Mini Essay

Compare how media language is used in the construction of gender  in two print  advertisements for fragrance?

                  

Print Advert:1 (Calvin Klein's 'Reveal')



Print Advert :2 ( Justin Bieber's 'The Key')

In this essay I will be analyzing two print adverts for fragrances , one for a Calvin Klein fragrance called Reveal and second a perfume endorsed by Justin Bieber named 'The Key'.I will closely look at and discuss how media language has been used in both print advertisements and compare how  both have managed to construct gender stereotypes. My essay will have two main bodies , one body for each print advert . I will end the essay with a conclusion, making direct comparisons between the two print adverts and explaining how media language has been to establish gender.

The first advert I will study is Calvin Klein's 2014 fragrance , Reveal. I will start by discussing the name of the product , 'Reveal' , written in capitals in the print advert.My initial thoughts as I read the words are exposure , display and uncovering . I associate all these words with the skin , and having a glance at the two models in the advert , the word reveal does become strongly linked to the revealing of the body , as both models have revealed a great part of their body. However , I notice that the male model has revealed much more of his body compared to the woman. This may be because the advert aims to attract women in particular, and uses the male's body to appeal to them.This is the first step in the construction of gender, the male model Charlie Hunman seems to have a perfect body , with the right size of muscles , back dimples and a smooth backbone which may even have been airbrushed. This image of Hunman suggests how by using this perfume women will be able to attract men like Hunman , when in reality a man like him may not at all be desirable to women. This creates a gender stereotype as it recommends men to have a similar body to Hunman in order to attract females like the model.In a sense the advert uses the technique of psychological reward because it may make women feel better mentally as , thinking that by applying 'Reveal' they will be able to attract such fit men. The print advert links to basic gender stereotypes , as it suggests how men need to be fit and muscled and women need to be slim and pretty. Moving on to the mise en scene, the main color in the advert is rose gold , this color hints love and romance , which is clearly seen in the print advert as both models are seen hugging. There is also a curtain in the background , suggesting they're both at home , in private, again connoting love. The skyline of New York is also seen in the background , in black , suggesting elegance and mystery. There is also daylight in the advert which allows the audience to see the bodies of the models clearly , makes both of them more appealing. The lighting also focuses my attention towards the facial expression of the female model , her eyes look directly at the  camera therefore the audience ,maybe suggesting how she wants all women to be like her and this may only be done by buying and applying reveal. Overall , I feel that media language is used to a great extent in the construction of gender in this print advert . After studying the advert in detail I think it connotes a typical stereotype , the idea of 'male gaze' , that women exist to be 'looked at' by the men or in this case maybe seduce men towards them.







The second fragrance to analyse is Justin Berber's The Key. I will begin by looking closely at the mise en scene of the print advert. The actual product is clearly seen in the photo , and the design seems very different to the fragrance previously discussed . The product is a white bottle with a key attached to it , connoting that by unlocking this key and applying the perfume an individual will become instantly more desirable to the opposite gender. A widely popular star Justin Beiber is the main character focused in the advert , and this may not only appeal to men but also women, as they would want to buy the perfume for their male partner. Justin is dressed in a suit suggesting class and elegance . He also looks very handsome striking a teen ideal pose , which may convince teenagers especially to purchase the product as it may bring them closer to their favorite pop star . The technique of physical and psychological  reward is used as an individual may feel better mentally , thinking they are similar to Justin, and also physically when they apply the fragrance. The lighting here is also very interesting , a dark atmosphere suggests privacy and secrecy between the two genders.  Lighting is also used as a tool on Justin's face , as half  of it is in high key lighting and the remaining in low-key , this is successful in highlighting his facial features and make him seem more like an adult. One last important feature of mise en scene is the presence of the woman in the background. The woman wearing a black dress , similar to the Calvin Klein model is laid across the bed behind Justin.The fact that the lighting is mostly dark could connote that she is asleep and that Justin is the man of her dreams. This creates a stereotypical image of women because it implies how women only dream of men , in this case men like Justin. The fact that the image of Justin covers most of the advert and the woman's image only appears in the background , could mean how women are the one's who need men and not vice-versa. Just like 'Reveal' it shows the idea of 'male gaze' , the ideology that women only exist to be looked at by men and that 'The Key' has a unique fragrance which will help them achieve this .





