When thinking to myself and asking others what fragrance advert they think is sexy, “the sailor one” was the one that came up the most. This refers to the Jean Paul Gaultier advertisements, selling both female and male fragrances. The different version of this advert follows the same imagery: a shirtless man with a sailor's cap on, and a woman in red lipstick and a corset—usually accompanied by some opera-like music in the background. The “storyline” also seems to be the same, the man is overwhelmed with lust and essentially partaking in parkour to win the affection of the woman—whether that be a slap on the butt or a lustful kiss.
I understand that these adverts are supposed to show how wearing this fragrance will make you feel, it gives no information on the primary reason people wear them: the smell. In the case of the Jean Paul Le Male advertisements, it is supposed to show how this fragrance will give you the confidence to “win the girl” and beat the other men competing for her affection. But how does this show the audience what the fragrance actually smells like? The backgrounds of these adverts don’t offer any further help, the marina setting alludes that the perfume may have a salty or fresh smell, and the mechanics-based advert suggests a harsh and “cold” smell. Neither of these are true when we look at the actual scent of Le Male which is described to be: vanilla, fresh spicy, lavender, amber, and cinnamon (among other notes).


















