In this advertisement for “euphoria”, a new fragrance for women from Calvin Klein they used both direct and indirect messages. Featured in this ad is a girl wearing the euphoria perfume in two different poses. The stereotypical direct message from this ad is that if you buy and wear the euphoria perfume you will be be pretty and look just like this model. They are basically saying “If you want to look like her, wear this perfume”, which is what most ads do because they want you to buy their product. The indirect message in this ad is the actually meaning of euphoria. Eu.pho.ri.a: noun a state of intense happiness and self-confidence. This means that this ad is telling you that not only will you look pretty if you wear this perfume but also you will be happy and more confident.
Hi there, I could not agree with you more. This perfume advertisement is purposing that if we buy this perfume we will be beautiful and happy. But another stereotype that I notice is the model. Nowadays media perception of beauty is tall, blue-eyed, blonde and skinny. Something this ad has all of. I strongly dislike this stereotype because not only is is it unattainable for most girls but also lowers self-esteem for many.
ReplyDeleteJuliette, I totally agree with this post. Of course, the girl advertised is a skinny, tan, brown hair and light-eyed girl, someone who's pretty. Society has put this picture on girls and some people aim to change themselves to meet society's expectations, which lowers girls self-esteem as previously stated in Chanel's comment. It's saying if we buy this perfume, we can look as pretty as her, or look like her.
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