How The Cross Media Campaign I Will Be Analysing Today Is Called Bottled Night, By Hugo Boss

1611 Words Apr 22nd, 2016 7 Pages
Cross-Platform Advertising: Assignment 2
The cross-media campaign I will be analysing today is called Bottled Night, by Hugo BOSS. Across the world, there are in total over 1000 Hugo BOSS stores. Founded in 1924, it is now one of the most renowned fragrance companies in the world reaching total yearly revenues of over £1.5 billion. The main representations that this poster and video advertising campaign presents is masculinity, supremacy and a view of elitism. This creates desire for the product, because as a customer you want to be associated with those terms and represent that. This makes the customer feel privileged and fortunate, as if they are more superior to the opposing gender.
At first sight, both Bottled Night advertisements seem engaging and appealing. For example, the poster advertisement features a male figure (Ryan Reynolds) who is wearing a formal suit to advertise the product in a stylish manner. This represents the male as a higher class formal male, as stereotypically mainly higher class people wear formal clothing. This engages the higher class audience already through the use of just a single element of mise en scéne. The poster advertisement for this product was featured on many lifestyle magazines. Typically, lifestyle magazines present advertisements which are related to body care, body enhancement and fragrances. These products are mainly directed towards the target audience of middle to higher class males, and the age range is from mid-20 to…

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