Image Analysis
To break this advertisement down first we must look for the glaringly obvious denotations. It is a poster, the poster contains a photograph of two people- a woman and a man. She is holding an apple with other apples decorating the front of the image. In big green letter's we're told to 'Be delicious' and informed that it is the fragrance for women whilst at the bottom in less obvious, but still noticeable writing the letters DKNY are shown.
So what are the connotations of this item- let's start with the obvious. Indexically the woman is the centre of the image connoting that she is the focus of the poster, she stares out at her audience drawing you in, calling you to place yourself where she is. The eye contact combined with the product lets the viewers know that by purchasing this product you could be like the woman at the centre of the image. And why would you want to be like her? Well she's supposedly pretty- a purposely chosen young woman with life ahead of her and 'natural' good looks- she is pretty and attractive, this product will make you pretty and attractive.
This is also strengthened by the presence of a man- on his own as a mere denotation he's just a creepy guy leaning into a strange girl's face and sniffing her (not that she seems to notice, she does spend most of her time pouting and staring off vacantly) but the connotation behind a man being present is that this product will get you one (a man that is), if not then it will make you unbelievably attractive to them, this ties in nicely to one of the two myths weaved within this advertisement.The use of the apple and of a beautiful woman hints back to Eve from the bible- the temptress with her apple, her sinful swaying of Adam. Sin may have once been seen as a negative myth or connotation to apply to a product designed to persuade an audience, but due to recent counter cultures that have spread their influence across most of the late 20th and early 21st centuries bad things now mean good and the idea of sin especially the sin of lust and vanity are the basis of the entire beauty and fashion industry (for the sake of remaining within 500 words I'll leave this sub-essay as is).
Moving onto the text, the words 'Be Delicious' don't literally mean that she tastes fantastic, they act as a metaphor instead. It ties together the signifier of the apple with the concept of beauty. An apple can be considered delicious, by use of this product a woman can become just as 'delicious'. Food and sex have been combined before, lots of chocolate adverts play on the fact that good food can cause a woman to orgasm, however this takes a different more innocent approach. Green symbolises nature, freshness, which in turn can symbolise spring, youth and energy their not trying to say that this perfume will make you cum like chocolate and ice-cream can but rather innocently kiss your skin with youth, energy , freshness and attractiveness.
In summary, it's an advertisement every symbol and sign in there is aimed at making you want to buy the product, informing you that it can do wonderful things to your appearance making men want to be with you. It tries to create a situation where you don't want the ideals depicted, but you instead feel you need them in order to be happy.
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