Finally , i will compare various aspects of both print adverts and explain how both have managed to create a construction of gender using media language. Both adverts use one key media technique which is lighting in the Calvin Klein a rose gold lighting is used mostly , and this may be because the fragrance is for women in particular therefore a color which majority women will ind appealing is used. In the Justin fragrance a dark blue color is used to cover most of the advert , again denoting how men will ind the product more appealing if manly colors like blue are used . The fact that the fragrance for 'him' the Calvin Klein one uses a shade of pink to promote and the fragrance for 'her' Justin's one uses a shade of blue strongly suggests how girls love pink while boys love blue. Which is a traditional stereotypical idea that society is well aware of. However, one difference both print adverts have is to do with the mise en scene. In the Klein advert the male model has a great body while Justin does not reveal any part of his boys except his face . This could mean how men are able to attract women in various ways. Either by an attractive body or a handsome face as the adverts imply.However , the fact that the women in both adverts reveal about the same amount of their body and also wear similar clothes could suggest how women need only one main thing in order to attract one ; a good body. Both adverts suggest how women with bodies , possibly like the female models, will have a better chance of attracting men like Hunman and Justin , whereas men only need one of the above.Therefore , mise en scene e.g. the clothing of the models and lighting are used to a great extent in order to create a construction of gender. Both adverts are able to establish gender stereotypes very successfully.

Mini Essay

Compare how media language is used in the construction of gender  in two print  advertisements for fragrance?

                  

Print Advert:1 (Calvin Klein's 'Reveal')



Print Advert :2 ( Justin Bieber's 'The Key')

In this essay I will be analyzing two print adverts for fragrances , one for a Calvin Klein fragrance called Reveal and second a perfume endorsed by Justin Bieber named 'The Key'.I will closely look at and discuss how media language has been used in both print advertisements and compare how  both have managed to construct gender stereotypes. My essay will have two main bodies , one body for each print advert . I will end the essay with a conclusion, making direct comparisons between the two print adverts and explaining how media language has been to establish gender.

The first advert I will study is Calvin Klein's 2014 fragrance , Reveal. I will start by discussing the name of the product , 'Reveal' , written in capitals in the print advert.My initial thoughts as I read the words are exposure , display and uncovering . I associate all these words with the skin , and having a glance at the two models in the advert , the word reveal does become strongly linked to the revealing of the body , as both models have revealed a great part of their body. However , I notice that the male model has revealed much more of his body compared to the woman. This may be because the advert aims to attract women in particular, and uses the male's body to appeal to them.This is the first step in the construction of gender, the male model Charlie Hunman seems to have a perfect body , with the right size of muscles , back dimples and a smooth backbone which may even have been airbrushed. This image of Hunman suggests how by using this perfume women will be able to attract men like Hunman , when in reality a man like him may not at all be desirable to women. This creates a gender stereotype as it recommends men to have a similar body to Hunman in order to attract females like the model.In a sense the advert uses the technique of psychological reward because it may make women feel better mentally as , thinking that by applying 'Reveal' they will be able to attract such fit men. The print advert links to basic gender stereotypes , as it suggests how men need to be fit and muscled and women need to be slim and pretty. Moving on to the mise en scene, the main color in the advert is rose gold , this color hints love and romance , which is clearly seen in the print advert as both models are seen hugging. There is also a curtain in the background , suggesting they're both at home , in private, again connoting love. The skyline of New York is also seen in the background , in black , suggesting elegance and mystery. There is also daylight in the advert which allows the audience to see the bodies of the models clearly , makes both of them more appealing. The lighting also focuses my attention towards the facial expression of the female model , her eyes look directly at the  camera therefore the audience ,maybe suggesting how she wants all women to be like her and this may only be done by buying and applying reveal. Overall , I feel that media language is used to a great extent in the construction of gender in this print advert . After studying the advert in detail I think it connotes a typical stereotype , the idea of 'male gaze' , that women exist to be 'looked at' by the men or in this case maybe seduce men towards them.







