Dolce & Gabbana has enlisted Hollywood star Scarlett Johansson as the face of their new cosmetics campaign.
The Dolce & Gabbana Cosmetics 2009 ads, which were shot by SÃ¸lve SundsbÃ¸, show Scarlett Johansson as a sizzling screen siren in her underwear on a bed with satin sheets.
The image is very Marilyn Monroe, for the sex appeal exuded by Johansson as well as its art direction.
Implications - North American society often looks to celebrities for sources of inspiration because they're representative of the level of success that average consumers want to attain. By collaborating with stars or gaining celebrity endorsements, corporations can expect their products to be well accepted by the general masses due to positive association.