Advertising coursework


Denotation /connotation:

The way the model is standing?
The model is striking the pose. The model is standing in a particular way to show that he is confident with the perfume.

Their facial expression?
He looks serious and confident to show the audience that this is a serious product and not childish.

The location for the adverts?
Location is in a big city with hi-tech to show that the brand is rich. But for the other advert, it is in an unknown location, and is not important.

The storyline?
The model is dressed as a rich person in order to reinforce the product.

The Costume (or lack of!) on the models?
• Suit
• Shirt
He is wearing a suit which makes him look smart and the audience would think that if you buy HUGO BOSS it will make you look smarter.

Any props in the adverts?
The costume and the perfume.

The colours used?
The main colours used are:
• Black
• Dark blue
• White
• Dark purple (a bit in the background)
These colours are used a lot because they make the brand look good and to make the colours match the brand.

The name of the product?
The name of the product is called BOSS to make it sound as it is in charge and the best.

The slogan? Choice of language?
There is no slogan in the picture

The font used?
The font is big and bold. It makes it look great, good and catchy.




Camera Shot + angle?
The camera angles used are close up and medium shot. They used different camera angles because one of them focuses on his face and the perfume. The other one is focusing on his suit which makes him look smart and the perfume.



Target Audience Profile:


Who is this product mainly aimed at?
This product is mainly aimed at adults.

Gender / Age / Ethnicity
It is aimed at any men aged from 25-50, the background is British.


Jobs / Income
The job income is business

Social Class
Supervisory, clerical and junior managerial, administrative or professional.

Lifestyle choices (shops /restaurants / magazines / films etc.)
People who use HUGO BOSS probably go to posh and rich restaurants and go to famous shops to buy expensive stuff. They read the esquire magazine because it is for gentlemen. Their favourite programme would be BBC news.

Demographics (DINKYS, YUPPIES, CHAVS)
The people who use HUGO BOSS would be ‘YUPPIES’ because they are young and professional.

Maslow audience type: (Aspirer, succeeded, etc.)
• The Aspirer
• The Succeeded


Advert Appeal

Advertising appeal used:
The appeals used are Brand appeal, Emotional appeal, Personal appeal, Statics appeal and Snob appeal.

Advertising persuasion technique: snob appeal
This is special because to make a famous brand you have to make it sound better than others

Representation of Gender:


How are Men and Women shown in your advert campaign?
In this advert men are shown smart, intelligent and serious. You can see that by the way they are looking and how they are dressed. There are no women in the advert.

Body positions
The model in this advert is confident to show the audience that if you buy it, you will be smart and confident.

Facial Expressions
The models facial expression is serious to show that no one can mess with him if he has HUGO BOSS perfume.

Jobs or role in the adverts
The model is just there for the beauty and nothing else.

Who is control or position of power?
The model is in control because it makes him look more powerful with the perfume.

Is it stereotypical or unconventional?
It is similar to other brands because people are used see brands in the same way.



Goffman’s Theory
In advertisements, men are shown dominant and have superiority. Women are shown as sex subjects. Women are often just used as body parts rather than a whole human being. In my advert Goffman’s Theory does work because the model which is a man is shown smart and intelligent because he wears a suit whereas women are shown half naked.