A comparison of how women are represented in fragrance advertisements from the 1920’s, 1970’s and 2012

I chose a 1920’s advert, a 1970’s advert, and a 2010 advert.

Mavis, Vivaudou (1920, Print, French)

The representation of the woman in Mavis is very much a product of its time in that the whole advertisement is in Art Nouveau style: the sensual organic curves, the oriental costume and the theatrical setting.

Unlike both of the other fragrances that I am comparing, this one is a painting, as opposed to a real life photo. It is done in an exotic manor with lots of curves and free flowing shapes. The woman in this poster also seems to be floating away as she is lifted up by a man that is dancing with her. This, combined with the curves which are all over this advertisement, represents the woman in this poster as being free, calm, light and relaxed.

The woman is also constructed as being exotic and free, wearing exotic, flowing clothing, and exotic jewellery. The way in which she is floating away, and her exotic clothes and surroundings, constructs her as almost dream-like, and surreal. The shapes and colours also seem very organic, as if they are of oriental origin, which is also very exotic, and the orient is a place where few people would have travelled to in that era.

She is being lifted up by another man, which represents her as being so attractive that every man in the world will want to dance with her and lift her up into the air.

The tagline at the bottom of the poster is “Irresistible”, which then represents the woman as being just that. It is saying that if you wear this fragrance, you will become irresistible to everything else that can breath. She is pale, slim, and seems well kept, which is what most women aspired to be like in the 1920’s.

Charlie, Revlon (1970s print)

The representation of the face of Charlie is very different from that of Mavis: the woman is alone, which represents her independence, she is in movement and her eyes meet the audience’s confidently. Her hair is also down and flowing which represents her as young and free.  Instead of the studied, highly stylized and elegantly sophisticated.

The representation of a woman wearing traditionally masculine clothes clothing (Trousers, and a jacket) shows her confidence that she can be feminine without resorting to traditionally feminine clothes. Her outfit is smart-casual, which would be fit to wear to work. This is different to the advert from the 1920’s, when  women tended not to work as much, however in this advertisement, the model looks very ready to boldly stride into the office and work. She is wearing a fashionable and sophisticated outfit and her pose constructs her as being free, in control, and confident.

The tagline is “The gorgeous, sexy-young fragrance.” Unsurprisingly, this constructs the woman as being gorgeous, and young, and sexy.  This is in contrast with the advert from the 1920’s, when women were more reserved, and less sexualised. Her hair is down and flowing which represents her as being young and free. She is also smiling which suggests that she is happy and laid back about life.

The background consists of trees, in a fresh, open-air garden, suggesting that the woman herself is also fresh, and clear-headed and calm.

This advert differs from the first advert as this one is a real photo, as opposed to a painting.

Gucci, Gucci, 2012 (moving image)

As this is a moving image advertisement and it is impossible to put a moving image onto paper, is shall analyse this using three screenshots from the advertisement.

The first screenshot from this advert represents the model as being very rich, wealthy, and powerful. The advert uses celebrity endorsement by starring Blake Lively, a well known model, to help connote power and riches.  The colour of gold is highly present in the city lights, and also her dress and her hair. Gold connotes riches and power. The view from the window which she is looking out of is also spectacular and only very high class, successful people would be in a place with such a stunning view.

Her pose is also open which suggests availability and confidence, which again fits in with the theme of her success and riches.

This advertisment is more similar to the 1920’s advert than the 1970’s advert, as this one seems somewhat surreal and out of the ordinary, something that “normal” people would never be able to achieve, and only this powerful, successful beautiful woman is able to have such a nice apartment with such a nice view and such a nice dress.  

Similarly to the advertisement for Charlie, her hair is hanging down loose, which also connotes, freedom, youth, and openness.

In this still, the model, Blake Lively, is walking through the desert and towards a large fan, on a photo shoot as she is a model. She is constructed as being very successful once more, as low-key, barely known models are not usually flown out to the desert just for a photo shoot. She is also very sexualised with her dress flowing backwards behind her, revealing her legs. Again, her hair is down and flowing.

She is striding towards the fan with incredibly confident, powerful body language which tells us that she is confident with herself, and she is in a position of power, instead of being treated as an inferior woman as many women were in earlier times.

The area around her is empty and a vast area, suggesting that she is clear headed, calm and collected.