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mens fragrance advertising

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Published in: Lifestyle, Business
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  • 1. Representations of Masculinity in Advertising A study of imagery used to sell men’s fragrances
  • 2. 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
  • 3. Instances:
  • 4. Characteristics:
    • Perfume being advertised
    • Company
    • Amount of Subject shown
    • Nudity
      • clothed/shirt partly open/ shirt open/shirtless
    • Angle of stance
      • Front on = 0 degrees, Profile = 90
    • Gaze/Eye contact
    • Facial Hair:
      • Clean/Stubble/Full Beard or Moustache
    • Hair Style
    • Colours
      • Grey scale/colours used
      • Would like to include perfume sales, or advertising size… but having trouble finding the data ….
  • 5. Visualisation 1: Popularity of Facial Hair
  • 6. Visualisation 2: Gaze of Subject
  • 7. 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.
  • 8. Visualisation 3: Amount of Subject shown vs. Angle of Subject
  • 9. 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.
  • 10. Ways of Categorising Information
    • Styling of subject
    • Relationship between viewer and subject
    • Sales/perfume style

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