This advert, although the model isn’t making direct address which is generally what someone in a perfume advert does, conforms to the general rules of a perfume advert.

The model is well-muscled, is topless and gives off the impression of appearing strong by the bandages around their hand as if they are going to box. The entire colour of the advert is black and white whilst the perfume is blue, again conforming by making the perfume stand out. The typography of the name is very masculine and has no colour.

This perfume advert subverts from the traditional style of a woman being feminine and sweet yet conforms in different aspects.

In this advert the model has a combination of masculine and feminine qualities. She is making direct address with the audience, and it is a mid-shot. This shows confidence and is aspirational to the audience, making them want to become her and giving the idea that buying the perfume will allow this.

The model has slicked backed hair which is masculine as it is not long and curly like many other adverts. She is also wearing a blazer which again is masculine, however she is also wearing nothing underneath. This is provocative, drawing in the reader, appealing to both men and women.

There is high-key lighting behind her, making her stand out. The colours are also very toned down, black and silver. The only colours are her lipstick, and the perfume. This again draws in the reader and makes the key elements of the advert stand out.

The typography of the name of the perfume “Elle” is very feminine, it is like a signature and from the position of the model holding then perfume it looks as though she wrote it with the perfume. However the typography of the name of the brand and the tag line is very masculine, whilst in keeping with the colour theme of the word “Elle”. This matches with the theme of masculinity and femininity combined. 

This perfume advert is slightly different as it is for a man’s perfume.

However it again follows the same lines as the others with a very attractive person representing the perfume, making direct address at the audience and makes the model the focal point of the entire advert.

Like several other male perfume adverts this one is also in black and white. This is because it can create a sense of strength and masculinity which is essential in a male perfume advert as you are trying to get the reader to buy the product. 

The model, although not someone famous for acting like the other adverts, follows the conventions typical of this advertising.

They are very attractive, not smiling and have a very muscular body. These attributes are something very few people have but a lot of people want to achieve. Putting the model in the advert is aspirational for the reader and will let them believe that if they buy the perfume they will achieve their goals.

Adding to the masculinity of the colour scheme it also creates a sense of classiness. Adding an air of upper class with in the photo linked to the brand name Calvin Klein, which again is aspirational for the reader. 

This advert conforms in a slightly different manner to the Miss Dior one but mostly in it’s colour scheme.

Whilst the Miss Dior one was trying to create innocence using the light pinks and pastel colours this adverts attempts to give off freedom using blues and golden tones.

This advert again features a famous actress, Jennifer Aniston, however she is promoting her own perfume instead of representing a brand. This in it’s own way is a conformity as many famous actresses or singers bring out their own perfume as a way of making more money and enhancing their image.

Jennifer Aniston is again made to be the focal point as she is the largest thing on the text and is also directly addressing the reader. The sea, mountains and sunrise in the background help create a sense of calm and freedom with in the text that if the reader bought the perfume they too would attain these feelings.

The typography is slightly subverting as it is very straight and unfeminine however it is contrasted by the shape of the perfume bottle it surrounds which is curved and feminine and fitting with the colour scheme.

This first advert is from Dior. It conforms in several different ways.

There is a pale pink background, a colour often associated with femininity, innocence and women, the model is very pretty and the well known actress Natalie Portman. Her hair is slightly long and slightly curled, again adding to the theme of innocence, as well as having a bow in it.

As well as the background being pale pink to represent femininity it also allows Natalie Portman to be the main focus of the text. She is directly addressing the audience by looking straight at the camera as if she has nothing to hide whilst hiding herself with her hands.

However the theme of innocence is contrasted with the fact Natalie Portman is topless, although revealing nothing. This makes the picture seem provocative, something often used in female perfume adverts.

The typography is also very feminine, with emphasise on the fact that it is a women’s fragrance with the word “miss”.

The overall effect on the reader is that you could be both innocent and girly whilst remaining provocative if they buy they perfume. 

This advert has barely noticeable writing and makes the picture it’s focal point.

It is an advert for the RSPCA, best known for it’s campaign to get people to help dogs.

The picture at first glance looks like a noose, a thing used to kill and destroy. However if you pay attention to it you notice it is actually a dog’s lead and collar. 

The use of this imagery induces sympathy for the animal as it is creating the idea of punishment and death with in the picture. 

There is then a small statistic at the bottom of the advert that is overpowered by the imagery but in it’s own right is given power by the imagery. The reader will link the idea of death with the statistic before finishing reading the sentence.

This will make people want to donate as they will feel sympathy for the animals. 

There is then the identifier of the charity in the right hand corner which enables the reader to know that the picture is from something “official”, again making them want to donate to the charity.

This advert has no picture to accompany it’s text as the text itself is the focal point.

It has two overlapping messages, one written in what appears to be child’s handwriting, a simple story whilst the other is written over this message in green.

The line along with this is “If you don’t listen you won’t hear them”. This is demonstrating that children hide their feelings when it comes to abuse. They have no where to turn to. 

The black and green colours of the “child’s handwriting” are the same colours of the NSPCC logo and text.

The black text emphasises the cruelty to children whilst the green logo could be shown as their saviour. This mirrors the “child’s handwriting” as the green letters are what show the “hidden message”.

The target audience of this would be adults as the style of it evokes sympathy and wills you to donate.

Long shot

Three people shot

Two people shot