This print advert for Juicy Couture is showing a women laying down on a pink bed with sweets all around her. By using the women as the central background its conoting that the women is dominant meaning that the advert is targeting a female audience. Also with Juicy Couture using the sweets around the model and as a necklace could connote that no matter how old someone might get they still have their inner child intact.
The institutions involved in this print ad are Juicy Couture which is a brand which projects a mainstream image (through their advertisements) of a luxurious fantasy world of suspended reality. By doing this Juicy Couture denotes to their audiences that everything is possible within your dreams as your dreams have no limitations which then in return manipulates the audience due to the fact that fantasy is not reality so therefore, you as the audience have to separate the two.Furthermore, the use of mise-en-scene such as the soft neutral colours used like orange,green and pink could denote signs of prestige,envy and femininity which Juicy Couture enhance and want ordinary people like us to feel everyday when they put on that perfume.
The Juicy Couture is of sub-genre of perfume adverts and utilises a repertoire of generic codes and conventions from perfume advertising. Usually, in adverts we expect the product to be displayed by itself so the audience know where to buy it and be familiar with the product; in this case the model here is holding the product and is not only selling the perfume but also the brand. The Codes and Conventions of the perfume advert genre are; the product, the use of the model as normally perfumes are sold in relation to a model and aren't advertised by themselves, the air of prestige of the perfume which is shown in the mise-en-scene, the iconography of the slim and beautiful model and lastly the fashionable and feminized aspect as the perfume and the scent of it is generically associated with femininity.
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