The Difference of Scents That Travel Within

This reading was about the different ways of advertising and marketing to male and women consumers for Clinique products. It starts off by talking about how women are better at choosing what kind of cosmetics to buy by the cost, appearance, smell, and status of the product that is being advertised. Clinique's male products are aimed not only at them but for women to because women are known to buy stuff like that for their male friends, lovers, husbands, relatives etc…these products are labeled "masculine," but are also know to be "feminine" also.
The colors are another factor that differs from male to female products. Lots of color and soft tones are signifiers of purity, innocents and gentleness which are associated with women. The products are marketed as making one look beautiful, thus is promises beauty in the consumer. Signifiers of masculinity are black-and-white advertisements. The product is more informative and has the element of being "objective." This is providing factual reports and documentary realism. This encourages potential purchasers to buy male products. The inclusion of this information helps inform and initiate men who are not experienced in buying toiletries. Clinique's information on their products lets the man choose what suits him rather then them buying a product by a brand like, Gillette without knowing anything about it. Clinique uses words like, simple, no fuss, unscented ect… to target men to buy their products because it promotes the idea of health and strength which are words that are associated with men. For example, "male" advertisements put emphasis on speed and convenience because men usually don't spend a ton of time on cosmetics which differs women who take time time to cleanse and put on makeup.
Clinique does not imply in their ads that their products are more appealing to the opposite sex, like whereas other cosmetics and perfumes are remembered as feminine in our culture. Male advertisements on TV are shown with the male with large hands and hairy lathering themselves with the product ensuring they are in control of the product, which is another attribute of the image of a man.
When it comes to the lettering of a product usually women's products have tall, skinny, and elegant writing on them. Almost suggesting the the typical woman should be like. For men, it's bolder and thicker text, which is what the idea of a man is like. The difference from male products to female products is that men's products are labeled as "Skin Supplies" which suggests a more physical and commercial world that a narcissistic and pleasured world conveyed by feminine products. This is because female products are already culturally placed. Also, men have to have things labeled "for men" on them, ex. "Aloe Gel For Men," whereas women's products don't have that because their toiletries are already assumed to be for them because they are the majority who consume Clinique products.
Clinique's male and female products are based on gender stereotypes. They advertise through combination of visual and literary devices suited for both genders to buy their products.