FashionCommunication & Promotion WenjieDeng(Cindy) T0005550
VALENTINA ACQUE FLOREALE
VALENTINO
The perfume advertisement I have chosen is Valentina Assoluto Perfume’s by Valentino
from Vogue magazine Paris 939 issue. This advert is promoting the Valentina perfume product. This essay will individually analyses this perfume advert from the basics of semiotics to the associative meaning also include the relevant Valentino identity and advertising how they gave a favorable impression of the product. On the part of visual, I would mention about the layout of this advert briefly, looking into 3 areas; the typography, imagery of the model and perfume. How the layering works, how the type is placed and perfume on the bottom right in front of the model layer. Firstly, Valentino is one of the best know fashion brands all over the world which established in 1960 by Valentino Garavani, lead and design by Maria Graziz Chiuri and Pierpaolo Piccilli. The company has grown larger in years and now operating in seventy different countries. Ready-to-wear, Haute Couture and fragrances and the Eyewear are their main focus area. 2011, Valentino launched their first female perfume Valentina Assoluto, a fragrance inspired by a new generation of Italian IT girls, also as a tribute to today’s Valentino woman. The featuring model of this perfume is famous Denmark model Freja Beha Erichsen. Valentina perfumer Olivier Cresp had told wwd magazine the new Valentina perfume is much more nocturnal and more seductive than the original, the theme of ingredients is chyore which stand for the power and elegance, and most ingredients came from Italy. Women are the prime target customers of this perfume whom are fashionable and wealthy enough to afford it. Customers with high income are also potential buyers, as they pursuit their own personality. On the other hand, electronic billboard provides a strong visual feel, which would deepen the impact in memories.
Secondly, Coming to the advert visual part it
would be concern with the subject from the left hand side, it is a famous Danish model Freja Beha Erichsen, as Valentina Acqua Floreale
champion girl. Her face is the signature of Valentino advert who is in the high-profile campaigns for Gucci,Valentino,and other famous brand over the world. Furthermore, according to the source from the website askmen.com Freja Beha Erichsen is one of the Top 50 Models in Vogue and also ranked second on models.com in 2000. In real life, she has a vivacious personality and is familiar to her cool “princess� feel. So that is the reason why Valentino chooses her as their Valentina perfume spokesperson. She acts like a rich girl in the television advert, she is beautiful and charming. On the print advert, the image of Freja Beha Erichsen is substitute of Valentina whom have reiteration with the product name. Freja Beha Erichsen in the image looks cool and like a girl from the well-respected family. As far as color is concerned, pink color bring the young feel to the audience, form the top left hand side the color is dark and it extends to the down left hand side so it would be connoting something bad from the model. The place where model is laying is very dull and not brightly lit. The other side on the right side is brightly lit where half of the brand name and part of the background park photo shot is overexposed. On the left hand side is the Valentina elegant fashion rounded perfume bottle, light pink bottle surface with ivory flower which symbolic Valentino brand spirit. Those color change stand for the Valentino noble taste and characteristic, who always love to play with contrast color. From the outlook of the model to the perfume color, the picture has expressed that Valentino would like to present the elegant and secret with some wild attitudes,
this could raise more people attention in it as their selling points are different from other products. In addition, on the left side of Valentino brand name, there is a high colour contrast, although it may seem blurry.
Thirdly, the target audience of this advert
could be appealed to the age between 20-35 or older audience with its luxury fashion style, consider the Valentino is a luxury brand and its target consumer might be for people in age between 30-40 and higher class market in the world but this advert showing a youthful style so that the advert would also appeal to young adults because of the pink look animation style. If you have a good design of the advert but its place in an unsuitable magazine, it would not have the strong effect for the sales promotion. I found this advert form the Paris version Vogue magazine which is a famous fashion and lifestyle magazine over the world, most ranking brands like Valentino and other well-known brands agency would like to choose the prestigious magazine as their promotional platform. On the other hand according to sources
from condenast website, the average age of Vogue audience is 37.8, consider as Valentino based consumer age, thus this advert in the magazine is placed correctly. In summary, Valentina rebellious jump modern noble, never afraid to show its breaking, sexy and arrogant, occasionally showing she is nifty hard-core side of women’s nature. Pure Valentina is chasing the spotlight. She never lose herself, enjoy be lonely, mysteriously charming, with she’s low-key luxury. To sum up everything mentioned, although this advert has some visual design problem, it is still successful.
Valentina Fragrance Fall 2011 Photographer: David Sims Model: Freja Beha Erichsen
-ReferencesBernadine M.,(1996) “Valentino”London: Thames and Hudson Bethan Cole,(2011),On the scent of Valentina,Available at: http://fashion.telegraph.co.uk/beauty/news-features/TMG8884131/On-the-scent-of-Valentina.html Freja Beha Erichsen Biography on Askman Available at： http://uk.askmen.com/celebs/women/celeb_profiles_model/46_freja_beha_erichsen.html VOGUE,(2014) Vogue’s Total Audience, Available at: http://www.condenast.com/brands/vogue/media-kit/print
~Image~
Available
at:
Page1 weheartit.com http://weheartit.com/entry/105789507/via/Esmeeschepersx?utm_campaign=share&utm_medium=image_share&utm_source=tumblr ImageURL: http://data2.whicdn.com/images/105789507/large.png
Page3 Valentino-Valentina FragranceFall2011 Photographer:DavidSims Available at:http://sandiinthecity.onsugar.com/tag/Freja-Beha-Erichsen?page=1 ImageURL:http://media23.onsugar.com/files/2011/09/38/0/725/7259112/eea958357fe2b95c_img1.preview.jpg