Harry Clarke Stern facial expression (Direct Address)
As Media Advert Analysis
26 - 09 - 2012
Sophisticated and lusty use of text
Very royal and subtle theme/ colours Selling line also suits the theme and intention
Centre of Attention
The source I have regarding a HOMME hypnose advert shows many different techniques and developments of understanding how humans respond to certain point in these adverts. The first thing we notice on the source is that the model is looking at you, this is direct address which is used to draw the audience in, in order to make them feel like the advert to projected at them. This technique, although simple, is very effective when It comes to targeting audiences. Next we have the very dark foreground which presents a very suspicious and sneaky sort of theme to the product, this is also accompanied by the alignment of the model, which so happens to be on the left, and is in some cases viewed as the ‘evil side’ of the screen. The advertising text contains a lot of accented and sophisticated words, although they are French, it add a feel of intellect and mystery again to the theme of the advert, so although we may not be able to read what it actually says, it still creates a much more sophisticated atmosphere upon the product. The position and facial expression of the model highlights the bottle of aftershave, the way this is done is by positioning both hands to be holding the bottle, but still enabling the viewer to see the whole product, is centralizes and enhances the product, also his facial expression is very serious, so it is kind of like ‘he means business’ or ‘this is the aftershave you need’. This feel again draws in the audience and quickly catches the eye. It should also be noted that the colours used represent that of royalty in some way, with gold contrasting on black, this shows a very professional theme which may attract a certain audience, (e.g business class, middle class men and teenagers). The selling line is one of the key giveaways to what the advertising company were trying to replicate. ‘The hypnotizing power of seduction.’ This suits that feel of lust, sophistication and mystery, which in turn has a very reliable and outstanding effect on the way that the whole advert is represented to the audience, which also gives away a key clue to the use of French dialogue ‘hypnose’. I think that the preferred reading of this advert is to see sophistication, complexity and some sort of lust within this
Harry Clarke
As Media Advert Analysis
26 - 09 - 2012
product, it seems like they want you to to buy this, if you’re in need of a more active sexual life, or if you are a very elegant and sophisticated man. This target audience range, although very small, can easily attract a wide range of customers who may not even targeted by this product. To conclude, the aim and intentions of this advertising product are very well executed and performed, the use of direct address and the representation of the theme, all coincide to draw in a specific audience, in which this advert does well.