1. Introduction to Image Analysis
Aims and Objectives:
Use the textual analysis tool kit to conduct an image
analysis on your found images
Use the concepts Denotation and connotation
TECHNICAL CODES
SETTING AND PROPS
LIGHTING AND
COLOUR
BODY LANGUAGE AND FACIAL
EXPRESSINS
HMK: WRITE UP A MINI ANALYSIS FOR THREE IMAGES
USING NOTES TAKEN IN CLASS. 250 WORDS TOTAL.

2. Icons in Culture
Aim:
To discuss and research images of icons in
film and music industries
Obs:
To compile research with annotations

3. Image Analysis in Research
Nelson Mandella
Equality

4. Target Audience
Aims and Obs
To introduce the Demographics and Psychographics
To introduce the idea of Target Audience
To apply understanding to Advertising pitch
What products would advertise in these publications?

5. Target Audience Profile
TecWare Teens:
· Are girls and boys ages 14 – 17
· Come from households with incomes $100,000+
· Are interested in technology, gadgets, the Internet
· Frequent chat rooms, use email daily, and play computer video games
· May hold a part-time job or volunteer as a web-master, computer teacher or
similar
high-tech entry level position
· Have allowances of $20 a week in addition to their jobs
· Whose parents purchase at least $500 in “back to school” clothing
Alexis and Ryan
Alexis, 16, and Ryan, 14, are brother and sister. They live in the city’s best
neighborhood, in a three-story modern home from the pages of Architectural
Digest. In their free time, they volunteer to maintain web sites for the family’s
church, the local fire department and their high school. There is one
television but 3 computers in the home – Dad’s laptop for work, the “family
computer” and Ryan’s personal computer that he bought with money earned
teaching senior citizens computer skills. Dad is Vice President of
eCommerce for a national bank and Mom is a reporter for the online version
of the city’s newspaper.

6. How To Read Any Ad
Aims and
Objectives
To move on from image analysis to Print
based advertising
To identify conventions of an advert in
preparation for analysis

7. Generic Elements of Perfume Advertising
Aims
To consider common conventions in Perfume Advertising
To work towards a specific brief and apply understanding
To be creative in flat planning of ideas and annotations
Objectives
To have a write up shared ideas
Understanding of the specific brief
To have a begun flat planning of perfume advert
Look at the direction of
the eyes in these
perfume adverts, what
qualities do the suggest
about the models or the
perfume itself?

8. Generic Elements of Perfume Advertising
Aims
To develop common conventions in Perfume Advertising
To compare Representation across decades

9. Generic Elements of Perfume Advertising
The black and white colour
suggests a feeling of old
hollywood movies
The copy in this ad anchors the
meaning of this perfume being
sophisticated and aspirational
People associate the sophisticated
and elegent qualities of this actress
and associate it with the brand
French Brand Name suggests
Style, elegance and glamour

10. Generic Elements of Perfume Advertising
Sensuality is often
The name of the GENDER
used to sell
perfume often Simplicity perfume. The
speaks of the idea that the
qualities that the perfume makes us
producer would attractive to the
like to attract you other sex is often
with. For used in Perfume
example, Conventional Elements in Perfume Advertising ads. Couples are
Diamond often seen in a
expresses qualities loving embrace or
of... looking at each
other
Often the setting is
aspirational, a place
Often models are shot from a where people would
A close-up of the bottle is
low-angle that elevates their like to be. A
almost always displayed in
status. There are a range of romantic setting,
the advert. Often it is found
shot types used from close- Paris, a carefree
on the bottom corners
ups to medium long shots. setting, a beach.
NAME
SETTING
ANGLE
SHOT TYPES
STYLE

11. Togetherness
Friendship. 2up
The Brief
Responsibility Supportive Positive
Strength and power Unity
Romance and relationships Teamwork and
Success
A close group of people

12. Perfume Advert Presentations
Aims
To present ideas about target audience and perfume advert construction
To be be evaluative about target audience and advertisement conventions
Hmk
To write up an analysis of your perfume advert including representation of youth and
consideration of Target Audience. Use Advertising Commentary for guidance. 400 words

13. Questions of Representation and Gender
What is being represented? Image analysis
How is it being represented? Positively/negatively
What messages does it send to women?
What messages does it send to men?
How is the product being sold?
Who is the ad's intended audience?
Consider the setting of your advert and
how you want to represent the youths
within. Organise costume and props
ready for next lesson.

