The Dolce & Gabanna 'Light Blue' purfume advert was filmed in Capri, Italy. After anaylsing it and its use of semiotics I found that most purfumes go for the same sort of selling point. The advert is based around a very handsome topless mediterranean looking male on a boat who is later joined by a beautiful female in a a white bikini. The use of the white swimwear immediately gives the sense of purity (maybe the purfume 'Light Blue' will purify its buyer?). The use of location indicates that you'd possibly feel as though you're on the great blue sea when wearing the purfume, which obviously isn't true. As is the case in many purfume adverts, the use of body and image are used to benefit the brand, as if it could possibly improve your look. Finally I started thinking about the actual use of purfume, its main selling point is fragrance; 'we wear it to attract the opposite sex', and the advert simply illustrates this. It indicates that if you were to buy and wear 'Light Blue' you'd end up on a boat in Capri with the most beautiful person. Dolce & Gabanna and its advert (like many purfume adverts) romantisice its product.
http://www.youtube.com/watch?v=zLrUJY4D5Bc
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