I chose Scarlett Johansson modelling for Dolce and Gabbana perfume, The One, with Matthew Mcconaughey.
Johansson, without a doubt is a world renown film star which is why I can understand Dolce and Gabbana believing Johansson would be able to gain them further following. However the advert itself makes me struggle to buy into the story they are trying to portray.
Johansson is there posing alongside Matthew Mcconaughey encouraging the viewer to believe their love story and attempting to implement that 'The One' perfume summarises their love for one another. Yet I struggle to believe this.
One reason being that because everyone knows both Scarlett and Matthew, the viewer will struggle to believe their story because they know that no matter how good at acting they are, it is not real life and that they have completely different partners.
Another reason I struggle to believe is because of the styling for the shoot. Obviously their attempt to dress them both head to toe in Dolce and Gabbana works however Scarlett never has the 70's flick nor does she wear ball gowns that are up to her neck - after all it is down to her blonde locks and curvaceous body that has had an impact on how far she has come to this day.
I believe that Dolce and Gabbana could have potentially benefited more if they were to have chosen a fragrance model that was not as established and definitely didn't have a big following. By doing this it would allow the viewer to buy into their romantic love story and encourage the viewer into buying the perceived lustful, angelic fragrance.
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