Introduction Commercials are forms of visual advertisement, with the sole purpose to persuade audiences to buy a product. On the 1st September 2013, a luxury goods company, Dior released the ‘Dior Homme’ ad campaign for the new men’s fragrance ‘Dior Homme’. This gained popularity due to the well-known actor, Robert Patterson staring in the ad. One year later, Doir released ‘the future is gold’ ad campaign for the new women’s Jadore perfume. Both ads are products of Dior and were advertised worldwide. Although each of the advertisements are about fragrances, there are definite differences in the purpose, audience, langue and form used in the visuals. Purpose The purpose for both commercials is to sell fragrances, by alluring the audience …show more content…
In ‘the future is gold’ ad the use of language is primary from lead actor, Charlize Therone. With her soft and seductive tone of voice, illustrated when she says, “the future is gold” succeeds in the aim of drawing in the audience’s attention. Body language was also use to portray her power, this is seen best when she is strutting down the cathedral, with an elongated posture. The use of body language is also evident in the ‘Homme Dior’ ad with actor Robert Patterson portraying a relaxed and also seductive atmosphere, with open body language. This is particularly distinct in the dinner party scene, where he is dancing in a carefree fashion amidst formal ballroom dancers. In ‘the future is gold’ ad the use of literary techniques is apparent, with the use of short sentences empathizing her main point and giving a sense of urgency. Although no literary techniques are used in the “Homme Dior’ ad, the use of rock roll music throughout, reinforces forces their carefree, rebellious attitude. The use sound, particularly, diegetic sound is used as well in ‘the future is gold’ ad. Charlize again emphasizes her power with the noise of her strutting in her high heels, down the echoed cathedral. The use of costumes for actors, helped strengthen the ties between the actor and product. In ‘the future is gold’ ad Charlize wore a luminous golden evening dress that linked back to the product being sold as the Jardore