ET

1. • Simple design
• Brightly coloured orange brand name on a black background -
easily noticeable
• Uses a ‘tick’ logo possibly to make people associate the brand
with a verified well known item that works.
• Slogan ‘It won’t let you down’. Says to the audience that the
product definitely works and wont fail like some other brands
may have.
• The word ‘Sure’ signifies that the product is ‘sure to work’.
Trusted
• A ‘Brute’ is a savagely violent person or animal. Brand symbolises male stereotypes.
• Picture shows man being attacked by himself. Symbolises fact that Brut has a strong
‘overpowering’ smell. People wont fail to notice you in public etc.
• The phrase ‘Brut is too powerful’ could signify that only certain people can where
Brut. Niche target audience possibly.
• The phrase ‘Anything could happen’ could mean that once you wear Brut then
anything is possible and ‘the world is your oyster’ type thing.
• ‘BRUT4MEN’ in the corner of the advertisement clearly states that this is a male
product.
• Depicts two animals, a Bear and a Bull, which are two animals that are
associated with strength and having few predators. Possibly comparing these
two animals to the consumers.
• ‘If the economy is the only thing that stinks’, a play on words and also
incorporating a stereotype that men always talk about the economy.
• ‘You’re a Mitchum Man’, signifies that ‘Mitchum Men’ are different to all
other men and are in a league of their own.
• Could also symbolise the making of a cult in order to create brand loyalty by
addressing it users as ‘Mitchum Men’
• ‘Superior-strength protection without the prescription-strength price’, shows
that Mitchum’s products are affordable and you don’t have to pay a lot of
money for a good fragrance. Designed to entice people in with low prices.