Advertising part1
DKNY
Target audience profile
MY
ANALYSIS IS ABOUT DKNY.
THIS
IS A PRODUCT AIMED AT WOMEN MAINLY CLASS C2DE/ABC1 AND AGED AROUND
(16-35).
Aimed at the type of people who live in cities or are even up for anything.
They
could work in very high-end places for example: offices, clubs/bars etc… Being
able to make ends meet, at least making enough to provide for themselves and
others. The ideal person would like to read a lot of magazines, keep in shape
watch more aspiring films for example Marley and Me being able to want to
afford things.
It
comes as if this person would find in these demographics:
The
kind of person who would like designer labels
Yuppie
– young urban professional or young upwardly-mobile professional
&
Dinky
– double/dual income no kids yet
I
believe these types of people are the most targeted for this company.
The
Maslow audiences they want to attract are :
.
THE ASPIRER .THE SUCCEDER .THE MAINSTREAMER because they are using this as an
advantage to get people to completely invested in the product that they want to
offer.
Denotation/Connotation
In the advert I am talking about its all about a
dominant female models on the cover with striking features we all stop and
stare and that’s when you know they have got us where they want us. The way the
female model is standing in a very fierce and strong minded a very dominant
character. She comes across very sexual or soultry not much of a expression (no
serious opinion). The locations are always luxourous for these kinds of adverts
for DKNY. Also not really shown in her natural environment(is a stereotyped
vision of women today) they always have been seen is this way never really in a
‘normal person’ view. The model is rarely wearing much cholthing it looks as if
she is wearing underwear of some kind , tight cholthes that would attract men
to want to even buy it for there lady in there lives. The only prop that is
used through out these adverts is an apple representing how fresh or sweet they
believe the product is the best quality an apple to people is meant to improve
how healthy you are. Trying to come across as if it will make you feel or look
a certain way but does it really change you? No but that’s what they want you
think. In the advert the colours
are very simple , fine the dark lighting gives off this sexual/aspiring message
for others. I think the storyline is to become a very dominant controlled
stratified women its about being feminine (being able to get your own way).
Well the name is DKNY. The slogan ‘be delicious’
is expressing how much the product is meant to finsh , the language had to make
a statement for people. Its an uncontrollable desire it always has to be in
yours. The font comes across very bold and stands out making memorable for
people who know the brand. Fonts are used
to grab your attention and keep the appeal alive. But when it comes to
there tv adverts the camera shots
and angles shown in a way that proves how much women are the main focus so its
there point of view. For a product like this you have to keep the original idea
of the product alive. Its place in New york because its know for being the it
place for changing your life.
People could be influenced for example the show Glee
a part of is set in New york it’s a place where you are meant to gain a new
life. Maybe that’s what the perfume is mean to do?
Advert appeal
The
kind of advertising appeal used were :
The kind of advertising appeal the adverts have used are sex appeal ,
music appeal , masuline but more feminine appeal and even social appeal. It was
mainly about encouraging the audience to want/ just having to buy it .
Enforcing the potienial buyer well to buy it. People can appeal to this for
many different reasons but its about doing the ones that justify your prouduct
in the best light. I think DKNY is all about having that as there main factor
(when it comes to selling that is). When it comes to the persuasion side of it
I think they use quiet a lot of effective play on words and snob appeal because
the brand has to be ‘to good’ to not want. Being able to have some sort of
advantage amongst competitors.
Repersentaion of gender
Women
are seen as the more dominant charcter in the adverts. As if they should be
someone to admire or want to be like which may not always been seen in the
right way. However when it comes to the man there more like a love intreast then masculine as your more likely
to see them as. The main is not ‘alpha’ male not as stereotyped but for women
it is. The type of body positions and facial expressions really show how much
the women are meant to be seen as empowered and comfortable in who they are .
Men aren’t really seen in the best light as if they chase women and always win
but that’s not always the case in real life. Women are in control they have the
power . The role they are trying to sell is a fantasy but that isn’t real for
everyone is the expectation of saying that this could be you all you need is
this product. And that your life is meant to change forever.
Institutional aspects
A campaign
is like an advert promoting something usually trying to stop or attract people
to something.
A
consumer I more likely to see these types of adverts(in DKNY) in places like
billboards , on tv and in the magazines etc…
The
ad company that designed it was the promotional part of he DKNY operation.
I
think the kind of regulations and censorship guidance people look out for could
be:
.
The target audience
.
The type/choice of word used
.
The images used
.
Where its placed i.e channel/area
By
Cassandra
p.s
I hope I have been able to answer all of what is ask of me and explained well
enough.
