Representation of women

positive representation of women

This is a perfume advert for women featuring Charlize Theron who has been advertising for Dior since 2009. Whilst watching this advert I felt that her character is represented in a positive aspect, as soon as it begins. It starts off with a long shot of her, highlighting her body and posture as there is high key lighting which directs the focus on her. This makes her seem powerful and independent as she is walking on her own throughout the advert and full focus of the camera is on her. In addition to this, whilst she is walking she begins to strip whatever she is wearing – by doing this the viewer automatically can see how she is control and is being fearless because she is not afraid and has the courage to expose herself, as stereotypically men usually do in adverts, taking her out of this subordinate role. The use of her dialogue such as when she says “gold is cold, diamonds are dead” shows how material items are worthless, this makes men look weak as stereotypically they buy women material things to keep them happy.

Throughout the advert her facial expression is very strong and a lot of lighting is used to focus the viewer towards it as we her looking in control and far from weak, this is made evident of toward the end of the advert when she is walking naked as if she is walking down a catwalk and has nothing to hide and is proud of her body rather than feeling paranoid as stereotypically sometimes the media makes women out to be insecure of themselves therefore they try and buy material things etc to fit in with this ‘perfect image’, however the women in this advert is far from it as she strips herself away from these material things.