Fragrance essay assignment dior by ashley moss

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DIOR HYPNOTIC POISON ANALYSIS

BY ASHLEY JADE MOSS

Dior began in 1985. At the time this was seen as a complete change in the landscape of perfume. The fragrance represented a persona that had always been a fantasy or mystery to the majority of the world. Dior created something that went against everything that was seen as acceptable for a woman to express, they created the alter ego of a perfume, enticing the darker side of people to venture out into this world of the unknown, seduction, sex appeal and sin. Women were supposed to be demure and reserved with the highest of etiquette. This revelation in the fragrance industry opened a door to something that had never been thought of before, changing the perfume industry forever.

Dior hypnotic poison derives from a fragrance range which expresses the mystery and magical symbolism behind the forbidden fruit.

“Each Poison fragrance is part of the Dior legend of seduction, embodying magic and audacity, fascination and enchantment. “ (Dior Website)

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The fragrances each belong to the Oriental olfactive family. (Dior Website) Oriental fragrances are dominant scents oozing sensuality and warmth and depth.

“Imbued with a conquering, sassy spirit, Hypnotic Poison is a disturbing and thought-provoking Oriental.” (Dior website) Typically they include musk, vanilla, exotic resins and wood, often accompanied with exotic flowers and spices. Combined together they create an intense long lasting fragrant experience.

There is no denying that this perfume advert represents this

fragrance and its oriental notes perfectly. Monica Belluci, The model pictured, looks sultry and tantalising. Her expression and pose entices the viewer take a closer look, almost hypnotising you into a false sense of security.

The ad seduces the consumer into believing that this poisonous scent is the exact sensory fulfilment they have been searching for. It teases your alter ego out, but once you have entered her lair will you be able to return?

The overriding theme throughout this ad campaign is “A sultry incarnation of the forbidden fruit.”

(Dior Website) The combination of a dark seductive goddess/witch like woman alongside a serpent, tempting fruit and a lustful colour palette of purples, reds and blacks makes an obvious connection to various historical and cultural references.

The perfume bottle itself resembles that of a tempting red apple.

Its glass appears possessed with molten lava. (Dior website) For thousands of years apples have been symbolic in various ways.

The classic Christian tale of Adam and Eve, from The Book of Genesis, depicts the fruit eaten from the forbidden tree of the Garden of Eden as an apple. As a result, the apple is often showcased as a symbol of knowledge, immortality, temptation, the fall of man and sin. (Wikipedia)

Another fundamental part of the story that I feel is made referenced to within the Hypnotic Poison advertisement, is the serpent draped over Monica Belluci’s shoulders.

The tale of Adam and Eve mentions a serpent creature that tempts Eve into eating the forbidden fruit. The serpent represents a deceitful creature. In the Dior perfume advertisement, the image almost portrays Monica Belluci as part serpent part woman.

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I feel that Medusa a Greek Mythology Gorgon, is also made reference to in this advertisement. Medusa originally a golden haired beauty was devoted to a life of celibacy.

However after falling in love and becoming married she was punished.

“Each wave of hair that had charmed her husband was transformed into a venomous snake; her once gentle, love-inspiring eyes now became blood-shot, furious orbs, which excited fear and disgust in the mind Figure 4 of the beholder; whilst n 1812 the Grimm Brothers her former roseate hue and of rural Germany, published the milk-white skin assumed a original fairy tale Snow White. loathsome greenish tinge.

(Wikipedia) One of the most iconic elements of this tale is the She turned into stone whompoisonous apple. The evil queen soever she gazed upon, till at of the story consults the darkest last, after a life of nameless magic and makes a poisoned apple misery, deliverance came to her in the shape of death.” (greekmythology.com) “From the outside it was beautiful, white with red The use of a snake in this advercheeks, and anyone who saw tisement and the way Monica it would want it. But anyone Belluci appears to almost be who might eat a little piece part of the serpent creature I feel makes a strong reference to the would die.”

(Grimm Brothers Fairy Tale) Medusa story. Monica Belluci’s

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The Evil Queen then gave Snow White the apple, which when eaten, caused her to die instantly.

This story has been adapted various times over the decades but the apple still remains a symbolic part of the story. Not only does this relate to the Hypnotic Poison advertisement but Monica Belluci, the model pictured bears a resemblance to that of the Evil Queen character.

alluring beauty and suggestive yet cold stare draws in the viewer and the serpent shows this the dark, alter ego side of her and what she is potentially capable of.

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The legendary Poison range by

The colours used in this advertisement speak volumes about how they want the fragrance to be perceived.

Purple’s rarity in nature gives it a luxurious and supernatural impression. Purple symbolises magic, mystery, spirituality, the sub-conscious, creativity, dignity, royalty and it evokes all of these meanings more so than any other colour.

