Analysis

Basic analysis

Holiday location

Summer

Sensual

young people

Single

non working or non manual work

Classy but affordable C1

Multi ethnic

Colours

Red – sensual, stands out, contrast

Black – mysterious, dominant

Green & brown – organic, natural, calm

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Fun

Summery

Holiday

C1-2

Classy

Middle class

Non working

Females

Single

Like to travel

Multi ethnic

Colours

Orange – holiday, joy, active

Blue – consistent, luxury

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In depth analysis

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Greenery linked to environment conscious campaign theme

Young females

D – C1

Like to travel

Quite muted natural colours doesn’t stand out negatively

Colours

Pink – quite feminine potentially to attract a female audience

Green – natural and organic

Orange and yellow – summary and fresh

Natural light with assistance of artificial portable lights

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Green clothes in line with the campaigns colours

Multi ethnic

Young women

Formal

Antique/ old setting

Green – organic, nature and peace

C1 – 2

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Summary

Trends across the adverts I have looked at include;

• muted colours
• young female multi ethnic models
• shot outside with an exotic or holiday vibe
• classy and expensive

I want to include at least 2 of these 4 observations to be consistent with H&Ms branding and the fact that these features show up in a lot of their branding shows me that they were probably as a result of their own market research.