Gigi
The central representation of this advertisement uses celebrity endorsement of Lulu, a 1960's pop star.

The Gigi perfume was conceived in the swinging sixties, which was a youth-oriented phenomenon that emphasized the new and modern. It was a cultural revolution in that young people claimed power to dress in their own style, dance to their own music and to speak out for themselves. Lulu's representation is partly constructed through her clothes; bold prints, bright colours and mini skirts. Clothes like this was a statement of young people's freedom, their freedom and what they wanted to wear; this was a new, expressive and confident style.
Lulu's body is pushed forward showing us confidence and happiness in her dance posture. She also stands out in front of a dark, gloomy background which is a mono effect of a concert, so the advert has made Lulu come across as the most jolly person there. This print presents Lulu in a way that makes her look as if she is performing the twist from her famous track (Shout 1864). Lulu would bring her fanbase to this perfume Gigi as they would easily relate to it as her as the face of Gigi.

Lulu's bright red clothes, shoes and hair make her stand out a lot compared to the monochrome background. This relates to the slogan in the print 'perfume in a swinging mood'. The background of the print seems to be a very dull and washed out, so the perfume has put Lulu in a 'swinging mood' and that is what the central message is.

In comparison to my other perfume advertisements, the message is very different in this one. My other two perfumes Girlfriend and Vivaudou use the advertisement to present romance. By wearing the perfume, men will fall in love with you. However, the message in Gigi has nothing to do with romance but with happiness; if you wear the perfume, you will be in a swinging mood.