Gender representation in Joop Homme
Textual Investigation
Explore how gender is represented in Joop! Homme.
The slogan ‘Real Men Wear Pink’ denotes a naked man being embraced by a woman who is holding a bottle of Joop Homme. The representation of the man connotes a masculine confidence in wearing pink, a colour traditionally used to represent femininity. This suggests that the man is confident in his masculinity and that he doesn’t need colours like blue or black to show his masculinity and also that he is subverting the stereotype of male representation. Traditionally men were linked with colours like blue or bold colours, and girls were linked with pink or softer colours. The colour scheme of this advertisement contradicts traditional gender representations. Although the colour isn’t masculine, the male represented in the ad is still a stereotypical representation of the perfect male.
This image uses a medium shot so the audience can concentrate on his torso (mainly his abs) which highlights his superiority and dominance over the woman. The tight cropping and framing of the shot makes the mise en scene appear more personal and full of sexual tension. The medium shot also shows the pink-hued background/location which reflects the colour of the cologne bottle being advertised. The purpose of this is to make the product stand out and draws the viewer’s eye to the narrative of the image. The focus is on the man and the woman behind him and also the product but the audience is mainly drawn to the man’s torso and the product. The man shows dominance in the advert due to representation of the woman behind him; she looks almost hungry for him. Her sexual desire and longing are portrayed by her pouting and parted mouth and by using a suggestive facial expression that is looking directly at the man. Alternatively, the man is giving a direct gaze to the audience. His indifference to her suggests his emotional power over her. The representation of the woman’s submissive and lustful position in the advert
Explore how gender is represented in Joop! Homme.
The slogan ‘Real Men Wear Pink’ denotes a naked man being embraced by a woman who is holding a bottle of Joop Homme. The representation of the man connotes a masculine confidence in wearing pink, a colour traditionally used to represent femininity. This suggests that the man is confident in his masculinity and that he doesn’t need colours like blue or black to show his masculinity and also that he is subverting the stereotype of male representation. Traditionally men were linked with colours like blue or bold colours, and girls were linked with pink or softer colours. The colour scheme of this advertisement contradicts traditional gender representations. Although the colour isn’t masculine, the male represented in the ad is still a stereotypical representation of the perfect male.
This image uses a medium shot so the audience can concentrate on his torso (mainly his abs) which highlights his superiority and dominance over the woman. The tight cropping and framing of the shot makes the mise en scene appear more personal and full of sexual tension. The medium shot also shows the pink-hued background/location which reflects the colour of the cologne bottle being advertised. The purpose of this is to make the product stand out and draws the viewer’s eye to the narrative of the image. The focus is on the man and the woman behind him and also the product but the audience is mainly drawn to the man’s torso and the product. The man shows dominance in the advert due to representation of the woman behind him; she looks almost hungry for him. Her sexual desire and longing are portrayed by her pouting and parted mouth and by using a suggestive facial expression that is looking directly at the man. Alternatively, the man is giving a direct gaze to the audience. His indifference to her suggests his emotional power over her. The representation of the woman’s submissive and lustful position in the advert