Tommy Hilfiger Fragrance Advertisement

Tommy Hilfiger Fragrance Advertisement

The two adverts for Tommy Hilfiger fragrances use the same ideas

about the culture of American youth and portray a lifestyle that is

intended to be desired by the audience. At a glance you notice the

similarities between the adverts as the layouts are practically

identical, despite being produced five years apart. The code of

convention for this type of advertisement places the product in the

bottom right hand corner, the name, using the identical font, is

immediately to its left almost level with the bottom of the bottle.

The logo, using the same colors as the American flag, is placed above

the products name. The caption is placed along the bottom of the

frame.

Both adverts show a group of six young attractive Americans posing

together in a relaxed manner, which gives the impression that they are

close friends. Most are smiling, displaying their bright white and

perfectly straight teeth. There is no one, in either of the adverts,

who doesn't look happy and confident. All are self assured and well

off. It is a medium long shot, with the background just out of focus.

Are attention is held by the figures smiling at us.

The main focal point in both adverts is intended to be the bottle of

fragrance, however, as we read from the top left corner to the right,

our eyes are initially drawn to the American flag. This signifies

national pride and stability of the state. The house in the later

advertisement signifies middle class wealth and security. The

connotation of dependability is linked to the fragrance; we can depend

on Tommy for quality and class.

In the earlier advert, the denim worn...

... middle of paper ...

...you'll become like these people:

successful, stylish, carefree, confident and have lots of friends.

This is the reward for buying Tommy. The advertiser is using the

consumers' feelings of inadequacy and jealously to sell the product.

Both these advertisements reflect the social fantasies of American

youth. In the earlier advertisement we see that sport, outdoors and

attracting women were the main objectives. The diverse and individual

styles are there to appeal to a range of young male consumers. In the

later advert we can see that the social fantasies have changed, the

emphasis is now on becoming financially successful and wearing clothes

and sporting designer hair cuts to reflect this success. By using

Tommy the consumer is invited to be either 'one of the lads' or more

prosperous and sophisticated member of society.