There is a series commercial of Dior J’adore. When I first saw the commercial on TV, it was so impressive that I forgot switching channel. The woman almost became the avatar of the word femininity. The silhouette of this woman resonates with the shape of the perfume bottle and forms a weird connection that roots in my mind. From her unspecified but seductive eye contact to the way she walks, all point to one word, Femininity. The S curve reminds me of corset before the early 20th century that tortured a lot of women. I was very confused, and doubted if it was only me that thought this way: Although different perfumes have different concepts and target groups, this Dior perfume framed all women into the same shape, like the corset that instilled that ideal body shape into women’s mind. Like the Kaiser has pointed out in Chapter 6, “The pink-versus-blue system is so entrenched in the popular psyche that it is routinely accepted as natural” (Kaiser 2012, 122) The perfume was trying to educate all the audience, not only women, the concept of femininity. When I researched this commercial, I learned that their latest commercial in 2016 is called The Absolute Femininity. The method of dividing people into groups they create and tell them what the group is supposed to be is not very pleasing, although I have to admit that the commercial is attractive. Is the “absolute” of something actually exist? The concept of “absolute” or “pure” are all created by people. A group of people come together with an agreed definition and then use the definition to label others. Then, a definition is formed.
