Induction Paragraph:
The representation of women through the use of perfume adverts can vary dependent on the audience of the advert. By looking at various theories that support this such as Laura Mulvey 'The Male Gaze' i will be researching this. The two adverts that i have chosen to look at both represent women in different ways, Tom Ford representing women as sexualised, exploited objects and Chanel No5 representing women as passionate and have the desire to be loved. The Tom Ford advertisement particularly focuses on women's body parts as there are many close up shots. This portrays that the audience should therefore identify her as a sex object, as she is being exposed. This particular advert uses sex to draw attention and desire to want to buy the product as the audience may actively believe that conforming to these actions and buying this product will attract the attention of males. However, the Chanel No5 advert addresses the idea that women are emotional yet glamorous as there are many shots of the woman in a pink expensive dress running away from the paparazzi. This advert focuses more on a woman's desire to be loved and to be looked after by the male, therefore focusing the advert around love and using the topic of love to sell the product to the audience. Both of these adverts are being used to the target audiences advantage to try and get the desired audience to buy the product. The theories that i will be using to support my research is Laura Mulvey 'The Male Gaze' and Gender Stereotypes. I will also be applying the hypodermic model while exploring this topic.
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