This advert campaign aims to sell the perfume “Lacoste Touch of Pink” to an audience of girls between the ages of 13- 20. The reason why I think the target audience is this gender and age, is because the colour pink is used repeatedly- in the title, costume and scenario. Pink is a widely known stereotype associated with girls and femininity; and energy is high in this campaign, which is a connotation for youth rather than older people.
Using the term “Touch of Pink” is connoting to the target audience that this perfume is gentle and subtle making the customer more “feminine”.
The video advert for this campaign had a very delicate and refreshing vibe to it. In the advert, the setting is in a city with a bright glowing sun, which makes the actress appear to be illuminated. The whole advert was full of light which always connotes positivity and happiness. I find the contrast between the mood and setting of the advert quite mesmerizing in a way. The setting is Buenos Aires – (city in Argentina), which looks like it’s buzzing with energy, in contrast however, the tone of the gentle music puts you in a relaxed, calm state of mind.
The exceptional looking actress poses and glides very gracefully in her sporty costume. In the print advert, we can see her hair looking “wild” because it shows she is bouncy and full of life. Her pose makes it look like she is reaching for the heavens - clouds are the denotation of this. She is pointing her fingers and toes which was probably an instruction to her which is Her sports dress is very short, which again is more connecting to a young target audience. Something which is quite odd with the sporty theme is that she is wearing boots. I think it makes her seem daring for trying something new. It looks stylish and shows being different is good. Young city girls will dream of being as dove-like, fit and carefree as she is, even though she is in a busy place with stressing everywhere. The main thing that lures in the audience is how the actress appears happy, which makes the young viewers admire her.
Since this perfume is trying to be marketed mainly to teens, it is using different selling strategies. The advert sounds good as the music is very memorable for its softness, it sells a lifestyle to the audience, which is peace and serenity.
By purchasing this product, it is telling the customer that they will feel happier, in a warm summery mood. This is the unique selling point.



……….. Overall, I think this advert is very effective in reeling in its target audience, as the mood is cleverly shown, its inspiring, simplicity, elegant, memorable because of the song, I would like to buy it now.. Etc..