For my AD I want it to be similar to other cologne ads that are seen in the media, like the AD above. However whilst I want it to be similar to this AD shown, I do not want to copy the style completely and would like to go for something more modern instead – that would be seen today. I still want to have a dominant signifier of a well-dressed man taking up most of the ad, with the product, its name and a slogan at the bottom. The model will be well dressed as to symbolise wealth, with a gold waistcoat and sunglasses.

As I want my ad to be more modern I feel like a minimalistic approach would be more appropriate, with no background in the AD – this will help keep focus on my product -instead of distracting the audience with background elements – and still keep the AD looking how I want.

My AD is targeted towards predominantly richer men shown in the gold waistcoat and gold box on the bottom of the AD – an iconic signifier of wealth and luxury. I want my AD to have a connotation of dominantly wealth and luxury, and link the cologne to being wealthy as to make it fancy and to show that the product is prestigious.

My AD will come out as quite reactionary and stereotypical, possibly helping promote the ideology of the patriarchy and men being powerful as my male model will appear powerful due to the symbolism of wealth.

As mentioned earlier, I have positioned my audience to be predominantly richer men, those who can afford luxury items, which fits into Young & Rubicam’s audience model

Icon(ic) – Index(ical) – Symbol – Connotation – Dominant Signifier – Ideology – Reactionary – Signifier

David Gauntlett – Constructed Identity – Collective Identity

Audience Positioning – Positive/Negative stereotypes – Selective representation – Patriarchy

Young & Rubicam (The Aspirer and/or succeeder) And Opinion Leaders