Both of the two ads give off a very different vibe. First, the portrait about the bearded man is a full frontal, waist length, and the man head is 3/4 turned. The lighting is broad with smooth shadows. The ad is in portrait by the way the model looks confident.  The Audience the ad was communicating were hipsters who love to embrace their beards. The tone they are trying to produce are confident hipsters. On the other hand the Gillette ad gives off a different vibe. This is a landscape ad. The model is shown from shoulders and up. He is looking towards the camera and gives a masculinity to his audience. The audience they are trying to pursue is the manly athletic type men who likes a clean cut.