Entry #9 Love at the Stoke of Midnight

I'm sure many of us have heard of the brand Lancome before for cosmetics. And I'm almost positive we have all heard of Emma Watson before (Hermione in the Harry Potter movies)! What makes this Lancome ad so different from its other ads is that famous celebrity Emma Watson is used as a model for their perfume product.

The use of Emma Watson directly leads into the technique of Testimonial. If you look in the upper right-hand corner on the first page, it reads Emma Watson.The goal is to take advantage of people's admiration for this beautiful and well-known celeb and turning that admiration into imitation in efforts to be like Emma Watson. Not only does this ad say that this perfume will cause consumers to become more like Watson, but also gain the experiences portrayed in the scenes shown.

We see Watson and a male staring into each others eyes with a body of water glistening in the background. Below that scene there's the scene of that guy appearing to be searching frantically for something, or someone. The association of the male model promotes the future developments in one's love life if they use this perfume. Love will blossom and the guy will be falling heads over heels for you! Using these little clips of drama is the technique of Glittering Generalities. This ad is showing a perfect, surreal-like scene of becoming desirable and finding romance once using the perfume.

The words "new" and "feminine" are used to describe the perfume. These are two desirable characteristics for women in search of love. They want to be new and different from all their competitors as well as be feminine to attract. On the first page below LANCOME, there is the phrase, "Catch my heart at lancome.com." This phrase can relate to the guy searching around on the next page. With this idea of the guy searching for the girl, there seems to be a reference to Cinderella. This is especially made with the perfume name, "Midnight Rose" as well as in the image of the guy searching in the dark, the clock behind him appears to read midnight. Like in Cinderella, the guy here is coming after the girl to find her when she disappears at midnight.

What also particularly stood out to me was the color scheme throughout. The different shades and tones of the purple and pink gave the ad a mysterious and alluring mood. Everything felt soft and romantic, which is also emphasized by the appearance of the word "Paris," a city that is associated with love and such.

Overall, this perfume ad was a great example of an ideal life that was advertised to be obtained through the fragrance of the Midnight Rose perfume bottle.