This commercial portrays an upper class attitude to appeal to the high-class consumer and consumers who would like to see themselves as upper class. The ad features celebrity Charlize Theron, a tall, thin, blonde, and elegant actress, and she exhibits an upper class, snobby and disaffected attitude with her comments disregarding wealth. For example, she says, "gold is cold," "diamonds are dead," and "limousine's a car." While making these comments, she strips off her jewelry and dress (carelessly), so she only "feels what's real," the perfume. However, the focus is not on the perfume, but on her sexuality. At the end of the commercial she talks in French, a signifier of high class. Overall, after watching the commercial, I did not feel impelled to buy the perfume, but instead found the explicit disregard and lack of care for her expensive items obnoxious.
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