Debenhams advert analysis

Debenhams Summer 2013


 This advert begins with a close up of some designs on paper with objects such as scissors and needles and thread in view. This infers that it is in a workshop with the designer making the clothing. The camera tilts up  and focuses on two women standing either side of a manikin that is wearing the bikini from the page of designs. The women and the manikin are centralised allowing the audience to focus on the bikini. The diegetic sound of the women speaking is not audible but it looks like they are hard at work on trying to make the bikini look the best it can. This infers to the audience that a lot of thought and care goes into the design and making of the clothes in the specified brand. The non-diegetic sound of the music behind is upbeat mood lifting, which is effective as if the song in an advert is good, the audience are more likely to remember it more. Moreover, the next shot is of a woman on a beach wearing the bikini that was in the workshop. This is clever as it shows the designing and making stage of the clothing and the end result of someone wearing it. All models on the beach are happy and seem very carefree. This is to put across the idea that if you shop at Debenhams you will also be carefree. There are two women running along the beach in bikinis and smiling at the woman wearing the original bikini from the designs. We could infer that the two women are also wearing clothes from Debenham and this means that they are brought together by the clothing. The models wearing the clothing are all very good looking and are aged 20-30, which is evidently the target audience for that designer.

As Debenhams is a shop that sells clothing by different designers, the advert always has a shot of the designer making the clothing before they show the end result of the audience wearing their clothing. The mise-en-scene is very high class and this is suggested by the hats worn by the models and the establishing shot of the big white house with a big garden and a perfect neat lawn with white tables and chairs. The use of the colour white symbolises purity and cleanliness. This is something that Debenhams want to represent. High class and quality made clothing. There is a long shot of 4 models having a photoshoot. The models look like they are at an extravangant event like a wedding, and their facial expressions express their happiness. This is effective as it encourages the audience to shop in Debenhams to have the same luxurious lifestyle as the women presented.

Additionally, there is a low angle shot of two models laughing which infers that they are superior due to their clothing. This, and their body language such as pushing their hair back with their hands and flicking their hair also imply independance, confidence and superiority. At the end of the advert, the background is blurred and there's writing centralised in feminine writing saying 'life made fabulous' which infers Debenhams are targetting women more than men in this advert.

Noticeably, clothing adverts use models and settings to sell a lifestyle which encourages people to buy their clothing. Therefore, I will have to take this into consideration when planning my clothing advert.