Advertising Dissertation Paper
The purpose of this dissertation paper is to explain the ideologies behind advertisements, and to explain the uses of semiotic terms. Ads are deliberately constructed by companies, to connote certain things in order to appeal to their target audience as to sell their products. To understand these connotations it is necessary to deconstruct the ads. Three ads have been chosen for the brand Christian Dior for both fragrance and fashion in order to explore their meanings.
The thriving, highly successful designer label Christian Dior opened its main house of couture in 1946 in Paris; by 1958 there were stores in over fifteen countries. Dior was said to have introduced a new look to the world by stressing femininity and elegance. Now Dior's designs and products are used even by A-list celebrities such as Charlize Theron.
On a denotative level, advertisement number one consists of white and baby pink shades. The ad is dominated by the presence of a young woman kneeling amongst a variety of bags all in pink and white. The background is very plain and one can vaguely see what appears to be the outline of a bed and some pillows. The bags all have the same pattern and colours but are all different styles. There is also a small teddy with the same design between the woman's legs. The woman looks to be in her early twenties. She looks very seductive and sexy dressed only in her underwear, which is also in the pink and white colour scheme. She has medium brown, slightly messy hair. She is slim, tanned and beautiful. She appears to be on a bed, with the bags surrounding her. She is holding one to her chest and she has a pair of pink sunglasses in her briefs. She has a very seductive look on her face and is wearing little make-up, except for her eyes which have been lined with black eyeliner giving a smoky effect. The headline Dior, can easily be seen written in pink at the top right of the page in bold. There is also a list of stores at the bottom of the page. The
The thriving, highly successful designer label Christian Dior opened its main house of couture in 1946 in Paris; by 1958 there were stores in over fifteen countries. Dior was said to have introduced a new look to the world by stressing femininity and elegance. Now Dior's designs and products are used even by A-list celebrities such as Charlize Theron.
On a denotative level, advertisement number one consists of white and baby pink shades. The ad is dominated by the presence of a young woman kneeling amongst a variety of bags all in pink and white. The background is very plain and one can vaguely see what appears to be the outline of a bed and some pillows. The bags all have the same pattern and colours but are all different styles. There is also a small teddy with the same design between the woman's legs. The woman looks to be in her early twenties. She looks very seductive and sexy dressed only in her underwear, which is also in the pink and white colour scheme. She has medium brown, slightly messy hair. She is slim, tanned and beautiful. She appears to be on a bed, with the bags surrounding her. She is holding one to her chest and she has a pair of pink sunglasses in her briefs. She has a very seductive look on her face and is wearing little make-up, except for her eyes which have been lined with black eyeliner giving a smoky effect. The headline Dior, can easily be seen written in pink at the top right of the page in bold. There is also a list of stores at the bottom of the page. The