Essay:
*compare how media languages is used in the construction of gender in two print advertisement for fragrances?
The word gender means :the state of being male or female (typically used with reference to social and cultural differences rather than biological ones)the state of being male or female (typically used with reference to social and cultural differences rather than biological ones)
These are the two fragrances that I have chosen to compare the media language about gender from these print advertising; the male fragrances are called ‘The scent by Hugo Boss,’ and the other is called ‘Heat by Beyoncé.’
Firstly, in the first print advert we as viewers can see an instant glare of power and satisfaction from male’s gaze and, the women who is smelling the nape of his neck she instantly falls into a trance of the scent. The advert has this atmosphere of a steamy and sexual aroma that grasp the viewers, it also tells a story with the man wearing a suit creating a boss like atmosphere leaving the viewers to imagine a heated scene. The rich gold light hits the center of their faces which emphasises the sharp stare of the man as well as the female in the background her soft lighting the bottle is the focal point of the advert. The appearance of the bottle is dense. Moreover, the shape of the product has a emblements of a boss with the bold stature and the rich orange leaping out to the consumers. Boss as a brand in this advert has created a bottle that is as dominant as the man that has been portrayed to be. There is a huge role in gender in this particular advert, we can see the man is being depicted as this manly dominant figure, seducing the women with the scent. This sex appeal is mainly targeted to the male market. the fragrance projects itself to be like a magnet and draw females in with the scent which creates an ego to the male consumers as they have this ideology of the product to be the ultimate fragrance for men to attract females. In contrast, heat is a female empowered fragrance. Which Beyoncé (well known celebrity) who has created a fragrance which appeals to the public as well as a female based product and her fans who are the core consumers. The deep red is the main tone of this advert. The representation behind the red is to create a sexual aroma and there is a leaping passion in Beyoncé eyes which draws the consumer. Heat the product is has a sexual atmosphere where as Hugo boss has a dominant aspect to the advert. Both Hugo boss and Beyoncé over sexualized their products, they grasp the idea of lust and a sexual appetite for both genders. Hugo boss has this formality with the man in a suit and tie staring longingly at the viewers, whereas, Beyoncé has this informality to the advert there is a lot of passion and red springing at the viewers. Hugo boss is a well-known brand that has been around for a long time so to the market and the public it is not a new brand. Whereas Beyoncé heat is recent and does have the same history and they have been specifically making fragrances for men. Similarly, both have a sex appeal this seductiveness and sensuality appeal to the male and female gender.
Furthermore, both print advert are taken differently (the shots), the male one is a mid shot whereas the the female one is a long shot. I believe that, the camera man has done this because the first advert he wanted to focus the audience on Theo James strong facial expression. However the other advert they wanted to show the sexy body and glowing skin of Beyonce.
Moreover, the another way they showed the comparison of gender fragrance, is by the cloths. Heat fragrance, Beyonce is wearing a beautiful red silky short dress which shows a lot of skin which makes her look ever more desirable and tempting. On the other hand, Theo James is wearing a black suit which most bosses wear. But, in the first advert the lady who’s with Theo James, I think she is also wearing a silky gold dress which also shows a lot of skin. This shows that women who wear silky dresses, men feel attracted to and men who wear suits especially black suits women get attracted to them.
In these print fragrances both used celebrities Theo James and Beyonce. I think they used celebrities to promote their brand because many people who are their fans will buy the product.
Finally , in the olden days time has changed and perfume adverts have changed too especially for wmen because women in those days were expected to cover and wear long cloths and didn’t have many rights to do what they want . However, now a days women and society have changed because of media. Women now are stronger and braver. This might be because of the celebrities for example, Beyonce, Spice Girls, Angli Joli, and Opera ect. This is why Beyonce in this advert doesn’t care about her body image and loves to show it. In-contrast, Boss still kept the sterotype. I mean by this men still should wear suits because it makes them feel dominant controlling and powerful.
