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Are print perfume adverts more effective than video perfume adverts?

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Are print perfume adverts more effective than video perfume adverts?

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Talk about billboards

Posters on bus stops

Adverts after an Instagram story

Newspapers

YouTube adverts- do people skip them

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Print advertising is a form of a mass communication strategy that uses hard copies, for example newspapers, billboards and magazines to reach consumers. This is extremely effective because it isn't hard to lose, and it reaches people in a very unique way. Each of them reach a different target audience. Newspapers is one of the most used forms of print advertising. Your ad will appear next to editorial content or on a designated advertisement page. Newspapers are mostly read by the elderly so advertising items that are aimed at kids won't be effective as kids don't read newspapers. Billboards will reach a huge variety of audiences as it's easy to spot and everyone can see. It is effective as it has a lot of exposure as well, this is because they aren't small and hidden.

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Some advantages of print advertising is that you can be very flexible with the way you choose to create it. Print adverts also last long as they are hard copies. Local newspaper publishes will also work hard to create positive relationships with members of the community to build a loyal customer base.

Print advertisements last longer as they are in paper form so they can not be taken down as easy as video adverts can.

They also build reputation and trust.

Print advert also means longer attention span as u are made to read it or look at it longer.

Higher frequency of viewing

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There are a few disadvantages of print advertising, one being print ads are not the best option to target a wide or global audience accurately. Print advertising has several restrictions, such as the inability to target a particular audience. Print advertising is unreliable because it frequently gets buried under all the other adverts as it doesn't provide built in interact. There are a few more disadvantages which include: competition as your advert will appear alongside many others and readers could miss it. Another disadvantage would be that it can be hard to measure effectiveness, readership figures don't tell you how many people see your ad, and response rates can be low. Another disadvantage would be that people may not find it as gripping to actually go out and purchase the product.

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Video adverts are one-way communications between the sender and the receiver. This allows the sender to persuade, entertain, inform and empower the audience. Video adverts communicate their messages to impact audiences as the different images, text and maybe even actors used in the advert draws the buyer's attention even more. It may intrigue the customer and make them want to buy the product instantly. It targets a huge audience as many age groups watch it. Including teens, adults, children also, so production companies know when to put certain adverts on the tv. For example they will advertise toys for children in the morning or in between breaks during a kid tv show. Companies will advertise home essentials for parents and adults during the day while kids are at school or if it's teatime.

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Advantages for Video adverts would be that they are easily shareable, this is effective because if you like something you know your friend likes you will always be able to send it to them. Another advantage for video adverts will be that they are perfect for mobile users. This is effective because almost everyone has a phone in this day and age so it's easy to reach a range of audiences. Research suggests the average user remembers 95% of a message when it is watched compared to 10% when it is read.

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Gender

Men have twice as much dialogue as women across over 13,000 video game characters. This suggests women are vastly underrepresented in video games. Women are crafted to be objects of beauty, with revealing outfits.

Race

A vast multitude of games feature characters of various ethnic backgrounds in a multitude of positions, suggesting a lack of discrimination in this sector. However certain racial stereotypes still do exist in a wide range of modern gaming.

Franklin- gta ethnicity

Pros- someone of colour put in a position of power.

Cons- Franklin holding a bat- could show that he’s dangerous. In a gang. Over use of the n word

Cat woman- Batman gender

Pros- actually a woman in a video game. Powerful woman

Cons- outfits skin tight, revealing. Advertised towards men

Pros- woman dressed in armour- showing that I woman can play that role in a game

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Race- some genres classically were defined by the ethnic group that perpetuated that music. For example, hip hope a typically black genre, features either conformities or subversions of black stereotypes. This again depends on the subgenre of hip hop the video represents

Gender- women in music videos are objectified as objects of sexual desire, emphasised by revealing clothing and provocative personalities. This is trend hasn’t died across decades of music videos, despite vast strides in feminise and female representation in the general media.

