Proposal
Producer(s): Niemah & Chandni
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Production Title:
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Brief: Perfume advert using vampire genre gothic codes and conventions.
Print: 3 production pieces
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Aim:
· To challenge the sexual representations of women portraying her as an independent dominating women, but also how she uses her power to seduce the male actor (e.g. direct mode of address)
· To use Vampire gothic conventions (e.g. low key lighting, dark locations and over the shoulder shots and lust) to create suspense and enigma to advertise the perfume.
· To accept that by using sexual representations of women they can still challenge the typical stereotypes of them being a ‘sex object’ to gain what they want.
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Description of your intentions:
Advertising Black xs and Dior hypnotiste
Contemporary perfume adverts for both brands contain both the gothic elements (e.g the black bottle and the name) and the sexualisation of women.
The duration of our advert will be approximately 2 to 3 minutes, using a narrative to create enigma and the empowerment of the female actress. Back in the 1960’s perfume adverts were generally 3-4 minutes long, mainly focusing on the perfume. However, in today’s society, the women represent the perfume and how the female can become like her by purchasing the advert.
The use of enigma, shots, low-key lighting and direct mode of address connotes the typical codes and conventions of the vampire/gothic genre. The female is similarly represented as the protagonist of the advert, her sexuality and vulnerability is what makes her desirable. This can be conveyed by the binary opposition of her being proposed to in high key lighting, alongside the low-key lighting as she becomes the lady of the night and goes and hunts for her victim.
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Target Audience:
13-25 demographic audience, primary audience young females (by the use of young actress and modern music/fashion). Secondary audience 26-35 middle class B.c1.c2.
The psychographics for this would be mainstreamers because the advert hypodermically syringes the audience into purchasing this perfume if they want to be sexy and seductive.
On Maslow’s hierarchy of needs we could include self-esteem as the advert provides a sense of escapism, giving them a way of becoming like her.
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Similar Products:
Perfume ad- black xs
Paco rabane 1 million
Kate moss parasene
Gothic/ vampire diaries/ The twilight saga
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Production Details: -3 minutes long
Advertising dior or Paco rabane perfume
Using a main female actress, and male
Settings: London (culturalism),dark settings: alley way etc.
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