B321 Analytical Assignment: A comparison of the representation of men in fragrance advertisements from the 1960s, 1980s and 2010s
I have chosen to compare three different advertisements that span ten decades of fragrance advertising and representation of men, Aramis and Company Print Advert (1960s), Polo-Ralph Lauren (1980s), Lynx Apollo: Lifeguard Advertisement (TV Advert 2013)
The design of the advert is to show an exotic location of where you would be if this scenario happened. It makes the surrounding area look peaceful at the start but then it flips, and turns to chaos. The lovely beach that it is at the start gets turned upside down as all the people run away from the disaster in the ocean.
When the hero hits the water we follow him to the scene of where the shark is, he beats up the shark and the camera shows us an underwater shot of when the lifeguard is punching the shark to show us the strength of the lifeguard. He then brings the girl onto the beach and the non-ambient music turns to a calm tone which goes along with what is actually going on in the clip. It is very romantic as they both look into each others eyes, but the non-ambient music then swiftly changes and the camera moves to see an astronaut walking along the beach. The girl who has just been saved by the lifeguard turns and runs towards the astronaut and gives him a big hug. This is quite sexist because it is saying that even if girls have their lives saved they are selfish and turn away from the hero and goes for the cooler guy with the cooler job.
The central image is a representation of a wealthy man of the 1960's and in the background is a woman. His clothing and area around him represent him as a wealthy working man with a woman. As you can see the man has around him expensive furniture and items laid about upon the table next to him, this is representing the man as a rich man who can spend his money on what he wants within his house.
The man's expressionism also connotes that he is a seductive love machine. He is staring directly into the centre of the shot (into the audience) with an expression that shows that he is the centre of attention in this shot.
As you look at the picture you will see the woman dusting in the background, this is typical 1960s sexism when women didn't have rights and that the women had to do all the housework whilst the men drank (as seen in the picture).
The woman is the eye candy in the background and what all men would wants as a wife, the real message is that if you wear this perfume, you will be able to get a woman that does all the chores around the house like this woman is doing in the photo. The Aramis man is the man that other men look up to as he has already made it in life. This message tells the men using the fragrance that you may even become as wealthy as the Aramis man. The Aramis campaign celebrates a man of of accomplishment as he savours his hard-earned achievements. The new Aramis adverts now pay tribute to the old advertisements of the 70s, 80s and 90s. The word Aramis makes everyone think of a rich, well earned man, because in every advertising campaign Aramis and Company have done, includes a wealthy man in the centre of the shot. The advertisement feature a white, glamorous woman in the background showing a stereotype of there being no glamorous black women in any advert because white woman appeal more to the men that are buying the product.
Polo Ralph Lauren (1950's Print advertisement)
The central image is a representation of a muscular man riding a horse lpaying polo, hence the name of the male fragrance. Polo is a game played by upper class people and is a sport that is mainly played by men. It is a masculine sport where men ride on horses and play the game almost like hockey. As the main figure on the advertisement is readying his arm to hit the puck he looks very majestic in this pose as the horse gallops towards the audience.
The picture is within the bottle which shows that this fragrance contains the masculinity to be able to be as classy as the man represented in the picture. The Ralph Lauren brand name is a well known designer brand which also may add to the representation of the the man in the advertisement to be an upper class man who can wear the this fragrance.
The Ralph Lauren man is represented as a warrior almost as he is wearing mostly dark clothing and his horse is black which shows the superiority of the man riding the horse.The way he is posed takes up a lot of space in the bottle which he is encapsulated in, making him show us he is the main part of this advertisement and to also show his masculinity when he is wearing this perfume. The other men who areinside the bottle are faded put and in the background also making the man on the horse in the centre of the bottle the most important part of the fragrance and that this is the qualities of a man you will get if you buy and wear this perfume and that this perfume will encapsulate you in not only a nice smelling fragrance but the masculinity that is held within the bottle.
Ralph Lauren is a well known brand that has been succesfull in making quality products for years especially in making fragrances and polo shirts. The brand name of this certain perfume links in with the other products that Ralph Lauren sell.
Lynx Apollo (Television Advertisement 2013)
The relationship between all the characters represents the lifeguard as a strong, bold and good looking. Then the girl is the ‘damsel in distress’, which shows a sign of sexism because it is showing the woman as a weak feeble character and the man as a brave and bold figure, because he doesn’t hesitate when there is someone who is in danger, in this case the girl.
