MEDIA ESSAY

4711 Eau de Cologne (print, 1920)

The first perfume advertisement  that I chose was a 1920s 4711 Eau de Cologne poster. The representation of

a formal, upper-class Christmas party with four main figures, three women and one man, creates a sense of traditional values and social harmony.

As the eldest women gazes in pleasure at the gift of the 4711 cologne bottle, the two women opposite her lean in and smile, sharing her satisfaction.

It seems to me a privileged world, even a touch smug, like the closed upper-class world Fitzgerald’s The Great Gatsby, in which the gilded few enjoy wealth and comfort, immune to the world’s ups and downs. The message is that 4711 is a luxurious cologne which will make you feel rich with both wealth and joy. The poster portrays a social Christmas party where women are laughing and talking. This shows that the perfume will bring people together in a social, fun way and that by having the bottle you have rised to a sense of social acceptancee. The style is very Art Deco and portrays a 1920's scene. The classy, art deco design advertises the perfume as being elegant and artistic.  Colours and highly detailed outfits are shown to make a very realistic and detailed environment. The women all appear very well dressed with a sophisticated and social appearance.

Hair bob young and trendy: 4711 crosses ages

The perfume also seems to be aimed at young, wealthy women. There are several young, luxuriously dressed women in the poster enjoying themselves. However, the perfume also appeals to an older generation as we see a much older woman at the party, happily examining the perfume bottle. This shows how the perfume may be worn by a wide range of age groups  and targets women in general. Also, very few men are actually in the poster and this shows how it is a woman’s perfume that is supposed to be bought for women.

The perfume also shows that it is not necessarily a perfume aimed at one particular person, more it is shown to be a perfume for all people, as the party and expressions of joy make the perfume appeal to family based people, old and young, upper class or those who want to feel luxurious and those who enjoy to socialize. It shows family values and that people will have a fun, social life with this perfume, almost as if it brings people together.

Finally, the posters text states "the one important gift this X-mas" implying that the perfume stands out from all other gifts and is the one thing that actually matters. The word "important" shows that the perfume makes all other gifts seem unimportant, it creates a sense that the woman must have this gift. This also uses a guilt factor because it would mean that if this gift is not given this Christmas, the woman would be very upset as it was the “one important gift”.

This advertisement is from 1970 and portrays a naked woman riding a horse on a beach. The woman is wearing nothing but a thin cape that is fluttering behind her in the wind. We see the perfume bottle underneath the picture of the woman with the words “Abandon yourself to Amazone”.

We see how this perfume is meant to show how the wearer will be open and free as represented by the horse. The cape that flutters in the wind creatively symbolises the spirit of the fragrance and how the woman is independent, not bogged down or stressed and can enjoy life as she pleases which gives people a great sense of enjoyment and a different representation of women. 

Another point is how the woman is all natural in that she is not wearing any clothes besides a fluttering, thin cape. This shows how the fragrance embodies the naturalistic, informal idea of women. This could appeal to women as it shows that they are note just wife’s meant to stay at home to cook and look after children. This message gives women a free spirited feeling and a sense of independence that they can do what they want and enjoy their own life. This message greatly appeals to women, especially in the 1970’s and could have been one of the main selling tactics. It shows woman in a much different light to what how they are usually portrayed: either as a stay-at-home wife with little independence or a glamorous, wealthy upper class woman.

The words below the picture say that the fragrance is “free spirited” showing how it is not necessarily a formal or evening associated fragrance and can be worn whenever the woman pleases and is not meant for buttoned-up occasions and shows the woman as being almost boyish in her actions which was very daring for that time.  The woman also seems spontaneous and free thinking.

Finally, we can see how the fragrance is not necessarily meant for any class group. While in the first fragrance advert we saw that the perfume was portraying wealthier, upper class women, whereas this woman appears to be not associated with any class system, upper or lower and suggests that it is meant for all women in general who want to have a “free spirited” life. While many fragrance perfumes, focus on clothes and looks for women, in this advert we can barely see the face or body of the woman, just the outline showing that looks and clothes don’t matter and that it is more about the spirit and enjoyment of life.

2

The 2012 "Gucci" perfume advertisement shows an elegant young lady, dressed in a glamorous, slim dress. The advert already grabs the viewer’s attention with the luxurious young woman. The advert shows her starring out at a lit up city as she rides in a glass lift. We see a reflection of herself in the window of the lift, she stares out looking confident as she is mesmerized by the sparkling lights of the city.

The woman in the advertisement is portrayed as being very independent and free from any control. She is seen in a luxurious, golden dress with sparkling shoes. This representation of women is a very modern portrayal and much different from the other two adverts as she is seen as being the one with the power and the glamour of a modern day look.

The representation of the woman is all about empowerment: she steps into a golden elevator which further highlights the luxuriousness of the fragrance by making not only the woman but all of her surroundings sophisticated and therefore alluring. While in the elevator, the woman stares out into a modern day city at night which is full of bright, golden light. The city represents the freedom and sensations that the perfume will give you. As the elevator moves up, the camera shows the woman as rising above the city, further showing her sense of power and confidence as a woman as if she is saying to the city: “Here I am, this is me, and with this fragrance, I can be who I want, I can look good, and I can be on top of the world.”

The representation of empowerment is then reinforced through images connoting independence as the scene then cuts to a sandy desert where the same woman is seen in a different dress which billows out with wind blown by a fan. Her sense of freedom comes from the act that she is clearly at home and at ease. The woman contrasts greatly with the sandy, arid and isolated desert as she is still seen in a elegant dress showing that you can go anywhere with the fragrance and still be glamorous, even in extreme locations such as deserts. The woman still looks strong and empowering as she stares directly into the camera and shows her confidence.