Someday by Justin Bieber is a female perfume targeted at young girls, most likely between ages 12-16. It earned $3 million in the first 3 weeks of being on sale at Macy's, showing the overwhelming impact Justin Bieber has on teenage girls.
Usually perfumes for men and women are marketed by beautiful models or celebrities that are the same gender; you're meant to want to become he or she, and the perfume will give you a hint of their sex appeal. However, for this perfume, a male pop star who is incredibly popular worldwide is used to entice girls into buying this scent. They are not going to smell like him, they are going to smell how Bieber wants girls to smell. This means that they will feel as if they are the kind of girl Justin wants... which is the dream of any fangirl of his. This is supported by the following quote from him:
“Let’s be real, the way a girl smells is very important to a guy!” Bieber told WWD in May. “I have such a deep connection with my fans, so creating a fragrance that I personally love is another way I can bring them closer to my world."
In this advertisement, Justin Bieber is the main selling point. He is looking at the camera with a sultry gaze, and a beautiful girl is leaning into him. She is representing whoever is going to wear the perfume.
The denotation of this is that a teenage girl is standing close to a teenage boy who is a famous popstar, but the connotations are depending on who is looking at the advertisement. Many people seem to have an extreme distaste for Justin Bieber, so they may look at this and laugh or think its ridiculous. Many feel he is girly or feminine which is seen as negative in a man in our society, and he is also seen as a threat to males; they are jealous of his power and all the attention he gets, which most of the time is sub-conscious. These people won't even think about buying it. Others who are fans of Bieber, will see this and immediately feel admiration for him: this is how the product has been sold so widely. Power is associated with Bieber as he is so sought after by millions of girls, and he has sold so many records.
Other connotations with this advertisement are to do with the colouring, the shades of purple are seen as very girly in our society, which is important in this advert as it has to appeal for girls whilst a male is the main subject.
It would be very hard to sell a female perfume while showing a male with no explanation; people would automatically think it was for males. The shape and design of the perfume bottle also helps that as it is very flower-like with pink and purple colouring, both connotations of the female gender.
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