At the start of the advert the lifeguard is in the centre of the shot showing the significance of the lifeguard right at the start of the advertisement. It moves into a close up to show his emotions and almost see what he is thinking when he looks through the binoculars and sees the woman in the water and the shark, it shows the advert producers are using another camera technique as well as the close up, they use a point of view angle. As he jumps down from his high seat is shows him as majestic and higher class than the rest of the people thrown into the scene. The sudden change of pace happens when he spots the girl, the music changes from being silent to slowly morphing into being a fast situation. As he is running the camera is being handheld to make us think we are within the advert and part of the chaotic situation that unravels before us.The design of the advert is to show an exotic location of where you would be if this scenario happened. It makes the surrounding area look peaceful at the start but then it flips, and turns to chaos. The lovely beach that it is at the start gets turned upside down as all the people run away from the disaster in the ocean.
The landscape around shows it is very hot as there are
hardly any clouds in the sky and the surrounding land is a very hot looking
area. This shows that there is an exotic location. As he swims through the
water it almost seems he is a superhero as he ploughs through the water with a
great amount of strength. It shows a great amount of contrast effect between
the damsel in distress and the hero.
When the hero hits the water we follow him to the scene of where the shark is, he beats up the shark and the camera shows us an underwater shot of when the lifeguard is punching the shark to show us the strength of the lifeguard. He then brings the girl onto the beach and the non-ambient music turns to a calm tone which goes along with what is actually going on in the clip. It is very romantic as they both look into each others eyes, but the non-ambient music then swiftly changes and the camera moves to see an astronaut walking along the beach. The girl who has just been saved by the lifeguard turns and runs towards the astronaut and gives him a big hug. This is quite sexist because it is saying that even if girls have their lives saved they are selfish and turn away from the hero and goes for the cooler guy with the cooler job.
Aramis and Company (1960's Print Advertisement)
The central image is a representation of a wealthy man of the 1960's and in the background is a woman. His clothing and area around him represent him as a wealthy working man with a woman. As you can see the man has around him expensive furniture and items laid about upon the table next to him, this is representing the man as a rich man who can spend his money on what he wants within his house. 
The man's expressionism also connotes that he is a seductive love machine. He is staring directly into the centre of the shot (into the audience) with an expression that shows that he is the centre of attention in this shot.
As you look at the picture you will see the woman dusting in the background, this is typical 1960s sexism when women didn't have rights and that the women had to do all the housework whilst the men drank (as seen in the picture).
The woman is the eye candy in the background and what all men would wants as a wife, the real message is that if you wear this perfume, you will be able to get a woman that does all the chores around the house like this woman is doing in the photo. The Aramis man is the man that other men look up to as he has already made it in life. This message tells the men using the fragrance that you may even become as wealthy as the Aramis man. The Aramis campaign celebrates a man of of accomplishment as he savours his hard-earned achievements. The new Aramis adverts now pay tribute to the old advertisements of the 70s, 80s and 90s. The word Aramis makes everyone think of a rich, well earned man, because in every advertising campaign Aramis and Company have done, includes a wealthy man in the centre of the shot. The advertisement feature a white, glamorous woman in the background showing a stereotype of there being no glamorous black women in any advert because white woman appeal more to the men that are buying the product.
Polo Ralph Lauren (1950's Print advertisement)The central image is a representation of a muscular man riding a horse lpaying polo, hence the name of the male fragrance. Polo is a game played by upper class people and is a sport that is mainly played by men. It is a masculine sport where men ride on horses and play the game almost like hockey. As the main figure on the advertisement is readying his arm to hit the puck he looks very majestic in this pose as the horse gallops towards the audience.
The picture is within the bottle which shows that this fragrance contains the masculinity to be able to be as classy as the man represented in the picture. The Ralph Lauren brand name is a well known designer brand which also may add to the representation of the the man in the advertisement to be an upper class man who can wear the this fragrance.
The Ralph Lauren man is represented as a warrior almost as he is wearing mostly dark clothing and his horse is black which shows the superiority of the man riding the horse.The way he is posed takes up a lot of space in the bottle which he is encapsulated in, making him show us he is the main part of this advertisement and to also show his masculinity when he is wearing this perfume. The other men who areinside the bottle are faded put and in the background also making the man on the horse in the centre of the bottle the most important part of the fragrance and that this is the qualities of a man you will get if you buy and wear this perfume and that this perfume will encapsulate you in not only a nice smelling fragrance but the masculinity that is held within the bottle.
Ralph Lauren is a well known brand that has been succesfull in making quality products for years especially in making fragrances and polo shirts. The brand name of this certain perfume links in with the other products that Ralph Lauren sell.
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