Speaker Notes

Yusriya Al-Miskry
Hello, my name is Yusriya Al-Miskry and my chosen company which I will be
presenting is Christian Dior and my chosen product will be Jadore.


Slide 1
Dior as a brand was established in 1946 before the founder, Christian Dior went on to stage his first haute couture
fashion show in 1947 which is also the date that the current Dior cooperation celebrates to be their opening year.

Two of the most influential events were the debut of the "New Look" in the 1950s, and the pass over to John
Galliano - a talented fashion designer for Dior. The "New Look" made Dior famous and be loved by every women at
the time. Black became an important color for fashion, it represented the tough and modern image of the post-war
women.

- Diors distinct brand identity Fashionable Fabulousness
- Dior relies on Centrally Conceived Campaigns
- Dior as a brand was established in 1946
- Creation of the first perfume Miss Dior in 1947
- Debut of the "New Look" in the 1950s, and the pass over to John Galliano
- First lipstick, Rouge Dior in 1953
- Launch of Eau Sauvage, Diors first masculine scent in 1966
- Creation of Baby Dior in 1967
- Creation of the first watches in 1975
- Launch of Capture, Diors first skincare treatment
- Lady Dior is born 1995
- Creation of Dior Joaillerie in 1998
- Creation of the Jadore perfume in 1999 - first advert for Jadore jadore by dior
- Creation of the DIor Homme Fragrance in 2005
- New Jadore perfume 2011 - advert starring Charllize Theron
- Arrival of Raf Simmons as artistic director of Dior in 2012
- Another new Jadore perfume 2013 - advert remake still starring charlize theron
Source: http://www.dior.com/couture/en_gb/the-house-of-dior/from-1947-to-2013#



Slide 2
Vision statement: To become the worlds most popular brand in all products that enhance
their lifestyle.

Mission Statement: We strive to create the environment that is fun, welcoming and that
encourages customers to tap into their creativity and explore their personal styles. Our strive
to provide our clients with the highest quality promotional merchandise available worldwide

Dior aims to provide high quality and fashionable garments and timepieces to people who
want to pay a premium price. The company wants to remain innovative in the field of fashion
and ensure that everybody buying into the brand has the best possible experience with the
timeless, fashionable and innovative clothing products.

Art, architecture, perfumes, jewelry, accessories and haute couture garments are all
fundamental to the Dior spirit. The Esprit Dior constantly was rejuvenated on the foundation
of a past strongly defined by the founder and his successors in order to express a very
contemporary way of life.

Source: http://www.shanghaidaily.com/feature/Dior-exhibition-brings-glamor-to-
museum/shdaily.shtml


Slide 3
The mission is to represent the most refined qualities of Western "Art de Vivre" around the world.
We must continue to be synonymous with both elegance and creativity. Our products, and the
cultural values they embody, blend tradition and innovation, and kindle dream and fantasy.
In view of this mission, five priorities reflect the fundamental values shared:
- Be creative and innovate
- Aim for product excellence
- Bolster the image of our brands with passionate determination
- Act as entrepreneurs
- Strive to be the best in all we do


Values:
Creativity
Durability

Performance: High Quality

Imagery: Couture, Exclusive

Judgements: Trend-setting

Feelings: Elite, Superiority


Slide 4
Christian Dior built a powerful brand of glamour, elegance and prestige. Therefore
I will convey this in my advert through the use of models and editing that may be
bright, flashy, colourful and nouveau riche. This will allow me to indulge in
Gallianos flair for street smart wear as well as resembling the eclectic Dior,
residing to the legendary founder Christian Dior.

Diors company values states that they strive for excellence thus I will further
enhance this to represent the company elaborately by using non-diagetic sounding
to say words such as excellence, passionate etc.

Elegance is a big part of Dior and so I will use the companys love for the colour
black to present this. Elegance also comes in the form of location as well as the
clothing worn by someone so I ,may choose to opt to film the advert in a social yet
high class place e.g. hall, masquerade ball.



