Representation of Kate Moss

Rimmel advert.

The advert consists of traditional colours such as red, blue and white and the use of Kate Moss makes the products and the brand come across as patriotic. The strapline 'The Brit Collection' not only refers to the collection but is anchored by Kate Moss, as she represents Britain.  Also, the phrase 'iconic and truly British' may come across to represent the product, but it also reflects the reputation and status of Kate Moss.

The encoders of the advert are representing Kate Moss as confident, as she wears the 'British' products that were created by her. This makes her come across as someone who is successful and proud of her achievements, and proud to be British.

The target audience for the advert/products, would be girls aged between 20s-30s because its based around the theme of Britain, which was a big theme during the 90s. Working class people would probably be attracted to this, because the products can be found in any local drugstore, at an affordable price. Also, the fact that its 'available at asos' also shows that its easily accessible.


Kate Moss features in a Dior advert, advertising their lipstick. The fact that she is being used in a high fashion brands campaign, shows the audience that she is also quite high maintenance and supieror. The use of the phrase 'become iconic' suggests that using the product will make you feel as high class as Kate Moss, and it also represents her as an icon. This reflects the brands status.

The encoders decided to position Kate Moss in the way she is, to create a connection with audience because she's looking directly into the camera. The look on her face also give some the impression that she's elegant and classy because she looks quite serious and simplistic.

The colour of the lipstick, nail varnish and 'be iconic' are all the same, suggesting femininity through the use of pink. This therefore implies that the campaign is aimed at women, specifically high class women due to the expensive brand and the use of Kate Moss because she is very famous and known around the world by huge companies. These colours also stand out from the light colours throughout the campaign to highlight the focus of the ad.