This is a male advertisement poster for "Calvin Klein MAN" it uses a black and white color, which gives impact to the man behind the product. The light shines on the left side, also where the product is, they did this because they want the product to feel as important as the man.
The product is also black and white, this is most likely why they made the whole color black and white is well.
The man is looking directly at the product, which emphases how good the product must be.
Also you will notice that the man is in good shape, they do this because it attracts peoples attention.
This is a female advertisement poster for "DAVIDOFF Cool Water" the color is this one is much more clearer that the male advert, this time, it uses a light blue and white color, this is because light blue is more of a female color, also, the girl is looks to be sitting in water hence the product "cool water".
Unlike the male advert where the male is looking directly at the product. The women is looking up with her eyes closed, this gives off the impression that she is refreshed, the same feeling you get when drinking "cool water"
The women is young and in good shape, same as the male poster. they do this to attract attention.
Original Female Poster
Original Male Poster
