David - Advertising: BOSS Moving Image

Boss: The scent private accord – Moving image 

This advert promotesthe BOSS scent for both men and women by having 2 star vehiclesin the moving image – Jamie Dornan and Brigit Kos. Jamie is famous for his role as Christian Grey in the ‘Fifty Shades of Grey’ movies whilst Brigit Kos is a Dutch supermodel. The advert is set in a futuristic opera house and begins with Kos entering the venue in an old-fashioned Bentley. The buildings interior and exterior is all white which stands out when most of the guests are wearing black suits or dresses. The contrast in coloursinfers light and dark, good and evil which could be seen in the advert as love and hate. The posh suit and tie event has futuristic features including the audience members wearing virtual reality glasses that disconnects them from the outside world. Near the start of the advert the pianist approaches his piano and there is a birds-eye view shotof him and his shadow. This infers there is another side to the man and ties in with the theme of virtual reality and almost him having a dual nature. The connotations of the pianoand the sounds being played are romantic, sensitive and intense which matches the story they are telling as the relationship between Dornan and Kos seems very intense as at first they cannot actually see each other. At around 30 seconds into the video there is a shot of her (Kos) with the side of Dornan’s face which shows how the directors creatively used different camera angles to portray the character’s relationshipand how it slowly progresses throughout the advert. There is there a variety of different shots and angles of the couple whilst the pianist plays his piece; there is a close up shotof their eyes which engages the audience because we feel as though they are staring at us as well as each other. The gold tones in the backgroundof the video and the light coming of the glasses connotes wealth and warmth which is a very positive aspect to the video. When coming back into reality, he cannot feel or sense her so he chases after her and to end the video she shows up behind him and he is clearly happy to see her. This video shows technology improving yet limiting human connection which makes it more intense and sensual. 

The BOSS brandis very sleek and sophisticated – the logo is in serif fontwhich is seen as elegant and expensive which relates to the brand identity as people recognise the logo. This particular perfume (for women) and cologne (for men) has always been known as ‘the scent’ however the company switches up their star vehiclesto appeal to other audiences, in this case appealing to both men and women. The scent contains ginger, exotic manika fruit and rich leather which is a very masculine scent. Jamie Dornan said himself “for me, Boss represents sophistication, masculinity and elegance.” And the chief marketing officer described it as ‘augmented sensuality’ with the word augmented meaning – making something greater by adding to it. The prices for ‘the scent’ for men and women is between £40-£50 which can be considered expensive but that is the BOSS brand – expensive. The word itself has several connotations such as power, dominance, strength and authority, which again relates to the brand identity and their target audience mainly being men ages 18-40. In the advert there isn’t much persuasive language as they are soft selling the product. They use the emotion between the two characters to persuade people to buy and use their product as you can fall for someone if you are wearing it. The advert plays of people’s desires of smelling nice for someone who they find attractive which could also be seen as a fear as they don’t want to smell bad so some customers are willing to pay more in order to smell a certain way. At the end of the advert there is iconic representation where both bottles for male and females are on show which allows the audience to see what the product/bottle actually look like. With perfume adverts, they don’t really have a USP because you cannot smell the perfume through at advert so it all depends on how well they sell it and if it is to the correct audience. By using Jamie Dornan and Brigit Kos they are using product endorsement to have them sponsor and support the product and brand. The advert is successful in selling the product due to the use of colours, shots and characters involved which engages and encourages the audience to buy the product without actually seeing the product itself.

Youtube Link - https://www.youtube.com/watch?v=oKHkoedcCrc