Slideshow: Advertisement Padlet by Chandler Morphew-Tarbuck

"Sauvage" by Dior

cmorphew3_2 — 2024-12-02 04:56:22 UTC

The photo above is not the exact advertisement I am analyzing however it does imply some context and if you are like me even the name stirs up feelings when first reading "Sauvage" if you have seen the commercial version of any of these Dior ads you also may even hear Depp say the fragrance name and have a reaction to it. As far as gender this is a male fragrance or cologne featuring a male figure wearing natural like stone jewelry and in at least one advertisement photo an American Indian is shown dancing in traditional headdress and one article I found makes notes of "cultural appropriation" another reaction states "like savage but fancier" in a tweet written by April Reign. What comes to mind for me is objectification or commercialization of a culture or community implying if you wear this scent it will make you more wild or the cringe term "savage" that for me brings up feelings of this word in our American History accounts of calling Indigenous Americans savage while dismissing the massive genocide and trauma of native people that seemed to live in harmony with nature until colonizers showed up and poisoned, made them sick and took away their land and separated families. Further analysis around Depp as a central figure to me I look at roles he often identifies with that often objectify women while he plays a man that needs to be saved while he is often intoxicated. For example, his role as Captain Jack in Pirates of the Caribbean or his role where he plays Tonto which is a Disney film of "The Lone Ranger' made in 2013. Does Depp take accountability for what he represents here? Does Dior? If you Research these ads there are a lot of messages and postings that point to "cultural appropriation" and the use of a group of people to represent a product to make more money.

"Escape" by Calvin Klein

cmorphew3_2 — 2024-12-02 05:12:09 UTC

The next ads I am analyzing are for a fragrance "for men" named "Escape" by Calvin Klein. This particular advertisement features a model in a bedroom scene where she is staring directly at the camera and a male model figure is laying on top of her appearing to be sleeping or passed out. The ad has a sexual invitation from the gaze of the blue-eyed female figure. The air of the ad implies if you are using this fragrance, you may be able to "escape" your day-to-day routine. The advertisements I found for Escape often feature a similar depiction of a couple engaging in a sexual relationship implying that sex is what brings a feeling of escape. The woman in these ads is a European / Caucasian looking slender model and I also get the feeling there may be a "virgin" theme implied in them with either white being used in clothing or black and white photos featuring the woman in lighter tones. I was not able to find any advertising for "Escape" where figures of darker skin tones were included. The brand may be trying to attract wealthy Caucasian men to buy this product. In contrast another fragrance by the same brand named "Eternity" often shows similar models but in contrast as families or only in classic couple poses showing a strong reference to heterosexual relationships that promise the ideal of "Eternity" if you use this Fragrance.

"MALIE" perfume by Scents of Hawaii

cmorphew3_2 — 2024-12-02 05:20:56 UTC

The Model used in this advertisement for a product made in Oceania: Hawaii shows a similar model of Caucasian or European background perhaps on purpose instead of choosing to have a Native Hawaiian or Woman of color representing these scents. We see a warm and relaxed expression on the models face and she is demonstrating the roll-on product that Maile is most known for. I noticed other advertisement photos on this website that feature a snowman figure made out of sand on a beach where the figure is dressed like a hula girl and has no arms. This to me, also raised questions on over-commercializing a character or the choice to play it safe by using a sand figure instead of a local resident in these photos. This fragrance is intended for women and featured women in a non-sexual manner. We do not see a diverse background in the models chosen for any of these advertisements.

cmorphew3_2 — 2024-12-02 05:28:58 UTC

The overall themes and colors used in these fragrance ads have a similar feel to them. They feature a dreamy type of sky, colors or background. The men's ads for both Dior and Klein imply using these products may increase chances of sexual encounters or make one feel or seem wild in a way that entices a mate. The role women play in the male fragrance ads seems to be in alignment with the stereotype of over-sexualizing and simplifying women in their role for men. The models chosen for all these advertisements are similar in features even in the advertisement for a brand made and created in Hawaii. This reason may be to attract a particular buyer for fragrances in the American culture or someone that identifies with an American ideal. The use of the word "Sauvage" and cultural representation of the American Indian brings up issues of cultural appropriation and commercialization of a large group of people.

cmorphew3_2 — 2024-12-02 05:32:12 UTC

https://www.webpackaging.com/en/portals/politech/assets/11727859/controversial-perfume-advertising-campaigns-are-they-worth-using/?mode=switchfav

https://www.nbcnews.com/news/us-news/dior-accused-racism-cultural-appropriation-new-sauvage-cologne-ad-n1048401