The second fragrance to analyse is Justin Berber's The Key. I will begin by looking closely at the mise en scene of the print advert. The actual product is clearly seen in the photo , and the design seems very different to the fragrance previously discussed . The product is a white bottle with a key attached to it , connoting that by unlocking this key and applying the perfume an individual will become instantly more desirable to the opposite gender. A widely popular star Justin Beiber is the main character focused in the advert , and this may not only appeal to men but also women, as they would want to buy the perfume for their male partner. Justin is dressed in a suit suggesting class and elegance . He also looks very handsome striking a teen ideal pose , which may convince teenagers especially to purchase the product as it may bring them closer to their favorite pop star . The technique of physical and psychological  reward is used as an individual may feel better mentally , thinking they are similar to Justin, and also physically when they apply the fragrance. The lighting here is also very interesting , a dark atmosphere suggests privacy and secrecy between the two genders.  Lighting is also used as a tool on Justin's face , as half  of it is in high key lighting and the remaining in low-key , this is successful in highlighting his facial features and make him seem more like an adult. One last important feature of mise en scene is the presence of the woman in the background. The woman wearing a black dress , similar to the Calvin Klein model is laid across the bed behind Justin.The fact that the lighting is mostly dark could connote that she is asleep and that Justin is the man of her dreams. This creates a stereotypical image of women because it implies how women only dream of men , in this case men like Justin. The fact that the image of Justin covers most of the advert and the woman's image only appears in the background , could mean how women are the one's who need men and not vice-versa. Just like 'Reveal' it shows the idea of 'male gaze' , the ideology that women only exist to be looked at by men and that 'The Key' has a unique fragrance which will help them achieve this .





Finally , i will compare various aspects of both print adverts and explain how both have managed to create a construction of gender using media language. Both adverts use one key media technique which is lighting in the Calvin Klein a rose gold lighting is used mostly , and this may be because the fragrance is for women in particular therefore a color which majority women will ind appealing is used. In the Justin fragrance a dark blue color is used to cover most of the advert , again denoting how men will ind the product more appealing if manly colors like blue are used . The fact that the fragrance for 'him' the Calvin Klein one uses a shade of pink to promote and the fragrance for 'her' Justin's one uses a shade of blue strongly suggests how girls love pink while boys love blue. Which is a traditional stereotypical idea that society is well aware of. However, one difference both print adverts have is to do with the mise en scene. In the Klein advert the male model has a great body while Justin does not reveal any part of his boys except his face . This could mean how men are able to attract women in various ways. Either by an attractive body or a handsome face as the adverts imply.However , the fact that the women in both adverts reveal about the same amount of their body and also wear similar clothes could suggest how women need only one main thing in order to attract one ; a good body. Both adverts suggest how women with bodies , possibly like the female models, will have a better chance of attracting men like Hunman and Justin , whereas men only need one of the above.Therefore , mise en scene e.g. the clothing of the models and lighting are used to a great extent in order to create a construction of gender. Both adverts are able to establish gender stereotypes very successfully.

