The main differences in how the model is represented in the two adverts are the stereotypes and gender representation used to represent them. In the Paco Robanne: Lady Million advert the woman is represented under the Fashionista stereotype, she is therefore thought to have no intelligence and be a ditsy blonde. In the Sean Paul: I am King advert however; the male is represented as an intellectual, intelligent and classy male. In terms of gender the woman in represented as beautiful with an accepted size or physique. However, the male is represented as powerful, independent and sexually attractive. These differences are mainly present as one of the models is female and the other is male, so they would have to be represented in different ways.
2 Is there a difference in the target audience in terms of social class, lifestyle category or gender? If so, why do you think this is?
There is a difference in terms of target audience, but the difference is not exceptional. The social class of both of the products are fairly similar. The social class for the Lady Million fragrance is middle or upper class; this is as the woman appears wealthy and the advert looks very professional, hinting that the price of the product is probably quite high. The I am King fragrance is very similar, the social class of the audience is also going to be middle or upper class; this is as people that are unemployed or have a very low income cannot necessarily afford things that they want, only things that they need. Whereas people that are middle or upper class can afford to pay for things they need, but can also afford things they want. They enjoy treating and pampering themselves, they are not intimidated by anyone. Also people that want to appear as if they are wealthy use the product. The I am King and Lady Million fragrances are not things that you need to posses, yet people of the middle and upper class can. The lifestyle category of the target audience for both of the products is going to be; people who are mainly concerned about getting the most pleasure for themselves out of life and people who want to be accepted by those around them. The most immense difference between the target audiences for both the products is gender. The gender that the Lady Million fragrance is aimed at is women; this is obvious as a woman is advertising the product and the word Lady features in the name of the product. However, men can buy it for their wife’s or girlfriends. The I am King fragrance on the other hand is aimed at men. We know this as the word King features in the name of the product, and King’s are always men also a man is advertising the product. However women can buy the product, they would be buying it for their husbands or boyfriends though. So, there are some differences between the target audience for the ‘Lady Million’ fragrance and the ‘I am king’ fragrance, however they are only minor.
3 If they have used different persuasive techniques why do you think that is?
Both of the adverts use similar persuasive techniques. The advert for the ‘Lady Million’ fragrance and the ‘I am king’ fragrance both use three main persuasive techniques. The first one of these techniques is sex sells; this has been used as it is most persuasive technique that is used in advertising. Women and men will both buy the products thinking that it will make them more sexually attractive to the opposite sex. The second one is the usage of a good looking model; people think that using this product will make them look more like the model. The third and final persuasive technique used is anchorage; there is a caption for both adverts that link to the text. The one used for the ‘Lady Million’ fragrance is ‘The new fragrance’ and the one used for the ‘I am King’ fragrance is ‘A new fragrance for men by Sean John’. Neither of the captions used are actually persuasive, but they do relate to the product.
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