Rimmel London is a top selling cosmetic brand, this advert emphasises on the new ‘colour rush’ collection part owned by the famous Rita Ora. The video is 20 seconds long which makes the advert fast and quick, gripping the audience’s attention.
The primary audience of this advert is teenage girls and this is emphasised through the colour scheme as they follow pinks, purples and reds which connotes femininity, these colours also highlight the colours of the products therefore will hook the stereotypical teenage girl.
The images behind Rita Ora all follow the theme of London which indicates the brand name, this attention to detail which is given to the continuity of the advert can influence a different audience type due to the representation of the brand, as it shows typical London features, which are emphasised in a modern style.
Edgy and sexy pop princess Rita Ora is beloved for her catchy hooks and unique look. Her funky yet hyper-glamorous style and London attitude is followed throughout the video. Her provocative clothing represents a seductive appearance and confident personality attracting a male audience. This rebellious image also gives her female followers an image to recreate. Rita Ora’s significance plays a huge part to the Rimmel London advert due to her following of fans being a similar age to the target audience of ‘colour rush’ . This will appeal to her fans through the sound as its Rita’s new song ‘I Will Never Let You Down’ this song is played from start to finish highlighting the edgy and unique look of which the product portrays. The music gives the advert a modern feel as due to it being upbeat and funky; this indicates a young and carefree image and therefore gives a positive vibe throughout.
The voice over the music explains the idea of the product and this is a male voice which runs the contrast with the idea of the sexist belief that females can only wear makeup therefore adds a masculine take on the product.
At the end of the advert the ‘Rimmel London’ logo is shown which will attract the fans of the brand and therefore advertises the institution showing them to be relaxed and young this is then destroyed by Rita Ora writing over the logo in lipstick with her name showing a rebellious and naughty image. The advert then finishes with Rita Ora saying the slogan “Get the London look” wearing the product advertised therefore will influence the audience to purchase.