The aim of advertisers is to get their product (0) NOTICED, and in the competitive world of men’s fragrances, image and name are all-important. To advertise their fragrances, most lifestyle magazines try to an emotional impact by featuring an image of a glamorous male model in his early 20s. This is usually accompanied by a picture of the product, the name and sometimes a phrase, all of which an important part of the publicity campaign.
In one advert, the bottle of fragrance is in the of a book. Unusually, the male model looks intellectual and unmasculine and is wearing thick-framed glasses. The image of his head is merged with words from a story, typed on a large typewriter. the man is meant to look stylish so that the fragrance will to more serious, less sporty types, or perhaps to women who would like their men to be like that.