1. TV adverts – textual analysis and research
Hugo Boss “Just Different”
1. What features does this advert contain?
The advert is in real time and speech. The adverts contain electro-
pop music and the dramatic action of a group of men walking
around a city. The advert also has a famous face in the form of
Jared Leto, (actor and lead singer of rock band 30 Seconds to
Mars), who is the spokesperson for the fragrance.
2. What type of TV advert is this?
The advert has a famous face in the form of Jared Leto, (actor and
lead singer of rock band 30 Seconds to Mars), who is the
spokesperson for the fragrance.
3. Who is the target audience for the product?
The target audience for this fragrance would be middle-aged men,
because the actors (and spokesperson) are all middle-aged males,
and Hugo Boss is known for making male fragrances. The music is an
electro-pop feel which sounds somewhat masculine.
4. What image is constructed for the product?
The image constructed in the advert is that if you use the product,
you will be prepared for anything. This sense of
5. What social groups are represented in the advert, and how are they
represented?
Middle-aged men are represented in the advert, as partiers. They
are prepared for anything, because they have used the fragrance.
6. What mode of address is used?
I would say it’s informal, but uses a formal theme to attract its target
market. Informal in it’s portrayal of the characters in the advert, yet
formal in it’s voiceover of being prepared for anything.
Dolce and Gabbana “The One”
1. What features does this advert contain?
The advert is in real time, and contains speech and music. In a way,
the advert is also demonstrative, as it shows someone using the
product.
2. What type of TV advert is this?
The advert has a famous face, Scarlett Johansson (actress).
3. Who is the target audience for the product?
The target audience for the product is women, judging by the fact
that the setting is feminine, and there is a female model present in
the advert.
4. What image is constructed for the product?
The product infers that when you use the product, you feel like you
are “the one” and that you feel complete and contented.

2. 5. What social groups are represented in the advert, and how are they
represented?
Women are represented as unhappy and discontent, until they find
“the one” (implied as the perfume) and their mood changes.
6. What mode of address is used?
A formal address is used, as the advert is set in a high class room,
with a formal voiceover by the model. The music includes violins, a
slow tempo, and a mysterious tone, like a movie score.
Nina by Nina Ricci
1. What features does this advert contain?
The advert contains music with some voiceover. There is also sound
in the form of a sparkling sound effect. The advert is in real time,
and has a dramatic action of a woman climbing up a pile of
apples. There is also symbolism, as the woman is wearing a white
dress (reflecting peace).
2. What type of TV advert is this?
The advert is a dramatisation, showing the product in a story.
3. Who is the target audience for the product?
The target audience is young women, as the model in the advert is
a young woman, wearing a feathery white dress. There is also a
large amount of pink.
4. What image is constructed for the product?
The image constructed in the advert is that if you keep going, you
can realise your dreams.
5. What social groups are represented in the advert, and how are they
represented?
Young women represented in the advert as energetic, free-spirited
and determined to get what they want, by the fact that the
woman climbs a large pile of apples to get the fragrance.
6. What mode of address is used?
Judging by the operatic music and the clothes the model is
wearing, I would say the advert takes a formal tone.
Beyoncé “Heat”
1. What features does this advert contain?
This advert contains music, sound and speech – a soundtrack,
clicking fingers and the model (Beyoncé) talking. The advert is in
real time, and there is a dramatic action of her walking.
2. What type of TV advert is this?
I would say that the advert is a mix of a famous face, a song and
dance production (she is heard singing) and a sales pitch. Beyoncé
(singer and actress) is speaking to the camera.

3. 3. Who is the target audience for the product?
I would say that women are the target audience for this perfume,
as Beyoncé herself is a good role model to women.
4. What image is constructed for the product?
The image given by the advert is that the perfume will make you
more attractive.
5. What social groups are represented in the advert, and how are they
represented?
Women are represented as attractive and striking.
6. What mode of address is used?
This advert is informal, as there is a song and Beyoncé is scantily
clad in a skimpy dress.
Gucci “Gucci Guilty pour Homme”
1. What features does this advert contain?
This advert is in real time, and contains music and speech. There is a
dramatic action of the model walking.
2. What type of TV advert is this?
This is a famous faces advert, as James Franco (actor) is advertising
the product.
3. Who is the target audience for the product?
The target audience is men, as there is a male model and the
advert is in black and white, with a masculine setting.
4. What image is constructed for the product?
If you use the product, you will look more attractive.
5. What social groups are represented in the advert, and how are they
represented?
Men are represented in the advert as cool and attractive.
6. What mode of address is used?
A formal address is used in this advert, with the setting and use of
black and white.
Chloé
1. What features does this advert contain?
This advert is in real time, and has music. There is a minimal amount
of speech.
2. What type of TV advert is this?
Although the advert has a son, I would say that the advert is an
average customer testimonial, an ordinary person seems to be
happy after using the product.
3. Who is the target audience for the product?
I think that the target audience is women, because the model is a
woman and the music is feminine.

4. 4. What image is constructed for the product?
The image constructed for the product is that after using it, you will
be happy and care-free, as shown by the models.
5. What social groups are represented in the advert, and how are they
represented?
Young women are being represented as happy and care-free, as
they are presumably shown after using the product being
advertised, and by the fact that they aren’t wearing any clothing.
All of the models look alike, which means that the women are
6. What mode of address is used?
I would say that the advert is informal, because of the music used,
and the face that the advert had many jump cuts of the model,
who is laughing and smiling.
Diesel Fuel for Life
1. What features does this advert contain?
This advert is set in real time, and contains some music. There is also
some speech, and has a dramatic action.
2. What type of TV advert is this?
The advert is a dramatisation of a man being blindfolded, and a
testimonial as the character feels better after trying the product.
3. Who is the target audience for the product?
The target audience for the product is males, judging by the dark
atmosphere and the fact that the advert features a male model.
4. What image is constructed for the product?
The image portrayed in the advert is that if you use the product, you
will have a “fuel for life” and to live everyday like it’ll be your last.
5. What social groups are represented in the advert, and how are they
represented?
Males are represented as average people, until they use the
perfume and have a new sense for life.
6. What mode of address is used?
I think that the advert itself is in a formal tone (because of the music
and the low volume); however the model in the advert is
represented as informal, suggested by his clothes.