Comparison Essay

Compare and contrast the iconography in two advertisements for the same product that are targeted at different markets.

Advertising is the most important cultural industry in this day and age. As main shapers of ideology, critics point that beauty advertisements are particularly powerful yet damaging as it is one of the main media channels that has the power to depict ‘ideal’ beauty (Engus et al., 1994 cited in Sheehan 2014: 97). This essay will compare and contrast two advertisements for the same product made for different markets – Miss Dior Cherie by Dior and The Scent by Hugo Boss (see fig 1 and 2) - and focusing on the differences between the people, poses and objects that these ads portray. This argument then will be supported by Semiotics

The Miss Dior ad shows that this is true. The involvement of a celebrity – Natalie Portman would first attract the audience’s attentions. This medium shot of Portman allows the audience to clearly see her face and it shows that she is wearing little to no make up with her hair untied. This connotes effortless beauty as she looks naturally beautiful and implies a myth that natural beauty comes with purchasing the particular perfume. Portman appears to not be wearing any clothing thus relates to the common occurrence that women are often sexualized in the beauty advertisements. This correlates with Laura Mulvey’s male gaze theory. Mulvey states that women in the media are linked with desire and their sexualized appearance alone would trigger a pleasing impact (Mulvey 2009). Depicting Portman in a sexualized way further shows an instance which complies to the saying that “sex sells” as this portrayal would be ‘pleasing’ to the

In The Scent’s ad, James is looking and facing directly at the audience. This establishes a sense of engagement thus increasing the connection to the viewers and exhibits confidence within the male character. He is also placed in front of the female model who is leaned into him with her eyes shut and lips slightly parted. Her being positioned that way is a symbolic sign of sensuality and further indicates that she is lusting over him. This pose stimulates a myth that if a man owns the cologne, ladies will be sexually interested in him thus seeming more confident. With this achieved, males would be more keen in purchasing said