Assignment 1 - Analysis

The costume in the image is a dark black leather jacket and a navy blue undershirt. Kit is also wearing jeans and black boots, this connotes a man of power and wealth. The muted and dark tones also create a more serious vibe throughout the image. The setting is outside, with the high-key lighting coming from the right creating silver reflections, similar to the colour of the fragrance bottle. In addition this directs our focus straight to Kit and the model. The type of shot is a mid-shot and has a very hard focus on Kit and the models lower half. This establishes that Kit is the more dominant figure in the photo. Kit Harrington is represented as a stereotypical male; powerful, dominant, compelling, prosperous and independent, all qualities that the brand’s target audience would aspire to have. The props in the image are a ring on the models finger which again connotes wealth. The NVC is more laid back and chilled out which connotes that he doesn't have many problems in life.

The word 'man' represents that the target audience for the Jimmy Choo fragrance is for males of the age of 25-35. This connotes that men of that age can still have a certain style to the way that they dress and smell.

The fact that Kit Harington has a female next to him represents that he is has elegance and sophistication - it connotes that he is attractive to the opposite sex. Furthermore, the female is wearing a jacket with nothing underneath which is not only sexy and alluring, but also connotes power and high self esteem. The female model is also wearing a ring which again shows wellbeing and a wealth. The phrase at the bottom of the advert is “Kit Harington for the first men's fragrance.” The reason behind this is to highlight and  show off the fact that a famous actor endorses their product. This is emphasized by the bold font used and the colour choice which contrasts the dark background. Celebrity endorsement is also in the photo, in order to attract those who may not know the fragrance but know the celebrity. This therefore potentially persuades audiences to be interested in purchasing that fragrance. The font which says 'JIMMY CHOO MAN' is not in bold it is quite a skinny font and not as serious and is more calm and composed text. 

In conclusion the photographer is trying to capture a photo that includes a celebrity but however is represented with elegance and relaxation to represent the fragrance as a subtle but great fragrance. It represents class while still appealing to the everyday man.

Chanel have chosen Keira Knightley to represent their product because they may have felt that it would have influenced their customers as she was an attractive woman who is also  a successful actor. I also think that Chanel have also thought about how to create synergy between the print advert and the TV advert as they have taken aspects of the TV advert and put it in the print advert. For example the clothing that she wears in the TV advert she also wears in the print advert. The first thing someone notices when they look at this print advert is the actress (Keira Knightly.) Keira has starred in many films such as ‘Bend it like Beckham’ and ‘Pirates of the Caribbean’ which were both popular films. This would be an advantage for the perfume company as it would make their perfume more appealing to audiences who enjoy her films and want to be like her.

Many things from this Print advert can be identified as typical elements of a perfume advert. For example the actress (Keira Knightly) in the print advert is shown as a very attractive woman that is almost undressed. This can appeal to several key audiences, including the sophisticated woman, as they may feel that if they have this product then they will look and feel like the model. The advert may also appeal to men, not only in a sexual way, but also to those who want to buy a product like this for their partners. The layout of this print advert is also typical of a perfume advert as the brand name is in block letters (much like the Dior logo, another big perfume brand.) Another typical element for the layout is that the perfume is shown clearly and is of a big brand name that they would think of it as high quality. When someone looks at this advert, they may believe that if they have it then they will feel luxurious and of a higher class.

Looking at this print advert, the model is represented as an attractive and alluring figure. She is also beautiful and thin, with the advert suggesting that this is what women should aspire to look and be like. In some ways this is a negative representation, as some people looking at this would feel that they would have to look thin and glamorous like her to be beautiful. It is also easy to identify that the picture has been air-brushed as the as her skin complexion and other features are perfect with no blemishes, a feature common amongst most print adverts.

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