Ck Perfume Advert Analysis

What techniques does the advert use to persuade the audience in buying their product?


Ck Shock uses various different techniques.

As the first technique they use is heterosexual ideologies. For example the whole join perfume idea "for him and for her" Targets both couples and also unisex. As also this advert was released round valentines day and then released during the summer. Where during valentines day it can be marketed as a gift for couples due the joint set.

Furthermore Ck use the camera shot and movement to represent themselves as a old and established brand.
Such as the whole camecorder recording and we as the audience playing the tape, also showing a sense of voyerism as we are watching this highly sexualised individuals and also the camcorder gives a "raw" realistic feeling showing audiences can identify with that aspect. As by using tapes and camcorders it shows a sense of when Ck was released round 90's and 00's, and giving a sense of the "millennial generation" reflecting how old the brand is and can also make brand loyal customers wanting to buy the product and also the sense of reliving the past and nostalgia. Also they live up to their brand as to having the advertisements being crazy, youthful and out there. Furthermore the models clothing are less but stylish giving a sense of USP that Ck is stylish and out there.

They also use Non-diegetic sound. And they use Parallel sound to go with the whole crazy and party mood. However it also reflects a sense of contrast as to how the image is of a old 90's sense and the music is quite recent showing how the brand is classic but has a modern twist to it. Reflecting how a older and younger audience would want to buy the product.

Also we see how they can be a oppositional and preferred view of the advert. As a preferred view would talk about how the youth are represented as fun, exciting and individuals For example each model is with a different style and also the whole different lights shows a sense of bright exciting. However a  oppositional view could say how they are stereotyping the current youth of being just sexualised, party animals and who don't do anything productive. And as this advert was released during spring/summer it goes with stereotypes with the "spring break" generation.

Moreover they don't use any voice-over. However at the end we hear a women saying "for him" and the man saying "for her" reflecting how the opposite gender is saying makes the audience want to buy it more as we feel the opposite gender is acknowledging the fragrance therefore they will acknowledge us a sense of "gross gender dressing". Furthermore they show a sense of cross media as how they show the twitter hash tag.

Lastly people from a lower and higher socio economic might want to purchase this brand. Such as the whole the camcorder and the scene might help lower socio-economic relate to the life style. Where as a higher socio economic band might be able to gain personal integrative needs as they can afford this high branded perfume.