Task 1 Textual Analysis

Channel No5

The short film advertisement of channel No5 perfume starring Nicole Kidman uses fast zooms and close ups of the stars facial expressions to establish the love connection between the leading male and female stars. Also long shots and point of view shots from below of Nicole Kidman portray her glamorous appeal towards the audience. The use of back lighting and low key lighting used on Nicole portrays her fame as a glamorous idol towards the audience as at the beginning of the advertisement she is shown to be escaping from the paparazzi as she is portrayed as a VIP.

The first scene of the advertisement shows a medium shot of Rodrigo santoro 'the prince' watching a big spotlight rising into the sky as he begins to narrate the epic love story of the theme of Moulin rouge. The mise-en-scene represents a typical love scene throughout the advertisement with night and moonlight, as Nicole steps out of the car she begins to run in the middle of the streets of New York times square as she is seen by paparazi,this also portrays her reputation as she is a famous, important star. Dressed in an elegant long gown, she runs in front of a taxi and a camera flashes in her face, the use of top lighting and a close up of her facial expression is shown as shocking as she feels she must run away. As the prince enters a zoom of both the male and female stars sitting in the back of a taxi, oblivious to her appearance appears as this shows the love connection between the two.

The use of non digetic sound and voice over narration by Rodrigo creates a romantic and tragic atmosphere reflecting the tragedy from Romeo and juilet,another epic love story directed by Baz lurhman. Many scenes within the advertisement uses jump cuts, fades and dissolves to establish the tragedy behind Nicole’s famous reputation as she is seen longing for a love relationship with her hero .The use of a slow motion montage is shown with continuous close ups of her shocking face as she is shown to have abandoned her career and has become breaking news to the world.

The advertisement is produced by film director Baz Lurhman, as he uses the theme of his epic movie Moulin Rouge. Nicole Kidman also starred in the movie as she is also promoting the movie and the fragrance of Channel No5.The advertisement genre is romance as the iconographies of the love theme from Moulin Rouge creates a poetic, romantic atmosphere of the love connection between Nicole Kidman and Rodrigo santoro.The advertisement is set in New York times square as Channel is a top designer brand as new York is also a fashion capital. The use of style is elegant and romantic with city lights set in the night.

Nicole Kidman is represented as a famous idol that everyone looks up to, her character is portrayed as a sex symbol for men as she is an entertainer for the male audience, this also reflects the patriarchal society and reinforces subordination of women. However the Male star Rodrigo falls in love with Nicole without knowing who she really is, this reflects his feminine side as he writes love poems as he express his love for her. This shows the alternative side of the male representation in the advertisement as to most she is portrayed as a sex symbol and provides the entertainment for men. However the advertisement also portrays women as passive as the prince is shown dominant as Nicole is weak and unhappy until she met her prince and he gave her strength to continue with her career, as in the last scene of the advertisement a close up of her face is shown looking back at the prince and smiling as she feels happy again, walking down the red carpet.Although there is a large Chanel double C illuminated in lights outside the garret, Chanel No 5 is not actually featured in the film, being present only in the final shot in the form of a pendant made of 687 diamonds in the shape of a  No 5. 

The text is targeted at a femaleaudience however is also appeals to a male audience as it shows the male attention Nicole brings to herself with the channel fragrance. This also reflects the influence it has on audiences as the target market may find this appealing and therefore become attracted to the product. However the stars may also appeal to the audience as Nicole Kidman’s fans may be attracted to the advertisement simply because of her or fans of Moulin rouge.

The ideologies and values behind the text is feminism and the satisfaction of beauty and attention, as it wants the audience to feel the emotions Nicole Kidman feels in the advertisement however the negative values portray and influence the audience of vanity and glamour, although the advertisement portrays this through Nicole’s emotions as it shows the sadness and tragedy of her fame as she wants to run away with her prince. The narrative uses enigma codes as Moulin Rouge was an epic romantic tragedy. The uses of narrative roles are a prince, the princess and the villains are shown to be the paparazzi as they invade her life and take away her one desire. 