Evaluation of cross platform advertsing

Evaluation of cross platform advertising

	Strengths	Potential problems	Examples
Viral advertising	Opportunity to make a huge amount of money through advertising Viral adverts which are brilliant can spread quickly , like a virus , which means a huge amount of support from audience .The company can make huge success. Which can give credibility to the brand	Viral adverts are quite hard to create , they need to advertise the brand as well as make the audience remember it well and make them share it Viral adverts can also backfire , they might not create a buzz amongst viewers , which means that a lot of money is lost and little profit made	Always , #likeagirl = the advert was publishes in 2014 and has 64million views so far , an advert which sounds and looks as if appeals only to women but it appeals to all genders. The advert became very popular as it broke the typical stereotype towards women.
Native advertising	There is a higher chance that audience will view a native advert , because it is disguised they are more likely to watch till the end , which fulfils the purpose of the adverts. It connects the brand and the reader much more strongly than just an advert which most people avoid. The brand can therefore develop greater sharing opportunities	Native advertising can fail if not planned and executed properly to n audience, The adverts can seem unethical to readers , they can dishonest and misleading headlines.	An example of native advertising is Ariana Grande's video song , focus . In the advert she is seen writing the name of her song on a Samsung phone screen and later she takes selfies on the phone she used earlier on. The audience may be much more interested in the phone purely because it is focused in a Ariana's song , a well known star.
Targeted advertising	It appeals to specific needs of people so they are more likely to click on the advert , which will benefit the brand Native ads can appear in almost every online media platform , so they are wide reaching and likely to attract audience.	while some people may be interested in the adverts , many people tend to ignore native ads. Some people may see completely irrelevant ads on their media page which may put them off from clicking any ads at all.	A well known example of targeting advertising is YouTube . On YouTube your history is tracked according to the videos you watch , and when you visit YouTube again more videos related to ones you have watched begin to appear.
Shoppables and Influencers	A brand may become very popular due to the fact that it is associated with a celebrity The brand will make huge profits because the their products will be viewed and bought across the globe.	It may be very expensive to get a celebrity to endorse your brand . Majority will not be influenced by the brand as they will be more interested in other features of the media platforms.	A very common example of shoppables is Instagram , where nearly all celebrities post pictures of their latest dressing as well adding the tags such as the designers name.

Evaluation of cross platform advertsing

Evaluation of cross platform advertising

	Strengths	Potential problems	Examples
Viral advertising	Opportunity to make a huge amount of money through advertising Viral adverts which are brilliant can spread quickly , like a virus , which means a huge amount of support from audience .The company can make huge success. Which can give credibility to the brand	Viral adverts are quite hard to create , they need to advertise the brand as well as make the audience remember it well and make them share it Viral adverts can also backfire , they might not create a buzz amongst viewers , which means that a lot of money is lost and little profit made	Always , #likeagirl = the advert was publishes in 2014 and has 64million views so far , an advert which sounds and looks as if appeals only to women but it appeals to all genders. The advert became very popular as it broke the typical stereotype towards women.
Native advertising	There is a higher chance that audience will view a native advert , because it is disguised they are more likely to watch till the end , which fulfils the purpose of the adverts. It connects the brand and the reader much more strongly than just an advert which most people avoid. The brand can therefore develop greater sharing opportunities	Native advertising can fail if not planned and executed properly to n audience, The adverts can seem unethical to readers , they can dishonest and misleading headlines.	An example of native advertising is Ariana Grande's video song , focus . In the advert she is seen writing the name of her song on a Samsung phone screen and later she takes selfies on the phone she used earlier on. The audience may be much more interested in the phone purely because it is focused in a Ariana's song , a well known star.
Targeted advertising	It appeals to specific needs of people so they are more likely to click on the advert , which will benefit the brand Native ads can appear in almost every online media platform , so they are wide reaching and likely to attract audience.	while some people may be interested in the adverts , many people tend to ignore native ads. Some people may see completely irrelevant ads on their media page which may put them off from clicking any ads at all.	A well known example of targeting advertising is YouTube . On YouTube your history is tracked according to the videos you watch , and when you visit YouTube again more videos related to ones you have watched begin to appear.
Shoppables and Influencers	A brand may become very popular due to the fact that it is associated with a celebrity The brand will make huge profits because the their products will be viewed and bought across the globe.	It may be very expensive to get a celebrity to endorse your brand . Majority will not be influenced by the brand as they will be more interested in other features of the media platforms.	A very common example of shoppables is Instagram , where nearly all celebrities post pictures of their latest dressing as well adding the tags such as the designers name.

Comparison of contemporary and historical Persil advert :

Comparison of contemporary and historical Persil advert :

Task:3 (Guardian Article Questions)

Task : 3
The Guardian Article Questions

Summary

The article states that due to the internet , people no longer have the tolerance to watch '30 seconds of sell' in their busy lives. Adverts have lost importance. Native advertising , product placement and branded content may be the way forward.