14. Advertising and Representation
What stereotypes are used and are they effective?
COMMENT UPON:
Use of models, body language, facial expressions (where is the gaze of
the models focussed), costume codes
COLOUR AS A MEDIA LANGUAGE and TYPOGRAPHY:
Have the adverts neon colours to represent youth or gold to represent
affluance/wealth?
What is the style of lettering employed?
What values have been used in the advertisement?
Does a grey hoodie mean urban/youthful?
What is the significance of the setting employed?
Does New York, for example, have a meaning or
value of multiculturalism? Does is signify a young
contemporary mindset?
What values have been linked to the products?
CONSIDER THE MEANINGS OF CONVENTIONS
USED:
Is value of romance linked to the product?
Have you linked the value of teamwork to your product as an
expression of Unity?
Is sensuality linked to the product?
Consider stereotypes, are there any concerns because of this? Think
about messages coming through the advert about particular people.
Will there be an impact on society because of the way you have decided to
represent ideas in your advert?
CONCLUSION
How does adverts compare to other perfume adverts across different eras? Is
there a sense that what it is to be a man or woman has changed?

15. Flat Planning of Advert
In this task you will want to use all the conventions of perfume advertising to
Flat Plan you ideas for your own perfume advertisement. Think about if you
want to follow the norm, as highlighted in starter, or create something new.
Slogan Target Audience
16 -25 year old male and females
C1-B
London based
Unisex perfume
Brand Identity
Logo
Main
Image
Copy

16. How To Read Any Ad
Aims and Objectives
To consider Branding
To move on from image analysis to How To Read any Ad
Main
Slogan Image
Logo
Brand Identity
Copy

17. Convention of an Print Based Advert
Slogan
Copy
Main L
Image
Brand Identity t
Logo

19. How to Read Any Ad
Natural pose, look of awe and
wonderment to suggest the
amazement at the use of
product.
The gaze allows the eye lashes to be
seen in full wonder.
Close up shot of mascara to suggest
it's status above all other mascara
products.
The absence of setting allows the
audience to be focussed on the model
and the product.
The mascara product is positioned
at the bottom right of the page
next to the brand identity to
cement the relationship between
the two.
An extreme close up is employed to
highlight the difference between this
and other brushes. This meaning is
anchored by the text .... next to it.

20. Conventions of a Kate Moss Advert
The high angle creates the effect of Kate Moss being
seen at a higher level thus elevating her status.
This provides the aspirational aspect of the ad. The
implied message of the advert suggests...
The use of hard lighting effects creates shadows to
exaggerate her features. It creates a porcelain doll like
effect.
The close up shot employed in
this advert shows off Kate Moss'
beauty and has nothing else
(setting) to detract the eye. it
invites us to see Kate Moss at a
personal level.
Your eye is directly drawn to KM's
eyes that show off the product and
it's effect. The lighting and
composition of the frame make this
possible
Yes the image has been cropped to...
The layout of this advert allows for
the audience to see KM beauty.
The close up image of KM dominates
the page.

21. Conventions of a Kate Moss Advert
The Brand name suggests an
international aspect of a global
company which highlights the size
and breadth of this company. The
typography of Rimmel conveys
sophistication and elegance. Whereas
the Red London label suggests
rebellion and cool.
Military term is used to express the
strength and power this product might give
you
Predominantly aimed at women aged 15-35. This
includes an aspirational of 12-40. Secondary
audience of males who might buy the product for
their partners or family.
Find one perfume advert and
bring it in to class

22. Find five different perfume adverts and resize
them in photoshop covering an a4 size paper
Consider technical codes
List all the commonalities

23. Find five different perfume adverts and resize
them in photoshop covering an a4 size paper
Consider technical codes
List all the commonalities

24. J.Goody/Shush K.Moss/Channel
P.Hilton/Just me
J. Myers/Boss
Beyonce/Armani
H.Duff/With Love
G.Stefany/Lamb B.Spears/Midnight
Celebrity Endorsements Perfume
Victoria Beckham
J.Low/Glow Sean John/Unforgivable
Why do companies with established
K.Knightly/Channel brands feel the need to use stars to
promote their perfume? Use examples
M.Carey/M

25. Role models to look up to
Pester Power
Physical beauty
Why do companies with established
brands feel the need to use stars to
promote their perfume? Use examples
Positive qualities in previous work

26. Advertising Commentary Unisex Perfume
Aims and Obs
To understand the written aspect of coursework
To consider differing representations over a time period
Perfume Analysis of Own Advert
Consider the setting and background and how it
relates to your target audience.
How does your typography reach its target
audience? Does it suggest anything about the
Brand of the perfume
How does the slogan speak to its Target
Audience? What does it suggest about
the perfume?
Consider the body language, facial
expressions and technical codes that your
images have used.