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Dior "J'Adore" Perfume Commercial
Dior "J'Adore" Perfume Commercial
Synopsis
Synopsis
I am going to be analyzing a Dior commercial that features a woman being sexualized for the sale of perfume. I will also be connecting this piece with Jean Kilbourne's article, "Ways A Woman Can Get Hurt". Surprisingly, some of the most sexual commercials are for perfume. The perfume featured is called "J'Adore". When you put J'Adore into google translate, it translates into "I love". This phrase can be used to show one's affection for someone or something, and they really incorporated that into this commercial with over-sexualization. They also not only use sexual innuendos, but they use wealth and gold as a means to make a sale as well. Almost everything you see in this commercial is gold. Every women is wearing long, gold dresses. The water is gold. The floor they walk on is gold. The entire building is gold! Gold is usually used to represent wealth since it is worth so much, which will obviously make the buyer associate this perfume with being rich, making them want to buy it even more.
I am going to be analyzing a Dior commercial that features a woman being sexualized for the sale of perfume. I will also be connecting this piece with Jean Kilbourne's article, "Ways A Woman Can Get Hurt". Surprisingly, some of the most sexual commercials are for perfume. The perfume featured is called "J'Adore". When you put J'Adore into google translate, it translates into "I love". This phrase can be used to show one's affection for someone or something, and they really incorporated that into this commercial with over-sexualization. They also not only use sexual innuendos, but they use wealth and gold as a means to make a sale as well. Almost everything you see in this commercial is gold. Every women is wearing long, gold dresses. The water is gold. The floor they walk on is gold. The entire building is gold! Gold is usually used to represent wealth since it is worth so much, which will obviously make the buyer associate this perfume with being rich, making them want to buy it even more.
Dehumanization
Dehumanization
Figure 1 : Unclothed woman in water
This is one of their commercials images, showing what seems to be a naked woman in gold-tinted water. Her hair is swept over to one side, to show as much skin as possible. She walks up some stairs under the water, exposing even more skin, but just before you can actually see anything, the camera switches to a different angle of just her feet walking out of the small pool. Everything seems to be happening in slow motion, giving it that fantasy look. In Kilbourne's article, she states, "Sex in advertising is pornographic because it dehumanizes and objectifies people, especially women, and because it fetishizes products, imbues them with an erotic charge - which dooms us to disappointment since products can never fulfill our sexual desires or meet our emotional needs" (page 489). This quote is especially relatable for this commercial, because the perfume seems to be so sexualized, like it will fill all your fantasies, when really it is just a perfume with an expensive price tag. It is also relatable in the way that it seems to dehumanize the model, using only her body to make the sale.
This is one of their commercials images, showing what seems to be a naked woman in gold-tinted water. Her hair is swept over to one side, to show as much skin as possible. She walks up some stairs under the water, exposing even more skin, but just before you can actually see anything, the camera switches to a different angle of just her feet walking out of the small pool. Everything seems to be happening in slow motion, giving it that fantasy look. In Kilbourne's article, she states, "Sex in advertising is pornographic because it dehumanizes and objectifies people, especially women, and because it fetishizes products, imbues them with an erotic charge - which dooms us to disappointment since products can never fulfill our sexual desires or meet our emotional needs" (page 489). This quote is especially relatable for this commercial, because the perfume seems to be so sexualized, like it will fill all your fantasies, when really it is just a perfume with an expensive price tag. It is also relatable in the way that it seems to dehumanize the model, using only her body to make the sale.
Seductive Posture
Seductive Posture
In this photo, the woman is sitting by the pool of gold, surrounded by even more gold. They have her sitting a certain way, and the camera positioned so that she is exposing almost everything below the waist but her crotch. It is intended to tease the viewers, and for some reason, water seems to make everything so much sexier. She is wearing a very showy gold dress, that has a deep v-neck and is shorter in the front than the back towards the end of the dress, made to expose her legs. Kilbourne states, "The poses and postures of advertising are often borrowed from pornography, as are many of the themes, such as bondage, sadomasochism, and the sexual exploitation of children" (page 489). I thought this quote was relevant to this photo to explain why they have her positioned like that. The way she is sitting is supposed to be sexy, nonetheless, which helps the argument that they could have possibly gotten the idea for this pose from pornography.
In this photo, the woman is sitting by the pool of gold, surrounded by even more gold. They have her sitting a certain way, and the camera positioned so that she is exposing almost everything below the waist but her crotch. It is intended to tease the viewers, and for some reason, water seems to make everything so much sexier. She is wearing a very showy gold dress, that has a deep v-neck and is shorter in the front than the back towards the end of the dress, made to expose her legs. Kilbourne states, "The poses and postures of advertising are often borrowed from pornography, as are many of the themes, such as bondage, sadomasochism, and the sexual exploitation of children" (page 489). I thought this quote was relevant to this photo to explain why they have her positioned like that. The way she is sitting is supposed to be sexy, nonetheless, which helps the argument that they could have possibly gotten the idea for this pose from pornography.
