Richard Dyer- Star theory + Dior advert

Richard Dyer developed the idea that the viewers perception of a film is influenced by the perception of it's stars, and that publicity materials and reviews can determine the way that the audience experiences a media text.

Dyer analysed idea texts with this idea and he came up with a conclusion that a star is not a real person. Stars are construed by institutions, just like any other aspect of fiction, suing a range of materials and sources. For example advertising or magazines.

Icons and celebrities are constructed by institutions for financial gain and target one specific audience/group of people in order to generate profit.

Dyer also suggest that stars create a person that is desirable to a target audience but is actually not a true representation of themselves.

This is done because famous people represent shared cultural values and attitudes and therefore they promote a certain ideology about themselves and that they want an audience to believe. The paradox is that if stars presented themselves in a "normal" way they would not be desirable or unique and therefore the audience would consume the less, therefore resulting in institutions making a loss.

Dior have used Johnny Depp for their advert, Richard Dyer would argue that Dior have produced a very successful advert due to both genders looking up to Johnny Deep.

Johnny Depp is believed to be "heartthrob" and a lot of women idolise Johnny Depp and therefore they are more likely to consume the advert with Johnny Depp.

Therefore because Johnny Depp attracts a lot of women attention men are more likely to consume the advert and the product he promotes, as men would like to share the same ideologies as Johnny Depp in order to attract women. 

Johnny Depp is represented as very manly, cold and adventurous (which is represented through the cold colours used in the advert and clothing). 

Driving vintage car through the desert, makes it seem that he's on a furious mission which is further suggested by the lines; "What am I looking for?" and "Which way? I don't know", which adds mystery and charm to his character making him more appealing for the audience. 

Furthermore Johnny Depp is also shown as fearless, as he comes across wild animals and shows no signs of fear or worry, which might appeal to female audience and suggest to the male audience what women are attracted to and what they are looking for in a man. 

However Richard Dyer's theory suggests that stars don't represent themselves in media texts and are created by media institutions in order to generate profit. I believe that in this case, Richard Dyer's theory is supported very well, as it is well know that Johnny Depp hated his "sex symbol" status in 80s and 90s. It is also well know that Depp was never part of fashion world and has always presented himself in quirky sartorial looks topped with a hat and glasses. Where as in this advert Johnny Depp is dressed in a navy shirt, black vest and trousers, accessorised with rings, bracelets and necklaces.

This has character has been created in order to accurately represent the perfume advertised, as it is described as "contemporary, strong and unmistakably masculine" and all of these features of the smell have been represented through the character played by Johnny Depp. 

Therefore making it more appealing and interesting to both female and male audience.