Dior Addict

Advert
Audience

Audience Case Studies

Top Boy (poster/ trailer)
Beyonce (music video)
Dior Addict (Moving image Advert)

Daphne Groeneveld Dior

Addict Eau Dlice commercial

MusicStereo Total I Love You, Ono

Daphne Groeneveld Bridget

Bardot
Reference to the former French actress, model
and singer

Bridget Bardot glamorous iconic figure is the

60s which also gives the advert 50s/60s
theme. The fact that they mimick Bridget Bardot
(frame of reference)

And god created a woman

https://www.youtube.com/watch?v=rnUZW1fcE4
4

Intertextuality

Target Audience
Primary audience:
affluent, heterosexual young women.
Secondary audience:
affluent, heterosexual young men who would buy the
product for their girlfriends/wives.
Psychographics/ demographics?
Age group 15-24. 25-34. 35-44. 45-54. 55+
Gender
Sexuality
Fans of

How do different texts

target their audience?
5 mins

mise-en-scene
Camera
female subject
Psychographics

 The mise-en-scene consists of three key places; the beach, the picturesque
town and the bar, all conventionally desirable places. This offers the utopia
of 'abundance' (Richard Dyer), which may be lacking in the audience's lives.

This would appeal to Aspirers (people who want to appear rich and attractive)
In this case, women (and teenagers) would want to aspire to be beautiful and
carefree like the subject in the advert.

Young women and older women could gratify with the subjects aura and
swagger as she strolls through the town, gaining a sense of personal identity
(Blumler and Katz) and that they too could achieve this sex appeal.

The female subject (model Daphne Groeneveld) wears sexually arousing

clothing (bikini on the beach and a very short skirt in the bar). The
provocative exposing body flesh of her slow-motion Close-Up shots of the
subject slowly rubbing her hands up her legs and onto her upper body + a
different Close-Up shot revealing the subject lifting up her short skirt,thighs
and bottom would appeal to heterosexual male audiences through sexual
arousal (Blumler and Katz).

The female subject is the only woman represented in the advert, surrounded
by handsome on-looking men seemingly hypnotized by her beauty. This may
gratify some young women, who could make a personal connection with that
image.

The video features a range of Diors latest fashion - gratifying the audience
through information.

How do texts position their

audience?
5 mins

Background/ foreground
upbeat and fast paced music (non-diegetic sound)
reinforcing the ideas (ideology)
The lyrics
Narrative

 Daphne Groeneveld appears to achieve a dominant positioning

through all the other subjects in the advert backgrounded to her
foregrounded beauty. She is always the central figure in every
shot and when she acts, men appear (subverting John Bergers
theory). This reinforces a preferred reading for women who
believe she has been constructed as a dominant young lady.

The upbeat and fast paced music (non-diegetic sound) sets the
adverts tone, helping the audience to believe wearing the
perfume will shape them to become sexy, youthful and
carefree, just like Daphne Groeneveld.

In the bar scene it appears the female subject is performing on

the table for the men with a provocative dance (connotations of
a stripper), suggesting when women wear the perfume they are
more sexually arousing.

The text has attempted to position the audience to buy the Dior
Addict perfume, so they too can be empowered with a sense of
desirability which will result in all men giving them attention.

 The female subject is the lead throughout the advert; she is always
foregrounded to the background of the beach, the town and the men. This
positions us to think of her beauty as elevated above all other desirable
things, and makes her body image stand aloof to the rest of the image and
other subjects, reinforcing she is dominant

By reinforcing the idea that beauty catches people's attention - the

audience is positioned to beauty as a form of power, reinforcing Naomi
Wolf's idea of the Beauty Myth.

The female subject also walks uninvitingly onto their table, subverting
womens stereotype as being passive (John Berger), positioning the
audience to see her as confident and empowered (creating positive
associations for the product for aspirers and succeeders).

The lyrics: big money, big fame No no no I dont need it, suggest
you do not need money or fame to attract the male gaze, but rather
positions the audience to think that if you wear the Dior perfume you can
be sexy and achieve this happy lifestyle.

There is no state of disequilibrium, everything in the advert is in a state of

equilibrium (the beautiful mise-en-scene, the weather and the attention
she is receiving from the men etc.). This positions the audience to see the
product (and the lifestyle that comes with it) in a positive light.

How may audiences respond

differently to the same media
text?
Stuart Halls Reception Model

Think of the other pointshow would different

audiences read these and respond.

 Stuart Halls Reception Model (1980) theory; auidences have contrasting responses
to the same texts; preferred, negiotiated and oppositional.

Although the audience is being positioned to think of Daphne Groenevled as a

dominant character, this has only been achieved through her sexualised
construction, which reinforces Naomi Wolfs Beauty Myth theory, suggesting women
are often valued by how beautiful they are. Therefore, it could be argued the female
subject only achieves the male gaze and her dominant positioning through her
beauty, as there is nothing she does which requires any form of intellect. An
audience could therefore reject this positioning on this ground, considering this as
reinforcing negative stereotypes of women.

The bar scene in particular reflects how Daphne Groenevled is positioned for the
male gaze (Laura Mulvey), given the slow motion edited and numerous quick paced
close up shots of her rubbing her hands from her thighs to her breasts. This would
appeal to male audiences (preferred reading, sexual arousal), however to some
women this would cause offense as it suggests they are merely being positioned as
an object of sexual desire.

Furthermore, the fact the female subject required the assistance of the two men in
the bar to help her get onto the table reflects she was unable to achieve that as a
independent woman and relied on males for help.

The narrative suggests the female subject is alone at the start on the beach, yet
after she uses the perfume she suddenly becomes active and desirable. Oppositional
responses to this adverts narrative could suggest without male attention women are
passive and have nothing to do and are bored and unemployed

Print Adverts

HW
Pick a PRINT perfume advert and analyse

Appeal
Position
Respond
How are women represented.
Two points for each include effect/ purpose/ theory/
debates/ Terminology/