1. AryanAli-murad
In thiscommercial advertisementfromdolce andgabbanawe can see a lotof editedeffectsaswell
as lightingeffects.
Mise en scenisvisible inalmosteveryadvertisement,we startwiththe lighting.Inthispicture we
can see that in the foregroundScarlettJohanssonisbrightlylit,where asthe backgroundisverylow-
keynot showingusexactlywhere she is.The highkeylightinginthe foregroundonScarlett
Johanssonalmostgivesheragoldenlookwhichcorrelateswithpreviousadvertisementsformdolce
and gabbana,and the bottle of perfume isgoldpainted.
The camera technique usedhere iscalleddirectaddress;thisiswhere the model,inthiscase
ScarlettJohansson,looksdirectlyintothe cameraasto looklike theyare lookingatthe consumer
creatinga personal bond. There issymbolismalsowithinthe picture because itshowsthatthis
productis whatcelebritiesbuyalsowhichcertainlyappealstothe consumer.
Goffmanswordsare veryunderstandable whenlookingatthispicture.He saidthe mediaand
Hollywoodexploitthe image of womeninanattempttoattract andboost sales.Theyshow the
curvesof the womenandtry to appeal tomales.InthisadvertScarlettJohansson;winnerof sexiest
womenalive,twice;isportrayedwithhermouthslightlyopenandrubbingherneck.Thisisalsoused
to appeal tonormal womenwhoaspire tobe like these stars.