The advertisement pictures a beautiful woman holding a bottle of perfume that is positioned right in the middle of the composition. The setting is motionless and does not imply any action or background story. The woman is lying on the floor covered with white and pink roses, holding one in her hand close to her hair. It is not a story but a static picture aimed to attract the potential customer with the charming colors of the background and appealing looks of the young lady. The soft and non-aggressive tone of the whole picture invokes calm and pleasing sensations. An attractive and smiling woman in an elegant dress seems to tell the potential buyer of the advertised perfume that if they purchase it, they will be no less attractive and charming. The cultural assumptions here include the notion of beauty as something that is not entirely inherent but created with effort. The effort here seems to be made small and narrowed down to buying the bottle of fragrance.
As for the colors, they are intentionally made as soft as possible. Pink, white and light blue are chosen to set the gentle mood. The colors may also have a connection to the scent of the perfume. As they are all non-saturated, this could suggest that the aroma is also light and merely palatable but strong enough to underline the user’s natural delicacy. Pink color may symbolize the youthfulness and joyful energy that is pure and untainted. Pink and white roses might indicate that the advertised perfume has the smell of those flowers.
The text is situated in the bottom-right corner of the picture. When the fonts are concerned, there are several types used. Sans-serif that is usually used for headings underlines minimalism and adds a modern look, which once more suggests that the audience is potentially young. The name of the product “viva la juicy” is written in childish and playful random-shaped letters. This was also done with the purpose of attracting all women who want to look like teenagers. The name of the manufacturer is written in old English font, which slightly contrasts with the rest of the picture and might blur the message. However, this might have been done on purpose to stress that the brand is well-established, expensive, and fashionable. Besides, it is the official company logo font. Overall, the typography and text seem to correspond with the message sent by the color, woman, and background.
The light seems to be omnipresent and does not have a single source. The woman’s dress is reflecting a soft texture that does not boldly strike the eye. Instead, it harmonizes the overall composition. The picture seems abundant with details and items. The roses on the background appear to be a solid color mass but the scale-like pattern of the woman’s dress slightly catches the eye and partly draws attention from the subject of the advertisement.
Thus, the potential audience is young or middle-aged women who want to stress their juvenility by light and soft fragrance. Inviting buyers to purchase the product seller tries to focus their attention on the beautiful woman, who appears to be representing a happy consumer of the product. Her attractiveness is a result of the image that is supplemented by the advertised perfume. It seems to say, ‘buy it and be as charming as I am.’