VALENTINA ADVERT

 

I have analysed three scenes from the Valentino Valentina advert (2011)

 

In this scene of the advert, Valentina is represented as famous and well known - everyone wants to take her photo, they want to know where she is going and what she is doing. She is represented as someone who a lot of people (women especially) aspire to be - famous, pretty and eye-catching. You can tell Vaentina is the focus of the attention because she is in the spotlight; you can see her clothes and hair and face whereas the reporters are all in shadow. Valentina is shown as important - her long, confident strides denote confidence, and she is positioned in the centre of the shot, as the centre of attention.
This advert uses celebrity endorsement to sell this product - people aspire to be like Valentina. Celebrity endorsement is becoming more and more popular as celebrities become more important to people. People care about their lives and what they are doing; how to be like them. This is how you get things such as 'celebrity stalking' - people using magazines like 'Hello' and the internet to 'stalk' celebrities. This has also made celebrity endorsed perfumes much more popular as people try to be like their celebrity idols. Valentina may not be a well-known celebrity, but she represents one and has the potential to become an idol to people, as a celebrity could. This type of celebrity endorsement is becoming more in-demand because as Andy Warhol predicted: 'In the future everyone will be famous for 15 minutes'.
Overall, this screenshot is all about constructing Valentina as someone the target audience want to be - well known ad eye-catching.

The advert is modern, and in this scene Valentina is at a party. Valentina is represented as sociable and popular. You can tell this because she is surrounded by friends who she is laughing and chatting with. It constructs her as the centre of attention, as she is in the centre of the frame. She looks happy and her posture is relaxed - she is leaning into the boy beside her. This shows she is at ease in social situations, which makes her seem confident and assured. Her clothes are fashionable and fit in with the clothes of those around her - her dress even stands out because it's black colour is quite contrasting with the gold/grey colours around her. This makes her stand out, showing again her confidence and how eye-catching she is. This scene appeals to people by promising popularity. You can also see she has a good looking boy with his arm around her shoulder, so the advert also promises that not only will you be popular but you will also get the attention of boys.
Valentina is represented as someone who can be both the centre of attention but can also have fun and have a normal life with her friends. She breaks with the traditional 'class system' of society and refuses to be positioned as an object by her peers, confined to being in one role. For a night, Valentina chooses friends and freedom over her high status party; she lives a lifestyle that could be similar to those of the target audience the advert is aimed at. This makes the ad relatable to the target audience, and makes it more modern.

This scene represents Valentina as sexy and desirable. She is looking into the eyes of a man, who is stereotypically attractive: chiselled jaw, high cheekbones, etc. This scene appeals by showing you that the perfume means you get attention from men, that you become attractive and desirable. It's quite an intimate scene - they are both looking deeply into each other's eyes and smiling slightly. It allows the viewer an insight into Valentina's private moments - the close up of the faces and the intimate expressions denotes attraction and desire. It sells intimacy and the promise of becoming attractive to men.

Now I've looked at all 3 screenshots, the fragrance seems to have strong messages and values of popularity, confidence and desirability. It promises the buyer all these things if they buy the perfume, as well as the originality of Valentina. She refuses to be stereotyped and makes her own style.