Purchase the cologne and the male wearer will instantly become like the man in the advertisement, the picture suggests -- or your boyfriend or husband will become like the man in the advertisement. Of course, written out directly, this statement sounds absurd. This message is conveyed in a subtle fashion, through subtext and visual suggestion rather than overtly.
Cologne is not a functional product: it is not strictly a 'necessity.' Any additional cost demanded by the manufacturer is based upon the intangible aspects wearing it conveys to the viewer. Rather than practical attributes (even a cream like Oil of Olay has a certain, specific use it must fulfill -- no matter how well-marketed, it is unlikely to be purchased unless it actually helps the wearer's skin) a cologne's appeal is almost completely based upon the wearer's self-image and the image he wishes to project. The image of the man is much more prominent than the actual image of the cologne, which is relegated to the side of the advertisement.
The watch advertisement, in contrast, must unite some sense of functionality and image, given that the likely purchaser wants a product that can tell time but also projects a certain image to the world. Unlike cologne, a watch is more apt to be purchased by a male for himself. The watch is marketed as a tie-in with a film called G.I. Joe Retaliation. Once again, much like the...
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