While flipping through Rolling Stone #1172-1173
(12/20/12-1/03/13) I came across these 4 cologne advertisements, the only 4 in
the entire issue.
Immediately I noticed
all 4 ads employing the “snob-appeal” approach (Campbell, Pg. 360). Each ad
shows a handsome, well-dressed man staring into the reader, with the classily
packed bottle of cologne layered next to them. . It is almost funny how all 4
of these ads, in one issue of a magazine, are all almost exactly the same.
What is this saying? Well-dressed, handsome
people use these products, and that by using this product, you too could be
just like the man in the advertisement.
Clearly an attempt to associate cologne with
high culture and that even YOU could have a chance at the good life by using
the cologne.
What isn’t being represented in these 4 ads though? All 6
models in all 4 ads are white.
Campbell, Richard, Christopher R. Martin, and Bettina Fabos.
"Conventional Persuasive Strategies." Media & Culture: An
Introduction to Mass Communication. Boston: Bedford/St. Martin's, 2011. 360.
Print.
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