Nina Ricci Analysis

The campaign I studied was a perfume called Nina Ricci. I have chosen this campaign because I could relate to it very vastly being a female myself. The target audience of this are females aged 16-30 with the class of B-C2 as it is a very expensive perfume. This is the campaign I chose to study because it is mostly easily recognised by me as it is targeted at females of my age.

Firstly you can tell that it’s a winter perfume the colour used in this print advert is mainly white, which could represent purity and innocence. According to the YOUNG AND RUBICAM’S 4C’s its goes with the category “freedom” as doves and other birds are white which also connote freedom and purity. Additionally the image of the silver tree without leaves could indicate the wintery season also connoting luxury and fine metal, which goes with the category of “status” as the audience may feel that they have more luxury and have a higher status with this perfume. As the main colours used in the print advert is white there is a hint of red, which connotes love and romance, which could relate to the perfume being seductive causing many attractions to the male population. The white colour connotes innocence and the red connoting warmth and possibly hunger represented by the apples. The slogan used in this advert is “the new magical fragrance.” The word “magical” indicates that it is aimed at young girls as it reminds them about fairytales which are usually aimed at a younger demographic- this is shown by the character being a young, free female in the surrounding of a fantasy world. The character is wearing a baby pink Cinderella dress which could link back to the target audience being females aged 16-30 with the class of B-C2.The font style of the text “Nina” attracts the female audience as it is shown in a sophisticated way. She is also by herself which denotes that she is individual which obviously goes with the category “individuality” according to the YOUNG RUBICAMS 4C’s

The colour of the perfume bottle itself being red suggests that the target audience can ‘fall in love’ with the perfume as it connotes romance and love. Also the bottle is shaped like an apple which links with the theme of this campaign.