This perfume advert subverts from the traditional style of a woman being feminine and sweet yet conforms in different aspects.
In this advert the model has a combination of masculine and feminine qualities. She is making direct address with the audience, and it is a mid-shot. This shows confidence and is aspirational to the audience, making them want to become her and giving the idea that buying the perfume will allow this.
The model has slicked backed hair which is masculine as it is not long and curly like many other adverts. She is also wearing a blazer which again is masculine, however she is also wearing nothing underneath. This is provocative, drawing in the reader, appealing to both men and women.
There is high-key lighting behind her, making her stand out. The colours are also very toned down, black and silver. The only colours are her lipstick, and the perfume. This again draws in the reader and makes the key elements of the advert stand out.
The typography of the name of the perfume “Elle” is very feminine, it is like a signature and from the position of the model holding then perfume it looks as though she wrote it with the perfume. However the typography of the name of the brand and the tag line is very masculine, whilst in keeping with the colour theme of the word “Elle”. This matches with the theme of masculinity and femininity combined.