Analysis of Hugo Boss Advert
I will be analysing the Hugo Boss advert for Hugo XX and Hugo XY. It is an advert which aims at both the genders with XY being for males and XX being for females. Usually perfume adverts only aim at one sex so this advert has a much harder to task to appeal to both sexes. With the man and women in the advert being quite close there is a sense of a sexual atmosphere and a combining harmony between the two fragrances.
The way they are looking into each other eyes shows a sense of sexual tension about the piece and the way her hair is windswept back also helps to give this atmosphere. The Mise en scene in the piece is clever and relates to general theme in the piece of a harmony between the two fragrances. The crossover of light between the two fragrances also adds to this feeling of harmony, with the lights also leading to the colour of the respective perfume bottles. The Mise en scene also adds to tension between the two in the piece, with the setting being a boxing ring, shows a battle between the two fragrances. The colour scheme in the piece is very simple with only three colours really being used and the colour of clothing the models are wearing is black which merges them in with the black background.
I believe the audience this advert is trying to target is C1 of the demographic classification which includes: supervisory or clerical and junior managerial, administrative or professional lower middle class; in this group are 20.7% of UK adults over the age of 15.This model of audience segmentation classifies the population not by class but by their personal aspirations. The group I feel this advert will appeal to is mainstreamers, which includes 40% of the market which is the largest consumer group. This group seek security in well established brands such as Hugo Boss, Tommy Hilfiger and Calvin Klein.
I will be analysing the Hugo Boss advert for Hugo XX and Hugo XY. It is an advert which aims at both the genders with XY being for males and XX being for females. Usually perfume adverts only aim at one sex so this advert has a much harder to task to appeal to both sexes. With the man and women in the advert being quite close there is a sense of a sexual atmosphere and a combining harmony between the two fragrances.
The way they are looking into each other eyes shows a sense of sexual tension about the piece and the way her hair is windswept back also helps to give this atmosphere. The Mise en scene in the piece is clever and relates to general theme in the piece of a harmony between the two fragrances. The crossover of light between the two fragrances also adds to this feeling of harmony, with the lights also leading to the colour of the respective perfume bottles. The Mise en scene also adds to tension between the two in the piece, with the setting being a boxing ring, shows a battle between the two fragrances. The colour scheme in the piece is very simple with only three colours really being used and the colour of clothing the models are wearing is black which merges them in with the black background.
I believe the audience this advert is trying to target is C1 of the demographic classification which includes: supervisory or clerical and junior managerial, administrative or professional lower middle class; in this group are 20.7% of UK adults over the age of 15.This model of audience segmentation classifies the population not by class but by their personal aspirations. The group I feel this advert will appeal to is mainstreamers, which includes 40% of the market which is the largest consumer group. This group seek security in well established brands such as Hugo Boss, Tommy Hilfiger and Calvin Klein.
2 comments:
Good on overall connotations of mise-en-scene but I think you need to describe the positioning of light and colour further. There is a lot going on in the advertisement and you need to look at each element carefully.
Good comments on audience though you do not state that you have gone from demographic to aspirational model but your identification of audience is spot on. mw
Jake - please make sure you post advertisement and commentary this week.
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