Prevailing over a print ad in Glamour magazine’s June 2016 issue is a sultry Johnny Depp and a bottle of Dior’s new Sauvage cologne (Sauvage, Dior). The way that Depp is presented in this ad only adds to the impact of the marketing. Both Depp and the cologne bottle is placed in the forefront of the scene making them the focal point. Depp is not dressed up as any of the outlandish characters he has played, but in all black and the usual gaudy jewelry he is known for. Penetratingly looking to the right, he stands with an air of confidence and seems to be rolling up his sleeve giving him a sense of masculinity. The cologne bottle sits in the lower right-hand corner and is the same black color that Depp is wearing, giving you a sense that they
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By using the common public opinion that Depp has confidence and swag, and both men and women aspire to be like him, Dior taps into our need to feel liked, admired and cool. Dior also adds to the mystique of Depp with the actual scene depicted by placing him in all black in the middle of the unadorned desert. This image gives us the impression that he has the air of mystery similar to the infamous and popular 1950’s sex symbol James Dean, who, even to this day carries a legacy of sophisticated coolness. Dior also uses Depp’s societal status as elite to reinforce the already common public opinion that their products are used by the upper crust of society, and that buying this cologne will gain you entrance into this seemingly unattainable world. These associations compel us to seek what gives Depp this mystique. Dior’s placement of the cologne bottle in the forefront of the image, which makes it the only other focal point of the ad, suggests that it has bottled it up for you and is ready for the taking. The fact that Dior presents the cologne as a change agent for your life, and that they took the time to bottle it up for you, makes us feel as though they have done us a favor and we owe it to them to buy this cologne.
The aspiration to gain the ambiance and characteristics of Depp not only applies to men but to women also. Dior utilizes this sentiment by placing the ad in a women’s magazine. The infatuation some women have with Depp drives them to want the men in their life to be like him. Dior’s message is that if they cannot have the real thing they can have the next best thing by slathering their significant other in this cologne. By pursuing both men and women Dior doubles their target audience and increases the chance of a
By using the common public opinion that Depp has confidence and swag, and both men and women aspire to be like him, Dior taps into our need to feel liked, admired and cool. Dior also adds to the mystique of Depp with the actual scene depicted by placing him in all black in the middle of the unadorned desert. This image gives us the impression that he has the air of mystery similar to the infamous and popular 1950’s sex symbol James Dean, who, even to this day carries a legacy of sophisticated coolness. Dior also uses Depp’s societal status as elite to reinforce the already common public opinion that their products are used by the upper crust of society, and that buying this cologne will gain you entrance into this seemingly unattainable world. These associations compel us to seek what gives Depp this mystique. Dior’s placement of the cologne bottle in the forefront of the image, which makes it the only other focal point of the ad, suggests that it has bottled it up for you and is ready for the taking. The fact that Dior presents the cologne as a change agent for your life, and that they took the time to bottle it up for you, makes us feel as though they have done us a favor and we owe it to them to buy this cologne.
The aspiration to gain the ambiance and characteristics of Depp not only applies to men but to women also. Dior utilizes this sentiment by placing the ad in a women’s magazine. The infatuation some women have with Depp drives them to want the men in their life to be like him. Dior’s message is that if they cannot have the real thing they can have the next best thing by slathering their significant other in this cologne. By pursuing both men and women Dior doubles their target audience and increases the chance of a