2nd advert analysis

The second advert I chose for my analysis is Charlie, by Revlon. (1973)The main thing that surprises me about this vintage advert is actually due to the feminist values that it portrays. This is not an advert of “if you wear this, it will make a man want you” or “this is a perfume to show you your place in society” (as seemed to be the common theme at the time) this advert broke past that social stereotype and did not try to over-exaggerate itself.

 The advert does not use some skinny, large breasted supermodel as its main focus, but uses someone who is just an ordinary woman walking down the street. There is no man staring at her and she is staring at no man, she is independent and free. She is at the centre of the camera, promoting the idea that she is no sex object and is a true, happy human being like everyone else.  Being at the centre of the camera signifies that she is important, and due to the normality of her character, Revlon is trying to explain that you are important.

The woman in this advert is wearing a hat, with long, flared trousers and what looks like a coat.  She is staring at the camera and smiling, symbolising that she is happy and also representing that if you wear Charlie, then you will be happy too. It is a counter stereotype to the idea that “a woman’s place is in the home” She is walking outside, away from the house which represents the fact that she is a free woman. She also walks with big, long strides, which suggests that she is confident and believes in herself, which I think is one of the other main messages of the advert. It is post-feminist, and it is trying to signify that you should be happy with yourself, and what better way to do that than to wear Charlie?

The actual text of the advert reads “Charlie is a sexy, gorgeous young smell and full of surprises, just like you”. This is significant because it further signifies the idea that this “Charlie” is a girl just like you. The likening of the attractive smell of the perfume to whoever is reading the advert is signifying that it doesn’t matter who you are or what you look like. You are an ordinary girl, and you are just like Charlie. It is “a most original fragrance”, which also signifies how modern the perfume really is. It is not following old values, it is original

It is interesting to see this advert compared to the Lynx Unleash the Chaos advert (2012) The lynx advert represents the power of love in a very extreme way, which means it still represents that “if you wear this perfume, women/men will fall for you” (whereas Charlie signifies that you should just be yourself) This is interesting because Charlie is a much older advert than Unleash the Chaos, and was created at a time of extreme sexism towards women, whereas when Unleash the Chaos was created, it is a time of much less sexism, but it still portrays the idea that wearing this perfume will make people fall in love with you, which is the opposite of the message of Charlie, whose message is essentially to "be yourself" and that you do not need a man to forfill your wildest imagination. If you wear the perfume, then you will be strong, independent and free to be yourself.