Evaluation



Chloë

Evaluation

From looking at the four female perfume advertisements, I have found out a lot about the change in representation of both gender roles. The research I undertook has concluded that modern female perfume advertisements use sex appeal to sell their products. This is what I tried to follow when making my three adverts; Alluré, Demure and Siren. Along with this, I wanted to contrast to the modern adverts I looked at, which showed submissive females and put women in a more dominant position.

I started my research by looking at old female perfume adverts and I found that the majority of adverts from around the 60s feature sophisticated women, either positioned on their own to look dominant or like in the Chanel advert I looked at, with men surrounding them, making her look adored. After looking at this advert, I tried to find a modern advertisement that is as sophisticated as the Chanel ad, but found this very difficult when a man is also present in the image. I also found it is equally as difficult to find an older advert with intimate, sexualised images used; this suggests there were different ideologies in earlier eras. The earlier advert I could find with a suggestive element in was the Revlon ad from the 80s, which showed a dominant female. These two older adverts contrast to the Sean John advert and the Candies advert, which are the two modern texts I looked at, as the more recent ones featured more dominant men and submissive women. The change in representation of both men and women in the adverts I looked at follows the change in society with the way women are viewed. With my three adverts, my aim was to put the woman in a more dominant position, as this contrasts with the two modernised advertisements I found when researching and I believe this will make them appeal more to the target audience.

In my advert ‘Alluré’, the woman is the main focus point and is made to look dominant over the man. The sex appeal from both genders sells this product; the sexualised woman shows female consumers they can feel sexy and alluring when wearing this perfume and can also attract the ‘buff’, masculine male. The man is represented as an alpha male because of his tattoo; however, although the male is represented in this way, I have made him submissive, making the buyer (women) in control, therefore making it appeal more to this target audience. The advert for ‘Siren’ shows a more dated approach to the dominant female; there is a denotation of authority with the woman putting her hand across the male’s chest. The mise-en-scene makes it clear the setting is in a public place, which makes this image all the more risky and elements like the brightly coloured cash machine adds to the 70’s theme to the advert. In contrast, the ‘Demure’ advert shows a woman on her own looking very suggestive and alluring. This advertisement represents the modern woman, who is independent and confident without needing a man; this idyllic representation is something the target audience of young women will strive for. They will therefore be attracted to this image and be swayed to buying the product advertised.

Word Count: 540

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