This 2014 advertisement is Dior’s most recent representation of “The Fresh new essence of Miss Dior”, one that still strives to illustrate the timeless elegance and sophistication of the Original, whilst representing the key values of the brand. The newest campaign by Tim Walker brings with it a sense of realism, with a simple yet effective capture of the brand. Walker’s style is unmistakable and with reputable history with the likes of Vogue his way of “telling a story” with the use photography, makes him what I believe to be a perfect choice for Dior. We see a captivating Natalie Portman positioned sensually on the heart of the brands Dior staircase, stairs in which have no finishing point, giving a sense of mystery as to where the stairs may lead. We feel a sense of intimacy with her ruffled hair and dress covering her body opposed to her wearing it. It gives the impression something sexual has happened or is about to happen. A bottle of Miss Dior is held to her breast one that has same bow as the 1947 advertisements holding connotations that it is a gift and something special is inside to be given. By keeping this historical feature the brand remains in touch with Dior’s heritage, something in which it is passionate about upholding. The positioning of the bottle to the breast ...
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... mid 20’s – 40’s with an appreciation for high quality and style.
A topic in which could be discussed is the “Pretty” aspect of the advertisement. Often when joining aspects such as dainty glass bottles, with couture embellished dresses and natural palettes, adverts it can become saccharine. However I find it hard to dislike the advert. It is the layer of intimacy and feminine allure in which I find save it from the typical Cinderella story. From the ruffled hair to the flash of skin I believe it gives the new Miss Dior a refined sense of sexual liberation.
In conclusion it seems Dior has taken into considered a newer audience one where women are empowered, Miss Dior is no longer a girl who flirts and flounces, she is a women. I think this advert works well for the brand keeping in touch with the heritage and recognizing a change in the Dior female consumer.
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