mens fragrance advertising

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mens fragrance advertising

  1. 1. Representations of Masculinity in Advertising A study of imagery used to sell men’s fragrances
  2. 2. Defining the Object: <ul><ul><li>Images used in campaigns of men’s fragrances </li></ul></ul><ul><ul><li>Interested in image of ‘man’, not looking at images that use only a woman to sell the product </li></ul></ul><ul><ul><li>Not images used in his/her combinations </li></ul></ul><ul><ul><li>(dual target audience) </li></ul></ul><ul><ul><li>Where possible full page advert </li></ul></ul>
  3. 3. Instances:
  4. 4. Characteristics: <ul><li>Perfume being advertised </li></ul><ul><li>Company </li></ul><ul><li>Amount of Subject shown </li></ul><ul><li>Nudity </li></ul><ul><ul><li>clothed/shirt partly open/ shirt open/shirtless </li></ul></ul><ul><li>Angle of stance </li></ul><ul><ul><li>Front on = 0 degrees, Profile = 90 </li></ul></ul><ul><li>Gaze/Eye contact </li></ul><ul><li>Facial Hair: </li></ul><ul><ul><li>Clean/Stubble/Full Beard or Moustache </li></ul></ul><ul><li>Hair Style </li></ul><ul><li>Colours </li></ul><ul><ul><li>Grey scale/colours used </li></ul></ul><ul><ul><li>Would like to include perfume sales, or advertising size… but having trouble finding the data …. </li></ul></ul>
  5. 5. Visualisation 1: Popularity of Facial Hair
  6. 6. Visualisation 2: Gaze of Subject
  7. 7. Analysis <ul><li>Visual contact = demand </li></ul><ul><li>Lack of visual contact= offer </li></ul><ul><li>( http://geektohunk.wordpress.com/ ) </li></ul><ul><li>down = position of power </li></ul><ul><li>directly = relatable </li></ul><ul><li>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. </li></ul>
  8. 8. Visualisation 3: Amount of Subject shown vs. Angle of Subject
  9. 9. Analysis <ul><li>frontal angle = involvement with the viewer </li></ul><ul><li>oblique angles = detachment </li></ul><ul><li>close = strong social relationship </li></ul><ul><li>Further away = impersonal </li></ul><ul><li>( http://geektohunk.wordpress.com/ ) </li></ul><ul><li>Images that are shot from further away, compensate for this distancing between represented participants and viewer by having the model front on. </li></ul>
  10. 10. Ways of Categorising Information <ul><li>Styling of subject </li></ul><ul><li>Relationship between viewer and subject </li></ul><ul><li>Sales/perfume style </li></ul>

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