SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN

THE DESIGN SCHOOL

FOUNDATION IN NATURAL BUILD ENVIRONMENT

NAME: CHONG KE QUN

STUDENT ID NO: 0319214

WORD COUNT: 340 Words

SOCIAL PSYCHOLOGY (PSY 30203)

ASSIGNMENT 1: SECOND INDIVIDUAL JOURNAL

LECTURER: MS. NORUL HIDAYAH

SUBMISSION DATE: 18TH

DECEMBER 2014

Social Psychology: Second Individual Journal

The Dior perfume advertisement that I found was in CLEO magazine. In my view,

this perfume advertisement represents four persuasions. I’m going to talk about the

first one which is message with emotional content. The caption inside the

advertisement “ j’adore Dior” means “I love Dior” in French. This simple message

will deliver to every female consumer. Nowadays, most of the advertisements need to

make the consumer to memories and understand about their product. When people

look at this advertisement, people can feel the message with strong emotion because

the consumer who bought the perfume loves it.

The next point is that this advertisement also presents messages that do not

appear to change attitude. The caption “j’adore Dior” does not ask the reader to buy

the product; it just shows a simple message about “I love Dior”. Besides that, the

advertisement did not force the reader to use the brand. Everyone knows that Dior is

an international brand and they do not have to use advertisement to show how great

and special is their product, they just have to show the new perfume they have made.

Other than that, attractive communicator is used in this perfume advertisement.

The women in this advertisement have very good looking and the dress she wear in

the advertisement can totally represent the perfume. Moreover, the background colour

is also the same colour as the perfume.

Furthermore, this advertisement also used credible communicator. Everyone

knows Charlize Theron when they are looking or watching at this advertisement.

Charlize Theron is a famous and popular South African and American actress,

producer and fashion model. When people look at this advertisement, they will

understand how strong the background of this perfume is.

In conclusion, this Dior perfume applies four persuasion methods. Besides that, I

really think this is a successful advertisement. As a reader, the colour that use in this

advertisement is simple as the perfume and it can let us to remember. On the other

side, as a buyer, I will choose to buy this perfume again.

(340 words)