Here are a list of codes and conventions of print advertising for deodorant and scent products.
- pack shot in bottom corner
- copy found next to pack shot
- copy introduces product, 'new...', 'introducing...'
- brand logo in one of the top corners depending on positioning of models in the focal image
- colour schemes; white used for adverts targeting females or both genders and blue and black used for adverts targeting males.
- slogan often placed over focal image in the center of the image or two thirds down
- the product's role is often to make the models featured appear more confident and sexually attractive
- the copy, pack shot, slogan and product's role are used together to construct the brand identity
- shot types range form MS to ELS but no closer, although will be the same across a campaign
- Focal image; poses; with two people in advert a sense of sexual tension is often created between the two models using eye contact between them or physical contact
- facial expression; use of serious expression
- direct address often used when models are in physical contact
- costume is often sportswear or casual, with jeans, skirts and t-shirts
- hair and make-up is minimal or very simple, imperfections removed but not obviously so
- A clear, bold font is chosen and will often be in black and white to stand out
Below is the advert for deodorant Axe Anarchy, which targets males and females aged 16-25.
Below is the advert for a deodorant and shower gel by Gillette which targets men aged 20-35.