Advertising and Marketing
How do the representations in Figure 1 position the audience to desire the Patek Phillipe watch?
There are multiple ways as to how Patek Phillipe makes the audience desire their watch their watch, but the most prominent way is the use of portraying of success and how they're linking that success with the watch, e.g. the idea of owning a boat has always been linked to success, Patek Phillipe used this idea and linked it to their watch promoting the idea that this watch will make their customers successful; along with this the man in the advertisement very accurately addresses the age demographic they are trying to advertise to by using a middle aged man dressed formally to advertise the watch, the two figures in the advertisement are also in an exotic location, something else also connected with success.
How are representations of masculinity shaped by cultural
and historical contexts? Your answers should refer to the Patek Phillipe advert (Figure 1 – published 2014) and your Close Study Product, the Score hair cream advert (Figure 2 – published 1967).
Previously in the score hair cream advertisement represented the ideal image of success by showing the male figure being higher than the women, this makes the women seem submissive. This representation was openly promoted due to the fact that this was a popular and normalised ideology of society in 1967, slowly although the representation of women and successes slowly changed. While masculinity was seen as being relatively abusive to women, the idea of masculinity changed to independence, and this ideology is presented in the more modern day Patek Phillipe advertisement that shows this through different ways, the advertisement shows both financial and personal independence through the boat the figures are on, and the exotic location they are currently in.
There are multiple ways as to how Patek Phillipe makes the audience desire their watch their watch, but the most prominent way is the use of portraying of success and how they're linking that success with the watch, e.g. the idea of owning a boat has always been linked to success, Patek Phillipe used this idea and linked it to their watch promoting the idea that this watch will make their customers successful; along with this the man in the advertisement very accurately addresses the age demographic they are trying to advertise to by using a middle aged man dressed formally to advertise the watch, the two figures in the advertisement are also in an exotic location, something else also connected with success.
How are representations of masculinity shaped by cultural
and historical contexts? Your answers should refer to the Patek Phillipe advert (Figure 1 – published 2014) and your Close Study Product, the Score hair cream advert (Figure 2 – published 1967).
Previously in the score hair cream advertisement represented the ideal image of success by showing the male figure being higher than the women, this makes the women seem submissive. This representation was openly promoted due to the fact that this was a popular and normalised ideology of society in 1967, slowly although the representation of women and successes slowly changed. While masculinity was seen as being relatively abusive to women, the idea of masculinity changed to independence, and this ideology is presented in the more modern day Patek Phillipe advertisement that shows this through different ways, the advertisement shows both financial and personal independence through the boat the figures are on, and the exotic location they are currently in.
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