Perfume Ad Analysis

Advertisements work to convince the viewer of a certain message, whether it is to vote for a particular candidate or buy a certain product. This is done through agents of persuasion. By analyzing several different perfume ads from two different magazines we can discern the intended audience, the message, and the different routes of persuasion used. To start, the Modern Muse perfume ad from Cosmopolitan magazine uses both central and peripheral routes to persuasion. The Muse ad portrays Kendall Jenner in a suit and the words “Be daring. Be an inspiration.” The intended audience for the ad would most likely be younger women around ages eighteen to twenty-five, as Kendall Jenner is someone whom they would recognize. The advertisement’s …show more content…
The ad displays Adriana Lima, a well-known model, laying down and biting the chain of the perfume container. The audience of this ad would be younger women around the ages of eighteen to twenty-five, as this is the demographic Lima appeals to as a younger model. This demographic would most likely be influenced by peripheral cues. This is clearly seen in the advertisement, as there is no information about the perfume itself. The only knowledge we have of the perfume is the name, brand, and model. The advertisement relies on appeals through association. We see that the ad uses appeals through association of the brand with luxury. This is seen by the Marc Jacobs brand and the name of the perfume itself. The Marc Jacobs brand is well-known for its quality and success. This would appeal to the viewer because it conveys the idea that having the perfume equates to luxury and grandeur. The name of the perfume, "Decadence," also supports this claim. It reinforces the images of self-indulgence and …show more content…
The audience for the perfume includes women ages twenty-five to thirty-five. This is the audience that Marie Claire magazine appeals to. The advertisement allows the viewer to convince herself to buy the product due to the brand and model. Dior is a generally recognized and; therefore, it sells well. This is an association that the viewer makes between the brand and quality or affect of the product. Regardless of the information we are given, or in this case lack thereof, we have preconceived expectations that the product will perform well. These expectations are reinforced by having Portman endorse the product. All in all, the Dior advertisement allows the reader to convince him or herself to buy the