2. M e d i a l a n g u a g e The tag line for this fragrance is ‘le feminin absolu’ which translates to ‘the absolute women.’ This suggests to the female viewer that in order to be an ‘absolute’ women she would have to smell, look and act like the model in this advertisement, or that the perfume can make them like this.

3. F o r m s & C o n v e n t i o n s It is trying to sell a product via sex and wealth. (Model is not wearing a lot, and the gold colour scheme to represent wealth). Because this is a beauty advertisement, there are certain things that we would expect to be present. Of course there is going to be the ideal woman represented, and the suggestion that this particular product is the tool to obtain this ideal. Another convention of Beauty ads is the layout/colouring. This is normally kept simple with a monochrome colour scheme (like this ad). This is suggest perfection and the purity of the product. It also draws attention to the product/subject itself and makes the viewer relate that certain colour to that particular product.

4. A u d i e n c e s & I n s t i t u i o n s This advert is aimed at women aged 18-50 years old. The aim for most perfume manufactures is to outdo their competitors in having the most glamorous fragrance. Dior has taken this to a new level by showing their model actually dripping in gold, this reinforces the luxury and exclusiveness of this product.

5. R e p r e s e n t a t i o n s & I d e o l o g y Dior has literally turned the model into their product. She is painted gold to appear expensive/valuable and the way they have positioned her mimics the shape of the bottle. The woman in the ad is dressed in gold, this makes her out to be a trophy item that men can hold and own. It shows the women to be a commodity that men can buy and own. The bottle of perfume is actually smaller than the women in the ad, which demonstrates that the women can be seen as being more important that the bottle of perfume. In this image, a young, blond woman is present, she is surrounded by a gold liquid, and she appears to be floating, as if she is in a bath of the perfume. I can be seen that women who wear this perfume become a desirable figure to men as gold is a colour that is seen as a sign of wealth. Gold is something precious and is something that should be locked away and kept safe. This then raises the issue that women are something that can be locked away within society and be given unequal rights in the real world. This ad is effectively supposed to be targeting women as it is a female fragrance, thus when the women buy the perfume and spray it on, they become treasured, and golden and have the ability to be something that is desired by men.