Dior Homme Perfume Commercial Directed by Guy Ritchie - Essay Example

?The ability to reach a specific audience through the media is able to grab attention while creating a different response from the audience. When looking at the advert for Dior Homme, directed by Guy Ritchie and starring Jude Law, there is an understanding of how to attract the audience toward the main highlight of the product while attracting the interest of the audience. The approach taken with this specific advertisement is able to take a new form with commercials that allows the audience to gain a sense of intrigue and attraction to the product. The director focusing on the advert this way allows the audience to remember and to become fascinated with the product of perfume while highlighting the brand to one that holds a persona as opposed to only showing a short 30 second clip that advertises the product. The style which is used with the Dior Homme perfume takes the approach of a film. The advertisement is longer than most in timing. This is combined with beginning and ending credits so one immediately associates it with a media production as opposed to a commercial. The advertisement moves through a story line with Jude Law and the models that are assisting with the main production. The story line combines with the main character of Jude Law while creating dialogue as the main appeal while he speaks on the phone, followed by the actions taken with the story line. The suspense which builds stays through the end of the production when the two individuals meet, breaking the suspension. The suspension of the story line follows with the meeting of the two individuals as well as the advertisement of the cologne. The breaking of the suspension as well as the confirmation of the dialogue follows specifically with the cologne that is used with the main production. The purpose behind the production is based on grabbing the attention of the viewers while advertising the main product. The purpose is achieved not only by making a blanket set of images or statements about the cologne that is advertised. Instead, there is suspense that is built with the various actions and with not showing the Dior Homme perfume. One then becomes intrigued with the story line and with the question of understanding what and who the commercial is about. Grabbing the attention of the viewers and the intrigue which is created is followed by the movement of the main actor to find the individual that he is speaking with on the other side of the phone. This furthers the suspense and builds the interest of the viewer until they want to know what the advertisement is about as well as how the cologne is able to create an understanding of the intrigue of the cologne. One is able to be a part of the style and the characterization of the perfume while carrying suspense and growing interest in what the advertisement is for. This helps to attract the target audience and to allow them to remember the cologne as it becomes the climax of the story. To enable the audience to act with suspense and intrigue, specific elements are used with the process of the story. To further this, latent function is used throughout the story. The latent function is defined as an unknown that is used to create the end result. When first listening to the story, there is not a voice that is heard through Jude Law. This is followed by a woman who also speaks in monologue but is not able to tie together the main plot line. Having the monologue of both characters carry the unknown or inconsistent function is able to create various interpretations of what is expected with the story. This is combined with the unknown of what is being advertised until the end of the story when the perfume and cologne are being shown and the man and woman meet at the Eiffel Tower. It isn’t until the very end of the commercial that the unknown becomes the known, which adds into the suspense and intrigue of the commercial. The use of the overall concepts of creating a story line further with this to show the latent function, specifically because this approach to a commercial is not commonly used and is a new and experimental format that has been used. The functions which are used are further defined by the type of media that is used. The medium is one which is based on a commercial or advert. The traditional style of this is based on the ability to have a statement that is 30 seconds or less. For perfume or cologne, this is combined with a set of images or models that display the main concepts of the cologne or perfume. The medium is slightly altered by creating an interchange between film and the commercial which is used. Instead of staying only with the main commercial, there is a development of combining both mediums to build suspense and to attract the attention of the audience. The communication strategy results with being able to appeal to the audience in a different manner while causing the changing element to immediately attract a larger number of viewers. The style which is used with this is further combined with the approach, specifically because of the basis of a film that uses the main idea of the Dior Homme to create the plot line. Moving into the experimentation of the film and commercial crossing into the main medium is able to develop an alternative understanding of the main commercial. The techniques which are used for the communication strategy are furthered with the audience interested in Dior Homme. The audience consists of those who are interested in high – end and quality cosmetics and fashion. This is seen with the use of Jude Law and the model that is a part of Dior Homme. This shows an element of both the fast fashion element as well as the high – end films that are a part of pop culture. Anyone who is interested in the popular culture styles is able to have the right presentation and aspects that are a part of the commercial. The media presentation is produced not only for this target market but moves into a secondary market with those who are interested in the changes within popular culture. Younger generations of fashion enthusiasts as well as those interested in the classy styles of perfume and cologne can both be interested in this particular commercial because of the combined use of characters as well as the elements which piece together the commercial. The values, experiences and perspectives that are a part of the audience is reflective of a love story, high – end fashion and of the mystery that is a part of the interpretation of the presentation. The interpretation first builds on the suspense of the two characters. This is highlighted with the high – end fashion that is shown from both characters while dressing and while moving toward finding each other. The audience is further able to find values through the highlights of the conversation and monologue between both characters. The perspective which is created is one based on “playing a good game” and of “knowing who someone is.” The intrigue and mystery is one that develops values of enjoyment and suspense with something that is new and different. The strategy used is then able to change the media presentation into one that creates intrigue and interpretations from the value of fashion, love and mystery. When the cologne and perfume segment is introduced, there is a sense of conclusion to the story line while highlighting the perfume as the main characteristic. One is then able to associate the values and the story line with the product as opposed to the characters, specifically because it is seen as the climax of the story and creates a sense of resolve with the commercial. To further the suspense that is able to attract viewers to this particular commercial are also various production elements which are used. The important part of the production is used with the style of lighting. Most of the production is in black and white and shows angles and shadings through the main commercial. This begins at the beginning and is defined with each angle that highlights the character dressing and going through town to follow the scent of perfume or cologne. However, the color slightly highlights with concepts such as putting on lipstick or the perfume or cologne. This draws the attention of the viewer to make this seem as an end to the tension and suspense of the story which is being created. The darker elements of the characters are able to create the suspense while the highlight of the products make the overall production remembered while taking away some of the unknown throughout the story line. These work together to develop the plot line and the overall theme of the commercial. The approach taken toward commercials is one which has developed into creating a different type of attraction toward the target audience. The Dior Homme commercial is one which holds a different sense of intrigue and suspense because of the way in which it is directed. The director, Guy Ritchie, combines the elements of film with the commercial to change and twist the approach taken. This immediately grabs the attention of the audience while altering the perspective of the commercial. This is followed by the story line and the elements of production that are used to further attract the audience. A combination of lighting, story line and attraction to high – end fashion for the audience all add into the effectiveness of the commercial. The ability to create and express suspense while relieving this through the product of the cologne and perfume then is able to create a sense of intrigue to the audience members. This highlights characteristics of high – end fashion and of the characteristics of the product that may attract the audience members to remember the qualities of the perfume that are shown through the commercial. Works Cited Ritchie, Guy (dir). Dior Homme Commercial. 2012. [Online]. Retrieved from: http://www.youtube.com/watch?v=M27e6dmFhTU. Read More