I intend to create two print adverts to promote a “Jimmy Choo” perfume, both with different representations; radical and reactionary. I imagine these adverts to be professionally printed in beauty catalogues/magazines such as Vogue.  I will include iconic signifiers displaying the products, a dominant signifier of the model’s back profile in a mirror, anchorage to provide information about the product and indexical signs that sell the product based on feelings.

The reactionary product will be set in the 1960’s historical period. My model will be facing the camera and holding the perfume in her hand and spraying it onto her neck to make her seem even more attractive. She will be wearing a dress to represent her wealth and glamour which will be associated with the perfume. This links to the “Male Gaze” as as she will look expensive and attractive and her clothes will be planting the seed that her purpose is to attract men which is a reactionary representation of women as they are believed to be designed at a males disposal. my slogan is going to be “you’re not the same, be different” this gives the impression that by using this product you are of more worth and special; better then other women who are not using this perfume. This will go for both my adverts but convey different meanings based on the images. I intend for an older audience to buy this product ranging from the ages 25-45. This is designed for heterosexual women who are of an upper class who believe their wealth, desire and ability to pleasure men will come from buying this product.

My radical product will be a modern version. This will include my model’s face and and front profile. She will be wearing a suit which is quite controversial and challenges the dominant ideology of what stereotype women are usually seen wearing, to juxtapose ‘societal gender norms’. Also raising awareness that clothing is expressive meaning people should be able to wear what they feel comfortable in. This perfume is being used to advertise this which gives the connotation that it will give people the confidence to be themselves and be bold. The slogan is going to be “you’re not the same so be different” the “so” changes the meaning to embracing the differences within people in a healthy way rather then putting others down. I intend for an audience ranging from (18-45) to buy this product. Its designed for bold women who are learning to embrace themselves, the kind of women that inspire other women to be the better version of themselves; creating a positive and diverse representation of what it means to be a woman and femininity.