Advertisement Analysis

Advertisement Analysis

I have chosen to analyze two perfume advertisements: Kylie Minogue’s “Sexy darling” and Britney Spears’ “Curious”. This paper indicates that advertisements in the modern society depict women as independent, self-assured and sophisticated. Perfume advertisements appeal to women’s sense of passion and romance, by using pictures of beautiful, erotic women who very proud of themselves.

Kylie Minogue’s advert is largely red. The low-angled shot implies that people are looking up to Kylie, metaphorically and literally. The red shades and colors are used to reflect feelings of love and passion. Kylie Minogue has raised her perfectly shaped eyebrows, and slightly opened her bright red lips. This makes her look sexy and feminine. She has worn a low-back halter-neck dress white dress, with her blond hair immaculately swept back. This makes her appear classy and sexy. She reflects an independent woman who is very confident about herself because of the perfume. Kylie has been framed by sparkles and glitter on the red background as well as the pompoms she has held by her side. This brings out a feminine and classy outlook. The pompoms have also framed the perfume bottle by their light reflections in order to draw more attention to the bottle.

Throughout the advertisement, only two colors have been used: red and white. red has been used for the background, the perfume bottle, the pompoms, and Kylie’s lips, which have blended so well with her provocative expression and pose which reflect passion. The color of the perfume bottle is the same as the background of the advertisement, with variations between light red and bright red.

The perfume bottle has been placed at the bottom of the advertisement so that the bright red color stands out. The bottle is elegant and gracefully rounded to reflect sophistication and style, so that all classy women may be tempted to buy it. Underneath the perfume bottle image is some text reading: “The new fragrance by KYLIE MINOGUE”, with a white san serif font. The name of Kylie is in capital letters to make us know that the perfume is hers. Another writing on the advertisement is “Sexy darling” which has been placed against Kylie’s image, in a script font reflecting the writing underneath the perfume bottle. The white color for the fonts and Kylie’s dress contrast stand out perfectly against the red coloring.

Kylie Minogue’s perfume is meant for the modern, self-confident and sexy woman, who is passionate and playful. The sexy pose and expression bring out her charisma and erotic accords. The advertisement implies that modern classy women should also add sensuality and seduction to their lifestyles. The advertisement connotes that the perfume brings out a woman’s glamour and sexy femininity.

Britney Spears’ Curious is intended for a mischievous, independent, and romantic woman, one who is not afraid of risk. The advertisement depicts Britney Spears fantasizing over a man in the next room. The image of Britney Spears is half-way from the waist to the head. She has a white low-back dress which makes her look attractively feminine by clearly highlighting her breasts. Her long hair is parted in the middle, and she is looking at the camera with a side view which makes her look like she is in fantasy.

Britney’s pose depicts a perfect feminine figure, with her sensual eyes which appeal to the emotions of men. The man is standing right behind her in the next room, with his eyes utterly fixed on Britney. The words “Do you dare?” are written in front of the man’s portrait, but besides Britney’s portrait. They imply that Britney is ready to take risks as a result of her fantasy about the man, and that she is self-assured and she knows that the man has also fallen for her.

The perfume bottle is of turquoise color and made of glass. The bottle is elegant and depicts sophistication and class. The shape of the bottle is unique, almost like that of a spaceship. The bottle is placed behind Britney’s back, meaning that the perfume is contributing to her attractiveness. The colors used in the advert are pink for Britney’s dress and the words “Do you dare?”, and turquoise for the bottle and the writings alongside the bottle. The man in the background looks so taken by Britney’s beauty which is enhanced by the perfume. It implies that the perfume is what has made Britney so confident, sensual and ready to take risks with the man she is fantasizing about.

Alongside the bottle is the word “Curious”, under which is written “Britney Spears”. The fact that the fragrance is called “Curious” means that it puts a woman in a state of fantasy. The writing “Britney Spears” have been added to the advertisement has been used to show that women who are ready to take risks such as Britney Spears must use her perfume so that they become self-assured and confident to face any man.

Both Britney Spears’ and Kylie Minogue’s perfume advertisements depict a modern, classy, romantic, and playful woman. Both advertisements mirror an independent, self-assured woman, who knows that she has what it takes to get any man fall for her – the perfume. A woman of this kind is celebrated by the society and that is why the advertisement aims at appealing to the eyes of women who wish to be as independent, self-assured, and romantic as Britney Spears and Kylie Minogue.

Just like Bordo’s analysis of food advertisements, most perfume advertisements are aimed at bringing out the femininity or masculinity of either gender. They highlight how men and women are expected to behave in the society (Bordo, 1947). Perfume advertisements targeting women depict women as independent, self-assured and erotic. Women are supposed to add sensuality to their independence and hard work.

Reference

Bordo, S. (1947). Hunger as Ideology.