Diesel - Only The Brave Tattoo advert analysis

 In the advert, men are shows to be desirable. This is done in the advert when we can see the man walking past a woman and the woman attention is completely focused on the man, in addition she also touches his arm and puts her whole round showing that she wants his attention but also that she desires him. I think that this would of been done to entice their audience, which would be male, into buying there perfume as in the advert the woman are after men. Making males think that if they bought into this aftershave they would become desirable by woman increasing profits.

In addition, the advert also contains a classic stereotype towards males. This stereotype being 'The Strong and Silent on' which basically means that men are strong, and don't talk a lot. This can be seen throughout the whole advert. Firstly it is done with the close ups of both men showing that they are quite muscular. It can also be seen as neither one of the men do not say a single word throughout the whole advert, the only sounds during it are both non-diegetic, being the voice over by a woman and music. To continue the idea of the men being muscular also sexifies the man. Which is subversion as the ideologies of women being sexified has been reversed so that the man is sexified.

To add on, in the advert the man representing the ‘only the brave tattoo’ can also be seen separating a group of people walking the opposite way to him. This also produces the idea of the man being the strong silent one as since he is so strong they don’t want to get in his way or even mess with him. In addition it also shows us that he is a dangerous man as they idea of the crowd moving out his way suggests that he has a dangerous presence. This also adds to the idea of the audience as being mainly for men, this is because it is trying to uphold the idea of men being more powerful and desirable, it doesn’t want to damage men’s masculinity as it is a patriarchy. Meaning that it was made by men for men. So if men made it they wouldn’t want to make themselves look weak.

To carry on, at the start of the trailer there is also a close up of a pair of lips from a woman. This could be to show the male audience that it is the woman’s job to talk and seduce the men, we can also tell this from the mise-en-scene where the lipstick colour choice is red. The colour red connotes ideas of love and also re-iterates the idea of her trying to be a seductive character in the advert. Which is also a stereo-type of women as they are mostly seen as being sexified in the media. However in this advert there is also the idea of subversion to do with the woman’s stereotype. This is because in this advert the woman is telling the man what to do instead of it being the opposite way round which shows the men as being the domesticated ones.