Making Men: The Rhetoric of Hugo BOSSâ€™ Fragrance Campaign featuring Ryan Reynolds
Itâ€™s crazy how a suit can make you a man. Not just any suitâ€”a Hugo BOSS Suit. Thatâ€™s what Hugo Bossâ€™ new fragrance campaign is saying. The campaign features Canadian poster-boy Ryan Reynolds. With the blonde boyish days washed out of Reynoldsâ€™ hair, heâ€™s now the perfect candidate for the BOSS treatment.
The rhetoric of the BOSS campaign argues this: youâ€™re a gentleman. Youâ€™re not like the rest. Youâ€™re distinguished. Now itâ€™s time to show the world youâ€™re a man, and you can do so by choosing the BOSS label.
BOSS marketers are genius: soon after Reynolds was named People Magazineâ€™s sexist man alive for 2010, and just before his promising role in the upcoming film Rest in Peace Department, BOSS signs Reynolds to represent their labelâ€”but not before cleaning him up. BOSS transformed the scruffy Vancouver boy into a freshly shaved Hollywood gentleman.
Reynolds says heâ€™s honored to be the new face for BOSS fragrance: â€œBOSS is a brand that not only represents classic style and sophistication, but inspires men to work hard, embrace opportunities and strive for success in all aspects of their lives.â€
Reynolds is one of those actors that hasnâ€™t yet been given a chance to showcase his skills in a strong role. He’s typically cast as â€œthe funny boyâ€ in romantic comedies or fluff films, but I have a feeling we have yet to see the climax of Reynolds’ career.Â Representing BOSS will be a landmark for Reynolds, marking his transition into maturity as an actor and as a man.