Heat - Beyonce

The heat advertisement by Beyonce uses close ups and pan shots to establish the sex appeal of Beyonce’s new fragrance. The first scene of the advertisement uses a close up shot showing the fragrance bottle opening with steam this portrays the connotations of the word heat. There are continuous close ups and medium shots, cutting and dissolving into each scene establishing the heated atmosphere of Beyonce as she markets the product with too much emphasis on her sensual passion, and

gyrates partially exposing her breasts, As she is  being sexually represented in a provocative manner promoting her fragrance.Beyonce is dressed in a short red silk dress, in a steam room with low key lighting and red spot lights, this also portrays the connotations of the fragrance heat. The use of diegetic sound plays in the background by Beyonce’s cover of fever originally sang by Peggy lee, as she sings along with the track.
The advertisement was produced and directed by Jake Nava and the advertising campaign was made by photographer Michael Thompson. It is scheduled for late night after 9pm as the sexual content is shown explicit and has been said ‘’it is too sexy for British television’’.The advertisement shows iconographies of romance as the vase of roses and Beyonce’s passion of heat connote romance .the advertisement is set In a steam room where beyonce walks around in her short red silk dress promoting the fragrance, the steam room also connotes the title of the fragrance heat.
The representation of beyonce is very proactive and sexual as she is also targeting the male audience with her sensual passion for her fragrance. This also reinforces the representation of beyonce as a sex symbol for male entertainment. However the perfume is target at females and Beyonce’s fans. The ideologies and values behind the text are feminism and feeling good as beyonce also sings her cover of the song fever which connotes love and passion. She is also underpinning that wearing the perfume makes u feel the passion and heat of the fragrance.  


Diamonds Emporio Armani

As Beyonce enters the stage a long shot of her body appears as she shakes her hips from side to side towards the microphone along with the jazz band, a silver spotlight appears on her face as she begins to sing her cover of diamonds are a girls best friend, originally sung by Marylyn Monroe .This connotes the title of the new Emporio Armani perfume, diamonds. the fast pace of the commercial establishes the elegant style of the new perfume as the continuous cuts of flashing lights, the jazz band playing and shots of beyonces creates a montage before the climax of the song. In the advertisement Beyonce is wearing a short dress made from diamonds this also connotes the theme of the commercial as the fragrance is called diamonds. The use of lighting creates a glamorous style as a silver spotlight is continuously shining on Beyonce where as the jazz band are in the back with low key lighting this also portrays Beyonce as a diva as she is shown dominant as the star as the jazz band only consists of male musicians.

A medium shot is shown of a hand holding the perfume bottle as we hear the sound of glass breaking as the hand smashes the bottle down on to diamonds this also connotes the meaning of the song as beyonces sings diamonds are a girls best friends, as she performs the song with aggression and powerful dominance showing she is materialistic for diamonds. A close up of the bottle is shown spinning around with diamonds falling down as beyonces finishes performing the commercial. As the commercial finishes the logo of emporio Armani and the title of the perfume appears along with the question can you resist? This is targeting the female audience as the commercial is a temptation of wanting the fragrance. As the famous phrase of diamonds are a girls best friends by Marylyn Monroe.

A medium shot is shown of a hand holding the perfume bottle as we hear the sound of glass breaking as the hand smashes the bottle down on to diamonds this also connotes the meaning of the song as beyonces sings diamonds are a girls best friends, as she performs the song with aggression and powerful dominance showing she is materialistic for diamonds. A close up of the bottle is shown spinning around with diamonds falling down as beyonces finishes performing the commercial. As the commercial finishes the logo of emporio Armani and the title of the perfume appears along with the question can you resist? This is targeting the female audience as the commercial is a temptation of wanting the fragrance. As the famous phrase of diamonds are a girls best friends by Marylyn Monroe.