This cologne ad by Hugo Boss is visibly targeted at men. The creators of the ad first use the rhetorical appeal of ethos by featuring the celebrated, hollywood actor, Theo James on their ad campaign. By featuring a male celebrity it makes the ad much more appealing to men. Secondly, The models/actors featured on the poster also appeals to a man's desire for aesthetic sensation. The target audience believes that because Theo James is attractive they will be attractive to for using the product. Secondly, the ad features a female model looking at the male model in a very seductive way. This both catches the attention of the audience, because as we’ve all heard “sex sells”. In addition the seductive and sexual look on the female model’s face both appeals to the need for sex as well and attention. The male audience is lead to believe that this cologne will make them more attractive and sexually appealing to women, as seen to the model on the ad. The male model is also dressed in an expensive suit and is well dressed this implies he is successful and has been successful within his career. The male audience again believes the same thing will happen to them if they buy the product. This appeals to their need for prominence, aesthetic sensations and the male need to achieve. Stereotypically men are more competitive than women so this need to achieve is much more effective on men (the target audience) than women.
I agree with your statements throughout your analysis, however the female model is not looking at the male model in a seductive way. Rather, as this is a cologne advertisement, she is being 'seduced' or overwhelmed by the sensation brought by the smell of the cologne, having closed her eyes and leaned in for a better whiff. Thus, it appeals to the male's need for attention as the female model is giving the male model attention for wearing cologne (which the audience wants!).
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