The advert for “Believe” perfume suggests that buying this product shows your individuality and belief in yourself to do anything as well as showing that you’re an expensive good looking young woman.
The advert features a medium shot of Britney facing towards the camera while displaying a confident woman, the confidence is further enforced by the sheer way Britney is standing with most of her body displayed to the world. The pure individuality of the picture also shines through with the belly piercing and colouring in the name of the perfume. The “i" is easily seen by the contrasting colour to the clean & pure background of green and white with the vibrant pink bringing it across, this all points towards individuality and belief in “I”, as in yourself. Individuality is empowered more so by the free bird perching on Britney’s hand as thought it was a ring, this brings across a type of freedom compared to the other birds which are stuck in a cage symbolising Britney as an unmarried women. The slogan “The greatest freedom is to believe in yourself” also brings across a powerful image since belief in yourself is confidence and the ability to go against the flow which clearly directs the targeted audience towards “Individuals”.
The way the perfume bottle is displayed in a diamond shape brings across wealth and power and an item that, generalising, most women would dream of having. Due to the fact Britney herself is also a celebrity, and a huge one at that, it attracts another audience which are “Aspirers” because of her large success and influence in the world down to her famous music career and infamous private life. The slogan above the bottle just cements this further with “My New Fragrance” which clearly shows Britney herself endorses it, ticking the box of status.
The way the advert is also only done in pure clean colours brings across further individuality with the way it goes against most other perfumes which are there to attract the other gender in a sexual manner, this shows a woman who is confident and more than strong enough to go out there and get a man herself. She is not the passive or defenceless woman needing t
Overall it appears that the perfume is targeted towards the “individual” as well as “aspirer” who are looking for a confident yet pure perfume which is not one showing the woman seeking a male for protection but rather a free one who believes in herself.
2 comments:
Matthew,
This is a very thorough analysis, with some excellent considerations of the target audience and connotations of mise en scene. I particularly engaged with your comments on the symbolism of the birds.
How do you think the birds could tie into issues of femininity and nature? The birds also posit the audience as young females about to set out into the world on their own resources. How have the bird cages been stylised to add an extra dimension?
To me the birds were simply caged women who were married due to the Bird perched on Britney's finger. However looking at it again I can see what your saying, the bird cages could represent a young girl about to go out on her own and that with this perfumes help they might achieve what Britney has.
The extra dimension to me is the fact the cages are pure white, symbolising innocence, so maybe once you get out of the cage you won't be as innocent as you once were however your be an individual women rather than a young girl.
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