Fragrance comparison essay.

Introduction 1:
AVON Rare Gold perfume.
(Treasure is always)

This woman’s fragrance advert of rare gold shows a shot of a woman and the bottle of perfume which is shown with gold dimes around it which tries to emphasize on the fact that the name has gold in it to show elegance and expensiveness.
The woman is shown with her hand next to her mouth and it’s a shot taken from the shoulder not head on: this aims to show feminine characteristics and vulnerability.
Her head is also facing a bit down to show submissiveness and to show her eyes looking up which is a sign of obedience.


Body 1:
The shot is a medium close-up from the chest to head.
It’s shot with warm lighting to shows off a gold-ish tone to emphasize on the perfume name.
There is anchorage below the logo of the perfume that states “Treasure is always”
This straightens the idea of the perfume being shown as a jewel and as one being shown as something a woman should always have with her.
She is positioned in the shot to look vulnerable and feminine meaning she uses her shoulder to hide her body as some kind of shield, has her wrist exposed in a feminine way and looks indirectly at the camera.
The camera shot of the perfume is a close up showing it In what seems to be a pool of gold
the perfume bottle is shown to have a strong golden tint all over it to further emphasize on the fact that it has some kind of external value.

Introduction 2:
Jimmy Choo Man Perfume

(Kit Harington for the first men’s fragrance)

The men’s fragrance ad shows 2 pictures:
One is of the bottle of perfume itself and the other is of a model(man) holding a woman by the leg as she sits above him with her hand on his shoulder.
His focus is directed absolutely only at the camera and he’s taken up a masculine pose: wide open figure to show superiority.

Body 2:
The perfume is shown In a blue/grey tint backlight to emphasize low emotional attachment which is most times something men are associated with because of an “alpha” stigma.
The shot of the man is a medium long shot and shows a man holding a woman who is standing on what seems to almost be his shoulder to show that a man who uses this perfume Is one that can carry a woman on his shoulders(metaphorical for caring and able to deal with problems)
Whilst she has rested her hand on his shoulder which shows trust and need, this encourages the patriarchy that the man should be the strong one and the one that solves problems.
He is holding her leg almost as if he’s holding a trophy to show off, as an object of his own as if he owns her because he’s strong enough to do so.



Conclusion:
Comparison: The two ads are very different by nature- The first one showed off a fragrance disguised as jewelry and the other as excess masculinity boost.
The woman in the first advert was shown vulnerable whilst the man was depicted as strong and shown to carry problems on his own whilst caring for another person as well.
The 2 ads show very gender specific qualities.
The first one used something women love: jewelry and gold with the anchorage ”gold is always”
Whilst the second one didn’t exactly have anchorage it had signs in itself to deliver it’s message like the fact that the man was holding her like an object and that she had rested her hand on him.