One of Dior fragrance advertisement which called “Dior Addict Fragrance” caught my eye since it was an odd commercial. It was made into a micro-film which took three minutes to finish watching the advertisement. It started off with a sunrise near a beach with the full-screen text saying “Dior Presents,” then it turned into some beautiful scenery with the crystal blue sky, colorful houses along the harbor where some big ships mooring in front. Since it could take a long time to explain the entire advertisement, long story short, the only girl Daphne Groeneveld, who used this Dior Addict perfume in a France small town was enjoying herself at the beach where there was no one to share with, changing her clothes behind a screen, doing sexy poses, …show more content…
Between 22 to 24 second, the landscape changed to a crystal blue sky, where “And Dior Created Woman” was printed on top in pink with a little chubby but cute font. By 25 second, right after “And Dior Created Woman” in pink displayed, the first-woman-on-earth Daphne Groeneveld finally came into the picture, reflecting to the title on Dior had created Daphne Groeneveld, who is one of the icons in the fashion/model industry. This is the initial symbol that holds the meaning of the products a woman uses give the definition of herself. By looking at the statement, which means Dior brings a woman into existence. It is definite that there are many things that make a woman a woman rather than Dior. Women do not need Dior to exist, but Dior needs women to come to life. Dior is making a strong statement on the fundamental reason why woman even exists which is unrealistic; and at some point, offensive. Pink is the universal color that symbolizes women at all times, even though many people agree that we should not let a color to define who we are; advertisers continually reinforce the color match of gender. The chubby-cute font can suggest that the innocence of this first-born woman, and she could do everything freely because that is how babies …show more content…
“Dior Addict” was in a comparatively formal font, whereas “Be Iconic” was in a casual hand-written type font. The slogan which placed on top took away roughly one-third of the whole screen. The position of “Dior Addict” was on top, which size was much bigger than “Be Iconic”, and “Be Iconic” was placed right below “Dior Addict.” Two contrasting fonts show how the “way” to be iconic. “Dior Addict” shows the elegance of the brand “Dior;” it associates Dior users are all elegant; “Be Iconic” makes the users stand out particularly from the other users. By seeing the slogan as a whole, “Dior Addict Be Iconic” is selling the idea of using Addict series perfume automatically makes the person unique. As Jack Solomon argues in his article “Master of Desire: The Culture of American Advertising,” saying “...[America’s great myth of equality] also lures us to achieve social distinction, to rise above the crowd and bask alone in the glory” (167). Equality has always been believed as one of the most essential qualities in order to build the America society in a piece, but advertisers also encourage individualism on the other extreme. Receivers are trapped in a paradox of going both North and South poles;
This essay is an analysis of two advertising posters, one of being a modern piece of media, the other being aimed at the previous generation. I will be reviewing posters from Coca Cola and Benetton, the latter being the modern piece of media in this comparison.
Lynn Peril writes a fascinating study of pink color and its historical connection to ideas and beliefs of femininity. Peril translates and defines Pink Think as collection of specific ideas, beliefs, and approaches of how and when is feminine behavior considered as proper. Throughout her book, Peril is pointing out various fundamental approaches and attitudes that are considered to be crucial for women achievements and accomplishments. Peril's Pink Think also advocates how greatest concern of femininity is related to women physical appearance (fashion and beauty) and their marriage (motherhood and housekeeper). Furthermore, Peril is demonstrating an evolution of femininity, and constant and intense impact of its norms and rules on women lives.
n today's world it`s practically normal to see every kind of ad, and they are everywhere! In the article “Advertising's Fifteen Basic Appeals” By author and professor Jib Fowles. Who claims that advertisers give “form” to people’s deep-lying desires, and picturing state of being that individuals yearn for…” stated by Professor Fowls. I will describe the fifteen apples that advertisers use when trying to sway to the public to buy their product. These apples are the following… sex, affiliation, nurture, guidance, aggress, achieve, dominate, dominate, prominence, attention, autonomy, escape, feeling safe,aesthetic sensation, curiosity, and Physiological needs. By observing some magazines which are frequently bought, I will examine three full page advertisements to to see what of the fifteen appeals are working in each ad to convey that desire.
Analysis of an Advertisement We live in a fast-paced society that is ruled by mass media. Every day we are bombarded by images of, perfect bodies, beautiful hair, flawless skin, and ageless faces that flash at us like a slide show. These ideas and images are embedded in our minds throughout our lives. Advertisements select audiences openly and subliminally, and target them with their product. They allude to the fact that in order to be like the people in this advertisement, you must use their product.
Foster creates a logos appeal by providing strong reasoning and evidence to support her argument. Through her example about how Facebook advertisers are aware of their user’s insecurities about their body, thereby, increasing publication of advertisements in hope that users will undergo negative self-reflection and realize they do not conform to the mainstream ideal of thinness. Her examples also include research that she references from other scholarly authors. “For example it is no secret that exposing women to images of thin celebrities causes them to feel dissatisfied with their own appearances (Grade, Ward, & Hyde, 2008).” Foster’s second strong claim to her logos appeal by writing, that in spite of user’s insecurities, Facebook advertisers hope user’s will feel more dissatisfied with their body image and turn to the ads for a solut...