Slide 5
Jadore is a timeless fragrance by Christian Dior. It was created in 1999 and remains one of the most
popular fragrances of the brand for women. Christian Dior, the father of the New Look, had for
mail goal to save women from nature. Dior is known everywhere in the world. Absolute
femininity is one of the slogans for Jadore.

Dior uses different market segmentations to sell their product. First of all, there is a geographic
segmentation. Perfumes are luxury products. Thus, they target wealthier areas like North America,
Western Europe, Japan, etc. Since Dior is popular worldwide, we can obviously find it everywhere,
but their market is based on these areas needs. Then, they use demographic segmentation. They
target adult women who have quite high incomes. Perfumes are something not everybody can
afford. This fragrance can be worn for any occasion, special as well as regular; it is light but
demonstrates personality and femininity. They are trying to get a medium to strong loyalty status.

- Paying homage to Christian Dior's passion for flowers, J'adore is a fragrance that symbolises
ultimate femininity, sophistication and glamour. J'adore unites the noblest of flowers from a
precious garden of ingredients and is created around a unique, generous and harmonious floral
bouquet.
http://www.dior.com/beauty/en_gb/fragrance-and-beauty/women-fragrance-and-men-fragrance-by-
christian-dio/women-fragrance/jadore/fr-jadorefpl-jadore.html


Slide 6
Slide 7
Sex Appeal - In this J'adore Dior fragrance advert, Charlize Theron is dressed in a revealing, expensive dress with a slit all the way up to her hip to
reveal her right leg as she walks, which immediately catches the eye of the audience. Throughout the advert, Charlize is walking down a long
hallway. This is a powerful walk that oozes confidence and control. Whilst striding towards the camera, Charlize is roughly throwing her jewellery
(that looks expensive and valuable) onto the ground. This presents a reckless character who isn't short of money. However, as she is throwing her
jewellery onto the floor, Charlize stares into the camera in front of her and into the audience watching on the other side of the screen - the look
that she gives is called the 'Seductive' look distinguished by Trevor Millum in the 1990's. In this look, her eyes are less wide than usual and her
expression is less reserved but still self confident whilst staring into the lens. To add to the seductive look that she gives the audience, Charlize
starts to undress until she is completely naked and still strutting down the long hallway. Her skin appears smooth and shimmers in some lights,
adding to the sexy appeal that Dior were trying to achieve. After undressing, Charlize looks up to the camera lens and throws what's called an
'Invitational' look, created by Marjorie Ferguson in the 1980's, just for about 2 seconds. This look has an emphasis on the eyes and the persons
head is to the side whilst looking at the camera. Notice that although she removes her jewellery and clothing, Charlize keeps her high heeled
shoes on - This is something we relate to strippers etc. Which then again adds to the sexy theme of the ad. Finally, the advert ends with Charlize
still strutting powerfully and remaining as confident as she was at the start of the advert when fully dressed - This advert is more than likely to
catch The Male Gaze throughout the whole 19 seconds.

Celebrity Endorsement - The advert differentiates it's audience by aiming the product just for women. The advert reassures the audience that the
product is authentic by showing that this product is all a woman needs to feel glamorous, so the product must be really effective. The
advertisement persuades the target audience by presenting the product using a well known stunning celebrity to endorse it. The colours and
lighting used within this advertisement is of dimmed tones, with a glimmering light focused on the model. This is used to help focus on the main
protagonist, which is Charlize Theron. The producers used her as she is a celebrity who is well known worldwide for her acting and professional
modeling. For this particular product under the Dior brand fragrances, she was the face for "J'adore" as there were a string of advertisements
created for this product, with her endorsing it.


