Visual Media Essay Example | Topics and Well Written Essays - 1000 words

Visual Media - Essay Example There is no overt action. The man is gently touching the woman as he finds her desirable and the woman is coyly maintaining certain distance. She appears hesitant as if she is trying something new. The first time look is evident on her face. These tactics have been deliberately employed to convey that while with Romance, you can have romance; it will be love and not just sex. This subtle differentiation between sex and romance has given the ad its classy value. The second message you get is that RL Romance is not for everyone. It's not a common-folks item. It is meant for people with certain tastes and this is evident from the clothing of the two models, however little they are wearing. The white clothing, the stylishly done hair and the serious expression on the face of the female model are done to maintain certain distance from the audience. It is not an-everyone perfume and it has to be portrayed as such. The moment the two models share is something private and is in complete contrast with the light flirtatious moment shared by the two models in CK ad (discussed below). This ad is employing propaganda by different techniques with most prominent being Scarlet Johansson's presence. The woman represents a variety of things including being a young, talented and sexy star. Using a star in an advertisement lends immense power to the brand without requiring any real proof. People are likely to think that since Scarlet Johansson is using this perfume, may be I should to. It has the testimonial value as well as the bandwagon value. Scarlet is 'cool, chic and happening' and if you want to be like her, use Eternity Moment. The ad uses a simple line too that says, "A moment can change everything". Indirectly the audience is being told that they should not underestimate the value of each moment while highlighting the significance of the product's name. the audience is also being reminded of the value of being prepared. In an important moment, if you are wearing the right perfume, that can change everything. Now this may or may not be true. But the ad takes it f or granted that we believe it to be true. Again like Ralph Lauren, Calvin Klein is also a well-known brand. Definitely the perfume may not be used by the common folks but the ad gives you a feeling that it can be or rather should be used by everyone who wants to turn an ordinary moment into something exceptional. Capturing Johansson with a girlish grin on her face gives the ad a common-folks value. She appears genuinely happy like any ordinary girl in love. Most women would be able to connect with her and the expansive of her happy soul. The model is having a pleasant experience and this is something everyone can relate to. The same could not be said of the Ralph Lauren ad that maintains a certain stiffness of manner to exude class and sophistication. Interesting both these advertisements lack color. They are done in black and white with a hint of color in the perfume bottle. This color is almost non-existent in RL Romance ad while it is