We see a lot of the color black in this ad, which gives off a sense of mystery and power. The ad starts off with a revolving black bottle of the perfume and day turning into night with a shot of high-rise modern buildings, . The shot then goes into this bedroom which is again dominated by the color black , the house is decorated in a modern , expensive way and you can see buildings in the background high-rise fancy towers, which makes the target audience powerful men or men who seek power. He walks in this apartment and throws his suit coat aside like he doesn't care about the expensive piece of clothing.
Ryan Reynolds undresses with an expression of nonchalance on his face, and we then see a woman coming into the frame with the city in the background it seems like she's appearing from the city , It seems to represent that all the women of the city are attracted towards him. She's slim, blonde and wearing a hot black dress,blue eyes depicts the typical American beauty. It also shows that he is so desirable that the women are the ones who make the first move even though it usually works the other way around.
Then he has a sort of non-surprised look on his face like all this is a typical day for him. While he undresses the woman undresses too, but he still has a stone expression on his face though he looks away from the audience.
Then next scene he looks at the audience and it seems like he is trying to make a connection to the audience.
In the final scene he smiles at the audience sort of in a " see what can happen if you buy hugo boss?" way and he turns and walks into a room. The final shot shows the bottle of Hugo Boss perfume covering him as he walks into a bright room and closes the door .This gives an element of mystery because we don't know if the woman was in the room with him or if he's leaving to meet her.
Discussion Questions:
Ryan Reynolds and the blonde woman are never shown in the same scene yet we know that theres a connection between them. Do you think the ad would change if they were shown in the same frame if so , how?
Why does Ryan Reynolds seem to have such a nonchalant expression on his face even though theres an attractive woman undressing for him?
Wow, I just love the ad now and our group members were all indeed have a fantastic time when we were discussing at the SEL (hope students who studied at SEL that night have no hatred toward us for we actually talked a little bit crazy and loud)
ReplyDeleteInterestingly, there are some points that we can not agree to each other and Viraj said that the majority win!! Besides, he told me that I can post this as comments. OK, I accepted.
As we stated in the passage, there is a scene in the video that the man looks at the audience. What’s this mean? Or thinking about the WA, we are supposed to ask “so what”. Personally, they actually use that scene to send the message that “ see, all you masterful men like me, how’s your private daily life outside your business world? But mine is this, for I am so captured that there are women making positive actions to me everyday just like now. And, you know what? I am a little bit bored with these.”
More than that, I think the woman actually in the same room as the man before the man entered another room.
The ad definitely displayed an image of the "alpha-male" through the shots of him looking over the cityscape, and creating sort of an ownership of it. He seems not phased as if this is ordinary for him. When the female enters he also acts like this is nothing out of the ordinary.
ReplyDeleteWe put together that the female and ryan reynolds are in the same room because he sees her reflection and then reacts to it by turning around and walking away. It is definitely mysterious and if the two had been in the same shot together it would have left less to the audience's imagination.
Like I said above, Ryan has such a nonchalant expression because he strikes the audience as powerful and of high status. Usually high status, wealthy and visually pleasing men get anything they want therefore this smoking hot blonde is just another broad in his life of playerism. Or perhaps that's his girlfriend or something and he is expecting this treatment.
The ad for Hugo Boss applies the method of illustrating vague sexuality to achieve the goal of leaving audience with mystery and plenty of space for imagination.
ReplyDeleteIn this comment, I will first respond to the first discussion question. Comparing showing the man and the woman in two separate scenes to shooting them in the same frame, the former one is the better way to enhance the mysterious atmosphere of the ad. If they were in the same scene, it would be so obvious to audience that the woman was attracted to the man by the Hugo Boss perfume he was using and hence the ad lost its mystically sexual appeal to viewers. But showing them in two scenes not only allows more imagination but also remains the integrity of mystery of the ad.
To view the ad as a whole, the combination of the nonchalant facial expression of the man, the first-class room and the movement of the woman toward the man strongly reveals that using Hugo Boss perfume makes a man successful and sexually attractive to women significantly. By sending such message and using men’s psychology of being eager to be successful at both work and relationships, Hugo Boss sells its perfume with the implication that men’s dream will come true if they buy Hugo Boss perfume.
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ReplyDeleteBecause we discussed the ad in SEL, we could not listen to the background music of the ad.I assumed the it was some kind of soft music played by piano, but when I listened it at home, I found it had strong rhythm and even used a drum. I feel a little strange to use that kind of music in this quiet atmosphere. I think maybe the rhythm add the active passion to the ad, and make stronger sexual attraction between the two people.While soft music sounds gentle, the music of the ad sounds more sexual appealing. So apart from what has discussed in the article,maybe you could pay some attention to the music choice.
ReplyDeleteLike Caleb said, this ad shows that this product can bring out the "alpha-male" of the user. I also think this ad did a good job of showing that, using the low level angles of the camera to show that he was above it all, and how he did not event need to express how he felt since it seemed like it was an everyday thing for him: having a pretty girl in your 15 story, $2 million condo in downtown Manhattan. The point of the ad is to make the men who use this product feel invincible, powerful, wealthy, in control. And who would not want to feel that way?
