mens fragrance advertising
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Transcript of mens fragrance advertising
![Page 1: mens fragrance advertising](https://reader034.fdocuments.us/reader034/viewer/2022052522/547d8fe0b379595e2b8b52ed/html5/thumbnails/1.jpg)
Representations of
Masculinity in Advertising
A study of imagery used to sell men’s fragrances
![Page 2: mens fragrance advertising](https://reader034.fdocuments.us/reader034/viewer/2022052522/547d8fe0b379595e2b8b52ed/html5/thumbnails/2.jpg)
Defining the Object:
Images used in campaigns of men’s fragrances
Interested in image of ‘man’, not looking at images that use only a woman to sell the product
Not images used in his/her combinations
(dual target audience) Where possible full page
advert
![Page 3: mens fragrance advertising](https://reader034.fdocuments.us/reader034/viewer/2022052522/547d8fe0b379595e2b8b52ed/html5/thumbnails/3.jpg)
Instances:
![Page 4: mens fragrance advertising](https://reader034.fdocuments.us/reader034/viewer/2022052522/547d8fe0b379595e2b8b52ed/html5/thumbnails/4.jpg)
Characteristics:
1. Perfume being advertised2. Company3. Amount of Subject shown4. Nudity
clothed/shirt partly open/ shirt open/shirtless5. Angle of stance
Front on = 0 degrees, Profile = 906. Gaze/Eye contact7. Facial Hair:
Clean/Stubble/Full Beard or Moustache 8. Hair Style9. Colours
Grey scale/colours used
Would like to include perfume sales, or advertising size… but having trouble finding the data ….
![Page 5: mens fragrance advertising](https://reader034.fdocuments.us/reader034/viewer/2022052522/547d8fe0b379595e2b8b52ed/html5/thumbnails/5.jpg)
Visualisation 1: Popularity of Facial Hair
![Page 6: mens fragrance advertising](https://reader034.fdocuments.us/reader034/viewer/2022052522/547d8fe0b379595e2b8b52ed/html5/thumbnails/6.jpg)
Visualisation 2: Gaze of Subject
![Page 7: mens fragrance advertising](https://reader034.fdocuments.us/reader034/viewer/2022052522/547d8fe0b379595e2b8b52ed/html5/thumbnails/7.jpg)
Analysis
Visual contact = demand Lack of visual contact= offer(http://geektohunk.wordpress.com/) down = position of power directly = relatable
Therefore 47.1% of the images use the same tactic of placing the subject of the image in a position of power with visual contact demanding that you interact with them.
![Page 8: mens fragrance advertising](https://reader034.fdocuments.us/reader034/viewer/2022052522/547d8fe0b379595e2b8b52ed/html5/thumbnails/8.jpg)
Visualisation 3: Amount of Subject shown vs. Angle of Subject
![Page 9: mens fragrance advertising](https://reader034.fdocuments.us/reader034/viewer/2022052522/547d8fe0b379595e2b8b52ed/html5/thumbnails/9.jpg)
Analysis
frontal angle = involvement with the viewer oblique angles = detachment close = strong social relationship Further away = impersonal
(http://geektohunk.wordpress.com/)
Images that are shot from further away, compensate for this distancing between represented participants and viewer by having the model front on.
![Page 10: mens fragrance advertising](https://reader034.fdocuments.us/reader034/viewer/2022052522/547d8fe0b379595e2b8b52ed/html5/thumbnails/10.jpg)
Ways of Categorising Information1. Styling of subject
2. Relationship between viewer and subject
3. Sales/perfume style