In 2007, Dior took a step away from their cliqued romantic, spiritual advertisements and bought a twist of sensuality, exotic and seductiveness to the selves with their ‘Midnight Poison’ fragrance ad. The advert being published in Vogues 2007 issue; the most important issue of the year, informs us of Dior’s high status in the luxury market level and also suggesting a target audience of a Fashion-conscious, lavish female. Immediately we are greeted with a sea of mauves and purples, creating connotations of power, wealth and extravagance, hinting Dior’s luxury brand identity. Such connotations are suggested through the historical background of the colour; through the 1850’s accidental creation of purple, associating the colour with luxuriousness and wealth. This instantly reinforces Dior’s representation as a high end brand in the luxury market level. The language of purple also speaks to us with a mystery, hinting a feel of dark magic and almost rebellion. Not only are the colours used a direct signifier to the name of the perfume ‘Midnight Posion’ but we see this through the visual codes as her facial expression is provocative and inviting, giving the audience a feel of secrecy. Her seductive smokey eyes draw the audience in as if she is playing a game with us; ‘Never trust a woman who wears mauve’ states Garfield, S (2002: 51) In addition, the enduring theme of rebellion is shown in the copy of the ad. While reinforcing the new, contemporary take on Dior’s fragrance, the phrase ‘A new Cinderella is born’ suggesting a split personality to the perfectly coiffed Cinderella we all know; a Cinderella who plays against the rules. The models gaze is rebellious and daring, passionate to the point of danger. We see this through the styling of her make-up in her dark, precarious smoky eyes and lurid purple lips. With her attitude screaming danger it speaks to the darker side of the audience; the one that dares us to take risks for the thrill and break the rules, creating a reference to Madame LaLaurie, who killed the lives of men who were thought to be beneath her.
- GEORGIA SHEEHAN -
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