Britney Spears’ latest creation to hit the stores is different to what is usually expected of her. Instead of a new CD to entertain us, she has concocted her own new fragrance called “Curious”. Having never brought a product of this kind out before she had to ensure that her fans and the people she wanted to sell it to would want to buy it. And to do so she created her own advertising campaign, part of this being an advert in which she, herself, stars.
The advert itself is obviously very well thought out, the style and the way the product is introduced suggests that it is aimed at the socio-economic groups B, C? and C?. The advert itself is only thirty seconds long; because of the short amount of time they have used a lot of editing to include all the needed shots to build up the story, even if they were only shown for a second. The pace rapidly increases to create suspense before finally fading out to the product. The drama and way it is filmed is attractive to the S.E.G audience as it is similar to the films they like to go watch in the cinema.
Being set in a hotel, from the size of the rooms and the style of furniture with in them, it gives off the impression that only the people in higher socio-economic groups will be able to afford it. Based on the Young & Rubicam theory, this adverts primary audience would be aimed at Aspirers with Succeeders as their secondary audience. Aspirers like to aspire to be higher classed then they are. They want to be able to afford to go to nice hotels; they want to wear nice clothes, smell good and have a life like the characters. And with the way the scene play out it makes them believe that to have this fragrance will help bring them that one step closer to the life they want.
A theory thought up by the psychologist, Abraham Maslow is based on the hierarchy of human needs and can be seen to be used with in this advert. To attract the audience and make them want this product, they try to focus on their physiological needs as well as their love and belonging needs. Using the theme of sex and being part of an intimate relationship to make the audience feel the need to have the same; to want to have a close relationship and to experience sex in that way. Associating this with her fragrance makes the female viewer feel that if they were to wear the product then their chances of experiencing it are greater. As for the male audience, they could be persuaded to believe that if they bought the fragrance for their girlfriend that they too, could have the same.
The advert itself uses Enigma effectively, not telling you what the product being advertised is. With Britney Spears staring in it, it could have simply been to advertise her latest music release but as you’re not told, you don’t know and therefore it keeps you in suspense, making you want to stay in your seat to see what it is all about. With the storyline the advert uses, it also encodes the value, encouraging the viewer to form an emotional attachment to the product, making them believe it will fulfil their needs. It also constructs the advertising text to imply that deeper seated needs will be met by the fragrance. Used with things mentioned previously it can already be seen that the creators have thought about how they were going to introduce the product to the audience and persuade them with a unique advert that the product is for them and that they need to buy it.
Another technique they have used in their attempt to try and advertise the product is the use of a celebrity in the advert itself. Aside the fact that it is actually Britney’s product and she is trying to sell it, the fact that she is a well known celebrity and people respond well to her face, attracts more audiences. Her fans may not be the kind of people that would go out and buy any sort of fragrance, but because it is her own creation and it comes from her, they’ll want to go out and get it.
Another good reason for using a well known face is that it saves the advertiser both time and money. Advertisements featuring celebrities are always more memorable then those with ordinary people and because of this fact the advert doesn’t have to be shown as often. Word will simply spread by mouth or through fan sites quickly, basically giving the fragrance free advertising.