Unseen Gucci Advert

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Memory of the smell

What we need to look at:

  • Logo/typeface/font- What does it look like? What do the fonts suggest?
  • Product/composition/Rule of thirds- Where is it? How big is it? Conventionally in bottom right- eye should be drawn there by the image
  • Colour Palette-Which colours are used? Which colours stand out?
  • Photo manipulation- Does it look real? If not, why?
  • Props-What are they? What does it suggest?
  • Costume/makeup / body language- Sexualised? Challenging? Alluring?
  • Mode of Address- Formal? Informal?
  • Intertextuality- does it refer to any other media products?
-Unisex fragrance
-Harry Styles- celebrity endorsement
  • Logo/typeface/font- Not many words or typefaces on the advert, which might be because they went to express that everyone is all equal, even if you are LGBT. The Gucci logo on the fragrance is in Capital letters, but is quite simple and it makes the wearers eyes draw attention to the rest of the advert.
  • Composition- the product placement is on the right hand side, which is conventional of other fragrance adverts. It is big and bold, and draws your eye to it immediately, so the audience knows its Gucci.
  • Colour Palette- Warm, golden and grey tones suggest originality and calmness. The blue toned bottle contrasts to this and makes it stand out against the photos around it.
  • Photo manipulation- No photoshop or harsh editing noticeable in the advert-suggests normality and being real to everyone. Also suggests that Gucci are different to other brands and they accept everyone for who they are.
  • Props- picnic setting- apples etc, photos, book and handwritten letter suggests travel and the 'olden days'.
  • Mise-en-scene- Costume and makeup is quite 'ancient' looking and gives indie vibes- could represent different cultures and being 'different' by standing out to everyone else. Their body language is relaxed and they are being themselves- this challenges society's stereotypes of LGBT communities not being able to express themselves or act normal.
  • Mode of Address- quite normal- Harry Styles looking at Camera to show celebrity endorsement and makes the audience want to look at him in the group of people.
  • Doesn't refer to any other media products specifically- this shows they are their own and different

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