NEXT TV ADVERT- September 2009
Summer 's over, it's back to work and time to discover what the autumn season has in store. Spend a day in the life of Emanuela, the face of Next, as we follow her on a day in the life of a model and glamorous girl about town. In 50 seconds of fashion heaven, Next showcases the new season's defining fashion moments.
Drawing inspiration from New York's rich fashion and pop culture heritage, from the graffiti and street art to the city's cafe culture, the action is cut to the soundtrack of Blondie's iconic pop rock classic 'Heart of Glass'. Join Emanuela as she travels through the city from subway to photo shoot in cool SoHo, meeting friends after work in a cafe on the Lower East Side.
Dont miss the cameo of Le Call putting her best foot forward to show off the hottest shoes and boots on the High Street. Catch her in the new Next shoe brochure - It's All About Shoes...
So sit back, enjoy, and start shopping the new season's collection from Next.
So sit back, enjoy, and start shopping the new season's collection from Next.
1. Media Forms- What techniques does the ad use to persuade the audience to shop in Next ?
The advertisement uses various techniques to persuade the audience to shop in Next for example the long shots on the model. The long shots give a direct and complete view of the product. LS reveals a lot in terms of its quality and it shows every corner of "New York's rich fashion from the graffiti and street art to the city's cafe culture". This appeals to audiences because now they can experience "New York's rich fashion" in London.
Low angle shot increases the reputation and the quality of the product which persuades the audiences to shop in Next because it has the quality products which you won't find anywhere but in Next.
Music used "Heart of Glass" released in the 80s which was one of the huge success by Blondie also gives an huge advantage to the brand as audience with the taste of 80s music identify with it.
2. Media Representation -How is gender represented in the ad?
Women are being represented as having a wonderful life being a model and dressed in clothes by Next. They are also seen as most important than men
women are sterotypically represented as portrayed as beautiful, elegant and sophisticated.
capitalist ideologies: women are portrayed as high class life as they are living in New York, wearing sophisticated clothing and they are models.
hetrosexual: when they meet up with their boyfriends which could indicate that Next also plays an important role in relationships.
3. Media Institution- What does this ad tell us about the Brand Next and its ideologies/values.
In this advertisement next is represented positively and known for its elegant clothing. It also shows that Next is the only brand that produces such classy, elegant clothing which fits not only every women's style but according to the seasons.
ideologies: it shows that as its current, the positive approach towards the representation of women, it shows women as independent which would appeal to most of the women to shop in Next as it is not negatively representing them. However, the view is objectional and reinforcing stereotypes of women/
"hottest shoes and boots"- shows only Next has the best quality products
4. Media Audiences- Who are the target audience for this ad?
-Primary audience: women- 18-25 years old appeals to women who want to explore the New York's rich fashion in Next, shopaholics, sophisticated, models
-upper class, working women B/C (socio-economic)
Children: 6-12 years old
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