Justin Bieber is a megastar, thus this commercial relies on celebrity representation, unlike the representations in my two earlier choices.
For Richard Dyer in Stars, his theory is that a star is an image and not a real person that is constructed from a range of materials. Richard's theory also includes the idea that stars create their image that their audience would like for financial reasons. for Justin, this is his huge fanbase called 'beliebers'. So, the target audience being 'beliebers' are twelve to eighteen year old girls that would love the 'image' they are given of Justin and feel they can be Justin Bieber's girlfriend by wearing the perfume.
The framework of this advert is very similar to that of a music video. The advert uses cross promotion synergy to promote both the perfume, and Justin's song. Justin Bieber dominates the representation in this commercial in the same way that he does in all of his music videos. A line featured in the song is 'if I was your boyfriend I'd never let you go.' So, this relates to the purpose of the video where Justin is treating the girl, (and by extension the target buyer who looks on herself as 'you') wearing the perfume like a princess almost.
The conventions of the music video genre demonstrates the characteristics of Justin, representing him as a friendly, loving boyfriend that all girls wish for. Another convention of the music video needed would be to have lots of close-ups of the artist looking at the camera, to make us feel he is inviting us into the video. In the close ups, Justin is represented extremely attractive and the way they did this was doing his hair and makeup perfectly. By doing this makes the girls want him even more, therefore they would buy the perfume.
In the beginning of the advert, Justin is running down some stairs. He then looks into the camera and indicates that the viewers should follow him to his adventure of romance, where he spoils the girl and takes her to beautiful destinations. The set of the advert is mostly in casual yet peaceful places, like the park, pool and hills. The weather in the video is hot and sunny so Justin takes the girl to a lovely park, where they have a picnic and he gives her lots of affection (hugs, kisses). Justin is wearing casual clothes that are perfect for the summer which relate to the video. The lighting of the video is quite light, due to the sunny weather so everything looks bright and enjoyable.
The central message of the advert for Justin Bieber's
Girlfriend is if you wear the perfume, you can be Justin Bieber's 'girlfriend'.
