Rhetorical Analysis Of Paco Rabanne Pure X's Advertisement

Intro- The topic of my seminar presentation today is the Paco Rabanne Pure XS advertisement. Now Girls, I’m sure we can all certainly agree that the Portuguese model in the advertisement, Francisco Henriques is definitely worth drooling over with his classic curly dark hair and captivating brown eyes, I guess you could say the model clearly displays that youthful bad boy innocence that perfectly contradicts the sexy role he is portrayed to play. Now guys, after seeing all the women’s reactions to the models sex appeal being disturbing beyond control, don’t you feel you would just want to purchase this product, so you can too feel the power and popularity that the product holds? As It appears that the young model really does have it all, from

This image of the perfect male consequently classifies how men play a large role as the superior and dominate sex. First of all, I’d like to discuss the two main marketing techniques that were used within the advertisement to show the representations and effectiveness of using an attractive and masculine model, these consist of testimonial and transfer. The centre of the advertisement revolves around the male model who contradicts a fantasy of the perfect lifestyle that is embodied by Francisco Henriques, an excessively perfect and perfectly indecent man. By using an attractive and famous young male model, such as Francisco Henriques who is evidently far from the average male standards with his juvenile freshness and beauty which highly represent his strong male masculinity and erotic power that provides the target audience with a representation that if the product is good enough for him to use then it will make the audience relate to his same impressions of the product. Now where does this lead us? Well due to the advertisement being featured around an attractive young male that gives off a clear impression that if the average male were to use the Paco Rabanne pure SX cologne that they would automatically become irresistible and desirable to women. This is just another representation of how the stereotype of males being the dominant and superior sex has been used to sell the product as it relies on the gender stereotype that women will be attracted to men who smell good, resulting in males feeling more attractive and masculine. Shot types are also frequently used throughout the advertisement to outline how males are portrayed as the superior sex. The medium shots of the