Both print adverts and the commercial advert is advertising DKNY "Be Delicious". This fragrance is most probably targeted at young trendy woman between the ages of 21 and 28. They probably work in places to do with fashion or retail. They may not be the going out "partying" type as DKNY is promoted more for the day and romantic times. Social class wise, they may not be at the "top of the ladder" but not at the bottom either. Somewhere between both, like the middle class, would be a more realistic classification. This would be the C1 Social Grade, which is what most the population is classed as. These women most probably like to eat out, maybe not high class restaurants or takeaways, but at light cafes and eat healthier food. They’re favourite film genre’s would most probably be romantic or films based on real stories, such as “Dear John” and “Marley and Me”. According to Maslow’s hierarchy of needs, the targeted audience would be classified as “The Mainstream”. This is because perfume is generally worn to attract the attention of the opposite/same gender and people of “The Mainstream” category generally need security, which comes from relationships, and have a domestic everyday life, which is most probably what these targeted women are searching for.
Women are shown as seductive in both print adverts and the commercial for DKNY “Be Delicious”. In the commercial the female model for the ad uses her looks and seductiveness to her advantage to get the apple off the male model for the ad. Men are shown as quite gullible as the male model in the commercial gives up the apple he intended to get for the attractive female model. The female model allowed the man to pick up the apple for her, which she could have done for herself. this shows that she has the hold over the man and she shows that by letting him do the work. The man becomes instantly smitten and starts to chase her. In the commercial the female model is just walking randomly on a street and bumps into the male model picking the same apple as her. The female model obviously has the higher position in power because she has the male model running after her instead of her doing the chasing, which shows women that they could find themselves in similar situations in the sense that they will have the advantage over the person they’re trying to attract the attention of. The advert is quite stereotypical as it shows that women just flaunt their looks and get whatever they want from men.
The location for the commercial suits the product perfectly as New York is famously known as “The Big Apple” and the product seems to revolve around apples. The product itself is shaped as an apple. The slogan for the advert is “Be Delicious” as if wearing the perfume will make u delectable. Also the fact that the female model is eating an apple of all things in a way promotes healthy eating, and it is as if the campaign is saying to be healthy and feel good about yourself, you first need to smell nice. In the print adverts you cannot see the models bodies as it is just a mid shot. The models faces and shoulders are only seen but their facial expressions are sexy and seductive. The connotations of this are that women, who the fragrance is targeted at, can be just as sexy and seductive if they use the same perfume. The costumes in the commercial are very “normal” in the sense that it’d be something people would wear on a normal day not on a big occasion. The connotations of this are that normal people are who should be wearing this fragrance and that they are who it is targeted at. The female model is wearing a red dress with a coat over it, which isn’t very revealing. Society’s definition of “sexiness” is commonly wearing revealing clothes and showing off a lot of skin. So if that is the norm, and this model isn’t wearing revealing clothes, her sexiness must come from the perfume, which will make women want to buy it so they can be as sexy as her.
The font used in the print adverts is a normal bold font. It’s very “normal”, simple and isn’t very unusual. This is like the women who the fragrance is targeted at. They’re not unusual or like big celebrities who like to have everything different, but they can settle for something normal and simple. The slogan is written quite largely in capital letters and the colour of a green apple is used for the lettering. The pack shot of the product in both the print advert and commercial advert is quite elaborate. It is of the actual perfume bottle surrounded by apples of the same shape which look extra juicy. In the commercial the models don’t actually speak, instead a voice over at the end explains the product with just a few words and the slogan.
The advertising persuasion technique used is “Simple Solutions”. It gives the idea and hope that by buying a certain product, in this case a perfume, you will immediately become attractive and irresistible. The advert appeals to women through this and preys on their insecurities, as those insecurities are what the targeted women are trying to fix. According to Goff mans theory, women are presented in the media in a negative way. However, this advert does not portray women in this way. The role the female model plays isn't objectifying or stereotypical as she is shown as just a normal person.
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