Advert analysis.

The denotation of the advert is the perfume and the woman who is the face of the perfume. The connotation is to wear the perfume as celebrities do. The colours of the advert are mainly gold and brown which are very warm colours which represent wealth and create a cosy atmosphere. The image is a long shot of the woman showing her walking as if she is on a runway of a catwalk, her pose connotes she is confident and is embracing the limelight whilst she is wearing the perfume. There is an image of the perfume at the bottom right of the image which seems like it’s on the floor and looks as if the woman is walking towards it. The only text on the advert is the name of the perfume which is J’adore by Dior which connotes the importance of the name as there is no explanation to what ‘J’adore’ is, so people must be aware of what it is as it is well known. The subject matter is the actress as she is in the centre of the image and so is the perfume bottle as it looks as if it is highlighted. The setting seems like a grand place as the background is all gold. The lighting is quite bright, in the background behind the women there is a glow around her which connotes she is angelic and shows power.  

The dominant reading of the advert is that the perfume is of great quality, is also something celebrities would use and it is as good as gold, persuading average people to buy it.  The oppositional reading is that only wealthy people and if you’re at celebrity status can buy it. The negotiated reading is in between the other two readings and is not taken in any way.