Envy - The lighting and surroundings have shimmers of gold to help relate to the product aesthetics of the J'adore" bottle. Also the use of black
and white helps to set off the gold make the product connotations stand out throughout the advertisement. The model, Theron is wearing a gold
body fitted elegant gown with a slit down the right of her leg. This has been used to reflect the aesthetics of the product shape and
colour.Although this product is not aimed at men, it gives women a feeling of jealousy or envy of wanting to be like her, to get the same reaction
from men. It also gives the effect that this perfume is special and aimed at a niche market/higher class society/aspirers.The model's hair is also
styled in a unique way of being swept back and messy to help portray a stylish attitude. The advert informs the customers by presenting how the
product looks (packaging, how the bottle looks, etc). The position of the objects within the advertisement are mostly centred in the frames to give
the effect of everything being the centre of attention. Also, the object is shot using close up shots or extreme close up shots to fill the frame. This
shows the objects clearly and shows the emotions that the model is portraying. The advert also includes some frames in a long shot to show what
is happening in the surrounding and to show all of the clothes/accessories that the model is wearing. The gestures and body language portrayed
throughout this advertisement gives a sense of rebellion from Theron because she is breaking the rules and throwing her weight around, doing as
she pleases. It also shows a sense of dominance from the model because she is taking things into her own accord and removing her accessories
and clothes as if she is her own boss.The gestures used within the advert are motions such as whipping her hair back, crushing her necklace below
her feet and throwing her items across the room, as she walks with her head held high as if she is going down a catwalk. This gives a message that
the model asserting her independence.



Slide 8
The camera angles used in this advert were mainly mid and centered shots so everything would fit in the frame for the audience to see
clearly. The camera shots used within this advertisement were close ups of the model because they wanted to focus into the props. But
long shots were also used to inform the audience of what is happening in the surroundings and capture the full length of the model. The
camera movement involved within this advertisement was in beat with the models steps and the timing of the music. The camera was
following the model as she walked towards it (down the catwalk/corridor).

The use of diegetic sound used within the advertisement is all of the images/property used within the advertisement, (e.g. the necklace
falling to the floor and being crushed) The non-diegetic sound used within the advertisement is the soundtrack Marvin Gaye - A funky
space reincarnation. The use of the costume within the advertisement are expensive and designer/elegant outfits. The choice of music
in the advert is slow and suave, which gives the effect of class and elegance as the model is parading down the corridor in her designer
gown. The use of voice over has been included throughout the advert, except when she mentions the product name. This is shown as if
she is speaking it directly to the audience. The gender representation includes a model female celebrity to promote the advertisement
(celebrity endorsement). The choice of music included within the advert was a slow and sway like sound track to help relate to the
model walking down the corridor as if it were a cat walk.

As far as color goes, the use of gold gives the image a warmth and a glow. The way this blends with the womans glowing rich skin tone,
blonde hair, and sparkling gold dress, further promotes the theme of intimacy/sensuality. At the same time, the use of gold, a color of
power and command, adds to the second main themepower/strength.

Towards the end of the advert, we see that the film is shot in a Dior boutique in Paris. This establishing shot is shown at the end as
opposed to being shown at the beginning of the advert as it proves to be very enigmatic before the words Jadore or the bottle is
seen.

Demographics -
Class - Upper class - B/A (SOC),
Age 18-30,
Religion - All religions although the advert may suggest none seeing as there is a naked woman.
Gender - Women,
Ethnicity - All yet mostly appeals to white seeing the celebrity endorsement used
Location - Ultimately Paris, but the product is sold worldwide and there are no restrictions on who can feel confident or not.

Psychographics - Maslows: Self- esteem. Y&R: Succeeders.

Power/higher status
Admiration/idolism


Slide 8 continued
First scene: Establishing shot of the famous 30 Montaigne Avenue; this is where he set up to create and sell his stuff(As he started with only a small sum
of building just a tiny shop now his initials are on the side of the whole building shows us that the product is well known) Looking at the first scene, it
creates an image on how he saw his dreams; big and well planned out. The shot is a line drawing stereotypically associated with architecture the lines
are drawn with a rusty gold colour to suggest the idea of a dream come true. The colour scheme of the whole advert is gold and black these colours
suggest the elegance and maturity that the products hold. By having this as a plan it can attract people that are looking for personal success, as with this
product he has become very successful in his line of work.

