B321analyticalassignment; a comparison of the representation of  women and men in fragrance advertisment from the 1920's, 1960's and2012.
I have chosen to compare three different advertisments that cover a rande of representatins; 'Vivaudou's Mavis (print 1920's)', 'GiGi Perfume Advert, Lulu


Vivaudou's Mavis (print, 1920)
The central representation in this advertisement is of a woman who appears to be in a close embrace with a vision of herself in a mirror.  She is kissing herself and pressing up close against the mirror. She is in a long, beautiful, purple velvet gown and is expressing herself as irresistible (the tag line says) because she could attract any man, wearing this perfume and she is imagining the event.
  There could be two ideas of what the message is. First of all it could be that the woman is so in love with her own beauty that she cannot get away from herself. Her hands seem to be clasping the mirror which shows she never wants to stop looking at her own beauty. The second idea this print could be about is that she is rehearsing her night of all the men admiring her and how she is going to seduce the men. She is showing that all men will swoop at her feet and will in an instant be under her spell.

She is in a long velvet gown showing her wealth and is dressed in sumptuously expensive, extravagant and theatrical clothing, suggesting wealth and social success.  The dress is also backless which shows a lot of skin; this represents her as a sex object and is very appealing for men. The woman offers an aspirational model of affluence and romance. Due to how wealthy the women looks, the brand offers a life style beyond the average buyer but one that the target audience aspires to live: the world of haute couture, evening soirees and wealthy lovers.

The representation of the woman is also made through the way the colour is used. The colours in this print are very high key and highly saturated. It is very extensive as it glows yet suggests the darkness and privacy of her private boudoir. The colour repeats and intensifies with her lipstick and the brand colours of the product packaging. The background is red which is a colour that connotes passion. Passion is also shown through the woman's rather frienzed posture and her fantasy rehearsal of a romantic embrace. The colour red is rich, it is the colour of sexuality and can stimulate deeper and more intimate passions in us, such as love and sex. This relates to how the woman is rehearsing her night of the men's desire towards her. It also relates to physical desire by sex, appetite and cravings.

In comparison to my other fragrances; this advertisement is similar to Girlfriend as it conveys the ways in which women will be admired by wearing a perfume. However, the perfumes are different because Girlfriend is very futuristic and is a moving image so it shows various ways Justin Bieber attracts the girl. In this print ad, it can only show one image of the woman so it has showed all the ways in how men will feel about her, just in one picture. It is different to GiGi as GiGi perfume is about wearing a perfume for yourself as by doing so will put you in a great mood.