Writing #3 Christian Dior’s J’adore Absolut: PDF

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Running Head: DIOR’S J’ADORE: THE NEW ABSOLUT

Christian Dior’s J’adore Absolut: An Analysis Of Its’ New Brand Campaign Televised Ad Haley E. Loyd Brenau University

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Christian Dior launched its new fragrance campaign J’adore: The New Absolut with the help of what is considered to be a short film television advertisement on October 26, 2018 starring notable icon Charlize Theron and directed by Romain Gavras- later accompanied by print media found that could be found in magazines like Vogue and Harper’s Bazaar. Although the Dior brand was born in the early 20th centuries, the J’adore campaign didn’t launch until 1999. This newest J’adore advertisement, like the ones that launched prior, embodies feelings of romanticism, feminism, and modernity. With its brand imaging, social marketing, targeted audiences, and use of a multiple different media mediums, Dior’s J’adore campaign offers a perfect example to show just how much the industry has changed over the years. Considered National Advertising, this short film advertisement was created to build interest for the new fragrance being launched on Dior’s J’adore campaign line. The advertisement uses its campaign’s longtime brand image to create the impression that those who purchase and wear this fragrance are strong, independent women and are even more powerful when they stand together. The use of sensual imagery and ethereal glow, in addition to the impact of its choice in music -- “Flashing Lights” by Kanye West -- creates a goddess like image of Charlize Theron, as well as, the other women shown. Prior to the Modernization of the Advertising Industry, this portrayal of the female gender was something unheard of in advertisement media. Over the years Dior’s targeted audience stayed consistent with that of women between the ages of 19-45, with a high end income. Although, given that the fragrance lines are one of the more affordable products offered by Dior, its audience tends to target women of lower income as well. In this recent campaign, there is an obvious emphasis on the beauty of differences found in

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women such as: age, race, sexual orientation, religious beliefs, and life roles (mother, CEO, homemaker, student, etc..). The psychographics used to determine the overall creative idea of this advertisement did an excellent job at delivering its intended message to its targeted audience. (Hanson, 2017) The Dior J’adore campaign, as well as Dior’s other fragrance campaigns, relies heavily on social marketing to promote their product. Their use of brand ambassadors helps to create a more compelling and convincing message for their audience to believe. Charlize Theron has been the face of Dior’s J’adore campaign since 2004, which was just five years after the J’adore campaign was originally launched. In addition to starring in the short film advertisements and appearing in the print editorials, Theron also uses her iconic status to promote this campaign and its intended message to society using multiple different platforms. Her use of posting on Twitter and Facebook or posting photos of her on Instagram and Snapchat is just some of the strategies that, Dior, with the help of Theron, utilizes social marketing to better promote this campaign. In the last century, the advertising industry has evolved tremendously. The general concept was fairly simple and straightforward at its inception; advertisements informed us about products and features. Dior’s J’adore Campaign advertisement exemplifies the many ways that this industry has evolved since industrialization followed by modernization of the nineteenth century, but more specifically in the last couple of decades.

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References

Hanson, R. E. (2017). Mass communication: living in a media world (6th Ed.). Thousand Oaks, Dior's J'adore: The New Absolut Advertisement...