Deconstruction Gallery

Jimmy Choo Man

2015 Bad Ad Winner

Jimmy Choo Man

by Marina Caliendo, 12th Grade, Arrowhead High School in Hartland, WI

This ad for Jimmy Choo Man cologne was found in a September 2014 GQ magazine. Depicted in this ad is a dark-haired bearded white man, most likely in his mid twenties, with the bottom half of a white woman’s body. He is wearing a black leather coat with a light blue collared shirt and black jeans with leather boots. There also is a black handbag resting next to the man. She is wearing a dress that is low cut and drops to where her stomach and cleavage are visible. Her hand is resting on the man’s shoulder. The woman’s bare legs are draped over the man’s right shoulder and his right hand is grasping her ankle. The man’s outfit matches the gray-blue wall in the background and the gray and silver cologne bottle with a leather cap. A picture of the cologne bottle is in the bottom left corner with writing next to it saying, “Kit Harington for The First Men’s Fragrance.” And below are these words: “Available at Bloomingdale’s & Jimmy Choo Boutiques.” Also in the top left corner, in small font, is the website: “jimmychoo.com.”

The target audience for this ad according to condenast.com is men, ranging from 21-50, with an average age of 35. Also, the woman at the man’s side implies the target is single straight men because this cologne apparently attracts women.

This ad uses the persuasion techniques of association, beautiful people, simple solution, and charisma. The first persuasion technique used in this ad is association. The ad links their cologne with the desire to be attractive and successful. The apparel of both the man and woman is expensive-looking, most likely implying the cologne is expensive and high quality. This ad gives young men the false hope that if they purchase this cologne, it will give them the cool edge of this man and his looks. The ad suggests if you buy the cologne, you would become like this male model: handsome, wealthy, and confident. However, this is a scented spray not a magic potion.

Beautiful people is also a persuasion technique used in this ad. The man in the ad looks sophisticated and mature with his powerful stare and facial hair. The woman’s figure is thin with smooth legs and a flat stomach. The sellers chose an attractive male model and a woman with ideally thin figures to attract the attention of the readers. Simple solution is another persuasion technique used. The ad suggests that all a man has to do is purchase this cologne and he will be a handsome, successful man with a beautiful woman at his side. However, this is not the case. Women do not choose men according to their scent.

Lastly, charisma is used to persuade readers to buy this product. The model appears bold, firm, and confident with his serious gaze into the camera, his natural frown, and by casually holding “his” woman. His eyes stare at the viewer as if to say, “You can look like this too.”  

This ad promotes poor values. First of all, the ad portrays men as being in charge of a relationship because his hand grasps the woman’s ankle as if he is claiming her as his property. This sends the message to the viewer that women can be owned. However, women should, and often do, have the same amount of power in a relationship and are not a possession. Secondly, the ad also objectifies women. The advertisement does not show the face of the woman and she is dressed to reveal her chest, arms, stomach, and legs. She is no longer a person, but just a thing. They make it seem like it is okay to view a woman’s body as simply a sexual object and that her body is always available for this man because he wears Jimmy Choo Man cologne.

This ad is the epitome of a bad ad. It reinforces stereotypes and diminishes the self-esteem of young men. The ad also sends false messages of what you could be or have if you had this product. Don’t buy Jimmy Choo Man cologne because it will not make you a strong, confident, handsome man with a woman hanging on your shoulder.