The way that the camera angle sweeps down into ECU shot of entering the doors it is almost like they are landing in and adventure, the swooping
effect connotes to soft, elegant and subtle. You would stereotypically swoop in to save the day. This could be a covert meaning saying that with
Christian Diors products Jadore has saved the damsels in distress with his magic perfume. In the advert there is an element of magical fantasy mood.
The leaf enters the ECU when the camera flies down to the door. The representation of the leaf could be a new leaf, a new start as the colours of the
leaf are duller this could be an inversion and give a covert the meaning that this was the beginning for Jadore perfume.

The animation allows the viewer to step inside to the history of the product; in this case it is Jadore perfume. The grandness combined with the colour
scheme conveys a majestic first-class mood. Gold sparkles float around as you enter the two double doors into the main reception. You go past many
doors and zoom in on a moving painting on the wall. This coverts a meaning to being that only what is on the wall is important, a chair lit more brightly
that the rest of the room holds the perfume bottle on the seat. The idea behind showing this allows viewers if they have that shape bottle to claim that
it is their perfume. Christian Dior uses the same shape bottle but at different times releases different fragrance by having the bottle in show with no
name creates the conformity between the audiences, they want to be a part of the next new fragrance.

The respect is used in Christian Diors favour as the advert shows the 4 processes of creating the perfect smell. Each photoframe contains certain
information. My having small montages in grand gold frames it highlights the fact that the steps to making the perfume are just as important this tells
the audience that he cares to make great smelling perfume. As most images contain him in the images to, it displays love and care that he has for his
work. The target audience women between 18-30 will recognise that time and effort has been put in. They will believe that a respected perfume will
make them respected to, as they will believe time and effort has gone into them. This smell will help them create personal identification but they will be
able to do it in a subtle way as they also want to be a part of something. Jadore targets aspirers as well as succeeders and b-a working status people as
the concept is a luxurious perfume.

- This advert is ultimately aimed at the 30+ as opposed to the previous advert having a much lower age group because of the fact that this advert holds
a historical element to it which would appeal to much older women whereas in the previous advert, there was sex appeal and envy used to persuade a
much younger target audience.

Slide 9
The video advert's storyline is a women rushing to get to some sort of fashion function. She comes rushing in a very revealing jacket which connotates
the sex appeal of the perfume. She then changes her outfit into a very glamorous gown and all the other models are dressed in slightly toned down
dresses. This contrast connotates the uniqueness, individuality and superiority of the perfume. The music played in the background resembles the
rushing tone of the ad and highlights that she's in a rush to get here. When she is walking down the runway, everyone is applauding her and the
attention is just on her. This connotates that she is special and if consumers of 'Dior' will believe they're special if they use their product. While she is
walking down the runway, the perfume bottle suddenly appears and we can see here walking through the bottle, almost like a mirroring effect which
connotates that the consumer and the product are similar. Near to the end, the model whispers the sentence 'Ja'dore Dior' which is the name of the
product. It is whispered in a sexy husky tone which highlights the sex appeal of the advert. It also creates an atmosphere of suspense and makes you
want to know more which results to purchasing the product. Long shot camera angles are frequently used in the ad so the viewer can see all the aspects
of the setting which are luxurious things such as dressing rooms, jewellery, gowns and chandeliers. When the model whispers 'Ja'dore Dior', the camera
angle is a close up. This emphasises the direct mode of address and also the sex appeal as her face looks quite sexy and seductive.

The mise-en-scene of the advert are an expensive chandelier, gold colours, a hotel room, flash jewellery and the perfume bottle. There are many
denotations and connotations in this ad. The model is wearing a long, sleek gold dress which is figure hugging. On her neck, she is wearing a very glitzy
and glamorous necklace which goes all the way up her neck. The model is resembling the perfume bottle. We are given the connotations that the
perfume is a very enchanting and luxurious perfume therefore having the model resemble the perfume bottle connotates that the consumer is pretty
much the perfume. The message that is being given off is that you wear the perfume, you too will be luxurious and glamorous. In addition, the bottle is
shaped in a very slim yet curvy way, the 'ideal figure' of a women's choice. The connotations of this is that if you use this perfume, that 'ideal figure' will
be yours.In the background, the denotations are a expensive looking chandelier. This again connotates a successful and wealthy lifestyle with many
luxuries like chandeliers. The expensive looking jewellery worn in both ads also connotates this. The fonts are the same in both ads, gold and almost out
of place lettering. The gold colour obviously connotates the wealth however the out of place lettering connotates freedom and control. It is also written
in a large serif font which connotes the passion of the advert. The word 'Ja'dore' is a French word which means love. Using a French word appeals to the
viewer because it seems more special and unique and by owning the perfume they may think that they will also be these qualities. The slogan of both
ads is Labsolu which is French for the absolute one. This connotates new beginnings and purity. The phrase 'the one' encourages our actions. The
first ad's camera angle is eye-level midshot. This emphasises the direct mode of address of the model as we can see her at eye-level therefore we have
a clearer mode of address. The second ad is medium close-up. This angle has been chosen so we can see her facial expressions, body language and the
setting clearly.