Red prehistorically signified fire and blood, which has influenced today’s association of it representing power. It is also often linked to religion and magic, since symbolising heroism from the Greeks and Blood from the Christian crucifixion.

Overall red, is the colour of extremes, it symbolises passion, love seduction as well as danger, anger and adventure. (colourmatters. com) Black provides a contrast with other colours; it creates an aggressive colour scheme with impact.

Often associated with the fear of the unknown, death, evil and mystery, black also has a side that promotes strength, elegance and formality. Combined, these three colours create a huge impact on the Hypnotic Poison Advertisement. It portrays that fragrance exactly how Dior intended it to. (colour-wheel-pro) Overall I feel Dior has created a hugely successful advertisement for Hypnotic Poison. As a viewer I was instantly captivated, it inrigued my imagination and as a result was quite thought provoking. I was eager to learn more about the true meaning behind the advertisement.

Since analysing it I can confidently say I agree with the visual and art direction behind it. Compared to other advertisements, it was refreshing to see Dior doing something different.

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REFERENCES

nesis [online] 26/03/2014 Available at: Greek Mythology, Medusa [online] Dior, Seduction by Dior [online] http://www.biblegateway.com/passage/?search=Genesis+3 27/03/2014 Available at: 27/03/2014 Available at: http:// Snow White, Original Fairy Tale [online] 26/03/2014 Available at: http://www.greekmythology.com/Myths/ www.dior.com/beauty/en_gb/ Creatures/Medusa/medusa.html http://en.wikipedia.org/wiki/Snow_White fragrance-and-beauty/fragrance/ womens-fragrance/poison/fr-poisonfpl-poison.html Dior, Discover the Poison Universe [online 27/03/2014 Available at: http://www.dior.com/beauty/en_gb/ fragrance-and-beauty/fragrance/ womens-fragrance/poison/ds-discover_poison.html Dior, The Forbidden Fruit [online] 27/03/2014 Available at: http://www.dior.com/beauty/en_gb/ fragrance/womens-fragrance/poison/ pr-poisonfpl-Y0083424-eau-de-parfum.html Adam and Eve, The Forbidden Fruit [online] 26/03/2014 Available at http://en.wikipedia.org/wiki/Adam_ and_Eve BOOK: Jacon & Wilhem Grimm. (1812) Little Snow White. Germany.

Colour Theory, Purple & Red [online] 27/03/2014 Available at: http://www.colormatters.com/purple http://www.colormatters.com/red Colour Theory, Black [online] 27/03/2014 Available at: http://www.color-wheel-pro.com/ color-meaning.html Figure 1 – Hypnotic Poison Advertisement Advertisement, Hypnotic Poison, [online] 27/03/2014 Available at: http://www.pinterest.com/ pin/565624034422691666/ Figure 2 – Hypnotic Poison Advertisement, Hand Advertisement, Hypnotic Poison Hand, [online] 27/03/2014 Available at: http://www.pinterest.com/ pin/565624034422691664/ Figure 3 – Eve, The Forbidden Tree Eve with the serpent by the Tree of Knowledge. Painting by John Roddam Spencer-Stanhope (1829-1908) [online] 27/03/2014 Available at: http://thequeenofheaven.files.wordpress. com/2010/11/eveappleserpent.jpg

Figure 4 – Snow White Fairy Tale Fairy Tale Blog, Snow White [online] 27/03/2014 Available at: http://thefairytales.blog.com/ files/2012/04/snow-white.jpg Figure 5 – Greek Myth, Medusa Google Images, Medusa [online] 27/03/2014 Available at: https://www.google.co.uk/ search?q=medusa&source=lnms&tbm=isch&sa=X&ei=G100U87GA4WihgeoioGgBg&ved=0CAYQ_AUoAQ&biw=1366&bih=624#facrc=_&imgdii=Ge2utWS8ehyo-M%3A%3BG1nzWGOKB0KNyM%3BGe2utWS8ehyo-M%3A&imgrc=Ge2utWS8ehyo-M%253A%3B58_aT1bEt7Dd9M%3Bhttp%253A%252F%252Fupload.wikimedia. org%252Fwikipedia%252Fcommons%252Fd%252Fd3%252FMedusa_by_Carvaggio. jpg%3Bhttp%253A%252F%252Fen. wikipedia.org%252Fwiki%252FMedusa%3B935%3B955 Figure 6 - Hypnotic Poison Advertisement, Full Body Advertisement, Hypnotic Poison Full Body, [online] 27/03/2014 Available at: http://www.theperfumebaseline.com/ female-perfume/hypnotic-poison-dior/ monica-bellucci-dior-hypnotic-poison-ad-campaign-poster/