| RESEARCH PRODUCT 1 (girl with lion- jasmin noir) | RESEARCH PRODUCT 2 (dolce and Gabbana) | MY PRODUCT | |
| UNDERSTANDING SELF | It briefly explains the idea of the product. | N/A | That anyone can use this product no matter of who they are, its about who they want to be. |
| ENJOYMENT | Enjoyed by people who desire feeling powerful because it helps their self-esteem and makes them feel successful. | It could be enjoyed by people who are spontaneous and live life by making the most out of it. Or maybe the exact opposite. People who are stuck in their day- to -day life and want something different. | It will be used for people who like a good time out, people who are considered wealthy and luxurious. Not necessarily in money but people who are expensive in a metaphorical way. |
| ESCAPISM | She seems fun. Someone people are drawn to and want to be around, they also aspire to be her. | Influences people to associate with holidays when they see this perfume. Making them believe that it’ll feel like they’re on holiday. Leading them to crave this product like they would with aw holiday. | Influences people to think of their desires to achieve or have a break with the perfume. A perfume to use for special occasions, nights you consider your best. |
| KNOWLEDGE ABOUT THE WORLD | she’s with a lion which typically comes from Africa, could influence people to think that she’s knowledgeable or more mature and encourage them to be like her. | The couple are in a sunny location alluding to “paradise” connotating the scent and the feel the perfume will enhance when being used. | N/A |
| SELF CONFIDENCE, SELF-ESTEEM | makes people feel powerful and fierce to be with a lion. Also making people feel more attractive if they were to wear this perfume. | Buying this perfume will enhance your self-esteem as you will become more attractive; this links to the theory of Laura Mulvey of the “Male Gaze”. They use the woman’s and man’s body in a seductive manner to appeal to the consumer of the product. | Learning how to embrace yourself and encouraging you to break the gender norms. |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | Its makes her seem more sexy because the lion and her are lying next to each other, making her seem bold and confident. The girl that everybody wants to date or be friends with. Inspiring people to become bold. | The advert is of a couple sat on what looks like a surf board on a paradise island- the effect of this shows that the perfume will bring people together and maybe even help someone find an exotic romance playing on the fantasy of falling in love with someone from another country. It also shows that by using this perfume it will make you more attractive and likely to have a partner. Others will be drawn to you as you will be a “breath of fresh air.” | N/A |
