The Gucci Guilty Perfume Advertisement - 1079 Words

In this Gucci Guilty perfume advertisement, there are disagreements towards gender roles in advertising, implying how women and men are portrayed. Women are often shown as more feminine, compared to men who are shown as masculine. In the men’s advertisment (ad). the male is put above the female demonstrating his control and power. According to Boundless (2016), in traditional cultural context – males are the dominant gender. The direction of the model s eyes, the man looking directly into the camera, and the woman looking up at the man, can suggest the power dynamics of the genders. Dias (2016), also stated that the way that the man is looking at the camera can suggest that he has the power in the situation and the relationship (Dias,2016). The woman looking up at the man implies that she has less power than him, and that he is what matters to her (Boundless, 2016). The gaze of the female, her posture and her red lips helps to signify affection and goes to show that she is begging for love.The framework in the scene is pitch black, a colour that indicates power and mystery, relating to the control of the male. Harley (2013) stated that the contrasting masculine colour of dark blue in the male’s eyes expresses calmness, tranquillity and guilt, which combines image/text cohesion of the active abstract noun â€Å"guilty† to the facial expression of the male (Harley, 2013). Although in the women’s ad. it is the complete opposite. The male is staring at the women lustfully while theShow MoreRelatedThe Sexual Nature Of Gucci s Fragrance For Men1563 Words   |  7 Pagesshown in our culture today has increased dramatically, in our outfits and in our advertisements. We use the human body, both male and female, to sell products ranging from perfume to hamburgers. It has become more acceptable in our culture to see more rather than leave some of the body to the imagination. This is specifically seen in the magazine advertisement for Gu cci’s fragrance for men, Guilty. This advertisement targets the male audience, specifically the heterosexual male audience. I will useRead MoreStylistic Analysis of the Advertising Slogan1927 Words   |  8 PagesStylistic Analysis Of The Advertising Slogan ---------Perfume Introduction Along with the rapid development of society and economy, advertisements have penetrated into every stratum of the society, becoming the indispensable part of our daily life. Like newspapers, magazines, television, radio, films, telephone directory, art performance, the Internet, and even the human body, advertising makes use of various media to deliver information to the consumerRead MoreThe Advertisements For Gucci s Perfume And Calvin Klein1526 Words   |  7 Pageshave a perfect body shape with beautiful facial features to be considered as attractive. Nowadays, the advertisements are taking advantage of such a social norm to lure consumers to purchase their goods. The advertisements for Gucci’s perfume and Calvin Klein’s cologne are especially good examples to demonstrate such pressure and reflect the consumers’ psychological behavior. The advertisements highlight gender stereotypes through utilizing the impression of opposite sex and incorporate an underly ingRead MoreGucci Brand Management5545 Words   |  23 PagesExecutive Summary This paper examines the brand management of Gucci, as one of today’s most prominent luxury brands. Based on literature it first looks at definitions of luxury and luxury brand equity as an expression of dream value. Then it explores the identity, brand building, brand architecture, brand stretching and strategies Gucci follows in each of its segments. In the light of the latest recession, it looks at the response strategies of the brand and sheds light on the communication challengesRead MoreEssay about Louis Vuitton Moet Hennessy Case6620 Words   |  27 Pagesluxury goods provider with over 1500 stores in 60 different countries employing 56,000 people all over the world. LVMH has 50 sub companies offering products in five different category lines: Wines Spirits, Fashion Leather, Watches Jewelry, Perfumes Cosmetics and Selective Retailing. â€Å"The group has nurtured the best of its brands’ unique expertise and powerful identities to become the world leader in luxury, a position it intends to maintain thanks to a strategy of sustained growthRead MoreStrategic Marketing Management337596 Words   |  1351 PagesIncluded within this are 24-hour television, satellite broadcasting, and a huge upsurge in the numbers of newspapers and ever far more finely targeted magazines. The advertising literacy then follows directly from this in that the sheer number of advertisements to which they have been exposed is higher than ever before. Brand literacy emerges from brands having been an integral part of lifestyles for as long as this generation has been alive, something that was not always the case with older consumers