Advert Analysis

Dior Midnight Poison

In this advert is a white woman who looks to be in her late twenties or early thirties. She appears to be of the upper class as she is dressed in an expensive dress that would probably be worn at an important social event. It is unknown what the woman’s sexuality is or where she is but that is probably intended to give the product and image a sense of mysticism. The picture is taken at an extreme high angle and is a mid-sized shot. The model is giving direct mode of address. With the strange positioning of her arms and the fact that the dress appears to be moving suggests the woman maybe dancing.

The product being advertised is a perfume titled Midnight Poison and is from the company Dior. There is a picture of the product, which has been placed in the bottom left corner.

It appears that computer effects have been applied to the photo used. The models arms and dress almost look animated. The photo features sparkles which gives the avert a fairytale look which works with the slogan “A new Cinderella is born.”

The photo is largely dark with the light being aimed at the woman’s face. Light is also used to highlight the blue of her dress.

The positioning of the model is slightly awkward with her arms slightly out of shot and the light on her shoulder being dark on one side of her hand and her chest being light on the other side makes the photo look slightly out of proportion. Her right hand is the closest thing to the lens at slightly overlaps her face, which is the centre of focus in the advert.

The photo works with the layout of the advert, with the Dior logo, slogan and perfume photograph positioned around the edges of the advert and where the shades of light in the photo are dark.

Despite the awkward positioning of the models arms, the photo fits into the advert with the text and product picture.

The photo use of mysticism and light is appropriate for the product name and slogan. The themes of the picture include fairy tales and gothic imagery.

The advert says that by using this product you to will be like a ‘princess.’