KCB101Assessment 2 - Storyboard

Andie Wilson, Emma Sweet, Diana Geaboc

Bliss – Women’s Perfume

Bottle Logo

Bliss

Portraying the certain lifestyle associated with the ideals of a perfect day.

Joy, happiness, perfection

Making the buyer feel empowered and flawless – blissful life.

Target Audience and Price

18 – 25 year old females

$30 – affordability to encourage people to buy the product – build up brand loyalty

New trend of those seeking society’s perception of beauty

Large bottle size

Branding

“Think of the brand as the core meaning of the modern corporation, and of the advertisement as one vehicle used to convey that meaning to the world.” Naomi Klein

Create a world or meaning attached to that product and make it something people want to be.

Bliss is associated with perfection

Storyboard

Young girl, 20, wakes up with frizzy hair and a large blemish,

Rough day, nothing goes right,

The scenery is dark, rainy, sad

On her way to university her heel breaks

Storyboard

As she’s leaning down to fix it, a car splashes her while driving through a puddle on the road,

She fails an exam later on in the day

Leaves her phone on the bus on her way home.

Sees a billboard for Bliss and purchases it as a way to cheer her up. (10 sec)

Storyboard

The next morning, sunny, birds singing,

Puts on her new Bliss perfume,

Turns to look in the mirror, all of a sudden is transformed into Miranda Kerr.

Storyboard

Her day from here is perfect,

Finds money at the bus stop,

Bus driver hands her back her phone,

She finds out exam marks were a mistake,

Storyboard

Receives flowers from a secret admirer.

Back to the mirror at home, she is herself,

Fade to bottle on the chest of drawers, and the phrase: ‘for your Blissful day’.

Feminine writing to emphasise target audience

Bliss

Bliss will break through the ‘clutter’ of the advertising industry with the inclusion of a famous face.

‘Celebrity endorsement brings values and star power to products and brands.’ Stephen Harrington

Miranda Kerr

Model

Face of Victoria’s Secret and Kora Organic cosmetics.

“home-grown hero”

She brings her public image to branding.

Bliss

Icon – the product, signifier, smells like, the signified.

Signified – physical presence, the perfume

Signifier – what is evoked in a person.

Bliss – happiness, perfection and beauty.

Sign and meaning

‘The Linguistic Sign’ – Schiarto and Yell

Celebrity Endorsement

Clear presentation of the bottle

Transformation into Miranda Kerr.

Conclusion to the blissful meaning of the product

Framing

Intertextual framing – ‘text that depends on similar ones to effectively convey its meaning’. MacLauchlan and Reid.

Bliss – female character’s life is changed

Celebrity endorsement – typical to the perfume advertisement genre.

Perfume and cologne advertisements are some of the biggest users of famous faces to sell their products and brands.

Genre

Genre is created through intertextuality

Genre – ‘A way of classifying its text through its style, form and conventions’ Stephen Harrington

Celebrity endorsement as a convention, improved life that comes with the possession of the product.

Seduction – a technique often used to emphasise the alluring scent of the product

Miranda receiving flowers, staying within the genre