Zaharah Chocolate embodies glamour by creating an illusion of beauty, wealth and luxury for the participant. By presenting an advertisement to promote Zaharah Chocolate, the participants' imaginations will be evoked. They will wonder why this product is so desirable, thus making them tempted to try it. If the product seems to behold beauty, expense, and luxury then the viewer will believe this to be true; they will believe it to be glamorous. Because everyone wants what they don't have, the participants will then feel glamorous themselves when they are presented with the beverage and a gift bag with a free sample inside.
Though glamour is often associated with beauty, wealth and luxury, it is not. Glamour is not a style, nor a scene, but rather a reaction that relies on the dreams and fantasies of it's consumers (Rosa, J. 2004. p 24). Glamour is nothing more than an illusion - a magnificent magic trick that plays on the viewer's vision, and relies on that which cannot be attained by the ordinary. Though it may seem unattainable, it represents something more, a longing for what a person could be or what they could have. Because glamorous goods, such as cars and jewellery, are tangible, they leave consumers believing that they are in reach (Rosa, J. 2004. p 32).
Glamour originated from the mid 1920's through to the 1940's in the Hollywood film industry, and often related to femininity, fashion and cosmetics (Willis-Tropea, L. 2008 p 4). Women's power was demonstrated through glamour, and thus it became a manipulative tool for convincing the consumer of purchases. Zaharah Chocolate attempts to recreate this but with a more modern twist. The advertisement surrounds a beautiful, yet subtly sexy woman, that which is cliché of classic Hollywood cinema (Willis-Tropea, L. 2008. p 5). As cinema empowered women, this encourages the 'everyday' women to embrace the cosmetic beauty that was marketed to them. The woman seen in Zaharah Chocolate's advertisement, demonstrates that of a glamorous consumer as she wears jewellery, makeup, high heals, and a long flowing dress. Therefore, by using a glamorous woman in Zaharah Chocolate's advertisement, the everyday women will think that they too can be glamorous and powerful if they purchase this product.
Consumerism plays a major role in glamour, as glamour is often related to materialistic values rather than that of experience. Glamour relies on its consumers' wants and desires rather than emotional needs. Consumption justifies for the lack of meaning in today's society. Many people attempt to fill their needs through material goods and define who they are by what they own (Press, M and Cooper, R. 2003 p 11). Glamour relies heavily on this. As Rosa points out, a lot of effort goes into creating the illusion of glamour. One should not be oblivious to its manipulation and confuse it for reality, but rather enjoy the magic and let it inspire you (p 34).
Taking inspiration from other glamorous products, Zaharah Chocolate's packaging is modern and minimal. As Brown states, many glamorous products have a distinct aesthetics, which is simple, formal, clean and modern (p 1). Glass and leather are both considered to be glamorous materials; therefore, Zaharah Chocolate is packaged this way (Lassell, M. 2009. p 2). The name of the Chanel perfume, No. 5, gives no indication to what the contents of the bottle is, making it far more mysterious (Brown, J. C. 2009. P 13). Zaharah Chocolate also creates mystery as I intentionally left the product unlabelled. However, the bottle is clear so the consumer can still see inside to know what the contents are.
The participants will be envied by others as they have a chance to taste this incredible new product for the first time. The participants will feel extremely important - almost like a celebrity - as they attend this exclusive product premiere. As the host explains the arrival of the new beverage, the participants can begin to lose themselves in the fantasy of owning such a glamorous product. Though the host is not actually needed, this enhances the illusion by enabling the participant to forget their stress, as everything is provided for them (Gundle, S. 2008. p 142). As Gundle says, anyone can be glamorous (p 147). The participant will also believe this to be true; therefore they will be easily lost in the illusion once the host encourages the thought.
Once the participants' have seen the advertisement and tasted the beverage, they will receive a gift bag to take home with them. The bag, in which the gift is presented, is symbolic of the art deco period, which surrounded 1930's to 1940's glamour (Rosa, J. 2004 pg 28). As glamour indulges the participants' imaginations, the gift bag offers a tangible source of self-indulgence. Glamour tests the boundaries between classes, as it seems exclusive to the rich and famous; out of reach to the ordinary person. Yet ordinary people can take a small piece of glamour for themselves (Rosa, J. 2004 pg 28). By presenting the participant with a gift bag, they not only feel glamorous while attending the product premiere, but also will be reminded of that experience every time they make a beverage at home.
It can be seen the Zaharah Chocolate creates a glamorous experience, as the participants attend an exclusive product premiere, which invites them to lose themselves in the fantasy of owning such a glamorous chocolate beverage. By demonstrating beauty, wealth and luxury, through an advertisement, the participants' are manipulated into believing that this product could also bring them such things. As the host convinces the participants of their importance, they will forget their worries and allow themselves to be lost in their imaginations, making them feel more glamorous. By receiving a gift bag the participants are able to take a tangible piece of glamour home with them. Rather than relying on pure experience, Zaharah Chocolate relies on the longing and fantasies of the participants and their reaction to the presentation of the product.
Brown, J. C. (2009). Glamour in Six Dimensions: Modernism and the Radiance of Form. Cornell, USA: Cornell University Press.
Gundle, S. (2008). Glamour: A History. Oxford, USA: Oxford University Press.
Lassell, M. (2009). Glamour:Making it Modern. New York, USA: Filipacchi Publishing.
Press, M and Cooper, R. (2003). The Design Experience: The Role of Design and Designers in the Twenty-First Century. Aldershot, England: Ashgate Publishing Limited.
Rosa, J. (2004). Glamour: Fashion, Industrial Design, Architecture. California, USA: San Francisco Museum of Modern Art.
Willis-Tropea, L. (2008). Hollywood Glamour: Sex, Power, and Photography, 1925 - 1939. USA: ProQuest LLC.
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