After all the presentations that we did for comms, i felt inspired to analyse a commercial on my own especially after i saw this really cool escada ad! It is completely non-verbal and has been crafted very artistically yet rather straightforwardly for the layman to appreciate. As you can see, it opens with a lady going into water and the effects of the water and her movements are so sensual, especially because of the flowy nature of her dress. The way she moves with it emphasizes the comfort and pleasure that you will get from using the escada perfume. this reminds me of illustrators under Kinesics.
The use of colours- the way the pinks and whites blend with one another- attracts our attentions and more importantly show us figures of flowers within that blending. It brings about a particular softness in the ad and seems to emphasize the fact that its a very feminine fragrance more flowery than fruity or citrusy. The background music adds to this effect because it lulls u into feeling the way the lady in the ad feels. The tune was appropriate. However, i couldn't make out anything from the song itself. Maybe, it is meant to be that way for a dream-like effect where nothing is really too clear because you're in your own little world and only you can understand anything that's going on.
The lady's expression is also one of relaxation and contentment insinuating that it will make anyone who uses it relaxed and content. It is another form of non verbal communication that requires us to create meaning out of what we see alone. The lady is also very comfortable with herself and her body in the video; the way she twirls and caresses herself and her dress. (Haptics) It brings across the idea of gaining confidence via the new scent.
I think the way this ad is presented makes the viewer really interested to go check it out, especially the females that it is targetting. Not all scents suit everyone and it's difficult to find one that suits you perfectly but at the end of this ad, i would love for this fragrance to suit me perfectly.
posted by RanPer @ 7:00 AM
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