Smells like Advertisement

Advertisements are a hooking device for many people. They manipulated their intending audience into purchasing products that most people do not need but are convinced otherwise. In this case, both advertisements are similar in product but differ in the audience that is being targeted and in the method they approach or lure the intended audience. Many woman and men buy all types of perfumes in order to attract a suitor. Since the sense of smell is the strongest of all our senses, it triggers our memories and makes people unforgettable and associated with a particular smell. Men’s colognes attempt to replicate a musky smell, while women are usually sweet smelling like a fruit or flower. These colognes and perfumes come in wide varieties of smells and brands and thus are very competitive in the advertisement field to capture the attention of their potential customers.

The first one is the “Promesse” advertisement about a French perfume. The advertisement is composed of a young couple in a warm embrace. However, they seem to be separated by a small barrier as they lean forward their lower bodies are as far away from each other as possible. It seems that the simple and almost unnoticeable barrier diminishes the potential sexual scene and reduces it to an innocent encounter between a man and a woman. The man is dressed is a black suit, juxtaposing the white dress of his counterpart. His profile and joyful expression on his face mirrors the one of the woman. The woman holds a bouquet and seems to help give the appearance of a bride and groom at first glance. Other subtle clues of a marriage are the rings worn by both models. The French product’s name translates to “promise” and the tag line, “More than a fragrance, a promise…” assist in solidifying the fantasy of a marriage or engagement. The French theme helps the tender scene since France is connected with romance. The pathos of the advertisement taps into the feeling of many women’s desire of marriage and love. The logos or logical claim of the advertisement is the promise of finding true love through the product. The color themes of this advertisement are bright containing shades of bright greens, calm violets and shades of pink associated with femininity. The overall effect of the advertisement is a romantic scene of a couple. The models portray a sweet scene of love and lack any raw lustful behavior that some other advertisement companies might plug in. In the other advertisement, the product is the cologne “Mustang”. It tries to tap into the male mind and replicate the rough male image. The harsh terrain, rugged-looking model, the classic Mustang car and the mustang horse seems to dispense pure testosterone. The male model has a five-o-clock shadow and gives the appearance of a rough feel to the advertisement as he dominates the image. He can be described as a “man’s man”. His rugged appearance, cool shades, and leather jacket evokes the classic image of a masculine man seen in the movies. The colors are deep oranges and dark shades. In contrast, to the previous advertisement, this one is targeted to a young active male age group and lacks any of the softer qualities of the “Promesse” advertisement. The logos behind this advertisement is the idea that by wearing this cologne a person can experience the type of adventure that is being portrayed. The pathos to this advertisement is that it plays on the desire of freedom and the ideal male image. There is more emphasis on the model and background rather than the product as the cologne is placed neatly on the bottom left of the page. It is neither large nor striking but a component of the advertisement.

Though the Promesse ad is softer nature as the Mustang ad is rougher in comparison, both advertisements bring forth the desire of both targeted audiences. “Promesse” seizes on the image of innocent adoration and the promise of true love. The fantasy is real in the minds of many women and this advertisement acknowledges it. Mustang drives on the representation of masculinity. They both have a mystic of view of a perfect reality for males and females. Each plays a scene that their audience can relate to. The men buying the Mustang cologne can imagine themselves in that desert and racing or joyriding in their car with total freedom. As the woman buying the Promesse can daydream of finding the same type of love and devotion represented in the advertisement.

However, they both share an unrealistic view of woman and men. Not all woman look like the model on the Promesse advertisement. She has a slender figured, a perfect jaw line, high cheekbones and long legs as her counterpart is handsome as she is beautiful. The Mustang advertisement uses an equally good-looking model. Though a portion of his face is hidden by large sunglasses it undeniable that he is handsome man. In reality, not every man or woman is that beautiful. The ordinary people of the world do not fit in a specific mold. They come in different shapes, sizes and colors. Nevertheless, the two advertisements use white Caucasians gorgeous models. Advertisements for products are unrealistic at times. They attempt to touch on the desires of people but exploit them with models that cannot be labeled as ordinary people. Advertisements come out illogical but some reason they are able to tie customers into buying their products. Promesse and Mustang are an example of the strategy planned out by companies and there is no doubt that many have bought and use these products for some tread of hope that their fantasy can be achieve by as simple perfume or cologne.

Citations:
Cedriceccentric. "Still more about Cacharel Promesse." Basenotes. 8 July 2005. 11 Oct. 2008 . "2007 "Mustang" Cologne Ad." Stangbangers. 15 June 2007. 11 Oct. 2008 xxxxx.