Advertising is a means of communication between the consumer and seller, where the seller intends to persuade the consumer to purchase the product which is to be sold. It is used to increase the sales of a product produced by a company in large sales and is basically a marketing strategy, which attracts the attention of a particular product, company or service. Advertisements are a paid communication where the intention is to inform and influence the public through media channels and different communication approaches. They can be found in various forms: audio visual and print. With the constant focus of the public on digital media channels and the advancements of social media advertising is progressing rapidly. Along with the development of media, a vast number of channels are available for watching and hence advertisements are made according to the type of viewers for these channels. Similarly, advertisements in print form also cater to different kinds of audience and hence distinguished sales tactics are used to attract customers.
In terms of advertisements “Hugo Boss” and “j’adore” share similar goals for selling their product, and so the concept used by them is analogous. For instance, the advertisement of ‘Hugo Boss’ fragrance for the product ‘Nuit’ is persuading women to purchase it. It revolves around the theme of a glamorous life of the city. This leaves an immense impression on the audience because of the breath taking view of the city in the background of the advertisement. The lightings and glamour portrays the fascinating life of the city during the night time, which attracts many towards it as inside depths of the person where the wild feelings are hidden within the personality come into the forefront in the darkness.
The model shown in the advertisement appears to be very self-assured, yet her personality does not seem overshadowing due to her polite smiley face which depicts innocence. In the advertisement she is standing comfortably in a very relaxed posture showing her patience and ease, whereas, her dress portrays her wild side. The simple black dress, revealing her shoulders and arms, promotes sexiness and gives the idea that she is prepared to go out and enjoy, hence defying her naive smiley countenance. The serenity on her face shows that knows that she is sure that she will be well liked by all, men and women, by spraying the perfume on her.
Moreover her light smile seems realistic but the darkness in the eyes adds cheekiness of a woman who intends of being a flirt. She is wearing makeup which very much blends in with her complexion and night time apparel; however, as the advertisement is trying to lay influence on the perfume, the personality of the model is more important than wearing makeup. Her wavy blond hair falls on her bare shoulder portraying style and gives her a more sophisticated look. Overall, she shows conviction that the fragrance of the perfume will be captivating for all around her.
The saying on the advertisement, “THIS WILL BE YOUR NIGHT” seems exceedingly empowering because of the use of upper case the ad is trying to lay emphasis on the value of wearing the perfume. It provides the buyer with the idea that with the use of the perfume will empower her and hence that night the buyer will be the main focus of the event. Moreover, the advertisement shows the model and the perfume on the sides to show the connection between the happiness of the model with the perfume.
The unique thin, cylindrical black bottle portrays the darkness of the night and the transparent cover from where the spray nozzle is visible represents the shine of lights at night, and the gold strip symbolizes the glamour of the night life. Moreover, the use of upper case to write ‘BOSS’ shows that it is a upscale product that belongs to a well established company.
On the other hand, “J’adore Dior” advertisement has plenty of similarities with Hugo Boss advertisement. The model used is amazing and carries seriousness and stiffness on her face symbolizing the confidence she has in herself after wearing the perfume. Her gold dress symbolizes glitz and glamour, very similar to Hugo Boss’s advertisement; however it is not simple as the dress of the model in Hugo Boss ad. The sleek skin colored dress embossed with diamantes and the heavy jewelry worn by her gives the audience the idea that she is going to a high class party. The makeup of the model in Dior advertisement is more glazed and bold than the model of Hugo Boss, portraying style and class. Her hair unlike the model in Boss Nuir advertisement, is all styled away from her face so as to give her a classy look to suit the glamorous background.
The lighted gold colored background of the advertisement resembles with the gold color of the perfume both portraying the brightness of the sun. Additionally it also symbolizes attraction towards gold, which is also the color of the perfume.
The apostrophe used in the name “J’adore” lays emphasis on the possessiveness of the word “adore” by the alphabet “J”. Hence, describing that the perfume and its fragrance is adored by all. Moreover, in the word J’adore the alphabets are not written in a line rather are in a zig zag fashion, which also shows the uniqueness of the product.
Both commercial take place in different environments, Boss is picturized with the model who is in a room most probably of a building apartment because of the height she is at as per the background. On the other hand, the J’adore advertisement is pictured in a huge castle like house with high walls and ceiling shown in the advertisement, symbolizing richness. However, both ads show the models who use the perfumes are attractive and beautiful women.
The marketing strategies used by Boss Nuit and J’adore in the advertisements are very authentic and liable for a satisfactory target in the market. They have become the market leaders in the fashion market because of the focus on high end female and male trends. Both have developed a marketing approach which would help enhance business goals and aim at a variety of buyers and covers a range of products in their licensed fragrances. They not only use the print version of advertising but mainly focus on social media to target its consumers. The advertisement of Hugo Boss Nuit has been carefully designed to attract the attention of the consumers who live in the city or dream about it. On the other hand, J’adore Dior shows the glitz and glamour, specially the gold that helps a woman get noticed. Both advertisements, though pictured in two different areas, focus on different attitudes of women, and are still persuading them in their own ways.
“Gwyneth Paltrow Fronts Hugo Boss Nuit Pour Femme Fragrance Ad”. DIY fashion. 31st July 2012. Web. 14th November 2012.
“World Keeps Turning”. Print and Pattern. 10th November 2011. Web. 14th November 2012.