Hey guys this is an advertisement I analysed as a part of my Popular Culture theory subject, it points out some of the elements used in contemporary advertisements such as ‘Fetishism’ to build an enticing advertising campaign to sell the product. I thought that some of these techniques may assist us in creating some solid advertising content for promoting boredom to the public as an improvement to ones lifestyle and something that should be a part of daily practice.




This advertisement extract from ‘For Him Magazine’ (FHM) issue 93, 01/2006, marketing David Beckham’s personal fragrance and cologne for men, is what I believe to be a consummate example of Popular culture and an ideology of the male physique and fashion sense. John Storey explicates “Popular culture is simply culture which is widely favoured or well liked by many people”. David Beckham’s worldwide popularity and renown as a sports icon is enough to retail any contemporary product. Despite the obvious benefits and succession that this product will appropriate from Beckham’s fame, the advertisement accommodates various semiotic signs that are utilized to entice consumers to indulge themselves with the product of interest.

The ‘A4’, portrait formatted advertisement, depicts an erotic, stylised, masculine David Beckham, in the foreground, outfitted with a sheik partially unbuttoned black shirt, revealing flesh. His libidinous outfit is reflected with his strong alluring facial expression. The product itself, bottled in an elegant, exorbitant looking glass container, is placed in the bottom right corner of the composition, complete with its own label and complementary text, above the product, emphasising the name of the fragrance itself. The background opens the composition with a vast plane consisting mostly of monochromatic clouds, contrasted by a silhouette of a natural landscape at the base of the advertisement. The structure, elements and signs within each advertisement are vital to conveying the full extent of subject matter and message of the composition.

Roland Barthes explains “If all these signs are removed from the image, we are still left with a certain informational matter; deprived of all knowledge, I continue to ‘read’ the image, to ‘understand’ that it assembles in a common space a number of identifiable objects, not merely shapes and colours”. Barthes is referring to the fact that without the basis of an advertisement, being the elements that give it cultural, historical, sentimental or any kind of external value (‘signs’). The advertisement continues to represent objects that relate to each other, which carry specific purpose. Many ‘signs’ add to the value and ‘fantasy’ that this publication portrays. Most notable are the dark tones that are so dominate, assisting to define its masculinity and sex appeal, hinting the idea that if one were to acquire and apply this product one may assume the sexual integrity of David Beckham. The contrast in tone between the brightly coloured ‘Instinct’ bottle and its dim surroundings, including Beckham himself, constructs the small bottle as the focal point of the composition. Small in comparison to the rest of the scene, the product reminds me of a picture in a storybook, in a sense that the product is an object of desire and the surrounding scene is the story of the benefits that it will grace upon the consumer. As if by using the product, the consumer will in some part assume the identity and appeal of David Beckham. Despite the fact that many sports fans would indulge in this product simply because it is related to such a high profile athlete and sex symbol, David Beckham seemingly, personally uses and endorses the product. This would cause many young men to declare “if it’s good enough for Becks, its good enough for me”. Beckham’s manner almost appears like the product is a gift for men to use, as an improvement to ones self and an advantage to ones sex appeal, something that any man would desire.

Beckham’s confronting, confident gaze, and revealing unbuttoned, black shirt, flaunts sexuality, and in this advertisement, can only be seen as a reflection of the effectiveness of the product. Dark muted colours are arousing and mysterious, black, particularly in clothing is of a sexual nature, and together with the open, dark, mysterious sky as well as Beckham’s strong masculinity, the fantasy that ones sexual aspirations can be achieved with the application of this fragrance is created.

The product itself appears highly exclusive, with its own eloquently designed label, boasting the personal logo of David Beckham, which again provides the consumer with a fanciful personal connection to Beckham. Not only is a refined text form used on the product but is also boldly employed in contrasting white text, providing the cologne a clear name, identity and purpose. Repetition is exercised in text form, surrounding the title ‘Instinct’, in semi-transparent text, here, alluring and passionate words are utilized to provide the product with character in an effort to aid the consumer to relate to it and grasp its apparent identity.

Barthes believes that “if the distinction permits us to describe the structure of the image in a simple and coherent fashion, and if this description paves the way for an explanation of the role of the image in society, we will take it to be justified”. I understand that Barthes is acknowledging the fact that if we recognise a product in an advertisement to have a place in our lifestyle, then we will except it as part of culture and something to be desired and consumed. This is evident in David Beckham’s cologne advertisement where in the construction of its fantasy it is attempting to hide the fact that the product is merely a glorified perfume for men, a non-essential indulgence that without the masquerade, would not be a subject of popular culture. This sort of personal accessory is dependent on the image that it is given by advertisement through iconic and linguistic messages.

The iconic message that is delivered by the perrsona of David Beckham is by far this advertisement and products greatest asset. One can only assume that a product brought forth by such a colossal benefactor of popular culture, could not be a failure, particularly because the product will be launched under the identity of David Beckham. His qualities, succession persona will be present in the product, automatically appealing to the fanfare that surrounds him and the culture and lifestyle he is a part of. The linguistic message can be found in the stylised, repetitive text, surrounding the title “Instinct” which in itself provides the product with a crude yet masculine identity. These semi-transparent words attempt to provide the fragrance with character, encouraging the consumer to make a link between this cologne and such phrases as; ‘Fury’, ‘Defy’, ‘Tempest’, ‘Chaos’, ‘Calm’, ‘Truth’, ‘Control’, ‘Peace’. A significant part of the fantasy of this advertisement is to believe that this cologne has any relationship with the meaning of these key words.

Conclusively I think that this advertisement is successful mainly due to the prestige of David Beckham himself combined with sexually powerful imagery and atmosphere. Rousing the desire of the consumer to imitate and become part of contemporary fashion and popular culture which is further driven by the construction of oneself in accordance to such exclusive commodities.

Posted in Posted by Gman at 12:47 PM