Dior - J'adore (Charlize Theron)

In terms of composition this television advertisement has been put together with conscious thought certainly relating to design, form, visual ordering and formal structure. In this advertisement celebrity endorsement has certainly been used as a technique in order to grip the audience. As Charlize Theron is well known, those who idolise her in some way or aspire to be more like her are more likely to purchase the product. I have chosen this advertisement mainly because to me as a viewer it generates a lot of meaning.

Firstly, when Charlize removes her clothing towards the end of the advert this appears to symbolise confidence and the feeling of being sexually attractive without clothing. Perhaps this technique was used so that women associate wearing the perfume with confidence and attractiveness, encouraging to them to purchase the product.

As the media texts primary function is to possibly promote Dior as well as to sell the actual product, text is provided at the end of the advertisement which anchors the images within it. This makes the meaning of the images within the media text more obvious to the audience.

Theron's pose is seductive, but not too revealing - to me this signifies class. Also, her direct gaze not only connects her with the audience but delivers even more confidence.

The furniture in the background is periodic which symbolises wealth. This suggests that the perfume is designed perhaps for those belonging to a high(ish) socio-economic background and also shows to a certain degree that the perfume is 'classy.'

The tanned, golden colours within the advertisement make it very sophisticated and also symbolise wealth. Charlize herself appears 'golden' making her look healthy and attractive.

The viewpoint greatly influences the viewer's interpretation of the image, Theron works with the camera, and the low camera angle empowers her, allowing her to dominate the screen. She also appears more dramatic as she almost fills the frame - all attention is diverted away from the background and on to Charlize Theron.

In the media text it is also apparent that stereotyping is a technique that has been used. The advertisement is very feminine in the way that it empowers women, and personally I think that many women will hold many of the same values in which the advert portrays.