Theory

Key Concepts:
1) Representation
2)Language and forms
3) Audience
4) Narrative
5) Genre
6) Institutions
7) Values and Ideologies

Representation- how will our characters be presented to the audience in our adverts?
We want them to represent beauty, wealth and glamour in a lifestyle.

Language and forms- how our characters will represented as the way they are.
> Evidence from text will allow us to do this
> e.g mise en scene - the lighting, props and costumes.
> Camera angles chosen to represent the character and product.
> Both non diagetic and diagetic music we use.
> Dialogue

Audiences - How will how product affect the audience and make them feel.
> We want sterotypes and lifestyles to be recognised.
> We want the audience to buy our product to have to gain some sort of rapport with them to do this, so they feel they can trust the credibility in the product.

Narrative - Who will be telling the story of the advert?
> Will dialogue dominate or music?
> Music will dominate our main adverts, tv sponsorship will have a variety of both and the radio will be mainly dialouge.

Genre - does our fragrance fit into the generic convention of fragrance adverts?
> Are they recogniseable features? We use black and white theme, and portray glamour as an image
> Do we in any way challenge established conventions?