruck advert , it flows together quite well and in order. The moment when Taylor enters the magical forest may have been edited as she wears a brand new dress after she steps in , A flash is used to cover the part where she enters, to save time and make the advert flow smoothly.

Logo

The logo of the perfume Wonderstruck is written in gold bold letters , with the word W twisted and different from the others . The color is definitely something that attracts me to the product , as it quite a rich color , gold does remind me of magic and magnificence.

Slogan:

The slogan of the product narrated in the lovely voice of Taylor Swift ; 'the beginning of something magical' .The advert definitely supports this slogan as the entire advert seems magical due to its colors and settings . The part that reinforces this idea is the ending , twisting of the door handle by Taylor , where she seems to begin her journey onwards something magical.

Caption:

Apart from the products name , Taylor Swifts signature is seen right at the end to make sure the audience are aware that she is promoting Wonderstruck . Also the words ' a new fragrance' are seen below the signature , which do not really persuade me to buy the product . Where everything has been so grand and magnificent these words seem quite vague. More powerful words , or no words at all would have made the advert almost perfect.

Persuasive techniques:

Not many techniques are used in the Wonderstruck advert . The fact that it has a such a popular celebrity and her music to promote it seems to do the job. However , I do feel the technique of reward is used , psychological reward is seen , as it suggests how the perfume will lead you towards finding your true love and entering a world of magic with a new beginning. It may make the consumer feel better mentally.

Connotation:

The meaning behind the advert I feel is to make the consumer, especially young girls and women feel 'magical' and 'enchanted' . The words at the end from Taylor ' Wonderstruck , the beginning of something magical' definitely adds to the consumers feelings of being special , in a different world with magical a atmosphere. Also the color purple , which is the main color in the product could mean how after buying 'Wonderstruck' a person would feel royal and luxurious , as these are the things that come to mind when we see the color. Purple is also a well liked color amongst many people especially women therefore it attracts them further . The gold cap adds a sense of magic to the consumers feelings.

Social / cultural context:
Around the time Wonderstruck was produced and sold into the market Taylor Swifts song 'Enchanted' was also quite popular . This gave a huge promotional advantage to the producers as people will be attracted by Taylors presence in the advert , and of course , very likely to buy it.