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ReplyDeleteI believe that because Ryan is a man, it is important for him to keep up the persona as the guy who is "playin' it cool." Not only will the women melt in his hands, but the guys will see that and will obviously want that type of power over women and will literally buy into what the ad is trying to sell. In addition, having a famous,hot guy like Ryan Reynolds in the ad will make guys feel that if they do purchase the cologne, they will be able to possibly compete with him.
ReplyDelete@markisha, I agree with your statement about how guys want to have power over women. I believe that this is a common occurance in our society, and this ad draws attention to that fact.Caleb described it accurately as the "alpha-male" concept, and relating it to scenes where Ryan Reynolds is looking over a cityscape, appearing empowered. The use of Ryan Reynolds gives guys a handsome face to embody the cologne, and leads them to believe they will be perceived similarly if they purchase the cologne.
ReplyDeleteIt looks to me that Ryan Reynolds is the boss in this ad. When he starts to unbutton his shirt the women is watching him and it looks like she starts to undress herself. It definitely shows that the women desires Ryan. This shows guys that maybe if they use this cologne they themselves will be the boss and women will desire them and they will have a kick-ass apartment overlooking New York city, oh yeah! Who wouldn't want that? Ryan is nonchalant because he thinks he is the man. He is the one that gets what he wants when he wants.
ReplyDeleteI think the music with the strong drum beat coupled with the looks on both Ryan and the girls face along with the fact they they are both undressing forms a sexual connection all on its own without the need for them to ever be in the same frame. Furthermore, I think the fact they aren't in the same frame adds to the advertisements sense of mystery. I think the mystery aspect is what draws in the audience and then the sexual tension and aura of "high class" that Ryan gives off makes them drawn to the product. Ryan has the nonchalant look on his face to make it seem like this is a normal, everyday occurence to him. He is trying to show that because he wears this Hugo Boss fragrance, it is normal for a very stereotypically attractive woman to be undressing for him.
ReplyDeleteThis ad doesn't need the two to be in the same room for it to work. If Ryan Reynolds and the woman were in a fame or scene together, I don't think it would change the tone or attitude of the ad at all. The connection is already obvious because of the way Ryan is acting and the looks that the woman is giving.
ReplyDeleteThis ad is for a male's cologne. Ryan Reynolds would act in a way that all men want to act when there is an attractive lady around. To keep his cool. By acting like this it gives the ad the effect that by wearing this cologne it will make the wearer more confident and attractive to the other sex.
This ad could have the two characters in the same frame and the message would still be clear; that Ryan Reynolds, using this spray, gets attractive women undressing for him. The fact that the two are not in the same scene though gives the advertisement a mystery and a sense of secrecy almost. the two are in a dark hotel room or high apartment and probably shouldn't even be in the same room as each other. But with this intense attraction, helped by the cologne, the two are meeting in secret. At least, that's how i see the two being portrayed with cut scenes.
ReplyDeleteI think this ad would be quote different if Ryan and the woman were in the same room. The way the ad is right now, it somewhat implies that Ryan Reynolds could get any girl in the city, like you all pointed out. However if Ryan and the woman were in the same shot, it would imply he can only get the one girl, albeit a good looking one.
ReplyDeleteI believe Ryan has a calm expression when the woman undresses because the ad is trying to tell you that by wearing this fragrance, you will be so confident that even a good looking woman undressing won't shock you. Essentially, it is saying that wearing this cologne makes you cool and calm even in the face of something that could be unnerving.
The ad revolved more around Ryan Reynolds than the girl, but they were both shown a few times. I don't think the ad would have changed if the two were shot in the same scene, because the implication of them being together is already strong. Making something most people assume, out in the open wouldn't change anyones opinion on the ad because we already think they are together. Ryan Reynolds reminded me of a "James Bond" type character, wearing all black, in a futuristic apartment, and having an attractive girl with him. I don't see the connection between the girl and every girl in the city, even though the girl was meshed with the city scape at times they seemed like separate entities.
ReplyDeleteThe calm look of Ryan Reynolds is crucial in this ad. He looks confident, which is one thing all men want to be and that is shown by his show of calmness with the woman. Maybe the reason he is calm is because of the fragrance, that is what the ad wants the viewer to think at least. He has the calm look because he is not to shocked or excited by what is happening around him, I think that is also given off by his overall look. His clothes makes him look like a man who has power and what goes better with power than confidence and women.
I believe that Ryan Reynolds's nonchalant expression on his face gives viewers a confident, sexy and powerful aura which is exactly what men admire or look up to among their own gender. I believe Hugo Boss wants their target market to be perceived as this, confident and sophisticated man, and that it is what all women would seek to meet. The sexual attraction between the mystery woman and Ryan Reynold nevertheless is intense but even if the woman is put in the same frame shot, I doubt it would change the ad.
ReplyDeleteIf they were ever shown in the same frame it would make the ad less mysterious and leave the viewer bored. The whole point of the ad is leading up to whether Ryan Reynolds is going to have sex with that woman as they both undress at the same time, but in different room. It leaves the viewer anxious. The nonchalant look on Ryan Reynolds face describe his character. His character is that of a wealthy, powerful man who acts as if a woman undressing in the other room as he undresses is an everyday thing. This is the appeal of Hugo Boss. If you buy Hugo Boss you are representing powerfulness, wealthiness, and sexiness. So buy it.
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