The aftershave here for hugo boss depicts a well known actor and celebrity used to market the aftershave. The use of this well known celebrity is so that people can idolise him and recognise him which makes the brand and aftershave more associable.
He is also used because he has a high sex appeal, but because the aftershave is clearly a brand aimed towards men, the use of him is to attract the female audience to buy it for their partners. He is wearing formal clothing such as the shirt but is wearing it quite casually with some of the buttons undone, this is because it is trying to show that the aftershave is for smart and sophisticated yet at the same time casual use.
The actor in the picture is looking directly at the audience, making eye contact almost signifiying how serious he is which makes the audience want to buy it more, especially the female audience due to the sex appeal of the actor. The picture is cropped enough so that both the aftershave bottle and the actor are visible in the picture, but the bottle is cropped slightly towards the side, so that the brand name is the main focus of that aspect of the photo.
This is to signify that the brand name is the most important part of the picture, and is the main thing we should focus on so that we know especially what brand it is to buy. The photo is composed of the actor (Ryan Renolds) on one half of the photo and the aftershave bottle with the logo BOSS on the other half signifying that both those two aspects are as important as each other.
The main focuses which are the actor and brand name are deliberately more towards the centre of the page so that the audience notice these things first. The rule of thirds helps this as the actors face is in the centre top third part of the page. In terms of lighting, one half of the actors face is shadowed, signifying mystery which when eventually noticed by the audience would make them want to purchase the product even more, as it signifies that there is something about the aftershave that is mysterious that needs to be found out what.
The colours in the image mainly consisting of dark colours is to darken the mood of the image but to give a sense of sophisticated meaning.
There is some text located in the phtot right towards the bottom written in white, which is a contrasting colour compared to the darker ones in the photo meaning it is something that should be noticed and considered. The text talks about how it is a new fragrence for mean featuring this celebrity almost as if it is an important factor about this advert. However the text is located in very small print towards the bottom left of the screen which isnt very noticeable at first meaning this is not the main focus of the image.
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