When I first saw the commercial for this new perfume, I was extremely impressed by the power and fierceness that the model seemed to give off. I found myself wishing that I could give off the same aura as the model.
This ad campaign is different from previous perfume ads by YSL. The women featured would wear beautiful dresses, their hair would be styled, and the overall ad would seem to describe people living an extravagant lifestyle. In the picture above, instead of having curls, the model has her hair pulled back in a sleek ponytail. She wears a simple and clean-cut business suit rather than a lacy dress.
Elle embraces the modern woman, one who is strong, smart, bold, and fashionable. The bright lighting allows the model to full of energy--ready to take on the world. The background is abstract rather than old-fashioned, which emphasizes the fact that we are living in modern times.
On the bottom are the words elle, le nouveau parfum. In English this translates to Elle, the new perfume. The word 'new' not only symbolizes a new product, but also a new image and a new kind of woman.
This is an interesting trend that you seem to have noticed pertaining to women in advertisements. Anymore, women are depicted as smart and in control. Especially in this Elle commercial, the scene is so sleek which amplifies the air of authority around the lead woman.
ReplyDeleteI think this is a really effective idea. These days, modern women aren't strutting around everywhere in fancy dresses and fabulously styled hair. Instead, they're going to work. YSL effectively communicates to the audience that this is a practical perfume for modern women--those who are living the modern life and going to work. With this idea, more women may think that purchasing this perfume is more realistic and worth-while than other perfumes who advocate a more elegant and dressed-up theme.
ReplyDeleteI totally agree that the model in the ad portrays a certain level of strength, power and feeling that she is control. This is what inspires women today and I think YSL was smart in shifting their image a bit to more accurately illustrate this.
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