La Grande Dame
...irst word in fashion and fashionable living. With such a sophisticated female audience it is no surprise to notice that the copious number of advertisements are equally stylish. Considering the fact that the average reader is probably a wealthy, chic, elegant woman, concerned more with the quality and distinction of her purchases that with their price, it becomes clear that a page in “W” magazine is a sought after advertising spot for many companies that are in the business of luxury. The ad for La Grande Dame is no exception. Most people may not know the origin of this prestigious champagne or the meaning of La Grande Dame. La Grande Dame promotes one of the finer French champagnes, bearing the name of a remarkable woman, Nicole Barbe Clicquot. Born in 1777, Nicole Barbe Clicquot was widowed at the age of 27. She defied every convention of the day to take the helm of her late husband's small Champagne house and took over all of his other affairs. In 1816, she invented the first table de remuage (riddling table) to clarify her wines. A commercial success from the start, her precious wine became legendary. The champagne she made was said to have spread the best of French knowledge wherever it was found. Audacious and imaginative, she introduced her champagne to all the great courts in Europe. She left behind a great House, symbols of French excellence and the pleasure of good taste. None of this information is found in the advertisement because it is not necessary; in fact it would be superfluous. The ad seeks to create a state of mind rather than relay information. The background is black inspiring mystery and elegance. The lights are dim and equally mysterious softening the edges and relaxing the atmosphere. The bottle is in the center of the page, but its dark color and obstructed view make it a secondary object of attention for the observer’s eye. A soft white embraces the top of the bottle creating a nice delimitation from the darkest background. The most important element of the ad is the etiquette that flows in go...