Pheromones and Markets
From the days of the primitive humans, scent has been the major factor in attracting a mate. The stronger a persons pheromones the more attractive they were. In modern times we tend to bathe more, there by washing away the pheromones. Some people have discovered that spritzing the body with scents can make up for the lack of pheromones. This has led to many different blends and the advent of pheromone enhanced perfumes and colognes. Marketers and manufacturers have found their niche by selling and advertising these pheromones in a bottle. Here is an analysis of two ads that are trying to sell these bottled pheromones, “Ralph Lauren” is aiming at the classy, elegant, romantic crowd; while “Curve” is seeking to sell to the vibrant, partying crowd.
The Curve ad is constantly reminding us of the products name. It is seen under the feet of the models, in the upper right hand corner and on the bottles down the in the lower right hand corner. What is most striking about the ad is that there are no background items, no colors except the models, the bottles and the word Curve under their feet, everything else is white or black on white. The stance and positioning of the models suggests a dance party. Everyone seems to be around the age of twenty. There is a blond guy wearing a short sleeved sweater with a long sleeved shirt underneath being hugged, looking rather surprised, by a black haired girl wearing a pink shirt and black Capri pants with white strips in the foreground. The middle ground has a brunet girl in a purple long sleeved shirt and pink pants looking back over her shoulder toward the couple in the fore ground. In the background just below and to the left of the “New Curve Crush” logo, is a couple that appears to be dancing back to back while holding hands, the guy is wearing a black and white jacket over a pink and dark purple striped shirt, black pants, sunglasses, and appears to have a pony tail. His dancing partner is a girl with long dark hair wearing a light purple shirt, black pants and heels. Beneath them all is the word “Curve” that gives further suggestion of motion, as you read it, it takes you from the foreground to the background and helps to provide depth. Overall the suggestion here is that the wearer may have a more fulfilling moment and achieve the affections of their crush. The moment will be more fun and attractive.
As with the “Curve” ad, the “Ralph Lauren” ad has its name, “RALPH LAUREN ROMANCE”, along the top of the page in all caps white lettering. Under that is a couple sharing a passion filled romantic moment. The back ground is blurred making the focus on the foreground’s romantic moment. The picture suggests that the season is summer because the woman is wearing a bikini top and white jeans, the guy is shirtless, also, wearing white jeans. Since we can not see below the waist it is safe to assume jeans or at least jean shorts. When you turn the page the ad is continued with a peel open flap to smell the fragrances. The picture is again in black and white showing the bottles with the words “RALPH LAUREN ROMANCE” in upper case black letters. The bottles have elegance to them. One is taller than the other. The tall one is black capped with the word romance printed on it. The shorter is capped in what would appear as silver or gold and again the word romance. On the bottom of the page is printed under each bottle “for men” and “for women” respectively. The whole add is done in black and white that gives a classy, elegant appearance. The ad is suggesting that by wearing this fragrance the wearer can achieve passionate romance via a classy and elegant scent.
In comparing these two ads it is clear that Curve is targeting the hip hop group while the Ralph Lauren ad is targeting the upper class group. Curve is all about motion the Ralph Lauren ad is all about quiet intimate moments. Curve achieves its goal by using the word curve as the floor and the positioning of the models; they appear to be dancing and having a gay old time. “Curve” is written in a long hand fashion and gives depth and a sense of motion. The dress of the models gives the air of a party, good times, and casual. This ad is saying, wear this and get ready for a good time. The Ralph Lauren ad uses no motion at all but goes into the depth of passion.
Ralph Lauren succeeds in attracting the attention of upper class viewers by its use of black and white photography. The way the black and white sets off the bottles, their shinny tops and the overall classy look of the ad, just says elegant, rich, wealthy. Here we also find that the black and white photography helps set the mood; it draws the viewer in and has a way of making the viewer feel what is going on. Add to the photography and the scene being depicted, the sent from peel open sample scent and you have a very enticing ad. When all is summed up, the ad is saying wear this and you will feel this way.
