Advertising on the internet

Kate Moss advert-

The camera angle that has been used on the advert is a high angle shot, that suggests we are looking up to Kate Moss and to the product. The fact she is wearing the product that's being advertised also connotes that we are looking up to her simply because she's wearing the product, and that we wouldn't be otherwise.The advert shows Kate Moss at the top right hand corner, but is positioned so it appears she is in the centre of a target board positioned in the background, connoting she is central to the advert. The name of the product is the boldest text on the page, connoting you should pay attention to it, just like you pay attention to somebody wearing the product. The tagline the advert uses is 'black on black' giving the clear connotation it's the darkest mascara yet. The lighting used is a mixture of high and low key- the light aspect is so that you pay attention to Kate moss's face to see the mascara she's wearing, whilst the low key lighting is used to show that it is the 'darkest mascara yet'. In term of Propp's theory, Kate Moss appears more like a villain in the advert, due to the fact she is wearing dark colours. Because of her villain like appearance, the theory of a disruption is suggested in the advert. The advert is meant to be seen as diversion- it uses dark colours and the appearance of a celebrity to stand out, and if you don't pay attention to the poster, you will still see the bold 'RIMMEL' logo at the bottom. There is also an element of surveillance in the advert, as we are told the mascara makes '70% more vertical lashes'.