Many perfume and clothing ads feature a famous person to endorse their product. This ad, featuring Scarlett Johansson, is advertising a new line of Dolce and Gabanna perfume. The fact that they chose her to be the face of the product heavily determines how people interpret this ad and influences their interest in the product. Stuart Hall talks about how, as a culture, we develop classifications for races and genders and the way we act toward an individual is determined by their subgroup. We develop classes and ways we can predict the behavior of an individual based on their subgroup. The way we treat people within the subgroup is inscribed in us as human beings and is developed by culture. Using a famous celebrity in this ad leads readers to a certain reaction. Our culture is trained to look at this beautiful, young, rich and famous woman and link the perfume to her. The fact that she is putting on lipstick symbolizes that she may be going out on the town or maybe a photo shoot, things that signify a rich and elegant lifestyle. Because this is a white woman, we have stereotypes about her and it determines the message we will get from this ad. We may see this ad and say wow if I buy this product I will have the lifestyle of a rich, white woman. We react toward her based on the stereotypes of her "subgroup" engrained in our heads because of culture. We predict her lifestyle because of her physical appearance and from there develop meaning of the product. We also find a sort of comfort from classification and being able to look at this woman and determine her behavior. We aren't filled with mystery and we are happy with the fact that for the most part these stereotypes are reliable or at least we can focus on the behavior displayed that fits with the subgroup classification and because of that the stereotype lives on. We look at these ads and feel a sense of ease that these people are flawless and beautiful because this signifies certain behavior to us and we can sometimes relate.
I like how you linked her being beautiful, rich, young, and famous -- to the perfume. So -- it tells me, if I wear that scent, I too can be all of these things.
ReplyDeleteIts amazing that we are urged to idolize - mostly -- young, rich white woman. THey have it all. Or they get it all.
I'm trying to think of another model or actress of a different race -- that could pull off that same vibe in this photo.....
.... and its lame -- but none are coming to mind. Yikes.
It's evident that beauty sells in our society. Many westerners are more likely to buy certain products if famous people are associated with the advertisement. Scarlet Johansson captivates the audience by the divinity of her beauty and more people are likely to buy this product because of her social status in society and her beauty compliments this advertisement as well. Stuart Hall's logic of how we act towards an individual based on their subgroup can be applicable in this advertisement.
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