Givenchy Advertisement Analysis

Adverts for Givenchy beauty campaigns are relatively similar across the board, all of which (regardless of Spring/Summer or Fall/Winter season) are generally set with overexposed, brightly lit imagery and ethereal looking models. The whole concept is incredibly different from the aesthetic of the editorial and catwalk looks which are notoriously striking and edgy in comparison. Upon first examination I was not a fan of the style for the Givenchy beauty advertisements as they are predominately very feminine, pink and "cotton candy -esque" however upon moving on from that initial review I have come to appreciate the unique qualities that their adverts uphold. Givenchy ads also follow their own aesthetic which maintains an image so that even if the brand title was removed the advert would still be identifiable to the house through its style connotations.

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Givenchy New Impressions Collection For Spring 2010

This first advertisement is a classic example of the Givenchy beauty look and follows all the key signifiers that are identifiable across the brands other cosmetic advertisements. Within this advertisement the background is a irredecant pink tone, this compliments the pinky filter placed over the model and linked to the hue of the product being advertised. In this instance the product is that of the Givenchy Blush Quad, alongside the Lip Tint and Mascara. All of these products are of a pink/peach tone and therefore by having the background and overlaying hue within a tone of that palette it allows the image to be collectively tied together through colour association. In addition to the use of the pink hue is the way in which Givenchy both present the model and the product. Within this advert the product placement is small and too the right hand corner of the image, this is a common feature again across all of their cosmetic work relating back to the concept of allowing the customer to look at the image and immediately recognise it as Givenchy. In addition to the product placement being so small is the contrast of the model who takes up a large majority of the frame. The main focus of the campaign is the result of the product, therefore by blowing up the models face within the frame it allows for the application of the cosmetics to be more visible. Much like their editorials the purpose is that of the beauty of the image as opposed to extreme advertising techniques. This is apparent again through the use of text which is very simplified in comparison to the advertisement campaigns by other brands. The text is minimal and cleanly laid out opposite the product images, the only iconic text is that of the Givenchy title, the rest is precise and reads only the essential information to the brand. Action words are not something that is featured within any of their advertisement beauty campaigns as the product and brand speak for themselves. 
In regards to the use of model Givenchy commonly feature young, fresh faced models that carry off the ethereal element that is placed into each of their cosmetic adverts. Often these models are fair skinned and haired for the Spring/Summer adverts however brunettes have been known to of been used. This advert in particular uses the commonly used fair hair/skinned model, in addition the photography is over exposed to further exaggerate these features so that the pink tones of the makeup are more apparent. The hairstyling is pulled back away from the face to fully show the application of the makeup, the hair is commonly styled into classic undoes such as buns, twists and chignons as they allow for the hair to be chicly styled to reflect the elegance of Givenchy but also are practically pulled away from the face. Cosmetic elements such as the eyes, lips and cheeks are enhanced to pop against the backdrop and highly exposed photography, through doing so more attention is drawn to these areas of the face. The overall effect is softly feminine but bright and ethereal in tone, a theme classic to the Givenchy daytime cosmetic advertisements. 
Givenchy Mister Perfect Instant Makeup Eraser HD For Spring 2012

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This second image is different from the conventional look of a Givenchy cosmetic advert, marketing visually to a more evening look with an editorial tone as opposed to the classic beauty shot used within other images for the brand. The first noticeable difference between this advert and the previous is the dominance of the black backdrop which automatically connotes an nighttime setting. This is combined with a dark eye makeup and lip which too carries a more edgy tone associated with youth and nightlife. The models complexion in this is similar to that of the previous model with an ivory complexion and hair that appears fair in tone through the deep shadowing, this continues the classic aesthetic used by Givenchy across all of their adverts. The use of a smokey eye against this fair skin tone is highly dramatic and sultry, in combination with the deep red lip it exudes romance. Sexual tones in advertisement are commonly used within nighttime themes as seen in the campaigns by Yves Saint Laurent, rarely do Givenchy put out dark toned images for beauty adverts however the product within this advert applies nicely to a nighttime aesthetic.
The product in discussion is that of the Mister Perfect makeup eraser, the purpose of which is to remove and correct cosmetic mistakes. Although this product could be used throughout the day it is advertised here during an evening setting whereby makeup can often become disrupted during late activities. Product placement in association with the setting of a campaign is essential to accurately communicating the intention of the cosmetic. In regards to the text layout and product placement it is identical to that of the previous example as a key feature of all Givenchy cosmetic adverts is a consistency among the text and product layout.