Advert Analysis

Femme Boss Hugo Boss.

In 'Femme Boss Hugo Boss' the perfume gives the main feel of female independence, as the model is smartly dressed and is more open than 'Ghost Sweetheart.' It gives the wearer the feeling of power and control, as she looks defiant and as if she's about to speak (as her lips are parted slightly).
Also the writing is large, especially the word 'Boss' which again gives the sense of power and strength, however the word 'Femme' is bigger emphesising the fact that, yes she is boss and yes she is female and feminine.

The open space around her gives the wearer the feel that they are strong and independent but are approachable and still sexy and desirable. The brightness of the space this makes the wearer feel as though they are fresh and feminine. The colour scheme of the whole advert is very similar, its all very pale, which can be seen as a sign of weakness, therefore contradicts the main theme of the advert (power, strength). The model's blonde hair and white jacket all blend with the background, giving the sense of blending in with the background and not being very noticeable, again contradicting the main theme, however the dark purple of her top draws attention to her chest which demeans her, and gives the impression that she is only the boss, because of her assets.

With the feeling of becoming more sexy this is shown through what she is wearing (very low and loose) showing she feels sexy and confident enough to wear that, and by wearing the perfume your could become like this. There is the feeling of confidence and femininity as the bottle is girly pink which makes the wearer think they'll have a good balance of femininity and masculinity which will attract the opposite sex.
The femininity in the advert is shown to the audience but the softness and the soft curves and colours within the advert, in her hair (wavy,blonde),clothes (silk) and the roundness of the bottle, this helps the wearer feel feminine, sexy, seductive.
Her expression is inviting and seductive drawing the viewer in which seems to be mainly aimed at women, whereas in the 'Ghost Sweetheart' could be aimed at men and/or women. 'Femme' makes the audience think much more about female independence and makes the wearer think they will be successful and content by wearing this perfume.
The word 'Femme' being larger shows the female dominance over men (as 'Boss' is smaller) and bosses are normally seen as men. Men aren't involved int his advert, it is completely about women and the makes the wearer feel, when she wears this, that the attention and focus will be on her completely.


Ghost Sweetheart.

The advert for 'Ghost Sweetheart' perfume suggests to the audience that the perfume will make you seem more angelic and perfect towards the opposite sex and appear more feminine.
The use of feather boas as the background gives the feel of femininity as these were used in the 1920s (a very feminine time) and of gentleness and softness and in need of care,this plays to the mens need of feeling masculine and the womens feel of needing to be loved and protected. The way the model is intimately, almost seductively, gazing out of the poster entices men to feel like they need to protect their girlfriend/wife (as she has wrapped herself in her arms-protecting herself) and entices women to think they will become seductive and have intimate relationships. This advert suggests that it is aimed at young professionals, as it is a well known brand, and is a fairly well known branded name, it also suggests that it is aimed at either young singletons or young people in relationships as the women in the advert is young, and she has a protective stance and a seductive stare, which again plays on the men's feeling of masculinity and the women's feeling of becoming sexy and seductive towards the opposite sex.
The feather boas could also be linked to angels, as she looks very angelic (blonde hair, blue eyes), this gives the sense that you will become more desirable, heavenly, divine by wearing this perfume, using a model with blonde hair and blue eyes plays to everybody's (men and women) perception of perfection. The actual bottle of perfume blends in with the background, giving the sense that the change is so subtle (by wearing the perfume) that you may not notice it's there, but everyone else will, like how the audience can see the bottle on the advert, but the model is paying no attention.
The writing 'Ghost Sweetheart' seems to contradict (like in 'Femme') the main sense of the advert (needing to be protected, softness, gentleness) it gives the sense, although she wants to protected, she doesn't want to be over-powered, seen as weak, as the writing is very strong, bold and big. However the 'Sweetheart' part can be seen as delicate, almost a whisper as it is so small compared with 'Ghost' like you can't be forceful, but you can be firm, as the sweetheart is in obvious, strong letters like 'Ghost.'
The whole feeling of protection makes the perfume appeal to men and women, men being the protector and women the protected, although the perfume is a female perfume, men are involved as they can buy it for their girlfriend/wife and feel as though they are protecting her, and the women can feel protected, but also seductive and feminine.
However this advert could also give the sense of female independence (like 'Femme') as there is no man in the actual advert, and she has her arm wrapped around herself, showing she can protect herself and doesn't need anyone else, her look could almost be defiant, as though challenging anyone who says a woman can't look after herself, this gives the wearer a feeling of strength and independence.