Danny Ziegelman #4

Gucci Guilty Ad Proposal

Danny Ziegleman  

November 5, 2015 

For my ad campaign, I originally chose the Gucci Guilty Perfume.  In the coming days, this could change, but for know, I believe that these ads show the controversial side to ad campaigning.  The first ad campaign is intended for me as it says, “pour homme.”  It also has Chris Evans standing taller with Evan Rachel Wood seductively on him, showing that he is in power.  In the second ad, the intended audience for this product is woman, however there exists the stereotypes and over exaggerated sex appeal.  The image of the man kissing her neck shows she is in control and he is so drawn to her because of the smell of her perfume.  The last ad,  is intended for women also. Having the woman looking at the audience rather than the man while we see him paying all his attention to her denotes that this woman can get any man she wants and by wearing this product the audience will have the same power the woman in the image has. 

The sole purpose and message of the product is: sex sells.   Women, who want to want to be beautiful, look to these women as their frame of reference.  It is impossible is reach the photo shopped beauty of these women, but buying their products will get them as close as possible, right?   The models of this campaign (Evan Rachel Rood and Chris Evans) have stunning physical features that attract the reader’s eye.  Their bodies are the “product” that is being “sold” when the ad is supposed to be for perfume.  This is not to say that ever single ad in this magazine had these sexualized women.  We also have Chris Evans to attract women to buy this product.   Ads tell us what products and services are good.  After seeing many persuasive advertising messages in my research, the audience makes buying decisions based on what they saw.  It is interesting to me that for a advertisement on perfume, the way they chose to depict it is through sexualized behavior.  I find its message to be “with this perfume, you will get lucky.”  The product name “Gucci Guilty” gives us an effect that it must be strong with the word “guilty” it makes us think that if we do wear it, that we will feel guilty for something you do or it makes you feel that way (like a guilty pleasure).  People who are already a fan of Gucci will likely buy this product too.