Given that both of these ads are trying to appeal to the romantic in their viewers falls back on the idea that scent is the oldest and among the strongest factors of attraction. An argument can be made that Ralph Lauren would probably sell better than Curve because you will remember it from the ad when you go into a store that sells it. Curve did not offer a sample of their scents so all the view has to go on are the words and pictures. Finally, these to ads show that neither product line can claim to better than the other, thus, they have to use appeal to gain viewers’ attention. Both do a great job at this. So, go out and sample away.
The Curve ad is constantly reminding us of the products name. It is seen under the feet of the models, in the upper right hand corner and on the bottles down the in the lower right hand corner. What is most striking about the ad is that there are no background items, no colors except the models, the bottles and the word Curve under their feet, everything else is white or black on white. The stance and positioning of the models suggests a dance party. Everyone seems to be around the age of twenty. There is a blond guy wearing a short sleeved sweater with a long sleeved shirt underneath being hugged, looking rather surprised, by a black haired girl wearing a pink shirt and black Capri pants with white strips in the foreground. The middle ground has a brunet girl in a purple long sleeved shirt and pink pants looking back over her shoulder toward the couple in the fore ground. In the background just below and to the left of the “New Curve Crush” logo, is a couple that appears to be dancing back to back while holding hands, the guy is wearing a black and white jacket over a pink and dark purple striped shirt, black pants, sunglasses, and appears to have a pony tail. His dancing partner is a girl with long dark hair wearing a light purple shirt, black pants and heels. Beneath them all is the word “Curve” that gives further suggestion of motion, as you read it, it takes you from the foreground to the background and helps to provide depth. Overall the suggestion here is that the wearer may have a more fulfilling moment and achieve the affections of their crush. The moment will be more fun and attractive.
As with the “Curve” ad, the “Ralph Lauren” ad has its name, “RALPH LAUREN ROMANCE”, along the top of the page in all caps white lettering. Under that is a couple sharing a passion filled romantic moment. The back ground is blurred making the focus on the foreground’s romantic moment. The picture suggests that the season is summer because the woman is wearing a bikini top and white jeans, the guy is shirtless, also, wearing white jeans. Since we can not see below the waist it is safe to assume jeans or at least jean shorts. When you turn the page the ad is continued with a peel open flap to smell the fragrances. The picture is again in black and white showing the bottles with the words “RALPH LAUREN ROMANCE” in upper case black letters. The bottles have elegance to them. One is taller than the other. The tall one is black capped with the word romance printed on it. The shorter is capped in what would appear as silver or gold and again the word romance. On the bottom of the page is printed under each bottle “for men” and “for women” respectively. The whole add is done in black and white that gives a classy, elegant appearance. The ad is suggesting that by wearing this fragrance the wearer can achieve passionate romance via a classy and elegant scent.
In comparing these two ads it is clear that Curve is targeting the hip hop group while the Ralph Lauren ad is targeting the upper class group. Curve is all about motion the Ralph Lauren ad is all about quiet intimate moments. Curve achieves its goal by using the word curve as the floor and the positioning of the models; they appear to be dancing and having a gay old time. “Curve” is written in a long hand fashion and gives depth and a sense of motion. The dress of the models gives the air of a party, good times, and casual. This ad is saying, wear this and get ready for a good time. The Ralph Lauren ad uses no motion at all but goes into the depth of passion.
Ralph Lauren succeeds in attracting the attention of upper class viewers by its use of black and white photography. The way the black and white sets off the bottles, their shinny tops and the overall classy look of the ad, just says elegant, rich, wealthy. Here we also find that the black and white photography helps set the mood; it draws the viewer in and has a way of making the viewer feel what is going on. Add to the photography and the scene being depicted, the sent from peel open sample scent and you have a very enticing ad. When all is summed up, the ad is saying wear this and you will feel this way.
Given that both of these ads are trying to appeal to the romantic in their viewers falls back on the idea that scent is the oldest and among the strongest factors of attraction. An argument can be made that Ralph Lauren would probably sell better than Curve because you will remember it from the ad when you go into a store that sells it. Curve did not offer a sample of their scents so all the view has to go on are the words and pictures. Finally, these to ads show that neither product line can claim to better than the other, thus, they have to use appeal to gain viewers’ attention. Both do a great job at this. So, go out and sample away.
posted by Luke at 1:17 PM
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