paper 2 - Kim Kardashian, 1 Exploring Advertising...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
Kim Kardashian, 1 Exploring Advertising Techniques Through the Kim Kardashian Fragrance Ad Tricia Mittman Communications Studies 101 Professor Hutchinson October 16, 2010
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Kim Kardashian, 2 In People magazine, an ad is featured promoting Kim Kardashian’s new fragrance. Kim is featured in the ad wearing a suggestive pink bikini accompanied by an open fur jacket of the same color. She appears to be floating on a metal circular structure, and the background of the page is a dark purple, ominous color. Below the image of Kim is the logo of the fragrance, as well as the name and the slogan “The Voluptuous New Fragrance”. Two images of the packaging are placed in the bottom corners of the ad (“Kim Kardashian”, 2010). Through the use of symbols, the idea of “the midriff”, advertising formats, niche marketing, interpellation, and many advertising strategies, this perfume exerts itself as an object of luxury and sexual desire. The ad uses a personalized format to show that the product will make you feel flirtatious, attractive, and elite. By describing the perfume as voluptuous, the ad reinforces the idea that the perfume will transform its user into a sexy woman. Kim positions herself as a symbol of sexuality by her choice of dress and her facial expression. Her lips are slightly apart and covered in bright red lipstick, red being the color that most predominantly attracts romance. Her clothing covers only her very private parts, exposing her cleavage, stomach, and legs, insinuating her sexuality. Though a symbol is “a sign (usually visual) which has come to stand for a particular set of qualities or values (Branston & Stafford, 2010, p. 443),” our culture has adopted Kim’s appearance here as sensual. The ad goes on to describe the perfume as voluptuous, a synonym for sexy, arousing, and inviting. Furthermore, Kim’s fur coat, a sign of wealth and class, implies that any user of the fragrance will feel rich and of-status as well. These symbols, though discreet, pass along the message that what Kim Kardashian is about, and what many females dream of being, is attainable through this perfume.
Background image of page 2
Kim Kardashian, 3 In this advertisement, Kim also touches on the role of “the midriff”; a prematurely adult, sex-oriented, appearance obsessed megastar (Goodman & Dretzin, 2001). This image, though not entirely true of Kim, is extremely effective when marketing to teenage girls. Girls as young as twelve years old see celebrity women as powerful and attractive, the first usually as a result of the latter. The message of “this is my perfect body and it can get me whatever I desire” is often all a young girl sees when looking at a picture of a celebrity bearing skin. In this perfume ad, Kim is a perfect example of the midriff. By simultaneously showing off her impeccable body and “floating” in the air with ease, she relates the ideas of sexuality and power, implying that because she is so hot, she is on top of the world. Advertisers’ goal is that a teenage girl would see this add, admire Kim’s
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/13/2011 for the course COMM 211 taught by Professor Traubaut during the Spring '08 term at University of Michigan.

Page1 / 8

paper 2 - Kim Kardashian, 1 Exploring Advertising...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online