Nonetheless, I think that the commercial is extremely intriguing and appealing to consumers. By setting the advertisement in Paris, Dior equates itself with the glamour, luxury, quality, and excitement that are commonly associated with the fashion capital of the world. Furthermore, consumers are reminded that Dior is an iconic French brand that is idolized around the world, much like the Eiffel Tower itself. The beautiful cinematography and sophisticated utilization of images in the commercial illustrates France’s focus on the aesthetic value of media. Rather than simply focusing solely on the message, French media relies on the use of beauty and physical attractiveness to achieve attention and appeal. Therefore, the employment of two very attractive public figures in “Un Rendez-Vous” definitely fits into the agenda of French advertisements as well. Additionally, the commercial also highlights the sensuality and sexuality that is prominent in French media. This is what famed chief executive of Publicis, Maurice Lévy, calls “porno chic” in an article by Dorian Cummings in The Independent. Kocianova is shown wearing a barely-there trench coat and the mind-game takes place between the two characters crosses the line of sexual seduction.
All in all, I consider this media production by Dior as very successful and appealing. It incorporates much of the aspects that are captivating to French audiences, as well as audiences all around the world. The commercial convinces consumers, both men and women, that “Dior Homme” is essential for attaining the individuals that they desire. Moreover, it encompasses what Dior represents as a brand and as an icon.
Link to commercial: http://www.youtube.com/watch?v=fZd9mKJcOR0