made of AMERICA`" STETSON `

"man's man" that means business. This can be
thought of as the cowboy who just put in an honest
days work or the family man who I cares more
about his values and morals than his paycheck.
Underneath the cologne is another slogan "made in
AMERICA". The Stetson brand is one of few known
for being uniquely American in production and
originality even though it is sold in other parts of
the world. Using America in all capitals projects a
certain claim to America. That is it is the "Cologne
of Americans" in a sense, almost questioning the
customers national loyalty at the fragrance
counter.
The ad itself is a picture of a beautlful
mountain landscape with a glass like body of water
that reflects the lower level greenery all the way
up to the rocky mountaintops. At the very top
there is a bold and ominous cloud cover. A picture
that could have be taken in any era of the United
States. This wild frontier, although beautifully
serene, is vast and dangerous, much like the
typical Stetson man. Someone who cannot be
tamed nor contained. A true pioneer in every sense
of the word. Its simplicity is spellbinding as well as
solidifies its authenticity.
According to the Stetson Cologne website,
"See, the real, true West isn't a place at all. It's a
state of mind. Welcome to Stetson." With this
notion that as a nation we are always progressing,
the "Wild West" is thought with nostalgia. Today
it's a theme for a high school dance or reunion. To
the modern day cowboys it may be a way of life, but
its co=ercial value has far surpassed its meaning
in everyday life. Physically the frontier is still
there and protected through National Parks and
other organizations. In some parts the west has
been "conquered" so to speak as evident by cities
like the smog-hole otherwise known as Los Angeles
and the widespread San Francisco Bay area.
However, the west is very much alive in the rugged
mountains and scorching deserts as well as the
hearts of the wildlife. Stetson has attempted to
bottle the "West" and sell this liquid gold because
deep down every man wants to live the legend ...
Stetson. The Real American.
Ail a nanny of four different families I have
stumbled across a wide spectrum of family
ma€azines; anything from Parents to Martha
Stewart and Sports illustrated. I've always been
interested in advertising and tend to look through
fashion magazines solely for their advertisements.
When looking through family magazines the
advertisements are clearly geared toward a family
audience. From mini vans to allergy medication,
anything that a family might need is displayed in a
respectable fashion. Perhaps this is why when I
asked to look through one of the moms stack of old
Women's Day magazines for an advertisement I
was a little taken aback to find a men's cologne ad.
In my experience men's cologne ads featured in
women's ma€azines normally contain some form of
rippling muscles and/or a chiseled jaw line. This ad
clearly lacks both. It was not just tucked between
the gardening and shopping section but displayed
as the back cover. Which is only baffling until the
ma€azine is flipped over to reveal a December
release date. The biggest consumer month of the
year and Mrs. Clause is going to need something
special for "Santa". Luckily I had a whole year of
Women's Day to compare. Two out of twelve
magazines had advertisements geared toward
men. November and December. Clearly men are
learning what a hint is ...
Stetson. A word that should immediately
transport you to the Wild West and the days of
Buffalo Bill and Annie Oakley. Where the "Ten
Gallon " model ran rampant across Texas and a
man's wardrobe wasn't com plete without his hat.
Stetsons were on the higher end and owning one
was not only an investment but also a statement.
John Stetson first introduced his hat to the world
in Colorado with a style dubbed "Boss of the
Plains". Today the Stetson brand not only releases
hats but fragrances, eyewear, apparel, accessories,
and (of course) bourbon. In this ad Stetson is
selling its men's cologne. While normally
accompanied by famous male like quarterback
Tom Brady or Matthew McConaughey, Stetson
Original Cologne is simply set against a beautiful
mountain backdrop with the slogan "Live the
legend." strategically placed aside it. "Living the
legend" insinuates the legend of the "The Western"
or of the Stetson being a respected but also rugged
Haley Wilson
LA378
Kenny Helphand
February 12, 201:3
made of AMERICA'" STETSON
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