Midnight Poison -analysis of an advertising spot-
1. identification of ad messages and fundamental components: Product: feminine perfume. Target: middle- high class woman Age inclusive from 25 to 35. The ad is broadcast in the advertising break during evening programmes or films. A feminine audience is foreseen for this time span.
The spot setting is real even though the shot are slow on purpose to create a dreamy atmosphere. The big staircase made of marble favours once more the dreamy and fairy tale idea.
3. character analysis: Testimonial: Eva Green, famous actress of French origin; she is popular especially in the USA. In the ad she is wearing a blue dress and nacklace; during the ad, you also see a lot of extras; they are women arriving at the party. The actress does not openly refer to the product but the spot hints at it, suggesting that if women use this perfume they will be sensual like her.
4. analysis fo sound components: Sound track: Space dementia; kind of music: rock, pop, electronic; author: Muse, musical group famous all around the world
In this ad the sound track conveys feelings of freedom and sensuality, in fact the woman is desired by other people and she knows that.
5.analysis of verbal components: The only word in the ad is the trademark, with the simple aim to identify the brand and type of product. The final image includes the perfume with the brand. They are written in white simple and effective script.
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6. analysis of screenplay
plot: a Cinderella against the rules. the princess is not forced to leave the party before midnight, but she arrives at midnight.
7. Tentative Interpretation: In this ad appearance is important, not the capacity of a woman. It extols a feminine image that uses a type of product (in this case the perfume) so that she will be successful and she will be appreciated by other people. Realized by Federica, Giorgia, Ilaria, Maria Vittoria