Ad Analysis: Polo Red Cologne

Ad Analysis: Polo Red Cologne TV commercials are usually a complex and subtle form of advertisement. Advertising has grown immensely as an industry ever since the mass production of the television. The commercials we see on the television appeal to one’s wants more often than needs and have rather silly reasons why purchasing their product is worth the price they ask for. James B. Twitchell in his article What are we to advertisers states that Rosser Reeves, an advertiser, explained that he, “...used to hold up two quarters and claim his job was to make you believe they were different, and, more importantly, that one was better than the other”(178). In this paper I will discuss a TV commercial made by Ralph Lauren that advertises its cologne

As he walks around his loft we see just how fancy the place he lives in is and a couple of the expensive items he owns are such as his giant bed, nice suit, and lots of artwork on the walls. We get a grand view of the city in the late afternoon from above. As he’s walking around he’s getting dressed and ready to leave. Once he leaves the building, he starts walking down the street and a woman in a red dress turns a corner and walks his way. They exchange quick glances and right as they pass each other she puts a hand on his shoulder and they keep on walking. When his face appears on screen again they show that she has placed a kiss on his jaw, apparent by the red lipstick stain. She then smiles and walks away and then a bottle of cologne fades into the screen and an announcer says the line, “Polo Red. The new men’s fragrance by Ralph Lauren.” Note that the male actor never actually puts any cologne on, much less Polo Red cologne. There’s actually never even a bottle near him or visible. The way they capture one’s attention is the quasi-pop music that plays in the background combined with the bright lights and the camera

Richard Petty and colleagues define one part of the peripheral route as, “whether an advocated position or product is classically conditioned to basic but issue-irrelevant cues, such as food and pain, or is associated with secondary cues, such as pleasant pictures and attractive endorsers”(Petty et. al. 135). The reason it’s so obvious is because no one ever says a word and there is no sort of communication at all, it’s purely visual. There are attractive actors in attractive locations in attractive situations. I believe they chose this route because it would be difficult and far less impactful if they explained accurately how the product smells and what went into making it. They are also targeting the part of “Actualizers” that believe they lead lives like the ones portrayed. The signs it sends about the company are that their consumers are highly sophisticated people who have glamorous lives and are relatively wealthy. Another sign they send that relates more the consumer is that those who buy this product will be attractive to the opposite sex. Lastly the fact that they chose the peripheral route which requires far less thought to understand sends the signal that the product is so apparently great that it needs no explication, one is supposed to think, “It’s Ralph Lauren so it must be