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Representation is the way in which subjects are portrayed by the media. That can be positive, negative or indifferent; and can influence how or what wider society thinks. It can link to culture, faith, class, upbringing and many other factors.

The Bechel Wallace Effect

The observation that, in a large majority of television and films (hopefully not so much now), if there are two female characters talking on screen, it is always about a man.

The male traits include: physically strong, angry, uses violence to solve problems, dominant, competitive, leader, protector, hero etc.

The female traits include: the mother and carer, not listened to, sensitive, caring, emotional, sexual objects etc.

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Mulvey and others theorized that cinema, art, literature and other forms of media were predominantly aimed at heterosexual male viewers and reduced female characters to sexual objects for their pleasure.

This can be through the cameraman, the male character on scree or the spectator who is looking at the scene.

Critics say this led to the reinforcement of stereotypical roles for both men and women.

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The director is the most important part of he process. To class a director as an auteur, they have to have certain characteristics, such as a visual style, narrative structure, particular character traits/ situations and sets of themes within each of their films. You can tell you are watching a film by the auteur as they use the same traits. Alfred Hitchcock is an example of an auteur.

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I created a survey with 5 questions and sent it to friends and family to complete and i have gathered some information about video an print adverts. 75% of the people voted that they prefer Video adverts and 25% stated that they prefer print adverts.

I also asked if they tend to skip adverts and 75% said yes and 25% said sometimes.

Another question i asked was if they interact with adverts and 75% said no and 25% said yes. Do the adverts you see serve its purpose making you buy it was another question i asked and the results shown that 50% said sometimes, 25% said no and 25% also said yes all the time.

From the results i have gathered that people prefer video adverts as they are seen to be more entertaining than a still image. They also skip adverts and i believe its because of the lack of interest as some of the content may not be relevant to the individual.

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Female representation on perfume adverts

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Female representation on perfume adverts

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As a result, women in perfume advertising tend to be objectified, reduced to their physical characteristics, and shown to conform to established gender norms. When advertisements positively portray women, there is an increased likelihood of having a positive impact on long-term brand relationship as well as short-term behaviour change. The role and portrayal of women in advertising can influence attitudes towards the evaluation of an ad. The main idea for perfume adverts is that the companies want to make you believe that you'll attract the opposite sex if you buy their perfume. They're hugely over sexualised and even for adverts that are meant for women , they are still somehow aimed at men too; with the use if naked women. It reduces women down to their overall beauty, not their personality or intelligence. You can argue that perfume companies are instead trying to sell sex, rather than their product. More people will pay attention to a naked woman, rather than an image of just their product so they take advantage of this.

Even in a perfume advert made for women, there is still a man positioned next the woman. When the man is looking right at the woman it portrays the idea that women are objects, there to be looked at, and in most cases the woman has very little clothing on or none at all. Perfume adverts have typically relied on fantasy narratives, utilising the sensuality of sound and music to evoke intimacy and emotion. Associations between scent, sex and romance have led to objectification and stereotyping of women, particularly celebrities- treating them as the products on sale. However, I will argue that some adverts have begun to challenge these representations by repurposing the artistic freedom.

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Video may be a great medium for marketing, it needs to be acknowledged that not just any video can compete against a similar product or company that puts out quality text and images. A bad video can cost your company more in the long run as you could invest a lot only to see a minimal return on your investment. Another disadvantage would be that they are more likely t be skipped than watched till the very end, which will be a huge loss after spending time, effort and money into an advert which may not be watched in the long run.

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This Chanel perfume advert is very effective as it is serves its purpose. It leaves an even better impression on the viewers. The producer has decided to do make the bottle look extremely elegant as it is gold which is a rich and wealthy colour. The photo is very eye catching as it stars a very pretty woman on the cover of the advert who is able to embody the essence of the fragrance.

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This Dior video advert is extremely effective as i feel it makes the perfume look very delicate and elegant. The use of the colour gold again gives the sense of richness. The bottle of the perfume looks pristine and stands out.