Introduction:
We’re bombarded by thousands of images every day. These images come in the form of commercials, put out by an ivory tower somewhere telling us to buy something. Most of the advertising takes the form of a “fulfillment” add, saying that if you buy this product, then you will take the form of the medium of the advertisement.
“If you buy these clothes, you will be as beautiful as the models wearing them.”
“If you use our firm as a stock-broker, you will be as rich and successful as the people who spend time in these buildings.”
“If you drive this car, it will be like taming a wild animal.”
But what about smell? It’s one thing to change an appearance, but taking on the “smell” of a different person gets into some pretty obscure philosophy, and some twisted, mad scientist genetics if you think about it on a really deep level.
Diddy and Image:
Regardless, celebrities have been used to market fragrances for years now. Of particular interest is Sean “Puffy” “P. Diddy” “Diddy” Combs.
My interest in him lies in how he’s upgraded his image over the years. From the obscure producing sidekick of Christopher Wallace, aka. The Notorious B.I.G., Diddy has transformed himself and his image into that of an elite businessman of the music industry. With the recent election of Barack Obama, the first African-American to the office of the President of the United States, the projection of what it means to be black in America (and how race in America is changing as a whole) has changed dramatically. For further reading on this tangent, The Atlantic article goes into it much more in depth.
The Fragrances:
This image is reflected in everything he does, from his new music to his line of clothing and appearal, Sean John, which markets his line of colognes and perfumes.
His latest fragrance for men, titled “I Am King” continues to uphold his image.
The spartan, metallic colors of the logo, the crisp, tailored suit Diddy wears both contribute to the authenticity of this fragrance as a “man’s” product. The candelabras in the background reflect a stately location, and his personal signature underneath lend an air of “classiness” to the product.
Of particular interest is the text from the product’s website, saying
“Believe the impossible. Defy the expected. Live your dreams. I AM KING is the signature scent for the empowered modern man.”
The first three statements evoke a typical male ego-centric philosophy of success above all else. I like how the word “signature” ties in to the fact that Diddy himself has “signed” the product. Also, the word “empowered” is extremely relevant on a psychological level. This word targets a huge audience of men, as often men on the psychological level thrive off competition. “Modern” is an interesting word, as well, which I think is interesting compared to how Diddy’s image has evolved. They want us to think of the modern Diddy, not the Diddy of the 1990′s.
What is REALLY fascinating is the woman’s product to “I Am King”, called “Unforgivable”.
Here is an ad…
Text description from the product’s website:
“UNFORGIVABLE WOMAN embodies the essence of sensuality that intoxicates the senses. This delicate blend of Bergimot, Jasmine, and Coco de Mer is captured in a deep rose gold that glistens with femininity. A seductive scent that expresses what it is to be the UNFORGIVABLE WOMAN.”
It is common to see women in this subversive position. Unique to this ad is the skin contrast between the woman and Diddy, evoking the traditional virile African American in pursuit of the light skinned women. It is also interesting to deconstruct this advertisement in comparison to the men’s product. Juxtaposing this image of an “unforgivable woman” next to the spartan, businesslike image of Diddy projects an image of women as akin to a business pursuit. This is an interesting psychological target, it’s almost as if this fragrance for women is trying to appeal to women who are attracted to the males that are appealed to the men’s fragrance. Even the name “Unforgivable” resounds with salaciousness.
I find it interesting that Diddy himself modeled for this ad. Not only will using the fragrance for women turn you into the perfect office slut, but you’ll actually hook up with Diddy as well!
The text description is interesting, as well. Unlike the male product, this description pays particular attention to ingredients (never mind that they incorrectly capitalized the names of the ingredients), as well as the color and description of the bottle. Very different from the male product, which targets a mindset, rather than an aesthetic appeal.
