Then and Now: Fragrance Ads

Marketing to men vs. women has been narrowed down to a science. To get a message to a man, the ad must be simple, exude the product's functionality and practicality, and reflect a potential boost to his ego. To sell something to a woman, it may be harder because they pay attention to detail and price. Women also look for "an emotional, tactile experience when they shop, according to Juniper Park, an ad agency in Toronto." (Chron) 

Comparing these advertisements for fragrance from the 1950s to the present day:

This ad, marketing aftershave, shows a dapper gentlemen looking young and fresh just as the product claims to do. "Keep that young, healthy look!" 

This ad showcases the new Marc Jacobs "BANG" cologne. He didn't need as many words.

This vintage Chanel No 5 advertisement is showing that the woman who wears the perfume is beautiful, elegant, and clearly desired. (and alive)

This ad for Gucci Guilty perfume shows another woman being desired. She exudes power, beauty, and lust. 

Because women shop for products and the emotional experience that comes along with shopping, the cosmetic and fragrance market thrive with advertisements that promote women as strong, sexual people. 

What's interesting to note about the advertisements selling products to women is that both men and women are present in the ad, yet only the woman is making eye contact with the camera. Both ads show that the men are clearly focused on the woman, presumably because she is wearing that intoxicating perfume. This could show that the woman has power over the men, and if you were to wear "____" perfume, you could obtain power over the men in your life as well. 

Because men are often showcased as muscle-head buffoons or geeky nerds in most commercial advertisements, its important for print advertisers to get their message across quickly and efficiently. This can mean the decrease of words (men don't have time to read a paragraph on how this aftershave will make you look good) but they can clearly see that this cologne will make him smell good (so good he won't need clothes.)

A Mercedes for Joe

This past weekend during the Superbowl, there was an influx of new commercials that grabbed the attention of many different audiences. One of my favorites was done by Mercedes. In less than two minutes, you see a young adult man who could be described as an "average joe" about to sign his soul to the devil in order to have this new car and "all the things that come with it." While he ponders this life changing decision, you see his thought process of the benefits of having a new Mercedes.



He acquires celebrity status and walks the red carpet, dances with Usher in a popular night club, gets chased by a mob of girls and then finishes his day with a quick race around the track. Quite the life, yes? Who decided that having a Mercedes will lead to such a lavish lifestyle?

The advertising team for Mercedes wants the viewer to believe that having their new car will create a higher standard of living for the individual who purchases and drives it. In the 1940's when people were much more frugal with their money (because of the memory of the depression) they would not even glance in the direction of a Mercedes dealership. With today's economic status being dangerously close to those times, it is a shock that luxury car brands are even still in business.

Its been scripted since the birth of luxury cars for men to want them. Your car reflects who you are in a society of sports cars, trucks, and mini vans. Having a nice car will get you respect, love, and a higher quality of life, or so Mercedes wants you to believe. (In reality, you won't be able to afford your rent because your car insurance/payment is through the roof.)  How could this commercial have been different if the potential customer was played by a woman?

At the end of the commercial, Average Joe and the viewer are exposed to the price: just a hair short of $30,000. The commercial leads you to believe that this is a great bargain to have Mercedes quality, and the idea that this lifestyle will soon be obtainable for the Average Joe. The young man decides against selling his soul because of this "low price." In 2012 it was reported that the average student loan debt was $27,000. You do the math on that one.

None the less, the commercial had comical value and did its job... On the Monday following the game, the CLA was the most researched vehicle on Edmunds.com. (America's Little Mercedes)