Beyonce Heat Analysis

I have chosen to analyse one of Beyonce’s fragrance called ‘Heat’. I have chosen this campaign because this is one of my favourite perfumes, I also like the way the advert is represented by Beyoncé herself being the main attention of the fragrance. Beyoncé Knowles is a very successful famous American singer, record producer, dancer and actress, she rose to fame in the late 1990s as the lead singer of ‘Destiny’s Child’ one of the best girl groups. For her incredible work and determination, Beyoncé has achieved sixteen Grammy Awards, twelve MTV Video Music Awards and three American Music Awards. 

The advert shows Beyoncé as the main attention as she is standing in a seductive, appealing way to the audience. She is posing in a silk, red, short dress uncovering her cleavage, this gives a calm, relaxed, powering look as she looks like she is in control by the way she is posing. The colours used in the advert is mainly red however there is a small amount off the colour white used for the text, furthermore the background has a shady dark look which is divided by the red colour. Red connotes a sign off love, passion, seductive and danger which relates to the title of the perfume ‘Heat’. The white colour in the campaign can connote a form of purity or innocence, these two colours work very well for this product because it gives a message out to the audience saying you can be dangerous but pure inside at the same time when you wear this perfume. This kind of teases the male audience as females who use this perfume would look and smell irresistible therefore females would think males would be attracted to them. 

The perfume is placed at the bottom right hand corner as the audience would like to know how the bottle would look like. Again the colour red is used mainly representing the perfume has a passionate, love, danger feeling smell. As you can see there is a brighter lighting around the bottle making it stand out, also suggesting the bottle is valuable, luxury, expensive, therefore women should buy it, furthermore as the bottle is being represented as an expensive product, it can be targeted towards the working business and upper class, off course females.

Heat can be referred to fire which is dangerous so the advert could be saying that Beyonce's perfume is a sign of danger for men also a passionate person by the way the perfume is presented. The perfume is clearly for a female as Beyoncé is a female selling the product herself, the image of Beyoncé looks very eye catchy as she is noticeable around the world as one of the most dominate females alive. The audience would be very interested in this product especially women because everyone would like to be like Beyoncé, the image of her shows how sexy and powerful she looks when she wears the perfume therefore the female audience would feel confident to buy this perfume as they would like to follow celebs like Beyoncé. 

The composition of this campaign is a long/medium shot hence you can see Beyonce's full body up her thighs making a long shot also a medium shot as you can’t see her entire body head to bottom. The text 'HEAT' is positioned at the very top centred in red, it is represented in a large font than the other texts used in the campaign, because the title off the perfume should stand out as it is the main name of the product so the audience recognise the title in a shop. The text is all in capital letters, bold this makes the text come out of the image making it look more recognisable and eye catchy, it matches the hot, powerful look of Beyoncé so the combinations work very well. Other texts used in the campaign is a slogan 'Catch the Fever' this text is written in a white, smaller font in the middle of the image, this phrase suggests females to buy this product as you are convinced that you would miss out in a great opportunity. There is also text above the perfume image at the bottom right corner 'The first fragrance by Beyoncé' her name is in a medium font whereas 'The first fragrance by' is in a smaller font, this is because the campaign wants the audience to now this is Beyonce's perfume, a huge music artist who is selling her product, they would recognise her by the image itself however mentioning her name by itself is huge globe wide.