Looking at how brands such as Chanel, Dolce and Gabanna and of course my chosen brand Yves Saint Laurent, go from a filmed advertisement to print adverts is very interesting to me. I want to look at this as the world of fashion and film combined is what I intend to base my career on in years to come. The stories involved in an advertisement films really show how the product is changing the persons life featured in the film, or so this is normally the case. It is something that is really meant to pull on the heart strings or the inner concious of the person consuming the advert, making the consumer become a customer and purchase the product. Some people claim this doesn't work for them but with $300 billion being spent on advertising in the US alone is it really to be questioned.
The main reason for this post though is to look at how brands show it in film and when they use print advertisements how they change the story into one image.
Chanel NO.5 Nicole Kidman
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This shot for the print ad seems to be from the scene in the advert when she is walking up the red carpet returning to her old life. I think if you hadn't seen the filmed advertisement for this you wouldn't know that this was the case, blocking out the TV advertisement for a moment the print advert could mean that this fragrance would be for the sophisticated women, I believe it shows this is a luxury fragrance, and with the jewellery that Kidman is wearing it shows that it is clearly an iconic fragrance. Behind in the background is clear that lights have blurred perhaps hinting that this woman is a celebrity and having her picture snapped by paparazzi. If this is the case, it would be insinuating that if celebrities wear this scent then it must be good.
I believe that brands have to fit a lot of story into one image if they want it to reciprocate the filmed advert they have designed. I think that most brands have done it very well.
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