MEDIA ESSAY SO FAR

A comparison of how women are represented in fragrance advertisements from the 1920’s, 1960s and 2010

For my comparison I chose adverts from the 1920s, 1960s and the 2010. From my analysis of the adverts I have noticed that the fragrance adverts for woman have progressively become more sexualised. Whilst the emphasis is still focussed on attracting men overtime the adverts have  become more about women being independent and in control. [The 1920’s advert suggests some independence and sexuality but the 2010 advert is much more overt about being sexual and independent.]   

 

Mystikum Parfum by The mystery of flowers 1920s

Mystikum Parfum invites the consumer to share the fantasy. It does this in many ways: one way is the woman in the advert who is portrayed as glamorous and desirable which not only attracts men but also women aspire to be like her or to women who want to just smell like flowers.

 The advert appeals to both men and woman as potentials purchasers. Men will find the seductive pose of the naked model  holding the flowers  very appealing. The advert is targeting men as purchasers by creating the suggestion that the wearer of the perfume will emulate the image the woman in the advert. The advert is suggesting that his girlfriend or wife  will become more attractive and seductive by wearing the perfume.

For women the advert is appealing to their sense of vanity. The description of the perfume entices the consumer because it claims that it will ‘heighten the elusive charm of woman’ meaning that they will become more attractive  to men if they wear the perfume.

It is also described as ‘Europe’s Premier Perfume’. This suggests that the  consumer is buying one of the very best perfumes available.  This again makes the consumer feel important and as though they are buying something special and exclusive as does the claim that you can only buy it at “Better stores”.

The woman in is depicted as very feminine and slightly fragile. The majority of the women of these times would not wish to appear strong or independent although this period in history was very important for the gradual progression of women’s rights. The advert would have been quite daring for its time as it shows a naked woman but simultaneously is appealing to middle to upper class women who would shop at the “better stores”.

The advert also works on a more simplistic level as the woman is holding flower petals which connotes natural beauty and reinforces the floral theme of the perfume. This means that the advert will also appeal to women who simply want to smell of flowers and for whom merely smelling good is an end in itself.

Fleurs de Rocaille by Caron 1960s

The woman featured in the advert is constructed as innocent and flirtatious. The woman is shown wearing white flowers in her hair and a white lacy dress. The colour white has connotations of purity and innocence and so it creates an innocent of the woman in the advert. Although the slogan ‘Lead him down the garden path and lock the gate behind’ conveys a different message. It represents the woman as flirtatious and seductive but still shown as pure and innocent. It creates a positive image of the woman and the perfume and it makes the consumer believe that if they buy and use the product they will be seductive but not promiscuous or un-classy.

The advert represents the woman as independent because she is the key person in the advert. She is shown in the centre of the image and the man who is in the background is out of focus. This presents the woman as the one who is in control of the relationship and that she is not dependent of the man. The man being out of focus in the image also creates mystery and fantasy.

Lady Million by Paco Rabanne 2010

In the advert the model is constructed as independent, as someone who gets what they want and is desirable. In the advert the woman is shown to get everything she wants at the click of her fingers. In the advert many expensive and desirable objects appear, such as shoes, vintage Porsche cars, beautiful clothes and any man she wants. To the consumer the idea of all the material goods and attractive men is appealing, the perfume comes across as elegant and glamorous and the woman is seen as a point of envy. The consumer desires to be liked and possess what the woman who is depicted in the advert has.

The advert is filmed entirely in black and white which creates a vintage feel. Another way in which it does this is the items included in the advert for example the vintage Porsche cars, the photographers’ cameras and some of the clothing the model in the advert wears. This contrasts with the modern dance music used in the advert and some of the modern clothing worn by the men and the woman.