This Hugo Boss advertisement promotes the fragrance in a very powerful way. There are more connotations then denotations, for instance one could easily suggest that the once wearing the fragrance it will give you power over the world, in addition I think it represents uniqueness in a very aloof way. The idea of the fragrance being separated from the city could suggest once wearing it you will be separated from everyone because of your distinctive and beautiful smell. The only colors used are white and black which are blunt commanding colors which depict the story of separation very well, it could show your smell shuns the world into darkness the Hugo boss sign is in red which is also a very masculine and powerful color which could connote the target audience are males.
The advertisement has been composed to create a horrific scene, the liquid representing the cologne could be twirling to frame a tornado, this could illustrate that the fragrance causes destruction when warn. To make the audience focus on the product only three other images have been used, drawing more attention to the Hugo boss sign. The images are small arranged accurately for effect.
The type of shot used is a medium shot, the subject of matter is the fragrance: creating a tornado shunning the world into darkness, and the tornado is the main feature of the advert. The settings vary, the photo’s look like they were taking using artificial light, the bottle of the fragrance has been edited to make it lighter and stand out amongst the page.
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