According to Maslows hierarchy of needs these women are succeeders because they have already achieved in life and they want control of their status
by owning the latest/most expensive product out. Females are portrayed both positively and negatively in this ad campaign. In all 3 adverts, the model
is in control which connotates that females have a sense of independence. The role she is playing in the advert is a model who is representing
something big and flash which connotates that she is successful in what she does. The negative aspects of this advertising campaign is the big amount of
wealth connotations. Some people may see this as a positive thing however I feel that these constant connotations just make females look money
obsessed. This is quite stereotypical because women are often seen and portrayed as money loving gold diggers.
Slide 10
Carmen Kass stars in this advert, by using a super model they are in influencing the idea if you buy this product you will look as good
looking as this model. It can also say that people like Carmen Kass; successful and attractive buy this product so if you do to you must be
successful and attractive too. This advert is appealed at a young female audience in their 20s
Stereotypical - Blonde hair blue eyes
She pulls herself off of the chair like she was restraining herself from the pleasure of the gold. She strokes the chair as she lead forward
like she was waiting for the right moment; wearing the perfume on special occasions. - Sex appeal and envy.
Classy women indulge and capture the moment - target audience classy sophisticated women.
Bathing in pure gold; every girls dream, the perfume is like bathing in gold, expensive, must have, luxury, seductive, molten riches,
lustrous,
beautiful, regal, classic.
The zoom
In this advert they appeal to the human weakness sex appeal, use of the NVC of Gold yellow filtered ECU of a young woman face as she
directs her seduced
target audience: women that go to spas (psychographics ...young and rubicam succeeders)
age: 20-30+
gender: female
Class: A/B - High
religion: none or all
ethnicity: all races
location: western countries





Slide 11
Upon doing some research and making a questionnaire for the public to answer, I made many decisions as to how I was going to use
the results to the next level regarding, my targeted age group, gender and over general knowledge of Dior to others. The majority of
people that had answered my questionnaire were female at 83%. The remaining 17% was answered by males.

From the first question I had asked, I evidently saw a positive correlation in results regarding the age in which everyone that
answered the questionnaire was. 67% of the people that took my questionnaire was aged between 16-20. 17% went to people aged
21-25 and the other 17% went to 26-30. This result shows how Dior as a company targets a wide age group which ranges from 16-30
whereas if this was narrowed down, the age group would be 16-20 year old females mostly.

100% of everyone that took the questionnaire answered to having heard of the Jadore perfume, once asked where they heard it
form, the majority of people answered from adverts, this shows how adverts have a big influence in communicating with people to
advertise and persuade potential customers.

After answering other questions, i came to the conclusion that the jadore perfume is aimed at middle/upper class females aged
between 16-30. I came to this decision because of the fact that as well as the majority of answers being female, my other responses
included people being asked their first thoughts when thinking of Dior as well as who they think the target audience is for. Words that
were answered were high class, prestige fancy luxurious and elegant. This shows how Dior as a company, sticks to its brand
values and satisfies many people since it is a well known product. Among the target audience response, 100% of the people that took
the questionnaire answered the audience to be middle-upper class women aged between 18-40.

Other products as well as fragrances that Dior sell include Skincare, Make-up, Clothing, Jewellery etc..however from my results,
although the majority of people chose fragrances, that being 83%, 17% chose make-up.

