ysl's opium
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YVES SAINT LAURENT’S OPIUM THROUGHOUT THE YEARS
WRITTEN BY: DESISLAVA TODOROVA
INTRODUCTION Presenting YSL 70s 80s 90s 00s Approaches Cultural Contradictions Colour Psychology and Impacts
PRESENTING YSL Tradition Luxury Femininity Authority Royalty
OPIUM ADVERT, 1977, FEATURING JERRY HALL
THE COMMUNICATION PROCESS MODEL
Mature womanSophistica
tion
Wealth Feeling feminin and
luxoriousPoster advertsYSL
Delivering a sense of wealthand class
Too much focus On a specific type of woman
Too direct
5
29th October 2012-PPD1 Presentation
PURPLE PURPLE suggests: spirituality, royalty,
luxury, wealth, sophistication, authority; In business it is upscale and works with
artistic types; It is also feminine and romantic; However, because it is rare in nature,
purple can appear artificial.
OPIUM ADVERT 80S
Early 80s Late 80s
CHARACTERISTICS More sophisticated Orchids, symbolize orient Shape of bottle Men alcohol Sahara, exploring, water, life, energy,
adventure, urban jungle
OPIUM PERFUME TV ADVERT, 1986
http://www.youtube.com/watch?v=ymCIqeztuO4&feature=endscreen&NR=1
90S
Early 90s Late 90s
CHARACTERISTICS Logo is simple compared to the other
one; Trying to target younger audience
aswell; Advert on the right side: very simple,
little to do with the Orient; Image of the classy women changed,
became more modern; 90s the time of the super models !!
OPIUM PERFUME TV ADVERT, 1992
http://www.youtube.com/watch?v=ZiyjxKYv_ig
RED
Excitement, strength, sex, passion, vitality;
Associated with debt; Most emotionally intense colour.
00S
Year 2000; 730 complaints
Year 2010;13 complaints
Banned
BELLE D'OPIUM PERFUME COMMERCIAL
http://www.youtube.com/watch?v=hJlRkhYP2kA
ADVERTISING APPEAL: SEX Very common; Catches attention; Little brand recognition; We live in a society immersed in sex; 5 different types: subliminimal
technique, sensuality, sexual suggestiveness,nudity, overt sexuality.
WHITE Suggests refined, purity, devotion,
contemporary and truthfulness; The best color on the web for a
background color; Doctors and nurses wear white to imply
sterility.
THE COMMUNICATION PROCESS MODEL
Sensual womenWho enjoy their sexualiy
Femininity, Focuse moved
To women themselfes
Feeling femininPoster
advertsYSL
Enjoying sensual liberty
Too much focus on women being used a product
Too much focus on the ad itself
1829th October 2012-PPD1 Presentation
WHAT CHANGED? Focus from wealth to women; Oriental approach; Became more minimalistic in a modern
way. Became fashionable, not that classy anymore;
Feels more reachable and universal; Women became more independent!
WHAT DID NOT CHANGE? The feeling of luxury and sex appeal; The idea itself is the same, what
changed is the approach and society and their issues;
Sex was a taboo back then, today drugs are a big taboo;
Femme Fatale; The willingness to be independent and
powerful.
CONCLUSION Sex sells! Troughtout the decades sex became a
bigger and bigger part of the society; Adverts with sexual appeals gained
acceptance.
REFERENCE LIST Pictures taken from
http://mimiberlinblog.blogspot.co.uk/2011/01/ysl-decades-of-opium.html
http://www.ppr.com/sites/default/files/publications/PPR_DOCUMENT_2007_RA_EN.pdf
http://www.streetdirectory.com/travel_guide/110550/psychology/the_psychology_of_colors_in_advertising_and_marketing.html
Chapter 6, Clow and Baack (2012), Intergrated Advertising, Promotion and Marketing Communications (Fifth edition), Pearson Education, Harlow
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