Figure 2 : Woman sitting seductively
Teasing
Teasing
Figure 3 : Woman teasing camera
This is one of the photos for the perfume ad campaign on a magazine, which features the same woman from the last two photos. It shows her wearing a very low cut dress, exposing a lot of cleavage. She has a very sultry look on her face, with one of her hands near her neck, and the other seems to be pulling down on her dress in the front. This seems like an effort to tease the viewers. Kilbourne states, "The main goal, as in pornography, is usually power over another, either by the physical dominance or preferred status of men or what is seen as the exploitative power of female beauty and female sexuality" (page 489). This quote connects to this photo because the main goal of this commercial is to use the power of her female beauty and sexuality to hopefully get more people to want to buy the product. In buying the product, they associate it with beauty, sex, and wealth.
This is one of the photos for the perfume ad campaign on a magazine, which features the same woman from the last two photos. It shows her wearing a very low cut dress, exposing a lot of cleavage. She has a very sultry look on her face, with one of her hands near her neck, and the other seems to be pulling down on her dress in the front. This seems like an effort to tease the viewers. Kilbourne states, "The main goal, as in pornography, is usually power over another, either by the physical dominance or preferred status of men or what is seen as the exploitative power of female beauty and female sexuality" (page 489). This quote connects to this photo because the main goal of this commercial is to use the power of her female beauty and sexuality to hopefully get more people to want to buy the product. In buying the product, they associate it with beauty, sex, and wealth.
Conclusion
Conclusion
In conclusion, almost every ad for this perfume that you see, you notice the company has purposely made all of them incorporate some sort of sexual appeal to it. They are usually very showy images or videos of women with seemingly perfect bodies. The movements are slow as they caress themselves in the commercial ad, making it look to be even sexier. The sellers hope that if they can sell the sex appeal of the women on the ad, that they can also sell the perfume they are flaunting. They use gold on the bottle, in the liquid of the bottle, on the walls, floors, dresses, and even the water the women sit by to make the viewers associate the perfume with wealth. People typically think that the more wealth someone has, the more appealing they are to the public. Last but not least, the name of the perfume is in French, which is known to be a "sexy language". Everyone dreams of having their honeymoon in France, because it is known to be a very romantic and wealthy country.
In conclusion, almost every ad for this perfume that you see, you notice the company has purposely made all of them incorporate some sort of sexual appeal to it. They are usually very showy images or videos of women with seemingly perfect bodies. The movements are slow as they caress themselves in the commercial ad, making it look to be even sexier. The sellers hope that if they can sell the sex appeal of the women on the ad, that they can also sell the perfume they are flaunting. They use gold on the bottle, in the liquid of the bottle, on the walls, floors, dresses, and even the water the women sit by to make the viewers associate the perfume with wealth. People typically think that the more wealth someone has, the more appealing they are to the public. Last but not least, the name of the perfume is in French, which is known to be a "sexy language". Everyone dreams of having their honeymoon in France, because it is known to be a very romantic and wealthy country.
References
References
Kilborne, Jean. "Two Ways a Woman Can Get Hurt" Rereading America. Eds. Colombo, Cullen, Lisle. Boston: Bedford/St. Martin's P. 2013.
Kilborne, Jean. "Two Ways a Woman Can Get Hurt" Rereading America. Eds. Colombo, Cullen, Lisle. Boston: Bedford/St. Martin's P. 2013.
Charlize Theron Dior J'adore - full version uploaded by servitey, YouTube, 7 Feb. 2019, https://www.youtube.com/watch?v=uIbY_lxHBSE
Charlize Theron Dior J'adore - full version uploaded by servitey, YouTube, 7 Feb. 2019, https://www.youtube.com/watch?v=uIbY_lxHBSE
Picture Refs.
Picture Refs.
Luxury Daily. "Dior goes for gold with flashy J’adore campaign" 29 Oct. 2018, https://www.luxurydaily.com/dior-goes-for-gold-with-flashy-jadore-campaign/
Luxury Daily. "Dior goes for gold with flashy J’adore campaign" 29 Oct. 2018, https://www.luxurydaily.com/dior-goes-for-gold-with-flashy-jadore-campaign/
DIOR J'ADORE Perfume Original Print Ad - CHARLIZE THERON by PATRICK DEMARCHELIER https://www.ebay.com/itm/DIOR-JADORE-Perfume-Original-Print-Ad-CHARLIZE-THERON-by-PATRICK-DEMARCHELIER-/174408375236
DIOR J'ADORE Perfume Original Print Ad - CHARLIZE THERON by PATRICK DEMARCHELIER https://www.ebay.com/itm/DIOR-JADORE-Perfume-Original-Print-Ad-CHARLIZE-THERON-by-PATRICK-DEMARCHELIER-/174408375236
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