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Printed advertisements are all over the place when we look around, train stop, on the bus, buildings, establishments, simply everywhere we go. We quickly look, actually just glance, at those advertisements and we don't think about the details on it. We usually only think about the meaning of what we are looking at but don't analyze much of the individual content and that is if you actually take a look at the ad and don't ignore it as we usually do.
When looking at a single advertisement at any given place, do we notice something other than the message? Normally, people (unless you are a publicist or go in that area of study) don't go behind the complete ad, we don't think about why the font was used, or what color could have been used instead, even why the advertisement is in that place.
A lot of components make advertisements but at the end we only see the complete product and react towards it not based on what is on it but on what it made us think about the product, property, idea, etcetera.
The main objective of all ads, summarized, is simply to make the central idea appealing.
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If the ad is about clothes or even about going vegan, the main point will be making the idea appealing to the observer. "How would I look in this?" "Should I do this?" "Is this a nice place to go?" If any positive question comes to one's mind after seeing an ad then the objective is almost complete, it appealed, it caught your attention even for a brief second and made you think about the product and perhaps acquiring it, based on the ad.
The advertisements really have their own way of catching your attention, there is always something that pops up and catches your attention intentionally or unintendedly.
Over three years ago a new campaign for a rather old product came out. The product was innovative, and the ads showed exactly that which led me to think that the product was new, and it was just going in the market even though the ad campaign was for the ten-year anniversary of the product. The experience led me to notice some things I didn't pay attention to before, aside from the timing, why relaunch it if it was doing fine in sales? And the answer was right there, they had the perfect marketing team to do it, so they went in for it.
An ad caught my attention and it was the same situation explained above but with a twist. The Marc Jacobs' advertisement for the fragrance "Daisy", you can notice and see that the publicist team involved were really original with the concept, the elements on the campaign are organized really nicely and the art was used to try and attract younger ladies but it does not try to exclude older women. Marc Jacobs' campaign manages to effectively obtain the wanted attention of younger and older women. The mediums used also help a lot to distribute the images to help reach the desired audience.
The main colors used were yellow and white, but in the ad campaign online platform the color used was a pale grey to make a contrast with the images used in the campaign. The yellow and white were used to make the shape of the image emphasized in the perfume, a daisy but also, the flower itself represents a sacred flower from a love goddess and in non-mythology, daisies are used to represent new beginnings but they are also associated with a number of denotations such as purity, innocence, beauty, good luck, peace, love, serenity, patience, happiness, femininity and youth. In the ad campaign, one can argue about how the meaning of the flower is in there, some may say its for serenity or happiness, other will argue its representing beauty and femininity but overall the whole definition they are going for is youth.
Daisies, as well as the colors used, white and yellow on top of the bottle showing the flower, both represent a deep sense of youth which may cause some people to reminiscence, to smile, to remember good things, all these feeling cause a second nature to however sees the color, which is what makes the ad more successful because sometimes everybody likes to feel young, everybody likes to remember the old times, everybody likes happiness, is there anyone at all that doesn't enjoy any of this things even a little bit? Though, yellow is also known and perceived by many as the color of joy and cheerful moments, it brings back memories of the sun also, and that gives possible buyers and people who are just looking around that the fragrance will only give them reasons to feel joy.
The color scheme mixed with the font and the details offers an experience that the perfume will provide, the impression they are trying to give with that is that with everything that comes with life you can still be happy, you can still feel young and youthful because, life is about the good times and the joy in the moments. The fragrances were also represented by yellow, blue and pink, the colors were incorporated into three other versions of the original perfume that came out during the ad campaign, the background showed was the beach and the four fragrances with waves behind them, giving them an appearance that matched with the intended feeling the fragrances were supposed to transmit. The beach background is used in many other campaigns also because it gives a feeling of freedom, joy and happiness which is why the perfume shows that it has the same function of a day on the beach.
Marc Jacobs wants to prove that once more the fragrance will only serve for good feelings, good moments, laughter and joy toward who buys it but at the same time the images show a group of girls so it feels like to a certain point you can share the experience. White was the color used on the models' clothes as well, which resembles innocence and freedom, and that is meant to encourage woman to let themselves live up to their wants and needs, to feel fresh, to look for their joy ad freedom. It is also part of what the campaign for the perfume is trying to express and what is trying to be noted from it, it expresses that through the fragrance called "Daisy" in all its variants, being free id the goal, feeling happy and be light-spirited.
"I'm thrilled to be the face of Daisy Marc Jacobs- the campaign is playful and light-spirited and that is exactly the way I am. This is my first global fragrance campaign, and I am honored it is with Marc Jacobs, an iconic brand I have known and loved for so many years," said by the model of the campaign Kaia Gerber, using her as the model also return the feeling of youth to it.
Marc Jacobs doesn't fail to use color, objects, and models to help convince women that "Daisy" is something they should want to have, it doesn't feel like a need but something you freely want to have. The company also makes the audience go towards thinking that "Daisy" is more than just a simple fragrance for ladies, but Marc Jacobs makes the fragrance seem like feeling, like an experience, making it something you want to have with you, on you. With the use of all these colors and objects, the ad gives you the feeling that buying the product is worth it, that it gives you more than what you pay for, that this is something else for you.
Recognizing and Using Visuals as Arguments. (2019, Dec 18). Retrieved from https://studymoose.com/recognizing-and-using-visuals-as-arguments-essay
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