KCB101 StoryboardMaddison McCamley and Marie-Louise Kelly

Chosen Item: Women’s Perfume

What is branding?

A brand is a type of text, with their meaning being culturally- specific, fluid and open to interpretation (Week 7 lecture).

As was discussed in the Week 7 lecture with Dr Andrew King, branding is concerned with attaching the ‘best’ or ‘intended’ connotative meanings to a product.

Our Advertisement

We created an advertisement promoting a Women’s perfume.

The brand name of our perfume is ‘Magnifique’, with the accompanying slogan being ‘let luxury lead you.’

Both the brand name and slogan of our advertisement conjure up images of Paris, fashion, style and luxury, which will definitely appeal to women within our target market.

Pitch

Magnifique

Magnifique

Let luxury lead you...

Brand Concept

‘Magnifique’ is the French word for Magnificent in French.

We want women to feel Magnificent, to feel beautiful and luxurious.

Intertextual framing has been incorporated into our advertisement through the use of the Paris setting and French brand name by drawing upon the audience’s existing knowledge of exclusive designer advertisements (week 4 lecture).

France is the country of love, seduction and luxury, which is what the Brand of Magnifique advocates and what will also appeal to our target market.

Target Market

The intended target market is young, busy; working women aged mid to late 20s who find it difficult to make time for themselves amidst the chaos of everyday life.

The advertisement aims at providing these women with an escape, to feeling beautiful and luxurious.

The objectives of ‘Magnifique’ aims at allowing women to have the best of both worlds, by collectively permitting busy, working women to lead luxurious lives through embracing elegance and ease.

Celebrity endorsements

Celebrity endorsements have become one of the key marketing strategies in the fragrance business to exploit the power of fame and image of celebrities to make potential customers (Week 8 lecture).

Celebrity endorsements

Consumers can indirectly identify with Miranda Kerr’s looks, self empowered success, way of life and traits that coincide with the values ‘Magnifique’ advocates through its branding.

Conclusion

Our advertisement effectively portrays our brand values of sophistication, elegance and luxury to create a sense of empowerment among our target market of working class women.