This phenomenon suggests that all women are required to remain loyal wives and stay at home mothers who aspire to achieve perfection. In “Mirrors of Masculinity: Representation and Identity in Advertising Images,” Jonathon E. Schroeder and Detlev Zwick claim that “highly abstract connections are made between the models, a lifestyle, and the brand” resulting in a need to associate these products with a specific way of living (25). Instead of simply displaying these luxurious bracelets and handbags, the ad creates an elegant environment through the incorporation of sophisticated items. The women are dressed elegantly in dresses and blouses, adding a conservative element to the ad. The ad presents a rather stereotypical image of the very successful heads-of-household type mothers who have brunch with other elite women in an exclusive circle. Everything from the merchandise they sport to the champagne glasses down to the neatly manicured fingernails provides insight into the class of women presented in this ad. The body language of the women strips the image of the reality element and instead appears to be staged or frozen in time. This directly contributes to the concept of the gendered American dream that urges women to put up a picture-perfect image for the world to see. Instead of embracing individual struggle and realities, the American dream encourages women to live out a fabricated
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
In Solomon’s words, “American dream encourages the desire to ‘arrive,’ to vault above the mass, it also fosters a desire to be popular, to ‘belong’.” (169) Advertiser whose “ads are aimed at a broader market” (169) are utilizing such kind of human mentality. For instance, Nike is a famous clothes brand to almost everybody. In its advertisement, there are always people in different genders, races and ages wearing Nike’s products running on streets, on riversides or in parks. Through its advertisement, Nike is trying to convey consumers that everyone is using Nike’s products, and you should be one of them. People want to fit in as part of most people, so they buy Nike’s products. Nike’s advertised products make people belong to it. If I were going to buy a new pair of shorts for running, I would consider of buying a pair of Nike shorts because it seems that so many people wear Nike shorts and I want to keep the same with them. People buy those advertised products to increase their senses of belonging, but they are losing their individuality at the same time. Despite many advertised products could decrease the individuality, some of them indeed make people more of
Being a young adult, it is often hard to find that perfect scent. Why must the young woman find her perfect scent? In order to grow and express herself as she matures. Choosing two memorable advertisements, “Daisy” by Marc Jacobs and “La Vie Est Belle” by Lancôme, as options. Both are likeable perfume commercials; however, the “Daisy” advertisement is better than the “La Vie Est Belle” advertisement because it plays lively music, uses vibrant colors, portrays happy actresses, and includes a clear selling point.
Popular brands and companies typically rely heavily on brand names to unfairly convince people to buy their specific product, even though another brand would likely work almost the same. In order to do this, those companies use many elements of ethos, but they also attempt to establish the superiority of their brand with logos and pathos. In the commercial, “Colgate Dentist DRTV,” the brand attempts to persuade consumers to buy Colgate Total toothpaste by presenting their name and relatable women, followed by attractive visuals, but ultimately the advertisement fails to provide enough logic to convince a well-informed audience that it truly matters which brand of toothpaste they buy, and that Colgate is better than any
Perfume is important for a woman because its emphasize the style and mood that woman’s wear. A quote by Joybell C, “You are never fully dressed without perfume.” The ideal woman is an assortment of beauty, love, and attraction. Dior and Lanvin produce famous print ads that advertise women’s perfume. In Dior ad, it showed their new perfume called, “‘Miss Dior Blooming Bouquets.” which Natalie Portman partially clad in a wedding dress and she wear a black sexy body suit behind it. The white round shape words are in the middle of the ads, and the pink bottle of perfume is at the bottom. Lanvin’s perfume is called, “Marry Me”. A couple riding a bicycle together having a good time and staring at each other’s eyes which represent love
Advertising in American culture has taken on the very interesting character of representing our culture as a whole. Take this Calvin Klein ad for example. It shows the sexualization of not only the Calvin Klein clothing, but the female gender overall. It displays the socially constructed body, or the ideal body for women and girls in America. Using celebrities in the upper class to sell clothing, this advertisement makes owning a product an indication of your class in the American class system. In addition to this, feminism, and how that impacts potential consumer’s perception of the product, is also implicated. Advertisements are powerful things that can convey specific messages without using words or printed text, and can be conveyed in the split-second that it takes to see the image. In this way, the public underestimates how much they are influenced by what they see on television, in magazines, or online.
The signs employed within the ad and the connection between signifiers and the signified were subjective and based on cultural representations. The denotative and connotative meanings that a message represents along with ‘doctrine of sign’s’ known as iconic, indexical and symbolic dimensions engaged by the advertiser to send ideology and mythical messages within the Katy Perry ad, such as wealth, authority and beauty are desirable and this can be attained if you buy this perfume. On a border and more thought provoking ideological level, the ad could perhaps interpret the message of freedom, prosperity and justice that women have culturally fought for throughout history. The basis of the selling pitch of the advert is sex, beauty and wealth. A contradiction perhaps, is an alternate meaning with the syntagm “Own the Throne’ intentionally placed underneath her genital area with Katy’s legs crossed. This may signify a deeper meaning that she is truly the one that ‘owns’ her sexuality not the advertiser. It is crucial advertiser’s understand that accomplishment of linguistic and non-linguistic communication is a result of the integrated system of cultural norms that allows potential buyers, to organise their world and give collective representations. In order to permit the reader to receive and successfully decode the
The ad targets middle to upper income females, between the ages of 16 to 40 who have an interest in luxurious perfumes, and looking to reflect an image of elegance and sexiness at the same time. The only feature you can discern from the ad is the actual perfume bottle that
“The average family is bombarded with 1,100 advertisements per day … people only remembered three or four of them”. Fiske’s uses an example of kids singing Razzmatazz a jingle for brand of tights at a woman in a mini skirt. This displayed to the reader that people are not mindless consumers; they modify the commodity for their use. He rejects that the audiences are helpless subjects of unconscious consumerism. In contrast to McDonald’s, Fiske’s quoted “they were using the ads for their own cheeky resistive subculture” he added. He believed that instead of being submissive they twisted the ad into their own take on popular culture (Fiske, 1989, p. 31)