Only the brave advert and an example of my own.

Within this advert we see men as very muscular, sporty and typically masculine. This is highlighted in the title as it’s called only the brave meaning only brave men can use this perfume or if you use this perfume you become a brave man because that’s what men are supposed to be according to stereotypes.

The low key lighting throughout the whole advert makes the men seem very dangerous and brave and the little amount of light is focused on their bodies, enhancing their physically fit physique and the dark colour pallet contrasts with their white t-shirts making them stand out more and wanting someone (the audience) the look at them so this in a way is objectifying them as something that is desired by women typically which means they will buy this perfume for their boyfriend because they want him to have this body that these men have in the advert or men will buy it for themselves as they desire to be as brave and athletic and fit as the men in these adverts.

The voice over in this advert is a woman and she is saying things such as ‘are you ready’ which could be testing a man’s masculinity and men will hear this woman and think yes I’m brave yes I’m a man and go and buy this perfume to feel powerful.

Men can also be represented as feminine and not just masculine, this is becoming more common now as people are learning to accept others. For example James Charles is the first male cover girl ever, this breaks the stereotypes as its cover girl, emphasis on the girl. Stereo typically men aren’t supposed to be girly or wear makeup or do anything that could be slightly feminine as it doesn’t fit under the stereotypes the media has set today. But in this cover girl magazine they placed a man at the front cover a man in makeup and they lighting is very high key to show that it’s okay to be feminine and be a man they also didn’t change the title or anything to show it’s also okay to be a cover girl as today gender means nothing.

Cover girl has used a white background a white links with youth and new, this shows that the young men of today are breaking the stereotypes it also makes James Charles stand out from the background as there are no distraction so we are only looking at him also it only shows his face and not his body so it’s not objectifying him and its just respecting him as the makeup artist he is and showing anyone can wear makeup no matter what their body looks like it’s not about body its about you and what you do.

 

 

 

Jimmy Choo advert and an example of my own.

The music in the advert starts when she sprays the perfume and the song is very upbeat and the lyrics are “you can get me if you want it” or something along those line so they could be talking about the perfume or the woman, I they are talking about the woman then it’s very objectifying but typical for the media and if they are talking about the perfume they are selling it potentially.

The camera in this Is a prime example of the male gaze as it uses fragmentation which is close ups of the body, also lots of spotlight when she is walking down the carpet past all of the cameras which gives her a element of power but also objectifying her as an object with spotlight and cameras and its constantly tracking the woman in slow motion and its made from the point of view assumed to be male.

But not all of this advert is representing women under the stereotypes, this advert actually is quite empowering to women.

The colour pallet is very empowering as there is a lot of gold tones and gold is usually related with expensive items and rich business people , so this makes the women watching the advert feel that if they buy this perfume they are going to feel just as powerful and expensive as this woman as the woman’s body language is very free and empowering too and the fact that she picks up a pair of jimmy Choo shoes at the start not only sells the perfume for making women feel powerful but sells the whole brand jimmy Choo for making women feel powerful as she walks proudly in her jimmy Choo shoes.

The lighting is very high key at the start but when she sprays the perfume and puts the shoes on she walks in to a more low key lit area which could imply walking in to a new feeling when wearing jimmy Choo or that jimmy Choo makes women brave and mysterious, this is unusual for a woman’s perfume advert as they are usually very high key lighting as its typically more feminine and dainty as the perfumes smell fresh and like flowers.

Women are not always shown as to be as powerful as in the jimmy Choo advert, for example this Clorox bleach advert completely ruins an iconic poster about powerful women, in the image Rosie the riveter who is known as the we can do it woman from the world war two poster which urged women to go and work and be as strong if not stronger than men but Clorox has added red nail varnish and a wedding ring to her making her a house wife and a typical female.

Women are always used to advertise cleaning products even today as they are stereotypically supposed to be at home not working just cleaning and looking after the kids and cooking while men are at work which the original Rosie the riveter poster discouraged but the Clorox bleach company are completely turning the original message backwards on its self and encouraging women to clean everything and that Clorox will give them ‘the power to clean everything.