Gianni, you wrote a rather interesting article, one which captivated my attention..and ironically not due to the reason that its content had to do with sex. I was generally moved by what you stated. Intrigued, I decided to do some research.
It seems as if you might have gotten the facts wrong; Harry Rosen does utilize hegemonic, SUCCESSFUL, good-looking, men in their ads to sell their products. Harry Rosen INC. has actually been marked as having a very interesting advertising approach. Although, like you said, their ads do not include women, they do include 'sexy' and very well-off men. They are also generally not seen in their stores, but are nonetheless existent.
I believe that HR showcases their product in a unique light, perhaps luring in customers by not only selling a model, but selling a look, a lifestyle. They place a large amount of emphasis on this image, that a customer could perhaps only exude upon purchasing their products.
This scheme displays just how important of a role advertising plays in order to expel an of a certain product's brand, into its society. You said that women were attracted to men in sharp suits? Much of it is due to the prevalence of such aforementioned advertisements in our daily lives. The issue of stereotypes and hegemony arises with this, just as discussed in class, and aids our understanding of how exactly these things come to be. What is apparent to me subsequent to all of this research is that many of the little men devising up new media and marketing plans, are the ones that continually shape our ideas of the world!
Furthermore, I would like to point out, that much like many other companies, HR does in fact use well known celebrities to promote their products. This video explores a day in the life of Sam Roberts, a famous musician, at a Harry Rosen shoot. Here is another one, promoting the brand, Carey Price, who is a famous hockey player.
Apart from using good looking and well-known men from famous social spheres to sell their products, Harry Rosen also uses very successful businessmen, CEOS and such are seen in these pictures.
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