Miss Dior

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“All our lives and it’s so real what I feel, this is why”. – Dior (Dior, 2012)

  This week I am looking at the print advert for Miss Dior Eau de Toilette fragrance ““La Vie En Rose” starring the long term ambassador “Natalie Portman”. The French fashion house has pulled out all the stops to launch this campaign. In many ways, the evolution of the Dior fragrance line mirrors the evolution of its fashion line (The nerdy perfume blog, 2010).

The French label “Dior” also created a short film to coincide with the TV advert. I first saw this advert in the magazine “Glamour”, and immediately liked this advert; I feel that it draws you in with its romantic feel and with the use of the beautiful Natalie Portman. The colour used in the advert illustrates simplicity and elegance which the brand is trying to portray to the consumer. Dior is trying to create a brand image that consumers want to inspire to be like by exploring that a “Miss Dior” is a woman of great elegance and effortless beauty.

The advert is simply gorgeous, feminine and has chic pink all over it and the connotations of pink which show her innocence also, the ribbon placed on the perfume could be a symbol of traditional values. The TV advert was directed by Sofia Coppola, and features a typical summer romance, driving off with her love in an open top sports car; all shots in the print adverts are from the TV advert. The advert also features Grace Jones sung version of Edith Piaf’s La Vie En Rose which formed the soundtrack for the advert.

The target audience for this product is young trendy females between the ages of 25-45. The brand has a personality of sincerity and sophistication that is defiantly put across to the audience. The demographics classification of the audience is perhaps middle or upper class due to the expensive nature of the product. The typography is very grand and sophisticated compared to the opposite “tacky” therefore; it is aimed at social climbers/ aspires/ strivers because image is very important to the type of women who would buy this product.

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 Many brands like Dior use celebrity endorsements, and using a celebrity catches the audience attention. Brands that choose to make a celebrity a brand ambassador are taking a risk in advertising investments however using a celebrity pays of for Dior. Her facial expressions are gazing at the audience which encourages people to explore. Furthermore, it indicates the women’s independence with the bottle of the ‘Miss Dior’ perfume is put there for the audience to remember the product if they want to buy it and also so they can have a look at how the bottle is.

I never get tired of these campaigns, and it has pursued me to buy this perfume- and I love it 🙂

 

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Bibliography

The nerdy perfume blog. (2010, 09 01). Retrieved 02 25th, 2014, from http://thescentsofself.com/2010/09/01/christian-dior-miss-dior-cherie/

Dior. (2012, 02 20th). Facebook. Retrieved 02 25YH, 2014, from MISS DIOR ‘LA VIE EN ROSE’ – Scene 4: https://www.facebook.com/Dior/posts/140140796152882

 

 

Cadbury Eyebrow Advert

Can you move your eyebrows as well as the children in this advert?

I’m sure most of us have tried to move out eyebrows and failed miserably!

Getting your advert noticed is becoming increasing difficult however; Cadburys eyebrow advert has become one of the most popular and most memorable adverts in history and has taken the internet by storm.

In this creepy, but entertaining advert it features two mischievous children performing a bizarre eyebrow moves to an electro funk soundtrack, from Cadburys fictional production company a “Glass and a Half Full Production”. Cadbury marketing director “noticed the wriggly potential of eyebrows and though we would have a bit of fun with them” (Sweney, 2009)

It seemed that this advert was everywhere when it first came out onto our screens. This advert is very powerful due to the following factors:

  • It’s catchy and entertaining. This type of advert spreads like wildfire.
  • It keeps the watcher intrigued, making them stay tuned to find out what happens.
  • Sparks conversation between people. This advert created good word of mouth marketing (free marketing) for Cadbury as everyone was talking about it!

Within the advert there are some prominent themes. Cadbury’s adverts are in touch with their customers and appreciate their interest; they are trying to make out that Cadbury is like no other. This advert  is both communicating a serious marketing message, while expressing humour promoting the brand as easy going in a positive manner, maybe if you buy the product you will have as much fun as the children in the advert! Besides the catchy music, annoying expressions some people love or hate the advert at the same time.
Thinking back what does the advert have to do with Cadbury? Does it really reinforce the brand?

According to Marketing, the execution of this campaign did not increase sales. In my opinion the Gorilla playing the drums was more likeable than this advert. The main problem with these adverts is that they fail to create relevant associations for the product. The audience’s unconscious mind works on the basis of associations and links things to similar things and to our fundamental psychological desires of curiosity- and this advert definitely creates that aspect of curiosity.

However, on the other hand this advert does make use of distinctive purple colour used throughout the advert and is although this advert is nothing to do with the product it creates a memorable funny talking point. Overall, all this advert can do is remind me of that brand of chocolate does still exist on the market, which may not be sufficient for me to buy it next time I want some chocolate and this “eyebrow” advert  has not altered my shopping habits one bit.

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Bibliography

Meme, K. Y. (2007-2014). Know Your Meme. Retrieved 02 19th, 2014, from http://knowyourmeme.com/search?context=entries&sort=relevance&q=eyebrow+cadbury

Sweney, M. (2009, Jan 23th). Cadbury’s ad raises an eyebrow. Retrieved Feb 17th, 2014, from The Guardian: http://www.theguardian.com/media/2009/jan/23/cadburys-ad-eyebrow

Penguin Audio Book- Authors

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What makes marketing fantastic….?  The “Wow Factor”

 

 This advert certainly has this “Wow Factor” through its strong visuals and illustrations that created a 15% increase in awareness in less than a week for audio books and helped created a lasting impression with customers. (Ajmera, 2013)

 Penguins print media advert is famous for turning famous literacy authors into headphones through innovative, creative visuals and getting up close and personal with the authors, and connecting them with the reader.

 The greatest print adverts are memorable and create a bond between the customer and the organisation and I feel that this print ad has managed to successful do these things. Viral videos can overlook print adverts however; they are just as powerful when thought out correctly!

Penguin in this print advert used famous authors like William Shakespeare, Mark Twain, and Oscar Wilde acting as headphones and whispering into the ears of listeners, making both the communication of the audio book an experience as well as a visual.

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 At first the advert can baffle and confuse the audience with the eye catching print media; it looks the famous figures have decided to take up a more aerobatic occupation by bending backwards into a mirror.

 This advert is hilarious in the way that the consumer can see the authors heads enlarged to mimic headphones. The advert is quirky, original and is very minimalist and focuses in what really matters, this is why I feel that it is a very effective advert and makes audio book more of a cool item to buy!

 

 

Works Cited

Ajmera, H. (2013, Nov 5th). 10 most amazing Creatives on Social Media. Retrieved Feb 11th, 2014, from Digital Insights: http://blog.digitalinsights.in/10-most-amazing-creatives-on-social-media/0586587.html