La publicité Dior

Christina Bondonga

ENG101

MR. Matzinger

10/16/2017

Christina Dior is a French fashion house founded in 1947. Since then, they decided to also conquer perfumeries markets. Therefore, the same year founded the Christian Dior perfumes division, which now offers also cosmetics. For over sixty years, Dior has built a chic and luxurious image worldwide. It therefore goes without saying that their Ads are reviewed so that they transmit the values ​​and the universe this brand, but also the product. There is a big obstacle in the perfumeries marketing which is to make consumer smell the perfumes when it is advertised in television, magazine or online. Sometimes in magazines they provide paper samples, that is why their major goal is to attract the interest of potential consumers, only through the image.

This ad of the perfume “Dior j’adore”, was launched in September 1999 in Europe. The advertisement has an horizontal format, provides/present a bright environment with a strong dominance of the golden hue. Most of very elements in the ad has that golden color code. On the left side of the picture, we can clearly distinguish a young woman with long and blond, and the hair hue has that golden look too. Her body seems dived from her chest, in a ruddy opaque liquid. Just like the skin of the supermodel whose tan is particularly gold, and of the collar covering her entire neck, and the fabric covering her chest. The background also uses this color, but blurred clearer, in order to widen the image. Furthermore, this poster is printed with a kind of bleed that makes it seems like the bleed has no limits. The young woman is standing in an usual way: her face and her eyes are turned towards the audience direction, but her bust is hiding her right hand, only see her right hand can be seen.  However, her left arm is clearly visible. Folded, it eventually hand whose index touch the perfume bottle, too golden. The bottle of very large size (it represents the chest distance shoulder of the dummy), appears as placed on the surface of the liquid, very close the young woman. Its shape is curved and elongate, with the decorative key a golden collar. The character at a relatively neutral and expressionless face, we can However, imagine that it is experiencing wholeness, because you can guess the hint of a smile. His posture could be called "Noble", worthy, she has a high head and a straight look. This photo likely been shoulder height taken in close-up.

To the right of this display, you can see the text. On this part of the image, there are two blocks. In the first, is the typogram of the Dior brand, in large white font, which takes up considerably on this poster. In the second located below, we find the name of the product we promote: "J'adore", in the form also of typogram, in addition small white font. Indeed, the character of this word are not all willing at the same height, the "d" and the "r" are placed a little higher. The name of product is immediately followed by his signature "THE FEMALE ABSOLUTE. "Writes uppercase, but in a much smaller font, and brown golden. This signature fits the typography of the name of the perfume, as the first word, ie the "LE", begins just before the "j" bar of "I love", which means that the base line is cut in two: before the bar of "J", and after the "j" bar. Finally, another text box is present at the bottom left, bottom center between the bottle and the young woman. This text block, smaller, is a reminder of the brand, but more precise: "Christian Dior, Paris". We have here the name full of the brand, that is, with the first name of the founder, but also a precision of place: Paris.

The eyes of the young woman lie on a horizontal line of force, including one on a hot spot. But there are also whole body appearing on a line vertical force. This allows better capture our gaze to that of wife. The golden hue, ruling over all of this advertising poster wants course to echo the color used for the packshot of this perfume, but she also seeks to create an atmosphere, a universe around the product. The luminous and clear tone of this advertisement evokes gentleness, well-being. A potential consumer can get a better idea of fragrance, and assimilate more easily smell it considers soft. Walleye, as we know, is obviously associated with gold, which itself. We references to concepts such as luxury, wisdom, balance, power ..., also represented by the posture worthy of the woman, as well as its moderate visual expression. Here, the whole universe is in "gold": even the liquid in which holds the woman who wants to be perceived as liquid gold. The position of the right arm of the young woman is not trivial. His absence in the image allows to make a link between it and perfume, because we find it a similar shape. The head of the woman entant the bottle cap, his gold necklace covering his shot being walleye neck packshot, and finally his chest, part of bottle containing the fragrance. This link is particularly explicit with the left hand of the dummy. Indeed, by pointing the perfume so, our eye is irreparably attracted the product, and an association with women is mandatory. There is a very clear development of the product here: it is as deposited on  water, almost weightless. Although this advertising have no connection with the belief, one can not help to draw a parallel with the myth God is the only one able to walk on water. So to use water as a "solid" support, as shown here with the perfume. By deduction, the product would then be associated with a divine accessory. This development is also observable in the typography used for the name of the perfume "j'adore", the "d" and the "r" placed higher than the other characters give letters levitation sensation, thus lightness. We therefore expect a slight fragrance, which does not attack the nose. The signing, which is placed below the name of the product is separated into two as we have said previously. Sure, this cut is not symmetrical with respect to the sentence, but it allows a small referring nonetheless. Indeed, one can see that only the first word is sidelined, so this is a word that is emphasized. The perfume "j'adore" is not simply "absolute feminine," it is the very incarnation of the feminine thanks to this split (THE FEMALE ABSOLUTE.). This is reinforced by point at the end of the signature place: Paris

...