Midnight Fantasy: Unleashing the Spontaneous Side

For my homework assignment this weekend, I looked at several advertisements to see which ones had the best appeals to the intended audience and therefore held the highest powers of persuasion. The ad I used (check it out at http://www.papermag.com/blogs/britney_midnightfantasypromo.gif) was for a perfume by Britney Spears, called Midnight Fantasy. It was initially from a women’s magazine, probably something like Cosmopolitan or Vogue, so the intended audience was college aged women or older. This ad uses sensuality as an attention grabber; Britney Spears is immersed in a moonlit lake, and looks like she is about to embark upon a daring adventure. The image evokes a sense of mystery and elusiveness, and is probably intended to make women feel like they can be edgy and bold if they use the perfume. I think this ad would appeal to many middle aged women in their 30’s as well as college-aged women because it may help older women feel like they are regaining their youth. Some women may become caught up in their daily routines, such as jobs, household chores, and attending to their families. This may make older women feel like they no longer embark on anything adventurous or spontaneous. By seeing this ad, these women may be lured in by the fact that this perfume will help them relive their youth and add some spark and mystery to their lives. Wearing the perfume can allow a woman to take on another identity, one that is more carefree, seductive, and daring than the social identity she conveys on a daily basis. Even the name of the perfume, Midnight Fantasy, implies that women can take on different identities depending on the time of day. During the daytime, women can be responsible, mature adults and attend to what is expected of them by their peers, families, and society. However, when the night arrives, women can escape from the pressures placed on them to be good housewives or employees. They can do things they secretly “fantasize” about, such as going to glamorous clubs and parties, but are not able to do during the day due to social responsibilities. This ad doesn’t use any text because the image speaks strongly enough to its viewers. Britney Spears is a huge celebrity, and the fact that this perfume is from her line is enough to convince women to buy it because of the brand name. By displaying a picture that is elegant yet somewhat sensual and bold, this ad can convince women to buy Midnight Fantasy so that they can unleash the side of themselves that they want to experience but generally suppress.