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B. PERIOD OF 2008 1. TOM FORD FOR MEN PERFUME ADVERTISEMENT
1. a. SIGNIFIER IDENTIFICATION
lxiv The third perfume advertisement to be analyzed is Tom Ford for men perfume starred
by Tom Ford himself. The advertisement’s theme strongly explains male sexuality with all of his sexual attraction. This is what makes it different from the previous analysis. The political
position of the body becomes something dominant to be positioned as signifier than the male and female character in it. Sex becomes a bridge connecting sexuality and sensuality values
interpreted into sexual activity of the model in the act. There are at least five signifiers belong to the advertisement:
1. a. 1. A man dressed in wedding suit lace is identically used as an ornament for man’s wedding suit in Western lying on the bed. His chest part opened a little by the woman’s
hands next to him. A man with full-passionate expression stares at the camera. His expression is calm but it contains sexual desire. The man puts his hands behind his head;
pose as if he is “ready” and “capable” to transfer his sexual desire to the woman. 1. a. 2. A woman of which the existence is noted by a couple of hands touching the man’s
body, as if she opens the man’s shirt while her other hand goes down close to the man’s genital passionately. This woman is only shown from her hands and what indicates that it
is a woman’s hands is the color of red nail made as tempting as possible. 1. a. 3. The pillow and the bed are the next signifiers.
1. a. 4. The perfume bottle is put evenly with the couple, though it is only shown partially with the color of bright yellow which is contrast to the man’s suit. The bottle’s cap is
similar to phallusphallic man’s genital, as explained by Sandek Endrawes that masculine-nuanced advertisement usually show a form of an object look alike to the
representation of phallusphallic 2008: 28 1. a. 5. The sentence of “Tom Ford for Men”: The First Fragrance for Men from Tom Ford.
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1. b. SIGNIFIED CULTURAL ANALYSIS
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