Notes:

• The article by The Guardian informs audience about the fact that adverts , commercials are now becoming extinct .
• It says how they were popular during 1960's as people had no other form of media e.g. Facebook , twitter , this meant that people had the time and patience to sit through minutes of adverts as it was seen as a time killing activity.
• However with a rapid growth in the use of emails , messages and other forms of network people no longer have the need or tolerance to watch commercials .
• The only way brands can now promote themselves is through uploading their content as a tweet , Facebook page . The article notifies us as to how very soon adverts and commercials will be like pieces of antiques waiting for the discovery of historians.

What are the main challenges faced by the advertising industries?

I believe that new form of technology gives serious competition to advertising . The creation and development of twitter , Facebook and phones have given people something valuable to do instead of sitting on their couch and waiting for their show to continue . I also think that the biggest challenge that the industry faces is the fact that TV's have also now become advanced , with the 'ability to pause , fast forward , rewind' . This is such a graet challenge that I believe it thraethens to to erase the advertising industry in a few years when TV shows may become completelt ad free!

What is native advertising , branded content and targeted advertising?

Native advertising :
When an advert is made to physically look like the content the reader is reading or viewing. E.g. A company can advertise their product as a twitter feed , this can then be shared through the billions of people that use twitter . Native Advertising is therefore sharable content,

Branded Content:

Any content that the consumer reads or sees  that will remind them of the brand it is associated with. It makes the reader think of the brand as they view the content. A really good example is The Lego Movie , which seems like a 90 minute advert but it actually has the ability to connect consumers to the Lego brand  deeply , by associating important life lessons through the branded content e.g. staying true to yourself.

Target Advertising:
Targeted adverts are those that are produced for a specific audience. Certain adverts may appear in front of a consumer depending on their browsing history e.g. if they view a lot on branded shoes like Nike , then they may see adverts from the brand Nike pop up when they go online .

Task:3 (Guardian Article Questions)

Task : 3
The Guardian Article Questions

Summary

The article states that due to the internet , people no longer have the tolerance to watch '30 seconds of sell' in their busy lives. Adverts have lost importance. Native advertising , product placement and branded content may be the way forward.

Notes:

• The article by The Guardian informs audience about the fact that adverts , commercials are now becoming extinct .
• It says how they were popular during 1960's as people had no other form of media e.g. Facebook , twitter , this meant that people had the time and patience to sit through minutes of adverts as it was seen as a time killing activity.
• However with a rapid growth in the use of emails , messages and other forms of network people no longer have the need or tolerance to watch commercials .
• The only way brands can now promote themselves is through uploading their content as a tweet , Facebook page . The article notifies us as to how very soon adverts and commercials will be like pieces of antiques waiting for the discovery of historians.

What are the main challenges faced by the advertising industries?

I believe that new form of technology gives serious competition to advertising . The creation and development of twitter , Facebook and phones have given people something valuable to do instead of sitting on their couch and waiting for their show to continue . I also think that the biggest challenge that the industry faces is the fact that TV's have also now become advanced , with the 'ability to pause , fast forward , rewind' . This is such a graet challenge that I believe it thraethens to to erase the advertising industry in a few years when TV shows may become completelt ad free!

What is native advertising , branded content and targeted advertising?

Native advertising :
When an advert is made to physically look like the content the reader is reading or viewing. E.g. A company can advertise their product as a twitter feed , this can then be shared through the billions of people that use twitter . Native Advertising is therefore sharable content,

Branded Content:

Any content that the consumer reads or sees  that will remind them of the brand it is associated with. It makes the reader think of the brand as they view the content. A really good example is The Lego Movie , which seems like a 90 minute advert but it actually has the ability to connect consumers to the Lego brand  deeply , by associating important life lessons through the branded content e.g. staying true to yourself.

Target Advertising:
Targeted adverts are those that are produced for a specific audience. Certain adverts may appear in front of a consumer depending on their browsing history e.g. if they view a lot on branded shoes like Nike , then they may see adverts from the brand Nike pop up when they go online .

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.

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.

Advert Analysis and semiotics
Own Advert

Denotation:
Our advert starts with Sadia entering through a door , she steps on a piece of chip without realizing . Then I step through the same door and spot the mess made , as I'm the one who spotted it I also have to clean it up. This is where the idea of the broom is initially introduced . Sadias voice comes as I'm seen in the video , she compares the Brilliant Broom 900 to a hoover , this is where the massage may become more clear . We end with me showing the audience how easy it is to use the broom , ending with an image of the actual product.

