A comparison of how women are represented in fragrance advertisements
from 1920, 1970 and 2014
In my comparative assignment I
have chosen three advertisements with contrasting representations. I will be
using Mavis (print 1920) Charlie Revlon (print 1970) and J’adore Dior (2014)
Mavis Vivaudou (print, 1920)
This advertisement is in art
nouveau style, the strong curves and sensual theatrical setting being very much
a product of a time when France was in love with this style so it is a perfect
representation of the new Mavis woman.
Art nouveau is a huge part in this advert, we can see this style through the
rich curves and beautiful women in the main focus. As this was very popular in
the upper classes it draws attention strait away.
This advert is unlike the others I am comparing as it is a
painting as opposed to an image. This shows a stylised quality as the women
comes off as more of an idea or phantom than a real person. The fact she is
with a man embodies the idea that this perfume is romantic and theatrical, the
theatrical qualities shine through with her balletic body positioning. The fact
that the couple are in costume suggests they have been invited to a mascaraed
ball. The fact the couple can afford expensive evening costuming intensified
their wealth. This was incredibly rare at that time, Mavis uses this advert as an aspiration for women. Her partner is
in a Pierrot costume, from a famous
show at the time commedia dell'arte. All of this proving their huge wealth
which was almost impossible to achieve for most women.
There is a sense of oriental Asian inspired patterns in the
painting with the navy blue sky and the contrasting glowing yellow lantern.
This with the free flowing curves exudes beauty. The woman represented seems
like a dancer with her delicate features. Her partner lifts her up by the waist
emphasizing its tininess.
The woman seems wealthy with her exotic oversize dress and jewellery
in particular her head dress. She seems to be floating away from her partner
and this with her flowing gown makes it seem as if she is flying away as if she
is in a dream. Her eyes are shut in a dreamy haze and her delicate arms are outstretched
in a graceful balletic pose. The bottom of her dress perfectly fits the shape
of the arc behind her again ethicizing the strong curves. Together all of this embodies
the epitome of traditional feminine actions. The bright yellow gold shows the
sparkle out of the dark night. The fact there is a lit up city in the
background leads me to believe the couple have been invited to an event
together. Also the woman’s partner can barely be seen in the picture this could
be showing how women can still be powerful and outshine the man, maybe however
in this case she outshines him with her beauty.
The tag line is ‘irresistible’ supports the visual image of
all men wishing to be with her and to dance with her. Though she is the centre
of the image and therefor powerful she is still being supported by the man in
the air
Charlie (1970)
The one in Charlie is very different from mavis, this woman
is along proving her independence. She is moving and looking at the audience
proving independence.
Created during the heyday of the women's movement in the
seventies, Charlie, with its androgynous name, studiously carefree signature could
be said to be one of the first feminist fragrances ever created.
I say feminist because it was marketed to American women
during an era when feminist consciousness was at its pop culture height.
Revlon revolutionized fragrance advertising with the launch
of Charlie, named after company founder Charles Revson. Revlon's in-house
Creative Workshop in 1973 created the best-known campaign, featuring model
Shelley Hack as the "Charlie girl," an independent-perhaps even
employed-female who selected her own scent.
The name itself ‘Charlie’ suggests a masculine perfume due
to it usually being a man’s name. This was very popular as feminism and
feminist ideals were very popular e.g. allowing women to wear trousers. The
women wearing old fashioned masculine clothing, this emphasises her beauty as
she can be feminine and graceful without resorting to traditionally feminine
clothing. The patterned shirt gives a slight feminine edge and brings out some
colour. Her outfit is smart casual fit for working, jobs among women were just
now coming into style as gender equality suddenly was seen as the norm.
The tag line “gives you the time of your life” suggests a
bold women who is not afraid to go do what she wants. She is liberated when she
buys this perfume. This tying with women at that time living without a man and
getting what she wants.
She is not dresses in provocative clothing at all but in
fashionable work style clothing. She is wearing a white suit which is not the
norm as dark coloured suits were in fashion at that time. However the white on
the suit underlines how casual and laid back this woman is.
She is making direct eye contact with the viewer stresses
her confidence and assertiveness. Unlike this the mavis women who is looking
away with a man holding her the woman in Charlie is in a stern shape yet still
graceful without a man.
