BEYONCE PERFUME AD

BY Jothi
TGC 130009
INTRODUCTION
SALIENCE
Refers to the degree to which elements
are given prominence based on visual
cues such as size and colour contrast
Drawing mainly from social psychology,
the concept of salience is most commonly
associated with the ability of an item to
stand out from its environment or
background (Guido, 1998).
Brand salience: brand given importance

HEAT:
A perfume endorsed by American singer
Beyonc Knowles
Was released on February 3, 2010, uses
the tagline "catch the fever."
The fragrance's commercial spawned
controversy for its "sexy imagery", and
was only allowed nighttime broadcast in
the United Kingdom
RESEARCH
OBJECTIVE
To identify the elements of salience in the
advertisement
QUESTIONS:
Which element is more salient in the
perfume advertisement?
What are the visual cues that decide the
salience of the element in the perfume
advertisement?
LITERATURE REVIEW
Kress, G. and Van Leeuwen, T. (1996)
Reading Images: The Grammar of Visual
Design.
'Conceptualizing and measuring brand
salience' by Jenni Romaniuk and Byron
Sharp
brand attitude
brand salience
METHODOLOGY

Participants were chosen based on
snowball method (qualitative)
Questionnaires were sent to 30 Facebook
users in their messages(quantitative)
QUESTIONNAIRE
1)In each picture, which element is more
salient to you? Is it (choose one
ONLY):

The visual. State which one based on
the table above.
The text. State which one based on
the table above.

2)Why you think it is more salient?
(choose one ONLY)
a) Size
b) Colour contrast(visual/ text with
background)
c) Font & Colour
d) Sharpness
e) Others(state)


PICTURE QUESTION 1 QUESTION 2
A
B
C
ANALYSIS
About 90% of the participants said that
visual(Beyonce) is more salient.
It is due to her image size and the contrast
of the image with the background
10%- the name of the brand
DISCUSSION
SIZE

Beyonce, a popular singer, posing in a
provocative red satin dress with the word
"HEAT" written above her head.
Picture of the perfume is small
In terms of textual, more focus on Beyonce's
name and secondly to the the name of the
product




VISUAL CUES

Employing a red color scheme and by
using Beyonce as a celebrity
The ad with red hues(contrast to the white
page of magazine).
To reinforce the brand name
Not only would a person remember the
iconic image of Beyonce but with having
solidarity between the product name and
the color scheme a one may be more
likely to recall the product's name(brand
salience)
CONCLUSION
Visual more salient than textual.
Visual cues play important role in
attracting consumer's attention.
THANK
YOU