Perfume analysis

Ralph Lauren Polo Black- I will be analysing this perfume advert by Ralph Lauren.
It is an advert for a males cologne and being called Polo Black it has a very simple theme, with predominately black colour in the background and foreground. This advert is simple but elegant and by not over complicating the advert with colour and other props leaves it looking classy and sophisticated. The background really highlights the flawless look of the male model in this piece showing perfect skin complexion and the his professional business looking attire. Using a simple pin stripe you can make a black suit stand out against the black backdrop with out losing the simple colour scheme in this advert. The stance the model has is very laid back and relaxed and the way her looks out of the picture into the audiences eyes will draw them and attract them to this advert. There is also an overwhelming sense of mystery with this advert, this is brought across by the dark black colour in the advert.

I believe the audience this advert is targeting is the B category of the demographic classification which includes: Intermediate managerial, administrative or professional middle class. In this demographic there are 21.9% of all UK adults (15+) of which for this advert in particular applies to men which is slightly higher percentage of 23.1%. The aspiration model is a similar way of classifying the population, except it focuses on there personal aspiration rather than there class. For this advert i believe the group it will appeal to is Aspirers and social climbers , this groups motivation is status and tend to purchase high-fashion expensive goods which help to give them higher status image. This group have been targeted by Louis Vuitton, Ralph Lauren, Dolce and Gabbana, and Armarni.