May 9, 2011
Topic A: “The Midnight Angels and Demons”
According to Jennifer L. Pozner: “Even though Dove’s ‘Real Beauty’ ads play to and subtly reinforce the stereotypes they claim to be exposing, it’s impossible not to feel inspired by the sight of these attractive, healthy women smiling playfully at us from their places of billboard honor.” The same role is played in all advertisings including perfume ads. They try their best to make you feel and express yourself by the scent you wear and the magical feeling to turn you into whomever you want to be. While enjoying the guilty pleasure of browsing through magazines, one cannot help but read the intended meaning as it associates to our own selves and even perhaps compare ourselves to the meaning presented.
This paper discusses how "Glamour" is initially given in both perfume ads by Givenchy and Dior. It discusses the “Pure and Impure” side of women in Ange ou Demon by Givenchy and the guilty pleasure of the Midnight Poison by Dior. Perfume ads try to grasp a customer into buying a perfume by selling dreams, promising, evoking feelings and desires.
First of all, this perfume advertisement features Givenchy’s fragrance “Ange ou Demon” which means Angel or Demon in French. The perfume bottle is in a tear drop shape and is placed at the bottom right-hand corner of the portrait advertisement. To the left of the bottle is the text and slightly left of the center of the advertisement is a woman’s side profile with her head turned front. The setting is a staircase beside a wall that seems to diminish into dark. The light source seems to be the top left-hand corner of the advertisement, falling diagonally on the woman’s body and eventually illuminating the staircase and perfume bottle, creating a crystal-like appearance of the bottle. Other than the illuminated areas, the rest of the advertisement is dark, consisting of black and deep blue gradients. These...