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.

Analysis of Hugo Boss advert

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.