Overall, the most significant results that I encountered were to do with Age, Gender as well as the Dior brand name being so big, thisll
help my advert be well known anyway and hence help itself in providing potential customers.



Slide 12
Strengths
- Strong luxury brand name and image
- Strong presence over numerous luxury avenues around the world
- Successful in all lifestyle product lines: Fragrance, Make-up, Skincare etc
- Excellent branding and advertising strategies
- Celebrity brand ambassadors


Weaknesses
- Presence in a limited market
- Low brand recognition amongst men
- Low revenue and presence in Latin and South America
- Replicas create a problem to brand identity
- Vertical Integration (companies are those that own the hole or most of the chain of production of the good or service they are selling.)

Opportunities
- Investing in the male market
- Developing the selective retailing network
- The brand can look to expand in emerging markets like India and Africa there is growing demand for luxury products

Threats
- Tough existing competition
- Increasing number of new designers
- Counterfeiting (replicas of the product)
- The brand being marred by criticism (by the fashion fraternity of designing clothes)


Slide 13
How are they similar?
- Known for classic couture like "The little black dress" and famed fragrance Chanel No. 5, Chanel has been a haute name in fashion and cosmetics for
decades. Dior also has a famed fragrance Jadore
- After Coco died in 1971, Karl Lagerfeld took over the designs and revived the label by tapping a younger market. This is what also happened when Christian
Dior died and Galliano took over designss.
- The company also creates watches and jewellery similar to Dior.
- The company boasts more than 100 boutiques worldwide.

How are they different?
- First and foremost, Chanel was a woman as opposed to Christian Dior.
-These two companies differ as Chanel is ultimately a company aimed at women only and as well as fragrances, they do skincare and jewellery all appealing to
the female market. However, Dior solemnly focuses both markets. Although they aim for women mostly too, they also have a Homme range for the male
audience.
- This gives Dior more opportunities to earn more global growth as well as increasing their yearly income more than Chanel. This therefore may be the reason
that both companies remain rivals with each other, both Chanel and Dior have had different designers come in yet each designer has given their own versions
of their creators original looks.

What is your companies USP?
- The complete lifestyle designer luxury brand.
- Dior for me is : Super-feminine, Surprising, Perfect, Iconic, Extravagant, Innovative, Sensual, Sexy.
- USP of Christian Dior is undoubtedly the opportunity for a woman to feel ultra-feminine and delirious at the same time.
What do statistics say about both?
Forbes recently published a list of the worlds most desirable luxury brands as decided by the public. It used Nielson to conduct an online survey of 25,000
consumers in 48 countries. Gucci topped the list, but Chanel came second. Dior was fifth.
The Christian Dior Group announced revenue of around $6.5bn in the first quarter of 2008, recording a 5 per cent revenue growth from last year.
Chanel being a privately held company, finances are not known, but Forbes estimated that its brand value is around $8.67m. At the end of 2007, Chanels
president of fashion, Bruno Pavlovsky, said that last year was the companys best in terms of couture sales, with 20 per cent more dresses produced than the
previous year.

http://www.kippreport.com/features/vs/chanel-vs-dior/
What must your company do to be better?
The final outcome of these house in my own opinion would be that Dior has had a better run with its house through its individual designers which have
brought their own unique styles into the house. These styles have given the house more excitement and edginess to each of their collections throughout the
years especially with Galliano as he has a strong imagination and made each show more exciting than the last. In comparison Chanel has kept its original
image since the house opened and although the clothes are very beautiful there is nothing very exciting or different about them unlike Dior. Thus, Dior must
carry on being different and the invention of bigger and better things will help them a great amount.


Slide 14
Slide 15

Slide 16

Slide 17

Slide 18

Who is ASA?
The Advertising Standards Authority is the UKs independent regulator of
advertising across all media. We apply the Advertising Codes, which are
written by the Committees of Advertising Practice. Our work includes
acting on complaints and proactively checking the media to take action
against misleading, harmful or offensive advertisements. They apply the
Advertising Codes, which are written by the Committees of Advertising
Practice (CAP). Their work includes acting on complaints and proactively
checking the media to take action against misleading, harmful or offensive
advertisements.

