Miss Dior, blooming bouquet. In other words, brands that resemble an ideal self. The marketing investment seems to have been smaller and the communication campaign is visually less coherent. Hypnotic Poison, Dior est mon poison. We performed a semiotic analysis of the positioning strategies of four brands from the House of Dior: Poison thus presents itself as a lure, suggesting that the women who wear it can take their victims captive.
Positioning is crucial for brand identification, especially since it is well known that consumers tend to choose brands with an image and values they can or want to identify with.
The image conveyed is therefore paradoxical: If the devil of Poison asserts her power, it is only a power of seduction, with the implication of a need to please. Yet her youth and Miss dior perfume marketing status do not imply chastity.
However, although the goddess image is still with us, Dior offers several interpretations of the feminine in their print advertisements that were not described by Oswald.
Torsion indeed suggests a coiling and constricting force. The shape of the bottle and stopper, the Poison custom typeface and the representation Miss dior perfume marketing the snake all illustrate this. This is obviously not to be taken literally but is rather a trope suggesting that the perfume is as dangerous and powerful as a poison.
Brand positioning is a key concept in marketing. The advertisements were mostly in black-and-white and the shots were framed more tightly, with realistic scenery and the models dressed rather simply.
The camera angle, framing and background all worked together to place the model in a dreamlike space devoid of all human relationship. This article was originally published in French. She also found that these two types of positioning were related to specific visual codes.
Nevertheless, as for the other three perfumes, the name anchors the brand in a universe, in this case, addiction and dependence. Here, it is clear that the representations conveyed by the perfume brands are somewhat archaic: This article was copyedited by Cathy Stott.
Poison is thus positioned as a weapon of seduction and activates a new image of the woman: She observed two main types of positioning that corresponded to two very different interpretations of femininity: The female representation conveyed by Miss Dior is realistic in that it does not conjure up a mythological creature like a goddess or devil.
In her analysis, she noted that the brand advertising strategies generally focused on different representations of women, doing so by calling on female stereotypes that consumers were likely to identify with.
It is nevertheless clear that the representations from Dior are mostly fantasies and should not be taken too seriously. These women were usually interacting with another person, a man or a child. The positioning is thus less clear and may have changed over time.
The visual codes are related to this positioning, with torsion replacing elevation. The advertisement below is fairly unambiguous and indicates that the addiction is to sex. Dior Addict, Admit it.
As the very choice of a perfume is related to self-expression, touching on issues of gender representations and seduction, the positioning strategies in this sector are particularly interesting to explore.
The bow tie on the bottle is interesting in this respect as it may suggest an invitation to untie it. The women consuming these products can indeed play with the proposed archetypes, or even reinterpret them, according to their own personalities. The name is negatively connoted and anchors the brand in a world of black magic and sorcery.
With the exception of the figure of the goddess, who transcends her feminine condition, these women do not appear completely liberated. The positioning of Addict is a bit more difficult to analyse.
It is also interesting to note that several visual elements are presented vertically, enhancing the theme of elevation: First, the brand name itself anchors the perfume in the realm of the divine.The hottest deals on % authentic perfume and cologne can be found at.
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