Charlie is very much a product of the 1970s: she represents the post-feminist freedom of women who have the confidence to move easily in a man's world. Her look is more androgynous than the 60s woman: she wears a trouser suit, a collared shirt and carries a briefcase rather than a handbag. Her posture is assertive: she strides like man, swinging her arms energetically and smiles directly at the camera. The setting is also significant as she is in an urban environment, clearly part of the world of work, rather then being a stay-at-home wife as her mother may have been. She is still very feminine with flowing hair and high heels.
The representation is of a wartime romance. The woman supports her man and her country by being a perfect 'English rose', as sweet as the girl in the poem by the great English Victorian poet Tennyson. The couple are staring up at airplanes in the skies together; they smile admiringly, showing their patriotism.He is in pilot's uniform. She is very formally dressed in coat, gloves and hat. Yardley based this fragrance on lavender, a very English scent. Together, the image and text send a message of tradition, patriotism and confidence in British values.
"1920s, UK" Picture by Advertising Archives posters, art prints, canvas prints, greeting cards or gallery prints. Find more Picture art prints and posters in the ARTFLAKES shop.
Jenny Mann's insight:
Erasmic is a vintage brand whose representation reflects a lost world of elegant waltzes and romantic ball gowns. The woman is represented as part of a couple rather than on her own terms, as later fragrance advertising tends to show. She is depicted as dainty and fragile whilst the man is tall and powerful. At the time, few women were financially independent, so women looked to secure a suitable match to secure her future. Women saw perfume as a means of creating an aura of glamour, as in this image. The woman's gown is the height of luxury, made of delicate, floaty chiffon that swirls as she dances. The slogan refers to her 'daintiness and refinement', considered to be key qualities in a woman at the time. The tininess of her stature as she spins on her high heels reinforces the height of the man. His stance is protective as he encircles and supports her.
Lynx unleashes the chaos for both sexes. Campaign, first for advertising & creative news
Jenny Mann's insight:
The message of Lynx's 'Unleash the chaos' is that wearing the fragrance makes you irresistibly attractive and compels the opposite sex to come close to you. It appeals to our sense of fun as it is extremely entertaining to watch people abandon their work and throw themselves into the arms of an attractive stranger. Nurses let wheelchairs roll into the path of oncoming cars, waiters drop loaded trays and others chains of events leading to the climax of the city bursting into flames.
What is the greatest advertising category in the world? The most consistently itself and subsequently hilarious? Fragrance advertising. At its best it is evocative and sensual. At its worst it is toe-curling fashion bollocks.
Perfume selection has become a complex affair. The aroma is not the only aspect of the perfume that entices consumers. There is also the imagery the perfume conjures, the brand or the star power associated with it.
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