These are the rules that I will be specifically looking at as I feel like they
most likely apply to me, as well as them applying to Dior as a company
too.


Slide 19
Upon researching Dior breaching rules and regulations of ASA, I concluded that I will not follow their mistakes by not exaggerating the effects of my
product, Jadore. I can do this by not exaggerating the effects owning the perfume will have on you, such as the portrayal of being rich and elegant
rather than the intended perception that the product is aimed at people who already have money. This will prevent me from breaching the same
rules and regulations that Dior had breached (The ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising), 3.7 (Substantiation) and 3.11
(Exaggeration))

Advert: Magazine ad for mascara showed an image of Natalie Portman. The headline stated "DiorShow New Look" and text stated "Lash-multiplying
effect volume and care mascara. The miracle of a nano brush for an unrivalled lash creator effect. It delivers spectacular volume-multiplying effect,
lash by lash".

Issue: L'Oreal UK challenged whether the ad misleadingly exaggerated the likely effects of the product.
Response: Dior said that they had not received any complaints from consumers and considered that that demonstrated that the ad did not go
beyond the likely consumer expectations of what was achievable with the product. They stated that the ad was a stylised and aspirational ad
intended to convey the luxury image and allure of the Dior show Mascara and that consumers expected images used in ads for beauty products to
have used professional styling and photography.

They stated that Natalie Portman was wearing mascara and eyeliner in the ad, but was not wearing any individual false lashes or a false set of
eyelashes during the shoot and, accordingly, no eyelash inserts were used in pre-production. They nonetheless considered that it should be taken
into account that a significant number of women did wear false eyelashes as part of their regular beauty regime and they did not consider that the
image went beyond the likely consumer expectations of what was achievable using the product as part of an ordinary beauty routine. They said
Natalie Portman's natural lashes were retouched digitally in post-production using the Photoshop CS5.1 software. They understood that the
complaint related specifically to claims that the product produced a lash multiplying effect and a lash volume effect, which they understood to mean
a perceived, rather than actual, increase in lashes and their thickness volume.

Assessment: Upheld
The ASA understood that the digital retouching was intended to separate/increase the length and curve of a number of Natalie Portman's lashes; to
replace/fill a number of missing or damaged lashes; to increase the thickness and volume of a number of her natural lashes and, primarily, to
stylistically lengthen and curve her lashes. We noted that the ad had therefore used post-production retouching on an area (namely the eyelashes)
which was directly relevant to the apparent performance of the mascara product being advertised.
Although we acknowledged that Dior had provided some before and after photos showing a model's natural eyelashes and the effects of the product
on her lashes, we had not seen evidence of the product's effects on Natalie Portman's lashes where there had not been any post-production
retouching and therefore considered we were unable to assess the effects of the post-production work on the image featured in the ad.
Because we considered that we had not seen sufficient evidence to show that the post-production retouching on Natalie Portman's lashes in the ad
did not exaggerate the likely effects of the product, we concluded the ad was likely to mislead.
Action: The ad must not appear again in its current form.
http://www.asa.org.uk/Rulings/Adjudications/2012/10/Parfums-Christian-Dior-UK-Ltd/SHP_ADJ_196932.aspx



Slide 20
I found these rules on the Ofcom site, and in order for my chosen
advert idea to abide by these rules, I will ensure I get parental
permission from anyone under the age of 18 and by doing this, I will
not be breaching the rule of 1.2 In the provision of services,
broadcasters must take all reasonable steps to protect people under
eighteen.

Another rule that I will avoid will be the 2.12 - Television
broadcaster must take precautions to maintain a low level of risk to
viewers who have photosensitive eplilepsy. Due to my chosen
advert idea involving the use of bright colours such as gold/yellow
as well as the addition of selective colouring on images, it may have
an effect on anyone suffering from epilepsy and so I will ensure to
include a warning before the advertisement starts.


Slide 21
The end