1. Advertising
and promotion
By Ethan Kear-Davies

2. Introduction
 Advertising photography is the art of using
photography to make the audience want to buy
the product/service targeted.
 This is done by creating attraction towards the
product.
 Its also used to just make the audience aware of
a product/service.

3. Perfume advertising
 I have chosen to create a perfume
advertisement.
 Studying other perfume advertisements will help
me with this.
 Studying examples will help inspire my
photograph needed and how I will place my text
within the image and the image of the perfume.
 Studying will also help me understand my
audience more to creative a more attractive
advertisement for them to be attracted to.

4. Example
advertisement
analysed
 Most perfume adverts contain
common traits, this advert containing
almost all of them:
-The model being an attractive youthful
female
-The model looking directly at the
camera
-The model showing a much more than
average amount of flesh to boost sex
appeal
-The model’s attire matching the
product image and contrasting the
background
-The text used matching either the
model’s attire of the image of the
perfume.

5.  This is aimed at young female
teenagers and adults and
because:
-It makes them feel that if they
use the product they’ll become
more sexually appealing and
empowered.

6. Things to consider –
Lighting
I’ll need to work out the correct soft and
hard light to create an overall high quality
image but also how to create certain detail
in certain directions via the hard light to
change the image of my model being
photographed.

7. Things to consider –
Studio
 I will not be photo shopping the
background of my image so my
background will not be needing a plain
background for easy photo-manipulation
 I will be using my garden as it is very open
for light and has a natural feel to it for my
background which matches my green
coloured perfume.

8. Things to consider –
Model
 As my product is a perfume, my model is going to
be a youthful attractive female, to create
maximum attraction to my product as those taking
in the advertisement would aspire to be like the
model in the advert by using the product.
 My model will be wearing plain/unbranded
clothing to avoid copyrighting claims and to
match my background/text used and image of
the perfume.
 More than average amount of skin will be shown
with my model also to boost the sex appeal of the
advert to increase the appeal of the perfume.

9.  The ASA take in the complaints made out
adverts.
 Thusly creating guidelines that all adverts
should stay in line of, bluntly meaning:
"no marketing communication should
mislead, or be likely to mislead, by
inaccuracy, ambiguity, exaggeration,
omission or otherwise"
Things to consider –
ASA guidelines

10. Example of local photographer:
Richard Warburton
 From the above picture I like
how he has:
-Blurred the background so the
products appear stronger/more
appealing.
-The contrast of colours from the
products to the background
-The hard light upon the products
from one certain direction.
 From the below picture I like
how he has:
-Matched the background and
foreground of the image to the
product, blending them together
well.
-The use of hard light in one
certain direction.

11. My pictures for my advert
that I didn't use

13. My chosen
photograph to
use for my
advert
I has chosen this photograph
because:
• The model is looking
directly at the camera
• The model’s skin is lite up
the best way from my
natural sunlight used.
• The model’s facial
expression is most
appropriate.
• The model looks more
sexual in this photograph
thus boosting the sex
appeal of the product.

14. How I’ve photo shopped
Before I add the text and perfume image upon my
photograph I must first edit my photograph to
create a more appealing image to the audience
and to suit the poster advert style more.
I’ve photo
shopped my
image by:
 Blurring the
background
 Increasing the
saturation
 Sharpening the
image in places
Before After

15. My perfume advert
After photo shopping my
photograph I then:
• Obtained a picture of a perfume
bottle and cropped out the
background of the image and
change the colour slightly to suit
my advert more. I then also
blurred the edges of the bottle
more after adding it to my
photograph so it faded into the
photograph more and looked
more professional as it had a
smoother flow.
• I did the same with the title of the
perfume’s company.

16. My perfume advert
After photo shopping my photograph I then:
• I added the text to the advert.
• I added two separate boxes of text, the
“You deserve to feel…” and the
“Essential” – These were two different
boxes so I could place them more freely
and appropriately. The text box for
“Essential” being quite bigger as it’s the
main text and more important so it needs
to stand out more because it’s the title of
the perfume
• I made the colour of the text a light
green to suit the colour of the perfume
bottle image and to contrast the model’s
eyes and attire and also the background
as it’s a much lighter tone of green.
• I chose the font “Snell Roundhound”
because it’s the most suitable font as it’s
a very posh style and flows well with
blending in with the photograph.