Advert analysis II

This advertisement is for the Giorgio Armani fragrance ‘armani code’ distributed on the web – note the ‘learn more’ hyperlink in the bottom right-hand corner and shape unconventional in magazines. It features a confident looking and smartly dressed young man in intimate contact with whom we assume is his lover. The woman has been seduced by the fragrance, following the trend of other perfume advertisements by morbidly exaggerating any effect it may have on attracting women. The formal attire and monochrome design place the scene in the past, and build upon the air of seduction in the image. The product is aimed predominantly at a male audience, representing the woman as some object of male desire ensnared by the product; this nauseatingly sexist portrayal of women is all too present in the fragrance business. The slogan, ‘the ultimate code of seduction’ leads the consumer to believe that they can meet those of the opposite sex by purchasing the product; 'ultimate' places it on the no.1 spot in possible attractive scents. Yet the depicted male’s attention is elsewhere, as if uninterested by his lover, once again presenting a held dear by clusters of idiotic men. The advertisement is presented in 100% monochrome, mirroring noir film's dark and mysterious flair. The male could almost be the typical hard-boiled character of cinemas' past. You are instantly attracted to the figures as familiar objects, with use of the rule of thirds. The direction of the male's attention is toward the logo and product, be it non diagetic. The chiaroscuro lighting furthers the mystery and stays loosely in the noir sector of advertising.

This Dior advertisement I found particularly eye-catching. On first glance you see a beautiful young lady studying herself in the mirror, possibly readying herself to go out. She has cosmetic products lined up for her use, so as to impress her partner - or even a stranger or acquaintance. Looking closer you see the grim visage of the human skull (or, if like myself you take more of an interest in the noir and macabre, you may have noticed the skull first). The placement of the skeletal face subtly into images is a niche art form dating back hundreds of years; the power of suggestion has a profound effect on the mind. The context of this may also hint to hallucination; the girl may be a femme fatale of sorts, luring the gullible man to his doom. Whether or not this perception of the advertisement is true, the title of the product is linked in an almost primal sense to death and illness, hence the skull. The positioning of the camera suggests the entering of the room, where the woman waits; for courtship, to seduce, to be spied upon, or simply running late for a show, her motives are in mature territory. The light eminates from the 'skull' and out into the black, attracting us only to the center. The logo is in eye-catching red, like the blood of a poisoned victim flowing through the body and spreading death. It is instantly noticable in the shadows of the stacking luggage.