For this analysis,I will be looking at two different fragrances.
On the right it's the 'Gold' fragrance by Kim Kardashian , who is a female, which is been compared to the advert on the left which is from Gucci with a male model along side a women.Throughout this analysis I will be using objectification.
On the Gucci Guilty Fragrance, the fragrance is for men meaning the main focus on the advert has to be by a man and the main target is most likely to be the male part of society .Whilst in this advert there is a man and a woman together in the shot, the woman is a placed in a particular angle which defies the place of woman.The woman's posture shows male dominance and by doing that this will encourage men to buy this product in order to be more attracted to women.
The title is white and simple but because of the use of a dark background ,it makes a contrast with colour and makes the title stand out emphasise the importance of the product.
The use of the lightning of the shot make us really focus on models face and expressions. There's a lot of sensuality by the way that the woman's mouth is opened and the man looking straight in the camera, by doing so, it attracts our attention to him and it shows how he is the one with power, dominating the scene
The way the man is holding the woman also shows male dominance/control .In this particular shot is the woman who is being objectified. In result to this, the woman is shown as being sexually controlled .This portrays an idea of how women are the submissive and the weak ones which shows a lot of stereotypical backgrounds like the male gaze.
In this case, the Gucci advert reinforces the stereotypes and is upholding patriarchy because of the unequal power of this shot.The man is clearly in a power and women are still systematically disadvantaged and oppressed.
Alternatively.the second fragrance on the right , is a Kim Kardashian fragrance .Kim Kardashian is a women so, her products are targeted to women, empowering the believe of women being as equal and powerful as gold.For this advert the main focus is Kim.It's a shot where she is standing in the middle and the shot is been reflected three times around her.The perfume is called 'GOLD' and Kim follows the richness of the word by putting on a gold dress and wearing jewels.
The use of the lightning captivates our eyes in to her face.Her face is mysterious but sensual like.The way that she is staring straight at the camera displays this idea of again power.This time Kim is standing on her own , not with a man along side meaning that she is the one is power ,control and doesn't need a man.
This connotes femininity and addresses the audience of whom should buy this perfume which is more likely young wealthy women.This is an example of a advert which is challenging stereotypes and challenges patriarchy because of the solidarity that Kim represented on her fragrance cover.It shows the ability and capacity that women have on their own without the need of a man, implicitly stating her thoughts on the the radical feminism idea.
Lastly what I learned about this two adverts is how gender is constructed through media.Its quite an insight of sociology where you learn about genders , but this time through media and the way these ideas are reflected to influence our decisions and thoughts. I learned how much meaning and story , a picture can have by analysing it and constructing ideas from this . Consumers increasingly expect brands to push the boundaries and challenge gender stereotypes in traditional media channels and advertising., concluding that media has been influenced by society and their ideas from the past generations and now it us who are challenging it.
