Cologne Advertising In Advertising

Advertising is a universal language with a sole purpose, to target consumers and sell.

Advertisements have become an important part of pop culture and are ubiquitous in daily life.

Looking through various cologne advertisements it becomes evident of the various themes that appear through each advertisement. Cologne advertisements are overly sexualized and appeal to the desires that men have such as, longing attention, impeccable looks, sex, and wealth.

Just like women, men are also driven by the media to be flawless and attractive (Lovejoy). For example, In Giorgio Armani’s cologne advertisement the man on the page is half naked with a six pack. It appeals to men that are not attractive or that are not currently fit. It yells to the viewer,

For instance, in a Giorgio Armani advertisement the female is nestled beside the male with her eyes closed hence appearing to be fragile and small compared to the man. The male model is looking straight at the camera looming over the woman next to him in order to assert the dominance of the male. Men are concerned with looking good and having power, which is what advertisers are aiming to appeal to (“How Marketers Should Appeal to Men). Not only the Giorgio Armani advertisement done this, but also the “Eternity: Aqua” as well. In the “Eternity: Aqua” advertisement the woman is lying close by the male who appears to be much larger than her. The male looks into the camera intensely whereas the woman has a soft look in her eyes that allows her to be seen as gentle and loving. When creating an advertisement, advertisers are well aware of the primal instinct men have to protect what is theirs. Women constantly appear as vulnerable in many of these advertisements as if she were a damsel in distress waiting for her prince charming. Many of the advertisements that are cologne related contain the particular trend of female submission to attract men who wish to feel

For example, in a cologne advertisement for Calvin Klein a man is sitting in his car with sunglasses in comfortable apparel. The man in the advertisement is at ease in the convenience of his own car and is basking in the sun. Men have the need to stand out from other men and want to be seen as a strong, adventurous individual, and that is exactly what the Calvin Klein advertisement brings to the table (“How Marketers Should Appeal to Men”). Relaxing appeals to the men who want to live luxuriously since the man in the advertisement must have the money to be able to unwind in his vehicle. The advertisement illustrates that only men who are successful in life use this cologne. Moreover, it appeals to men who do not have a successful career in the business world, those men who only want to reach the top of the food chain of wealth. In addition, in a Giorgio Armani cologne advertisement both the man and female model are dressed in lavish attire with city lights shining behind them. Buying brand name items such as, Armani is associated with being prosperous in the business world. Brand name cologne can be bought at almost any department store, for example, Macy’s or Ross. When luxury goods can be bought by the general public it becomes an incentive for the middle class citizens who want to excel in life. For instance, if a middle class man sees the