Jean-Paul Gaultier created two advertisements for his Le Male and Classique fragrances that play with gender roles. The ads feature a shirtless male model and a corset-wearing female model gazing at each other from opposite sides. While their bodies face away, their eyes look directly at the viewer, creating tension and temptation. Through symbols like tattoos, sailor elements, and restrictive female clothing, the ads emphasize traditional masculine and feminine attributes but also blur gender identities.

3. THE WORLD AS SEEN BY JP GAULTIER

5. THE CONTEXT OF THE AD

7. Collaboration work between Jean Paul Gaultier & Fashion photographer Jean-
Baptiste Mondino
The new version of Le Male/Classique fragrances, comes as scenario giving birth to
two interpretations.
In a striking and appealing ad that catches both attention and emotions,
Jean Paul Gaultier once again uses its iconic fragrance to play with Gender.

8. Sender :
the fragrance
for him / her
Opponent:
he / she stays
Object :
the
Memory
Helper :
he / she
leaves
Receiver :
her / him
Subject :
him / her

9. Eidetic analysis
•Lines: round and curved lines, squares and harsh lines are blurred (in the
background)
•Shapes: 2 types:
•On the front: the main character and the perfume are quite precise, very
detailed, nothing is segmented
•In the background: rectangular shapes are blurred
•The background is not important, the viewer’s attention is drawn on the
character first, and then the perfume

10. Symmetry / Distance
Bodies are tending to turn away one from another.
While the eyes are fixing the audience.
-> Games, Tension, Temptation, Desire, Control …

11. Visual analysis
En face (full face) :
means subjectivity
Position of the head –
facing ahead and in
this way inviting the
spectator to watch;
Emotional sharing is
present
Type of gaze
They both want to
watch (active) and to
be watched by the
audience (passive
type of gaze)

12. Position of the
viewer
In the space the
viewer is positioned
slightly below the
level of the eyes of the
models
Position of the
observer: close to the
models; he/she is
invited to peep into
their intimate space;
the models are posing;
they are allowing us
to gaze them as much
as we want, still
emotionally
involving us

13. Discourse on
Enunciation
Transparency method
is applied here,
because it is a direct
representation of the
real life and
environment

14. Oblique
advertizing
technique
Amusement (luxury,
joyfulness, happiness)
This technique
negates the practical
characteristics of
objects and enriches
them with more
meanings. The
emotion is in the
center.

15. Plastic
symbolism:
The role of the
colors
The background is
the same in the
two ads. The main
difference in
colors comes form
the bottles and
the text.
The ad, addresed
to males is in light
blue and blue,
which expresses
the true
masculinity.

16. Plastic
symbolism:
The role of the
colors
The background in
the ad, targeting
the female
audience, is in
light rose pink
color – expression
of the true
femininity.

17. Other symbols
for masculinity
and femininity
The position of the
hands of both the
models, the legs of
the woman, the
tattoos, the
muscles, the sailor
element, the ultra
feminine clothing
of the woman.
The models are
positioned in the
center of the
picture to grab the
attention.

18. Other symbols
for masculinity
and femininity
The accent is on the
chest of the models.
The distinctive
attributes are
emphasized.
The look of the two is
kind of demanding
something… attention
and more maybe…
The vertical center of
the photo is the male’s
head and the female’s
chest, which are two
crucial elements in the
JPG’s world.

19. Analysis of the
logo – plastic
categories
The lines form kind of
an arrow toward the
perfume. “Jean Paul”
is written like in a
newspaper and
“GAULTIER” is with
capital letters and has
a totally different
direction and it
covers also part of
the other text. This
“GAULTIER” seems
like screamed, like
more important than
the rest. It is a part
and breaks the
horizontal direction
of the rest of the text.

20. Analysis of the
logo
“Jean Paul” is written
with a very grave
character.
“GAULTIER” is like
printed with a seal,
like stamped on and
is bold. The “V” that
is formed remind
about the male and
the female genitals,
but has taken an
unusual position and
is much narrow. That
is consistent with the
JPG’s way of
unconventional
thinking.

21. Classical vs. Baroque style
Classical Baroque
Lines Foreground: classical lines
which are well defined and
very precise, no sign of
movement. Every line
contributes to the beauty of
the whole
Background: lines are
unclear
Planes space is not well defined,
shapes are blurry => gives
the impression of absence of
importance of the setting
Closed form the visual is achieved, no
need to complete it, not a
work in progress
Plurality and unity Only 3 forsm that are very
distinct: logo, character,
perfume
single form, everything is
absorbed by the character.
Light and dark Light is stranegly directed so
as to render the atmosphere
a bit unrealistic

22. Gender

23. Topologic Analysis:
Symmetry & Distance
Bodies are one on the
opposite side of
another. While the
eyes are fixing the
audience.
-> Games, Tension,
Temptation, Desire,
Control …
-> Cursed, Forbidden
love …

24. Gender Role / Him
-“Le Male” stands for
a very masculine
definition of the Man.
Powerful, Virile,
Fecund, Bossy … but
the “” change the
whole meaning.
-Tattoos : bad boy,
mad and bad &
dangerous to know.
-Naked and shaped
body : Sexual, Cult of
Body, Dominance …
-Marinière (sailor) :
Sea, Adventurer, Gay,
France {Chanel, YSL,
Lagerfeld …}

25. Gender Role / Her
-”Classique” : Normal,
Moral, Conservative,
Rules … the “” are once
again standing for the
opposite.
-The Mistress who marks
her man's memory with
her perfume.
-Corset, socks & trench :
a panoply of restrictive
femme gear that places
woman on the pedestal
of an object.
-Hands being tied show
she is being ready.
-The haircut : 50’s,
Hollywood, M.Monroe

26. Gestalt analysis

28. Semiotic square
conformity transgression of
codes
•Male corresponds to
male, but something
disturbing about his
identity, clothing,
appearance
•Male and female
relationship: follows the rules
of society
•BUT their relationship is
different than usual
relationships
no transgression;
followingthe
rules
no conformity;
being different
•Representation
of masculinity
and feminity:
attributes
•Unclarity on
male/female
identity and
sexuality

29. SEMIOTICS & COMMUNICATION
Anne-Flore MAMAN
by
Camille MASSON
Irina GUROVA
Mohamed BELMAAZA