Photo

Polo Black.

Polo Black, the newest fragrance by Ralph Lauren. At first glance all we see is a handsome, young Italian model. What is he up to? What image of masculinity does he iconize? Is he trying to sell us something more than just the cologne, something that cost us more than many would be willing to pay? Advertisers spend hour upon hours coming up with the best and most effective way to sell us a product. When we buy these products I believe that we buy more than just a product, but an image of life which is glamorized and overly exaggerated.

The guy before us is young and handsome. He has a light tan from his days on the polo field with the most of his long brown hair fading out of the shadowy background. He wears a pinstripe black suit and blue shirt with a white collar. Figueras also reminds us of Christian Bale. He shares the ad with a small black bottle; above which are the words Polo Black Ralph Lauren.  Why, because it wants to make a statement.  

Figueras is in a position of lounging as he poses for the shot. He is watchful, sharp, debonair, and mysterious. He doesn’t where a tie. Yet the first few buttons are open, suggesting a sense of ease and control. He wears a suit. Nice enough for a formal dinner but is not confined by the suit. He is skin is bronzed, making him more appealing and more broadly attractive. He is stylish, strong and silent. The dark brown eyes holds your gaze long enough to take ones breathe. The suggestion to Bale is a hint at heroism. He plays a billionaire, secretly a hero, Batman. The fact that he doesn’t smile is important.  The lack of a smile makes him mysterious, but that open collar suggests that he is a hero still rough around the edges.

This is what women want. Women are attracted to the guy who is dangerous, seductive and mysterious. The original dream guy was the cowboy but now it has changed.  A man must be strong, young, charming and mysterious. When we describe a guy we look at him as a whole. We don’t dissect him, because of his apparent confidence. It’s apparent in the way he carries himself to how he dresses.  If this is what Polo is selling, why are we buying?

We are weak. We want that confidence. We want that feeling of debonair. Women are attracted to this and if women want it they only need to provide it. They aren’t promising that this will change who we are. But it will, temporarily,