Within the J’adore Dior advert shown, scopophilia has been used as Charlize Theron seductively removes every piece of jewellery she is wearing, whilst walking to the bedroom, until lastly she removes her glamorous dress to show herself in the nude, and we see her walking away in full view of the camera. The way the advert has been shot, close-ups are used frequently to exaggerate the sensuousness of her physical characteristics, (Dyer, 2002.) Cropping has also been used to draw attention to certain parts of the body – isolated legs, the face and her cleavage.
“Analysis of ads suggests that gender is routinely portrayed according to traditional cultural stereotypes: Women are shown as very feminine, as ‘sex objects’ as housewives, mothers, homemakers, and men in situations of authority and dominance over women.” (Dyer, 2002, Page 97)
The viewers are told that, “Gold is cold, diamonds are dead, limousines a car, don’t pretend, feel what’s real.” This is portraying to them that it does not matter what they own, as long as they have the Dior perfume, then they can be natural but beautiful. “Feel what’s real: c’est ca que j’adore.” “It is that, that I adore,” is referring to the being natural that she loves. It is the maker of the adverts’ intention to want the audience to envy Charlize Theron, as she is so beautiful, but once they buy the Dior perfume, they can become like her.
The spectator is meant to envy herself that she will become if she buys the product. It is the idea that she is meant to imagine herself transformed by the product into an object of envy for others, an envy which will then justify her loving self. This could be put in a different way: the publicity image steals her love of herself as she is, and offers it back to her for the price of the product. (Berger, 1977)
In this case, it is the price of the Dior perfume.
Georgina Balmer, Art & Design (Interdisciplinary) Year 2
No comments:
Post a Comment