Using signifiers, connotations and denotations, i am to construct an essay explaining how my advertisment can be changed to suit another audience. i have chosen a vouge advertisment for Donna...
Using signifiers, connotations and denotations, i am to construct an essay explaining how my advertisment can be changed to suit another audience.
i have chosen a vouge advertisment for Donna Karans Cashmere Mist. where what appears to be a thin, white, blonde, young woman is sitting on a deserted beach. the slogan is a fragrance to seduce the sences. i want to change the target market to family women. On Donna's website she has a message that states, that the fragrance is designed for women who have trouble finding alone time, and this makes them feel special ect. I have the idea of adding a small child next to the woman, to elude that she is a family woman... i need help with how to explain this in an essay format, that is interesting and interactive.
I love it - the concept I mean. I love that you are changing the target audience from a beautiful blonde on the beach to "family woman" because this fits so perfectly with the slogan and the fragrance design. Girl on the beach is already seduced (or seductive) - doesn't really NEED alone time (clearly, she's found it). But "mothers" on the other hand, CRAVE ALONE TIME, and wish they could still feel special, sexy, etc - and rarely do. You have tapped into a gold mine here, with your idea. BRAVO.
As far as interesting and interactive go - I don't know, I'll just throw out some ideas for you to to chew on... maybe tell each woman's story. I mean, perhaps Donna Karen's picture is supposed to be the result of how the fragrance makes the woman feel - so take your woman back to before she's wearing it... she does not just have a child next to her, perhaps - get dirtier. She is up to her eyeballs in peanut butter, toys, and grimy fingers wanting to be touched, picked up, helped, etc. Then she puts on Cashmere Mist and the kitchen melts into a secluded beach - all the grime she is surrounded by is gone, she feels clean, beautiful, serene.
"Signifier," "connotation" and "denotation" refer to basic diction - choosing vocabulary that has very specific meaning (a key ingredient in good advertising). I have a feeling you need to keep this essay as to the point as possible. So don't drag out some big long blah blah blah... instead, paint two very distinctly different pictures, with words, quickly. Remember, the woman is the same person - the bridge between these two worlds is the fragrance.