In a recent seminar, we were looking at fragrance stories and brand narratives. The aim was to go more in depth and analyse why fragrance advertisements are the way they are.In order to do this, we had to bring in five magazines.
For our first task, using our magazines, we had to choose a fragrance advert that we particularly liked and spend 15 minutes analysing it. We had to look at aspects such as:
Colour/Tone
Image/Filter
Narrative/Story
Location/Background
Composition/Crop
Prop/Motif
Casting/Celebrity
Provenance/Inheritance
The ad that I decided to analyse was Marc Jacobs Divine Decadence. This was an extension of the original fragrance 'Decadence'. I really liked this image as well as the fragrance therefore I chose this advertisement.
For our second task, we had to go through our magazines that we brought with us and rip out all of the fragrance adverts. After we had all of our fragrance advert tears in front of us, we then had to use post it notes to organise them into 4 categories:
Sensuality and Indulgence - Forbidden, Exotic, Passionate, Seductive
Trust and Honesty - Purist, Spiritual, Authentic, Natural
Humour and Kitsch - Wit, Camp, Ironic, Theatrical
Tradition and Heritage - Romance, Nostalgia, Vintage, Class
Whether fragrances are high end or high street, they tend to fall into a one or a mixture of these categories. Therefore in our fragrance groups, we had to see which categories best fitted our ads. If we thought that an advert fit into more than one category, we had to write which ones they were and why they were in these categories. Here is some work from the seminar:
I really enjoyed this seminar and I took what I learnt and did some analysis in my sketchbook. Here is a page from it:
For our first task, using our magazines, we had to choose a fragrance advert that we particularly liked and spend 15 minutes analysing it. We had to look at aspects such as:
Colour/Tone
Image/Filter
Narrative/Story
Location/Background
Composition/Crop
Prop/Motif
Casting/Celebrity
Provenance/Inheritance
The ad that I decided to analyse was Marc Jacobs Divine Decadence. This was an extension of the original fragrance 'Decadence'. I really liked this image as well as the fragrance therefore I chose this advertisement.
 |
| MARC JACOBS 'DIVINE DECEDANCE' PRINT AD |
Here are some notes that I made on the ad in the seminar in those 10 minutes.
 |
| ANALYSIS OF MARC JACOBS 'DIVINE DECADENCE' (OWN WORK) |
I then carried on after the seminar and created a sketchbook page on the ad and added some more detail and analysis.
 |
| ANALYSIS OF MARC JACOBS 'DIVINE DECADENCE' AD IN SKETCHBOOK (OWN WORK) |
Sensuality and Indulgence - Forbidden, Exotic, Passionate, Seductive
Trust and Honesty - Purist, Spiritual, Authentic, Natural
Humour and Kitsch - Wit, Camp, Ironic, Theatrical
Tradition and Heritage - Romance, Nostalgia, Vintage, Class
Whether fragrances are high end or high street, they tend to fall into a one or a mixture of these categories. Therefore in our fragrance groups, we had to see which categories best fitted our ads. If we thought that an advert fit into more than one category, we had to write which ones they were and why they were in these categories. Here is some work from the seminar:
 |
| SOME WORK FROM SEMINAR (OWN WORK) |
 |
| FRAGRANCE AD ANALYSIS (OWN WORK) |
Thanks for reading.
No comments
Post a Comment