SWA #14 R.A. #2 Outline

Introduction: The first advertisement of Calvin Klein's new fragrance "One Shock" appeals to both genders in their late teens or early 20s.  The ad stereotypes the party scene in young people through their image.  The second advertisement for Juicy Couture's "Viva La Juicy" appeals to an audience young women.  This ad stereotypes women into thinking that they need this product in order to be sexy, beautiful, and appealing to men.

Thesis:  Although consumers cannot truly determine if they like a fragrance until they have tested it, they can get a feel for what the fragrance is like by interpreting the visuals that make up the advertisement for it.

A. Images

CK: The models actions include dancing, flirting and smiling.  Some have their eyes closed and others have them open.  The guy models have their shirts off and one of them has a mohawk.

JC: This ad features a model dressed in a skimpy black outfit with that mesh-like, itchy material typically found under dresses to make them pouffy.  She is sitting down in an awkward position against an off-white wall while holding the fragrance in her hand like she is trying to sell it with her appearance. She is staring at the audience as well.

B. Colors
CK: The picture is mostly in black and white and then has transparent tinting on top of it including the colors green and pink (which correspond with the bottles of the fragrances) and some purple/blue as well as a hint of red, orange and yellow.  There is also yellow and white displayed through the light-drawing that was added to the image.  This was probably done to add to their idea of a wild, crazy, great time at a party.
JC: The color of the font corresponds with the large pink bow on the fragrance in the picture, while contrasting to the neutral tones in the rest of the ad.

   

C. Font

CK: The font adds to the "fun" created in the ad.  It appears to be a font called "Tapewriter" which is made up of squares and looks like it would or has been on a video-game of some sort.  The font on the actual bottles is a simple sans serif and the word "shock" on the girl's bottle is written to look like it was made with lipstick or nail polish or a paint brush.  The word "shock" on the boys bottle looks like it was written with paint and some is dripping down the bottle.

JC: The font is possibly original to the company, but looks as though someone wrote it in nail polish or with a paint brush.b. The brand name is written in "Old English CE," a font that looks old-fashioned like the title of an article in a newspaper.

Conclusion:  Both advertisements appeal to a similar audience except one is directed towards both girls and guys while the other is only directed towards girls.  They both have implications about attraction and  both have their product included in the ad.  The visuals contribute to the overall effect of the ads and allow the audience to choose which fragrance might be the best fit based on what they interpreted from the ad.
CK: Ad is implying that all young people do with their time is go out and party.  At the same time, people will be interested in this product if they do go out and party regularly.  Others could be offended by this stereotype and lack interest.
JC: The ad implies that if women use this fragrance then they will be attractive. In another perspective the ad could be suggesting that by using this product, you will look and feel as attractive as the woman in this picture if others smell this product on you, without having to dress like her.