Golden Ascension A golden-clad Charlize Theron struts assertively through the luxurious palace hall straight toward the viewer in one frame, and strikes a pose facing away from the viewer in the other. “J’adore Dior” accompanies her on the advertisement in an elegant font; moreover, it’s in French — an elegant language in itself. The advertisement’s golden tones, French text, font, bright lighting, and the model’s facial and body language all work together to create an elegant and luxurious tone that appeals to the target audience’s desire for wealth and beauty leading them to purchase the J’adore Dior perfume. Perhaps the first thing that pops out in this advertisement is the abundance of gold coloring: her dress and jewelry, her complexion,
…show more content…
As she walks through this luxurious hall, the sunlight creates a glow and the rays beam in, making her the center of attention in the ad; this makes the eyes focus …show more content…
The perfume itself is even contained in a bottle that’s shaped like a drop of honey, potentially a symbol referring to ambrosia and nectar — the food/drink of the gods: this adds an even more luxurious, sublime, and even divine ambience to the advertisement. This ad inspires women to purchase J’adore Dior and add class and luxury to their lives and to climb in the ranks of society to ascend to the top — to this golden, idealized version of the world that’s dreamlike or even heavenly compared to the realities of the lives of the women that are the target audience for this ad. However, at the same time, the conflicting frames work together to reveal a deeper societal message with regard to modern feminism. The contrast in the two frames reflects the transformation of the social construction of femininity throughout the years, from the early double standards placed on women — that women were expected to keep up a beautiful appearance and be sexual beings (as in the right frame) while men weren’t expected to work as hard for their physical appearance — to the more modern, progressive feminist views of women asserting their power and independence and defying the stereotypical gender roles of society (as portrayed in the left
As she walks through this luxurious hall, the sunlight creates a glow and the rays beam in, making her the center of attention in the ad; this makes the eyes focus …show more content…
The perfume itself is even contained in a bottle that’s shaped like a drop of honey, potentially a symbol referring to ambrosia and nectar — the food/drink of the gods: this adds an even more luxurious, sublime, and even divine ambience to the advertisement. This ad inspires women to purchase J’adore Dior and add class and luxury to their lives and to climb in the ranks of society to ascend to the top — to this golden, idealized version of the world that’s dreamlike or even heavenly compared to the realities of the lives of the women that are the target audience for this ad. However, at the same time, the conflicting frames work together to reveal a deeper societal message with regard to modern feminism. The contrast in the two frames reflects the transformation of the social construction of femininity throughout the years, from the early double standards placed on women — that women were expected to keep up a beautiful appearance and be sexual beings (as in the right frame) while men weren’t expected to work as hard for their physical appearance — to the more modern, progressive feminist views of women asserting their power and independence and defying the stereotypical gender roles of society (as portrayed in the left