A comparsion of how men have been represented in fragrance advertisement from 1950s, 1970s and 2010

 A comparsion of how men  have been represented in fragrance advertisement from 1950s, 1970s and 2010



 
Cologne by Yves Saint Laurent (print, 1950s)

In this advertisement, the man represented is clearly a sophisticated, urbane and well-dressed alpha male. He is represented at the moment when he is about to leave the house for some formal occasion, seeming to be looking in the mirror, straightening his tie and checking his appearance, in a confident even vain way.

 the man gets want he wants in some way that he got the women . It is showing yet again the man has become in control , its almost as if she has come to his knees to curl up and lied down. The setting in where this perfume has been set is very much a middle class or upper class house from the way it has be decorated. This perfume has been advertised for hardows which is very much a upper class shop so maybe this perfume has been represented to be a elegant perfume . This advert represents a man and a women , The man is looking into the mirror at him self he is a very self confident character . He is wearing a double breasted jacket which is very sophisticated, he is very much a upper class alpha male.This advert is similar to the Paco rabobanna one million as the men in the adverts have control and both over the women that are featured. They are both alpha males as they have the male "dream life" which features in this as the middle class home , wealthy and beautiful women.

The man represented in this advertisement is once again very much the ideal male,howerever this representation depicts much less formal approch and much greater connection between the man and his girlfreind . The reason for this is because he has the dream house and the dream house, the beautiful female at his knees is what the dream male has. This frangrence is target very much to the upper class wealthy male.  Her shirt is open it might have been unzipped and her blouse is un buttoned to show more of a casual look. the photo is focusing on the gentleman rather than the women .this french advert expresses a male that is quite vein as he is looking into a mirror.The advert is quite different to more of a modern day advert for example Paco Robhanna as this shows much more than a very formal uptight male where as the paco robanna has more of a free relaxed male that has everything he wants , this could be because of the time gaps maybe back 1900s males would look up to be formal dressed and secure and not so relax and take life as it comes. The background of the perfume is very elegant , which represents that they have lots of money.

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1 million by Paco rabanne

This advert has every thing most man would want and it is  shows everything through a click of a finger, and its giving the message if you use this after shave you will be complete. The gentleman is very well dressed a bit over dressed , but this shows he is very formal and rich. He is over spoiled with choice as he gets anything from a snap of the fingers and the message the aftershave is giving by this advert if you wear you will be like this rich upper class man and get the women . The young male that features in this advertisement is the epitome of the alpa male who only has to snap his fingers to get what he wants and as a result he is supremely self confident. In this advert he lives the dream life of the most eligible bachelor because we see him living the high life with fast cars, beautiful women and success at gambling. He is constructed as young, very sophisticated, self-assured, well dressed and with a chiselled jaw, well defined six-pack and a cocky smile. He represented as a millionaire hence the name of the frangence one million. This advert is very different compared to the first advert i have chosen as this focus on different aspects such as look and being wealthy.

Analsye on the hilltop advert and the I wish adverts

The Hilltop advert is very clever because it has a catchy song to it and the lyrics are very significant these lyrics are very clear I'd like to teach the world to sing, In perfect harmony, I'd like to buy the world a Coke, And keep it company. They are expressing the nice things they could do for every one else to bring the world together. Its trying to give the message that coke is a world wide drink and that this amazing drink can bring us together and forget about our problems as if they will just go away.


coke hilltop advert







I wish advert has a African American hading out cokes to people representing kindness and giving as the lady only gives every one else the cokes but yet she doesn't have one her self. It is set in American it has a mix of races in the advert which represents that its a multi race place which cokes represents it this advert very clearly. Coke is saying that its a very warm company and that you share the coke adverts always show good morals in the adverts. It shows many different races in this advert it is saying we should come together a world and drink a bottle of coke and your problems will be resolved.





coke I wish advert

Irish Don't Drink and Drive advert

• The normality of the camera work lulls us into a false sense of security so we are shocked by the ending.  The normality created by the camerawork (it's like a diary of ordinary daily life) creates throughout the advert the underlining & unfortunate fact that drink driving is  increasingly common; how ever this doesn't make it right.
• This advert utilizes shock factor with the child's death
• It builds up a idyllic picture of childhood with the child as a part of a very close knit family which makes it all the more distressing that the idyll snatched away prematurely 

ASA

Today we looked at the website for the asa which regulates the contents of advertising. We looked at several case studies to see what case complaints to ASA were based on and what the ASA's adjudication had been.

The ASA  case I looked at was the alcohol advertising

Alcohol advertising

Societal concerns about alcohol means that it is rarely out of the headlines. With these issues high on the political agenda close scrutiny has been given to those factors that may influence the amount of alcohol we consume.

Concerns about alcohol and the fact that it is an age-restricted product prompted the bodies that write the Advertising Codes to produce strict advertising regulations surrounding alcohol. Specific rules relating to alcohol have been in the advertising Codes for many years but they were significantly tightened by the advertising industry in 2005 in response to public concern about underage drinking and anti-social behaviour. The stringent rules are designed to ensure alcohol is advertised in a socially responsible way. The rules place a particular emphasis on protecting young people; alcohol ads must not be directed at people under 18 or contain anything that is likely to appeal to them by reflecting youth culture or by linking alcohol with irresponsible behaviour, social success or sexual attractiveness.

GIBBS SR & CADBURY adverts

Today in class we watched the contrast of the two adverts the first advert was the GIBBS SR which was from the 1950s which was very traditional I felt it was very ahead for those times. It was manly factual and very basic use of props I felt , TV camera was only just in so that advert would have seemed very head for those times. There was alot of scientific nolege combinded into the adveret about what this product will do to improve your teeth and your life.

The second advert we watched was the Cadbury's chocolate advert which was very clever and its from the 1990's. The way it was so clever was that most of the details represent the chocolate bar its self from the packaging to the ingredient to the chocolate. The womens clothing was purple like the packaging on the choclate bar and she was black which might have represented a choclate being very nice as they represented a very attractive model. The man looking through the belnoculers stuff comes out of them which turns into milk which looks like the cadburys two milk buckets with the milk comming out.