Dolce and Gabbana Perfume Advert

This advertisment is targeted at young women. The character used to advertise this perfume is Scarlett Johansson who is a popular celebrity who people admire. This technique is called ideology where people are encouraged to buy the product if they want to be like the celebrity in the advert. The advert has a colour scheme of pastel pink which is traditionally a pretty girly colour, the pastel shade of it represents innocence so we get the idea that the perfume will make us seem more feminine and 'pretty'. The colour also links to the perfume bottle which is the same colour and leads the rest of the advert. The product is called 'rose the one' which is the main reason for the colour scheme. This name also represents women as flowers which are beautiful and feminine (like Scarlett) how women want to be seen as. Scarlett's facial image looking away, and her body posture with her hand on her face makes us see her as a beauty goddess, who other girls idolise and want to be like- helping to sell the product. However, her composition of laying down on a bed presents her as slightly promiscuous. This is also portrayed in her clothing which is slipping off her shoulder, also giving her 'sex appeal'. This means that she also gets the attention of a male audience who may be looking to buy a gift for a partner. The background is blurred out so that the main focus is Scarlett, the lighting reflected apon her face also makes her the centre of attention. The perfume bottle almost blends in to the background so that the main focus is on the model as she is what advertises and sells the product by her image and beauty. http://www.luxuo.com/wp-content/uploads/2009/11/scarlett-johansson-fragrance.jpg