MEST 4 Xmas Task #1

TEXTUAL ANALYSIS

1 Million Paco Rabanne – is a 30 second perfume advert advertisement.

The lighting and angle Shots & Mise En Scene
the whole advert is in black and white this reinforces the class and high standards of text as colour is not a factor to make it appealing. There is many uses of close up and medium shots – as the audience views the first second of the text it is a close up shot on the protagonists face and it has use of high key lighting to create emphasis on his highly defined bone structure, and top lighting to show his power and importance.

Throughout the text there is recurring image of him clicking in different scenes this is used to create a montage and show the sequence of his wealth, from the use of mise en scene; cameras, roulette table, cars, money, alcohol, gambling chips, fireworks etc. All of these are shown in close up shots and allows the audience to identify that this advert is aspirational and target at higher demographics such band A, B as they can identify with the protagonist.

In the whole 30 seconds of this advert the only thing in colour is the Paco Rabanne perfume itself – and it is shown in gold (this connotes that it’s rich) and its surrounding is black therefore creating emphasis on its importance and making it stand out.

Issues and debates
Media affects - how an advert for a perfume makes it seem that the user can have such a glamorous life, this would target more to aspirers as they wish to live this lifestyle and therefore may purchase the product.

Regulation – from sue of shots we can see how some things have been regulated such as when we see the women and her legs – this is sign of sexual gratification, however the audience only sees a small section on her legs as it’s a medium shot rather than having a long shot – as we would see in more lower demographic targeted adverts.

Media technology and the digital revolution – The Paco Rabanne advert comes in HD this shows how emerging technology has affect advertising has they are trying to keep up with it. This allows them to meet audience needs and wants as they have higher expectations because of technology.

Theories
Hegemony – this advert shows how elite are in power, this is made apparent form the use of mise en scene with props such as money, and cars. Also form the protagonist himself and his clothing (dressed in smart suit) which represents his wealth.

Marxism- to some it may show aspects of Marxism and how it could make it seem that by purchasing this perfume – you would have that status and style of living, this could be misleading to psychographics such as aspirers; as it may give false hope.

Pluralism – it could be argued that, audiences have a choice of what they wish to view and believe as there are many different types of adverts and if they are viewing one, the viewer has the power to change channel of view another if they disagree with this Paco Rabanne Advert. A ls it could just mean that this is the ethics of the manufacturer and what they wish to show – being an aspirational advert, as it has a large target market.

Hypodermic needle – this advert uses aspects of this theory as it is injecting messages into the minds of the viewers, it is trying to draw attention to the power the producer has. As it is making it seems that having this perfume will make you rich.

MIGRAIN and SHEP

Media language – iconographies; shows, expensive cars, cameras, expensive suit, gambling chips, stereotyping rich people as picture being taken, beautiful women etc.
Ideologies -
Genre – Aspirational perfume advert (1 Million Paco Rabanne)
Representation - powerful, rich, strong dominant person
Audience - it’s a male perfume advert and, because it has a car, and use of gambling in advert this would mean that the primary audience would be males aged 30+
Institution – Paco Rabanne
Narrative – Advertisement for a male perfume; creates emphasis on how the 1 million perfume shapes his lifestyle – making it seem glamorous and consists of lots of aspects of the mise en scene, which represent wealth eg. Bag full of money

Social – how status can promote an object and influence consumers more when viewing the advert
Historical - how people in adverts change according to society
Economic - how money and the 'free market' has influenced the way a consumer can live their life
Political -