Shots:
The entire advert is filmed in a wide shot , this is so the situation is quite clear to the audience . Also wide shots allow audience to see the product quite clearly , the broom is seen fully in all shots , which was very useful . However I believe that a range of shots would have made our advert much more interesting e.g. a cut in , where the Broom could be shown in use , it would have focused much more on the product and created a variety.

Sound / Music
Initially we start the advert with silence so the situation becomes clear . Then we begin speaking , the voice of the person speaking is different to the person being filmed , which seems interesting and is quite popular in adverts. However , I do feel that our speaking could have been much more clear and loud . Towards he end we play a song 'I've got the power' , suggesting how consumers will have the power to Save Money , Save Time , Save Health' , I believe that this piece of music at the end makes our advert a little stronger and gives an ending to remember. The music chosen goes quite well with the advert , however adding some other form of music may have made it better.

Mise En Scene:
There is not very much to be seen on the scene except the actual product , Brilliant Broom 900, this focuses the audiences attention the actual product rather than on anything else. We also use a piece of paper at the beginning as a prop , we want it to look as if Sadia is a busy college student, I believe that using the paper was a good choice as it gives the message of her being busy and revising at the start.
We have also chosen a place with a bin in the right and plants in the as we wanted to create  a feeling of being at home. The massive carpet at the entrance adds to this as it serves almost as an entrance carpet which most people would have in their homes.

Editing
We have filmed each shot separately to give the idea of being in different time situations. There has been no cutting of any scene or shot , just the fact that each scene was filmed many times in order to make it perfect. We have included a picture of the Brilliant Broom 900 right at the end of the advert , to make sure the audience knows what we are selling. The image at the end has been edited using an app to make it more appealing .We increased the brightness so the broom is in focus , added our slogan at the top  , increasing in size so it catches the consumers attention. The name of the product is in the Centre to obviously focus it and also make it stick in the readers memory . We chose to put all the writing in yellow as it is an eye catching color.

Logo:
We decided to call our product The Brilliant Broom 900 , and created a logo in bright yellow and curved letters to make sure that the products name stands out to the audience . The color yellow grabs the attention on the words and the curly letters make the name stand out .

Slogan:
We decided to write the slogan ' Save Money , Save Time , Save Health' because not only does it sound interesting but it is also a hundred percent true . You save time as you only ' grab and scrub' , you save money as well all know it is much cheaper than a hoover and you save health as it can help you exercise in the comfort of your home . We have mentioned all these points in our advert as well as including them at the end.

Persuasive Techniques:
We have used various techniques in the advert. We start with the technique of punishment 'Are you really going to bother lifting that Hoover and let the noise pierce your ear drums' here we suggest how the audience will suffer physically by not buying the Brilliant Broom 900 .We also use the technique Bandwagon as I say ' Join the club' , I feel that this technique could have been made better and could have been linked with reward . At the end we use repetition in our slogan the word 'Save' repeated thrice , it could also be linked to the physical and psychological reward.

Connotation:
I think the meaning behind the products name 'Brilliant Broom 900' is clear. It is a repetitive technique to make the reader remember it well but the word Brilliant could be true in many senses .The broom is brilliant because its weightless , it costs almost nothing compared to a hoover , there is no electricity bills for it , all it needs to survive is a little corner in the house . A hoover or any other cleaning product may take a few minutes to clean but The Brilliant Broom takes no more than 2 minutes. The word Brilliant may also be seen as creative ,as we have shown a way in which only a single broom can help you exercise and improve health.

Social / Cultural context:
I think the only thing I can say about context is that in 2017 hoovers and other cleaning appliances with high technology are in demand. They seem very fancy and useful but are very expensive and do ruin the texture of your carpet , also they take an incredible amount of time to clean . Therefore a product like The Brilliant Broom 900 should be in every house because we are sure that it will come in need some day .

