B231 Comparative Assignment, Claremont Fan Court School

A Comparison of how women are represented in fragrance advertisement from 1960s, 1980s and 2010s. 

In this essay I have chosen to compare three advertisements that span five decades:

Heaven Sent (print 1967), Givenchy: Ysatis (print 1987) and Dolce Rosa (moving image 2013).

 In each advertisement women are represented differently, the first one I did research one proved to show the innocence that was forced into women in a time where sexuality was being explored in comparison to the moving image which represents a women who is powerful and determined to pursue her efforts to preserve her heritage.

Heaven Sent (1967, print)

In this advertisement, the woman represented is young and beautiful. This is seen in her clothing choice and smooth skin. She has a partner with her, which suggests she isn’t entirely independent, it also suggests that they are a couple who are madly in love. The actions of love are seen by the way her companion is holding her and smiling at her as if she is the only possession in the world. The images in this advert also convey the couple as being really a really happy one and one who enjoy having a good time with one another. These interpretations all convey a message of freshness and innocence.

This advert suggests that the couple are very playful and very in love with one another. They portray an image to the youth that young love is pure and heavenly yet playful. Unlike the Ysatis Givenchy ad which portrays the image of a women waiting on her husband in a skin tight outfit. That image portrays the couple as being in a tight spot in their relationship. It conveys the image of a mature couple.

The 1960s were the renaissance for sex and exploring sexuality.  This means that older generation were probably trying to keep the youth from doing what society was exploring making them pull in ideas of innocence and purity in a time where youth is questioning whether or not it is worth it to be with one person or have explore what options are out there. This advert represents that idea and it probably was used to demonstrate to youth of the 60s of what pure love is. The advert gives me the message of if you put this on the man your with will never want to let you go. He will be engulfed by your heavenly scent.

The slogan for the advert says “a little bit naughty but heavenly.” This suggests to its target audience that the scent of the bottle is sweet, fresh and innocent yet has an element of raunchiness to it. The target audience for this advert is the youth, mainly young women between the ages of 15-25 who are pursuing a relationship with a man. Most importantly one that looks like the man in the advert. He is portrayed as handsome, wealthy, fashionable and most probably intelligent.  The naughty bit of the slogan, I guess is left up to the consumer to suggest what naughtiness is.

In order to understand the advertisement you need to understand the history of the creation of the bottle the bottle was first introduced in 1941. This was during war, so the image of it in those times was to suggest that the scent could be used to lure your man back home after he has seen exotic women during his time at war. The 1967 advert however doesn’t suggest that in fact it does the opposite, as war is not in the mind-set of people in those times it is inevitable to change your image to suit what the future generation would like.