Have you ever wondered how certain companies get you to buy their products just through an advertisement? Companies use very different appeals to attract the attention they need to get a certain group to buy that particular product. Cologne is an item that uses many different appeals to reach their target audiences. That could be through a sex appeal or an appeal such as an endorsement appeal. These appeals could even coincide with one another. I have taken two cologne ads one from ESPN magazine and the other from the Cosmopolitan magazine. Although the ads are alike in some ways such as they use a few of the same appeals and the fact that they are trying to sell to men. However, they also have completely different approaches for instance how they portray their products and the type of men they are trying to sell too.
First off, lets talk about their differences. I will start off with how they portray their product. This meaning what the ad looks like as a visual component. The ESPN ad is for a cologne called Drakkar Essence by Guy Lande. In this ad there is an NFL quarter back named Cam Newton standing in his shoulder pads. The shot of this picture is taken from is the waist up. to the right of Newton's picture is the photo of the bottle of cologne with the in big white letters "DRAKKAR ESSENCE" and under that it reads, "Guy Lande." Below the bottle there is another series of words that reads, " The new fragrance for men," "FEEL THE POWER," and "#showyourpower. .
In the second ad, there is a guy standing up against a wall with a suit on, and his top buttons are undone. There is also a naked woman in his arm. The guy's hand is placed on her lower back and she is reaching up with her lips as if she were going to kiss him on the cheek or forehead. Her hand is gently placed on his chest. The bottle of cologne is on the bottom left of the page; with the word "RevealCalvinKlein" on it.
Sex in advertising has been the theme of much 20th Century American Advertising. ... For instance beer, cologne, mints, gum, and even music artists. ... The same also goes for the men. Cologne ads also portray sexual appeal. ... Tommy Hilfiger is a big cologne company in today's market. ...
Tommy Hilfiger has revolutionized the fashion world from his men's and women's sportswear and denim wear to his athletic wear to his children's wear to his accessories. ... Furthermore, Tommy Girl Cologne is in the personal care industry. ... On top of that Tommy Girl Cologne also competes in the fragrance market. ... The company uses young, attractive male and female models in its advertising. ... Also, Tommy Girl's advertising is aimed more at trying to keep current customers than trying to attract new ones. ...
The depiction of men in advertising, according to my observations of several men-targeted magazines, is quite different in almost every regard; where women are seen as sex-objects and/or artificial, men are portrayed as confident, self-reliant, and successful. ... In addition to the application of semiotics in my assessment of each ad, I also set out to establish various patterns in the depiction of men and women in advertising. ... I mentioned earlier just how polar opposite the depiction of women in female-targeted advertising is to the way men are depicted in male-targeted advertising. ......
Advertising is defined as a paid, mass-mediated attempt to persuade. ... Advertising is all around us. ... There are five main types of advertising to note. ... Fifteen percent of eighth-graders and 30 percent of twelfth-graders are binge drinkers, which means they've had five or more drinks at one sitting within the past two weeks - (Kilbourne 155-156) Aside from alcohol advertising, advertising can also negatively affect young women and men by making them sensitive about their body image and also makes them question whether they fit in to their peer groups. ... They buy name brands,...
When actors wear a specific brand of clothing or use a brand of cologne in movies, they are usually paid for their advertisement by the companies. ... This is unattainable because the men and women in advertising, television, and movies are airbrushed to take away discoloration, bumps, wrinkles, and any other blemishes that are unappealing. ... Advertisements can be left up to interpretation, but many ads today show naked women as well as men. ... Images of men often show them as being in control, showing strength and competence. It is possible that this can cause women to feel more vene...
Advertising is used to catch the eye of a member of the public. ... The two advertisements are attempting to sell sensual Cologne and a vibrant Perfume. ... These type of ads are advertised in these magazines because of the different variety of women who mostly buy perfume and cologne. ... In the second ad it shows the product of Gucci cologne for men. ... In advertising you want to make the reader buy the product by making it presentable. ...
Looking at a few cologne and perfume adds for Gucci, Ralph Lauren, and Armani, I came to the realization that men and women are represented in the ads as sex symbols. ... Calvin Klein discovered this to be true; he knew that rock-hard, athletic male bodies would sell to gay men, women, and even straight men. ... Most men on the other hand, don't like to be on display. ... This is due to many factors, one being their schemes in advertising. ... Their advertising methods surely bring to mind beauty and elegance, which draws in a large array of buyers. ...
These types of advertisements display unlikely depictions of men and women to society. ... In a recent advertisement for Versace Blue Jeans cologne, a nude male is seen in a waterfall-type scene. Oddly, this advertisement is selling cologne, but the focus is on the portrayal of the nude male body in the advertisement, not the cologne fragrance. ... When consumers see these portrayals of men and women along the street, staring down at them from billboards, or on the television screen, consumers desire to be like the individual in the ads, because this will bring happiness into one's lif...
Perhaps for as long for as long as the entertainment industry has been around, individuals and companies have tried to come up with various ways of getting their respective products across to their viewing audience. The latest advances in technology have allowed for advertisements to be broadcasted ...
