The advert for Jean Paul Gaultier’s perfume ‘Classique’ suggests that owning the perfume will make you feel like the model in the advert; sensual, feminine and ultra-glamorous.
The fairly long shot shows the model’s whole body, including the background behind her, shot carefully to draw your attention to certain aspects of the advertisement. Straight away, our eyes are attracted to the middle of her body as it is directly in the centre of the ‘rule of thirds’ with the top horizontal line skimming her shoulders and the bottom line at the top of her legs, perfectly framing her figure naturally sending our eyes to the most important aspect of the advert. The bodice is also the lightest part of the photograph which accentuates her perfectly feminine ‘hour glass’ figure, showing it off to the consumer to advertise not only the essence of the perfume, but how feminine and wonderful you will feel and look (just like the model) after having bought ‘classique’. Another main aspect of the advert is the models face and hair, situated in the top centre of the ‘rule of thirds’ and straight away we are drawn to her volumous curly blonde hair framing her face; showing off her natural beauty once again emphasising that if you were to buy the perfume, you will also have shiny perfect hair (accentuated by the lighting) and modelesque facial features.
There is also a sensual message in the advert, once again with the corset; a ‘sexual’ piece of clothing, emphasising her figure showing the consumers that they could be ‘sexy’ and attractive if they were to purchase the perfume. Also, the main colour of the photo is pink, which is seen as a colour of desire and femininity; this gives the message to the woman audience that they could also be seen to be desirable which will give them more confidence because they know that they will look and smell amazing. She is also staring into the camera as if making eye contact with the audience directly addressing them personally, making them feel that they can relate to the model, even if they do not know her. Her pose is carefully set up to highlight her best features. The writing at the bottom of the page also attracts the female audience as it is an easy font to read and with the name of the perfume (Classique) being French, gives a sophisticated feel to the perfume.
Furthermore, I think that the advert is very glamorous and classy, making the perfume seem so too. The grand doorway in the background carefully frames her body, once again sending our eyes to the most important part of the advertisement, also making the advert have an ‘expensive’ feel to it, giving a strong sense of glamour in which the female consumer will idolise as they want their lives to be the same, and the only way to do that is to buy the perfume. The feeling of glamour and luxuriousness is shown once again by the perfume bottle, in the bottom corner as it has a certain vintage look to it. If women are looking to buy a perfume, I believe that they have to like the look of the bottle as well as they aroma of the perfume as it becomes an accessory, so the advertisers have cleverly added a picture of the bottle giving the consumer a glimpse of what they are hopefully going to purchase.
To conclude, I believe that this is a good advertisement for the perfume and personally, this would make me want to buy ‘Classique’. It has many presentational features, expertly set up to sell the product including the choice of model, her wardrobe and the setting (even if you cannot see much of it) personally addressing a large audience resulting in many women avid for the perfume.
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