Advert Analysis and semiotics
Own Advert

Denotation:
Our advert starts with Sadia entering through a door , she steps on a piece of chip without realizing . Then I step through the same door and spot the mess made , as I'm the one who spotted it I also have to clean it up. This is where the idea of the broom is initially introduced . Sadias voice comes as I'm seen in the video , she compares the Brilliant Broom 900 to a hoover , this is where the massage may become more clear . We end with me showing the audience how easy it is to use the broom , ending with an image of the actual product.

Shots:
The entire advert is filmed in a wide shot , this is so the situation is quite clear to the audience . Also wide shots allow audience to see the product quite clearly , the broom is seen fully in all shots , which was very useful . However I believe that a range of shots would have made our advert much more interesting e.g. a cut in , where the Broom could be shown in use , it would have focused much more on the product and created a variety.

Sound / Music
Initially we start the advert with silence so the situation becomes clear . Then we begin speaking , the voice of the person speaking is different to the person being filmed , which seems interesting and is quite popular in adverts. However , I do feel that our speaking could have been much more clear and loud . Towards he end we play a song 'I've got the power' , suggesting how consumers will have the power to Save Money , Save Time , Save Health' , I believe that this piece of music at the end makes our advert a little stronger and gives an ending to remember. The music chosen goes quite well with the advert , however adding some other form of music may have made it better.

Mise En Scene:
There is not very much to be seen on the scene except the actual product , Brilliant Broom 900, this focuses the audiences attention the actual product rather than on anything else. We also use a piece of paper at the beginning as a prop , we want it to look as if Sadia is a busy college student, I believe that using the paper was a good choice as it gives the message of her being busy and revising at the start.
We have also chosen a place with a bin in the right and plants in the as we wanted to create  a feeling of being at home. The massive carpet at the entrance adds to this as it serves almost as an entrance carpet which most people would have in their homes.

Editing
We have filmed each shot separately to give the idea of being in different time situations. There has been no cutting of any scene or shot , just the fact that each scene was filmed many times in order to make it perfect. We have included a picture of the Brilliant Broom 900 right at the end of the advert , to make sure the audience knows what we are selling. The image at the end has been edited using an app to make it more appealing .We increased the brightness so the broom is in focus , added our slogan at the top  , increasing in size so it catches the consumers attention. The name of the product is in the Centre to obviously focus it and also make it stick in the readers memory . We chose to put all the writing in yellow as it is an eye catching color.

Logo:
We decided to call our product The Brilliant Broom 900 , and created a logo in bright yellow and curved letters to make sure that the products name stands out to the audience . The color yellow grabs the attention on the words and the curly letters make the name stand out .

Slogan:
We decided to write the slogan ' Save Money , Save Time , Save Health' because not only does it sound interesting but it is also a hundred percent true . You save time as you only ' grab and scrub' , you save money as well all know it is much cheaper than a hoover and you save health as it can help you exercise in the comfort of your home . We have mentioned all these points in our advert as well as including them at the end.

Persuasive Techniques:
We have used various techniques in the advert. We start with the technique of punishment 'Are you really going to bother lifting that Hoover and let the noise pierce your ear drums' here we suggest how the audience will suffer physically by not buying the Brilliant Broom 900 .We also use the technique Bandwagon as I say ' Join the club' , I feel that this technique could have been made better and could have been linked with reward . At the end we use repetition in our slogan the word 'Save' repeated thrice , it could also be linked to the physical and psychological reward.

Connotation:
I think the meaning behind the products name 'Brilliant Broom 900' is clear. It is a repetitive technique to make the reader remember it well but the word Brilliant could be true in many senses .The broom is brilliant because its weightless , it costs almost nothing compared to a hoover , there is no electricity bills for it , all it needs to survive is a little corner in the house . A hoover or any other cleaning product may take a few minutes to clean but The Brilliant Broom takes no more than 2 minutes. The word Brilliant may also be seen as creative ,as we have shown a way in which only a single broom can help you exercise and improve health.

Social / Cultural context:
I think the only thing I can say about context is that in 2017 hoovers and other cleaning appliances with high technology are in demand. They seem very fancy and useful but are very expensive and do ruin the texture of your carpet , also they take an incredible amount of time to clean . Therefore a product like The Brilliant Broom 900 should be in every house because we are sure that it will come in need some day .