The Paco Rabanne Invictus Advertising Analysis

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The Paco Rabanne Invictus fragrance for men advert, published in 2013, seems to portray how a modern male should appear: strong, muscular, and heavily tattooed while women are perceived as relationship-oriented, and eye-candies: a lightweight drapery hides their private parts whilst revealing their forms. Thus, it reinforces gender stereotypes. As Buying Into Sexy points out sex sells, and people tend to be heavily exposed to adds as well as “music videos that feature plenty of sexual innuendo”. That is why humongous corporations “(create) a certain environment of images that we grow up in and that we become used to (in order to) shape what we know and what we understand about the world”, states Justin Lewis in Mickey Mouse Monopoly. So, how is the ideology of masculinity represented throughout this ad? The warrior-esque man is physically desirable, and irresistible to women. Even though the audiences are aware of the existed hyperbole, they might focus on the experienced feelings of smelling good.
Invictus, or …show more content…

They are associated with gender roles in the media within Invictus’ add promoting the fragrance. The first one is demographics: a white man with two white women, who might be younger. We can also realize that the ethnicity of characters does not depend on the gender. Indeed, Invictus is also a rugby match where the white South African team, called the Springboks, won a game in front of the then-President Nelson Mandela. This victory was symbolic because it crossed the racial dividing lines that plagued South Africa, and that Mandela was a victim of. The second one relates to domesticity, and the romantic relationship between the champion, and the two women. The third, and last one is sexualization. In fact, women are in a sexy attire, in which we can guess their thinness, and attractiveness: they are entirely nude under the

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