The man is seen holding his fist in front of the image which connotes that he is bigger and stronger than the city and he is 'brave' enough to take whatever the city throws at him. The background is set in a very urban place which tells us that the perfume is obviously for young, cool and urban men. The colours are used to make the model look threatening and powerful. Grey, white, blue and black are very manly colours, they add a futuristic and modern theme to the image. The city also represents a very exciting fast-pace life which will also attract young men to buy the perfume. The tag line says 'DO YOU HAVE WHAT IT TAKES?' this is trying to question/challenge their manhood and this will also persuade men to buy it because they want to prove that they 'have what it takes'.
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