- The Louis Vuitton print advert sells its target audience an image of a luxurious, glamourous, and beautiful lifestyle
- The mise en scene of the stage setting connotes ideas of acting, identity, and themes of being the centre of attention
- The intensely bright lighting connotes that the model is the centre of attention, which reinforces the idea that the woman in this advert is important
- The mise -en -scene of the round ball contrasts with the model's slender body, which in turn exaggerates her feminine features, and advertises the idea of femininity
- The MES of the high key lighting is reminiscent of the circus, which connotes themes of being different, exciting, and eccentric
- The bows on the model's costume suggest a kind of innocence and girlishness, which may attract a younger audience, but also an older audience who aspire to look younger
- The corset top is vintage, suggesting an earlier time, which has connotations of timelessness and nostalgia, which reflects changing trends, and may also appeal to the older target audience
- Old fashioned, 80s style haircut, which may appeal to older target audience
- Big emphasis on the brand as opposed to the product. The brand's logo is repeated a significant number of times across the ball, emphasising the importance of the brand
- Model is an American beauty standard, which her slim body, white skin and blonde hair confirms. This reinforces stereotypical beauty standards, and may even raise questions of inferred racial hierarchies. Fashion and beauty adverts often idealise white women, and when they include non-white women, fetishize and exoticize them (this conversation can be continued later in the course when we have more explicit language and theoretical knowledge to discuss it)
- Model is staring directly and intensely in to the camera in a confident and assertive manner, which connotes themes of empowerment and confidence
- Model's facial expression is also connotation of sex and seduction. This is further reinforced by the dual elements of the model's pose and costume. The model is bending in such a way that draws attention to her buttocks, and makes reference to sex and sexuality
- The model is dressed in very bright colours in contrast to the drab, dull, purple background, which once more reinforces her importance
- The model resembles a life-size doll. Her skin is significantly tanned, which may have connotations of beauty pageants
- Makeup is minimal yet classic, and may make reference to 50s American glamour models such as Marilyn Monroe
- Heavy use of irony: clothes model is actually wearing very few cloths, and there is a big contrast between themes of innocence and sexuality
- Uncomfortable contrast between childishness and sexuality: deliberately controversial!
Key terms which came up in this discussion
- Target audience - exactly who the advert is aimed at
- High key light - a single, very bright light that may also cause deep shadows
- Fetishism - an object of obsession, often sexual in nature
- Exoticize - the act of 'making someone or something exotic', or different, strange and other
Thank you T block for the excellent discussion points!