Dior is a well known luxurious perfume, clothing and make up brand, whos advertising and marketing tactics have been successful for years. I will be focussing on the Jadore perfume advert in this essay.

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Kaya Cheshire       Media A2

Explore ways in which your chosen texts reinforce or challenge the stereotypical representations of gender

Dior is a well known luxurious perfume, clothing and make up brand, who’s advertising and marketing tactics have been successful for years. I will be focussing on the “J’adore” perfume advert in this essay.

Stereotypically, women’s perfume adverts are seen as classy and often emphasize sexuality. J’adore reinforces the stereotypical codes and conventions starting with the Mise en scene.

The model is the main focus of the image, her skin is glossy and highlighted, to give a luxurious emphasis on the whole image. However the J’adore writing often appears over her, symbolising that if the audience buys the perfume they too can feel and look this incredible. The background is always darker and illuminates the rest of the image, as well as the tones.

Colour wise, they focus on glossy gold’s and black, this creates an Egyptian/Greek goddess feel, and would appeal to a wider audience, as the brand Dior is popular and marketed worldwide, so knows how to draw in an audience. This glossy “polished”, “expensive” feel to the image, which makes the audience feel like they could feel that way. Gold is associated with royalty and heaven, which is then emphasized by the name J’adore. The perfume name and brand is French, which gives a unique appeal to the audience, as it makes them feel more special by owning a “special” perfume, which would then also give them the feeling their unique now.

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The model herself always has a strong facial expression, her mouth is often slightly open and her eyes are directly focussing on the audience. This look shows complete confidence in herself, which would appeal to women because they may feel by getting this perfume they will gain this confident seductive feel. However this would also appeal to a male audience, a lot of skin is on show and cleavage which would automatically grab men’s attention.

The sex appeal is quite obvious, but also the glamour and seduction of the way she’s gripping her top quite forcefully, showing she knows ...

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