Final Draft

Radhames Guzman
English 101.0800
Miss B
October 8, 2010

Essay 1
Advertisement Analysis


Advertisements are displayed almost everywhere we go and everywhere we look. The purpose of these advertisements is to convince us to either buy the goods, products and/or services they're advertising. The ads are designed in such a way that when you think about it, it’s much more than what they want you to see. Most of the time, ads have a hidden message behind their product and more specifically ads that show what it says about men and the type of masculinity they promote. In an ad posted by Macy’s, Beckham Signature Story "Him and Her" fragrance promotes hegemonic masculinity through physical appearances from the man and woman, the reaction of the woman towards the man, and the man’s reaction towards the woman.

The ad is very interesting due to the fact that what it’s promoting is a “His and Her” fragrance but shows a lot of masculinity. The physical appearance of the man shows strength, which is the character trait in which people views a man's over a woman's. The man is wearing a blazer with a white collared shirt, opened, and no tie. The attraction of this promotes masculinity. The fragrance adds to his attraction and his physical appearance backs him up on it. The blazer with the white collared shirt shows he is a man with class and he knows what he’s doing in a situation dealing with women. The clean cut with light facial hair shows his hygiene. It makes him look older but young at the same time. Men who are fully bearded are generally perceived to be more masculine in appearance. The fact that he had some, suggested the masculinity but since it was not full, the man still had a sense of youth and makes him attractive to the woman which is a plus because it further enhances his manliness.

Another good aspect in this ad that shows masculinity is the way the woman is reacting toward the man. The woman’s face is expressed in a way where she’s having some sort of sexual dream. Having her eyes closed and her lips puckered, it seems she’s in complete thought with the man as if she was under some magical spell from the fragrance. The ad suggests that women play a role in determining what is attractive as it pertains to masculinity. It shows the woman as she reacts to the man’s attraction factors, which include looks and smell. The man having the physical appearance and now with the sense of smell attract the woman more to him almost as if it was an equation of 1+1=2. In other words, having this enhancement makes it feel integrated which brings to the next point of being in control.

The last aspect is how the man in the ad is holding the woman in it. Both the man and woman appear to be standing and leaning against the wall. The woman’s posture seems to be reacting toward the man holding her waist and pulling her close to him. The man has a slight lean toward the woman as if he’s going to kiss her but with a firm look upon his face. This shows dominance, control, and power from within. The fact that he’s looking at her and only her instead of looking at the camera shows the faithfulness, authority, and supremacy from his personality. He’s not saying “Look at me, you know you want this”, at other people. Better yet, “She’s mine, and because I’m wearing this fragrance it’s enhancing my factors.”

While taking into consideration of the supporting points, it just shows that ads posted all around us don’t really mean it’s just about the product their advertising. Masculine imagery is important as well as reaction towards opposite sexes as viewed by society. A much deeper meaning, to which not all can see by just looking at an advertisement kind of makes you want to take a second look on things in life as well.

Works Cited
Bechham Signature Story Fragrance Ad. Allure. (2009):N.P. Print.