I chose the Justin Bieber 'Girlfriend' fragrance commercial because it uses celebrity endoresment very well to make a perfume so popular. The link to the advert is: https://www.youtube.com/watch?v=JOtfKiCr99g

Duffy Diet Coke Advert

Duffy making the Coke look delicious 

Unlike Coke Zero, Diet Coke is a drink which has a meaning and uses better themes and ideas to promote their drink such as not making women look like a prize but an actual person. By doing this it makes women want to buy the Diet Coke as they will feel as beautiful and real as Duffy. The advert used Duffy as celebrity endorsement to appeal to women of her age. The advert mainly focuses on Duffy, who is an ordinary, celebrity in her twenties. It is clear that they chose her for the advert rather than an actor because she is a relatable, real human and is not photoshopped to make women feel they have to look perfect.  Duffy says “It’s great to do something else” so the advert is giving the audience the impression that Diet Coke is a comfort drink. The main message appeals to women who aren’t particularly famous by representing it as a drink that you could just collapse onto the sofa and drink on a after a long day, and relax. It also shows women that they all want a bit of 'me time' so this is referred to in Duffy's lyrics 'I want to be free, to be me, to live not only survive' The target audience is definitely women because Duffy is showing women that Diet Coke is a drink to make them feel themselves. 

In the advert Duffy wears red which does not only refer to as as quite appealing and pretty but it also links to the colour of the coke can. Others colours used were white, black and grey to remind us of the coke and think if we drink the coke we can sing and be like Duffy which is why the celebrity endorsement was used. 

Hugo Boss Advertisement
The Hugo Boss advertisement starts of with the celebrity Jonathan Rhys Myers which is a good use of celebrity endorsement. The target audience are men around ages 16-35 as these men are young and attract women. Jonathan is the typical young, good looking man so if men wear the Hugo Boss, they themselves will be attractive like Jonathan. When people walk past Jonathan they stop and give him the eye which shows that he smells extremely good, convincing others to buy the fragrance.
    The area the advert looks like is in an urban area that seems like a drawing that Jonathan is in the center of.