Comparison of advertisements

The idea of gender difference is an academic construct presented socially through Sociological, Philosophical and feminist theories. As consumers, we are presented with countless advertisements that subconsciously effect our thoughts and actions.

the unfortunate reality/ stereotype in our generation is that women are constantly objectified

Such portrayal of men and women influences decisions we take, for example jumping on the band wagon and purchasing the products. The standards shown on media are tougher to reach in today's modern society which influences us to spend money on these things to boost ego’s and hide insecurities. In this case if you feel as if you don’t attract people sexually, fragrances will ensure you will.

In this Midshot for the Mens perfume advert, Neither the product or people in centre frame however the focus is on both, The far distance blurred background makes the room seem more spacious and the soft colours, elegant simple curtains, shiny metal bar and makes the atmosphere more attractive.

The image of this advert coveys a strong sense of male dominance. In this two shot, the she’s lusting over him and hes looking dead straight towards the camera lens it shows how he has control over the situation and the girl (they way he’s holding her).

The company decided to focus on sexually engaged body parts, physical contact and partial nudity to create sexy ads. Professionally speaking many people disagree with this movement, however this approach is working to attract male audience’s as they believe it makes them more attractive to  the opposite sex. The fact that he is clothed and she is not connotes that she is sexually controlled by him.  The lighting mainly hits her naked back, shoulder and side profile to highlight her seductive body up against him and the intimate feel from her lips against his cheek with her face tilted upwards, eyes closed. His face is also a main focus and unlike her, he isn’t caught up in the moment, he seems distracted.

This advert conforms the usual standard of perfumes adverts.

For the typography the Writing is kept simple and sophisticated. It only includes a couple words as the picture displays most of it and there is quite a lot of open space so it stands out.

The name of the product being marketed "REVEAL" and the brand owners name, Calvin Klein is written in Gold, Gold has a high level of importance as it connotes many things.This colour and material is often associated with wealth, also if you analyse the word it contains 'old'. latter years are considered golden ,Fiftieth wedding anniversaries are golden and the height of wisdom in civilizations is referred to as the golden age. All of this can denote that not only is this for young youthful people like displayed in the photo-shoot but is also targeted at older generations. This will also capture the attention for women to buy gifts for their partners or sexually active men as this advertisement signifies that with this fragrance you’ll have a better sex life and increases masculinity.

The methods used:

Punishment, subtle manipulation, suggests that if you don’t own this item you will not get the girl.

Reward, investing in this will make you more attractive.

 (Researched "The Erotic History of Advertising" by Tom Reichert, is the so-called "desirable quarry" approach. The messaged basically says: use this fragrance to turn on men/women. Of course, there are other marketable messages, too, such as excellence in sports, freedom and independence, youthfulness, beauty, rebellion, happiness and others. Determine the desirable idea to associate with the scent.)

To conclude the male advert, we must be educated about the ulterior motives of companies behind the messages they are putting forth. Generally, men are seen as powerful and dominant, while women are shown as inferior and objectified. In our media today, both are shown as extremely desirable

IN Comparison to the first one where the man in control, this Beyonce advert has her centre frame, she is the main focus with no male in the picture.The centralised model adds the element of importance and dominance for women. 

The red dress connotes Lust, love, heat, pain, sensuality and empowerment. These things are also presented through her facial expressions which have been enhanced by lighting. Also the light highlights her inner thigh and breasts , making them more enhanced.

'catch the fever' would usually be contradictory as you'd usually not want to or plan on it, but in this case i think it means that everyone will have this perfume  you'll get it or know someone with it regardless, it'll get passed on like a fever.

The advert as a whole is about the seductive female being the main focus due to the lustful scent and it connoted that if you wear this sexy playful fragrance you'll feel and act this way too.