Guccu by Gucci commercial from 2008
The difference between male and female is evident in these commercials. The man is first and foremost solo principal player in the advertising, which means that all the focus ends up on him and his face, as is well known to most (James Franco). The commercial for men is black and white and in the commercial for women is in warm colorful tones. The advertisement for the women perfume has its focus more on the three women's bodies, they become objects without identity even though they probably in some circles are recognized as models.
The women are used for pleasure purposes, spirit, just smart and sexy to look at and teased by, while he has both the look and personality.
The women appear in comparison to the man who very naive, as if they don’t really know what they're doing. The man knows his job and it’s to promote a product, while the women are perceived as irresponsible and confused, making the man's role as he is better than the women, more seriously.
The man perceived to have a goal, he's going somewhere - he'll show us the perfume and make us buy it, he is active in his role. The women are also active, but in a different way, in that they are dancing. They felt to still be passive because they act without any goal or meaning.
Today, however, both men and women look good in commercials, but in different ways. For women it’s more about using the skin, their bodies, makeup and flowing hair, while men can be attractive just by showing their faces.
The women appear in comparison to the man who very naive, as if they don’t really know what they're doing. The man knows his job and it’s to promote a product, while the women are perceived as irresponsible and confused, making the man's role as he is better than the women, more seriously.
The man perceived to have a goal, he's going somewhere - he'll show us the perfume and make us buy it, he is active in his role. The women are also active, but in a different way, in that they are dancing. They felt to still be passive because they act without any goal or meaning.
Today, however, both men and women look good in commercials, but in different ways. For women it’s more about using the skin, their bodies, makeup and flowing hair, while men can be attractive just by showing their faces.
The music they have chosen to use in advertising are helping to fuel the myths about male and female. Blondie's "Heart of Glass" is about a woman being deceived by a man. She thinks he loves her but it turns out to be untrue and the woman realizes that she has a "Heart of Glass". She sings: "I was losing my mind" and "But I was so blind" - she let herself be seen as stupid and naive, something I also felt that the women in the commercials did.
In the male ad we hear the song "Slave to Love", which is sung rather than the same sentences as those which the man says in the advertising, something that really reinforces its message. The song is sung from a male perspective, and the man appears to be the determinant of the relationship with the woman he sings about, as opposed to the confused, unhappy dear woman of Blondie’s song.
The advertisements I have chosen to look at is very representative of this type of product. You can clearly see which one is the male advertising and which one is the female, based on such simple things as colors, clothing and the environment in which it takes place in. The women are often very tweaked to look and show much skin, because they are items that are intended to be viewed.
In the male ad we hear the song "Slave to Love", which is sung rather than the same sentences as those which the man says in the advertising, something that really reinforces its message. The song is sung from a male perspective, and the man appears to be the determinant of the relationship with the woman he sings about, as opposed to the confused, unhappy dear woman of Blondie’s song.
The advertisements I have chosen to look at is very representative of this type of product. You can clearly see which one is the male advertising and which one is the female, based on such simple things as colors, clothing and the environment in which it takes place in. The women are often very tweaked to look and show much skin, because they are items that are intended to be viewed.
Gucci as a brand is seen as a luxury brand and it’s obvious in these commercials but in two different ways. I don’t mean that the commercials are bad, it’s just interesting to see how Gucci makes a different between men and women. And even if I sometimes thinks it's absurd with these kinds of commercial I buy the product anyway, because this is how it's works. And of course it’s not only Gucci who works like this.
Ellen Linder
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