The Poster's Analysis of Britney Spears and Jessica Simpson - Movie Review Example

29 November Assignment Two advertisements have been selected for the purpose of analysis for this paper. The two advertisements depict two women artists, Britney Spears and Jessica Simpson, marketing a fragrance and a beer respectively. By analyzing the two posters, it may be understood that the effectiveness of the beer advertisement is higher than the fragrance because of reasons relating to the association of the artists, positioning of the product, marketing through slogans and captions, as well as modelling of the two artists in the advertisement. The first advertisement that I have selected is an ad depicting the poster for a new fragrance in the market that is called ‘Fantasy Twist’ launched by the famous artist Britney Spears. The unique thing about this fragrance is that it states it is 2 fragrances in 1 meaning that the perfume offers two different scents in the same bottle. The ad also shows two images of Britney Spears – in order to create two different perceptions or uses of the perfume, making it appealing to a larger number of people. By this I mean that the ad shows Britney in two different forms – the photo on top is in silver indicating the use of the perfume by day and the photo at the bottom shows her in black, indicating the use of the perfume at night. At first glance, the perfume looks very interesting because it offers something new and not many perfumes have two fragrances in them. This advertisement displays the aspect of womanhood at its best, with a unique fragrance that at its first glance appeals to the minds of the public however looks ordinary after carefully examining and understanding the use of the product. It must however be understood that since the model in the ad is Britney Spears, an artist who emphasizes the notion of feminism, the fragrance and the ad will only appeal to women and not men, for the purpose of purchase. Nonetheless, her photo looks very seductive so as to attract male attention to view the ad, which is the general perception upon looking at the photo from a man’s point of view. I have selected this advertisement because it is about a product that most people use – perfumes. Moreover, products that are endorsed by celebrities or launched as a part of their fashion lines tend to sell more in the industry just because of the brand value. Even if the product may not be good, the public tends to buy it anyway because of the goodwill attached to the celebrity that appeals to the minds of the consumers. Thus, as opposed to an ordinary perfume produced by a company, I decided to go with the perfume made by a celebrity. It is difficult for the consumer to rule out the presence of the artist on the advertisement and thus her being there on the poster attaches a number of meanings to the product itself. Since most people associate Britney Spears with a failed married life and traumatic experiences that she recently underwent in the media, they would think of the same upon looking at the poster. However, she looks quite calm, composed and pretty in the poster, negating out these thoughts, and making it easier for the consumer to focus on the product. This can be attributed to the lighting and the clothing and makeup of the artist in the poster as the object to focus on that is the perfume, has been placed in a very strategic point in the advertisement. The consumer thus first makes it a point to notice the perfume and then the name and the artist. Moreover, Britney looks very different than her usual self in the poster, making it tough for people to recognize her, especially in her two avatars that have been suited to show the two uses of the fragrance. Since Britney stands for glamour, the perfume also symbolizes glamour and luxury. What is missing from the advertisement on the other hand is the kind of smell that the perfume has; since there are two, people would be interested in finding out what are the two fragrances that the bottle offers. Moreover, it is not very clear if the fragrances are to be used as per day and night, or they are just two fragrances in one bottle. On a first glance, any consumer would not be able to think so much and decode these statements. The advertisement makes use of an ethos style of appeal as it appeals to the character of the consumer rather than the emotion of him or her. The perfume does not mention whether it is for men or for women or even unisex and thus the consumer is left thinking about it on the basis of ethos and if it suits his personality. If it does not, then the consumer will fail to look at the advertisement again because it does not offer anything other than a simple picture of the artist and the bottle of the perfume. In order to be a little more effective, the ad could have had a catchy slogan or a better photograph of the artist because otherwise it looks like the poster for any ordinary perfume. Moreover, one has to look twice to realize that the model is Britney Spears, which is the only unique selling point of the perfume. Thus, if the ad had a catchy slogan or a sharper image of the artist, it could have caught the eye of the consumer for a longer period of time and lingered in his mind better. The second advertisement that I have selected is an ad for Stampede Light Beer. The poster of the advertisement has the actress and singer Jessica Simpson on it, sitting in a seductive position, on what seems to be the back of a truck. This is very apt since she is immediately associated with country music and hails from the country side in America. Moreover, the beer that she is advertising also seems to be a light beer made in the country side area, thus appealing to a larger section of society. There is a caption on the bottom of the poster that quite evidently reads ‘Be Smart Drink Smart’ indicating that those who drink Stampede Light beer are smarter than those who drink other brands of beer. The main target audience of this advertisement are men because of Jessica Simpson’s pose and image which would anyway result in a smaller attention towards female members of the consumer public in my opinion. The position of the beer bottle is placed towards the bottom of the poster in the advertisement, with the entire top third being covered with a photograph of the model. At the bottom of the poster, there is a small monologue by Simpson that reads ‘I work out and take care of myself but also like a cold beer once in a while and that is why I choose Stampede Light’. This statement is made for the purpose of attracting consumers of all kinds – even those that are health conscious and do not like to drink beer that tends to make people put on weight. Simpson’s statement is a strategic statement made to appeal to the minds of people who not only drink beer frequently, but also avoid beer due to health reasons. With the above statement I would also like to add that this strong point helps to attract even female consumers towards the poster because Jessica Simpson seems to have a very fit and model like figure which does not get ruined by drinking a cold beer once in a while. Women will find this statement invigorating and would like to try the beer while continuing their gym workouts in the hope of retaining their figure just like Jessica has in the advertisement. The lighting is very light and effective in displaying Jessica Simpson’s body as well as the bottle of the beer. The caption has been placed very rightly at the bottom and the words directly refer to a beverage, if someone misses out on that point. The advertisement appeals to the emotions of the consumers and thus has a pathos mode of persuasion. However, it could also be said to be logos in terms of appeal because it holds the logic of one not putting on weight or remaining healthy while occasionally engaging in drinking Stampede Light Beer. One thing that I feel the poster lacks is that Jessica Simpson should have been holding the bottle of beer to assert the statement that she makes at the bottom of the poster, in the minds of the consumers. Had she been holding or drinking from a bottle of the beer, it would have helped in emotionally appealing to the consumers in a better manner. The advertisement nonetheless is quite effective in appealing to the customers as the audience only associates the poster with beer upon looking at it, and remotely to a country style surrounding, but not to the personal life of Jessica Simpson, which makes for very good advertising and marketing. Works Cited Read More