KCB101 Assignment

Invincible“It’s beauty, It’s

love, It’s Confidence” It was said by

Michele Levine (2003) that to have a successful brand you have to create emotional links with your consumers.

Holly Robinson N8886741Caitlin Riccardi N8888311

Storyboard

An attractive young woman aged between 24-28 wearing a knee length tight black dress is standing over a bathroom sink applying eyeliner. She

puts the pencil down and pucks her lips together examining her appearance. She lightly sprays the substance on her neck and wrists.

Suddenly feeling energised, she grabs the door frame and swings herself out of the bathroom into the bedroom. She glides through her apartment, grabs

her bag off the kitchen counter and fly's out the door.

Standing by the elevator she taps her foot impatiently. Rather then wait for the elevator, she walks over to the window and pulls it open. Stepping out onto the fire escape, she swings her legs around a pole gracefully sliding

down to the ground floor.

Dropping gracefully to the ground at the main door to her building, she fluffs her effortlessly perfect hair and whistles the signal for a

cab. Instantly a cab pulls into the curb.

In the following scene she is in warehouse full of male models, strapped in a harness flying through the air, snapping photos.

In the scene after that we see her on the floor of the warehouse, examining the photos she took on a laptop. Noticing one of the models checking her out, she turns an smiles at him flirtatiously.

As the models are leaving she jogs over to them, grabbing the hand of the model she smiled at her. She whispers “pleasure working with you”,

confidently winks at him, and then returns back to her laptop. The model looks down at his hand to the note she slipped into his palm

revealing her phone number.

In the next shot she is opening the door to her apartment. She flicks on the light, illuminating the dark room, indicating its night time.

Placing her bag on the kitchen counter, and kicking off her shoes she walks into her bathroom.

In the bathroom her voiceover whispers, “it’s beauty, it’s love, it’s confidence” as she steps out of her dress and into the shower. The

camera tilts up to see the shadow of her in the shower, before panning across to the bottle of perfume still on the counter. The girl

then utters, “It’s invincible”.

Brand Concept

• Gives woman the ability to perform everyday tasks with passion, enthusiasm and confidence.

• The name “Invincible” depicts a sense of eternal youth, strength and confidence.

• The open cylinder, diamonds and transparent silver tint to the glass itself, reiterates the brand concept by symbolising eternity.

•

Target Market

• Young woman between the ages of 18 and 30.• With woman becoming exceedingly present in the

Australian workforce, their desire to possess confidence is heightened.

• By playing on the emotions of young Australia woman, the advertisement captures the target audiences attention, and implants the fantasy that Invincible perfume will give you the confidence to live up to their potential.

FramesStephen Harrington defines extratextual knowledge as the material the audience brings to the act of interpretation.

• By avoiding stereotypes it has extratextually framed the ad and allowed consumers to relate to the main character.

• The stereotype of men initiating romantic advances is broken in the scene where the main character gives the male model her phone number.

• The storyline of the advertisement follows the same plot of a romantic genre film, which is another aspect that captures the target audiences attention.

Signs

• Icons, Index's and Convention Signs• Wink, seen when the woman is giving the man

her phone number is a prime example of an icon.

• When the taxi arrives immediately it can be shown as an example of an index.

Invincible

“It’s beauty, It’s love, It’s Confidence”

By using framing, signs and an effective branding concept, the advertisement for

Invincible perfume successfully communicates our intended meaning.

Holly Robinson N8886741 Caitlin Riccardi N8888311