Author: Gucci
Date: Spring 2011 add Campaign
When I first glanced at this picture I saw two women dressed in very fancy, expensive clothing. One of them is sitting down looking off into the distance while the other is leaned over about to kiss a guy who is also sitting down and he is dressed in nice clothes as well. They seem to be at a house and in the background there is another man leaning against a wall. There is "Gucci" written across the add in white lettering.
After I analyzed the photo In depth I saw a bigger picture. The add is trying to sell clothing and how they are doing this is by one, making people envy the models and the clothes, and two, by making the audience lust over it.
Since Gucci is a very popular and expensive brand their adds are going to portray that. They used three gorgeous models and each look confident and powerful. Having these aspects portrayed is a very good marketing technique because when the audience sees it they want to not only look like the people on the add, they want to buy the clothing so that they too can feel confident too. We see this especially with the model leaned over about to kiss the guy. She seems very confident in herself and see seems to do what she wants. The add also gets the audience to envy the brand by having the models up close so that they can see the clothes. The clothing looks expensive and very fitting. The audience is drawn to this and if you are rich because that is the target audience of this brand, considering how expensive it is, you would want to buy the items. lastly for envy, people will want to aspire to be these people because of the setting they're in. It is placed at a very nice, rich house, not somewhere run down. This is done on purpose because it shows that if you buy Gucci you are probably rich and the add wants to allude to those certain people. Lust is also seen in this add because the audience feels like if they wore clothing like that then they can get guys like the one sitting down.
I noticed the layout of the add as well. Like I said above, the two women and one of the guys are sitting close up to the camera, and this is done to show off their clothes. The models are also shot in a very neat area. There is not much around but it looks very sharp and this is done like this because it portrays the brand name. Gucci is very sharp and extremely high priced, and the layout definitely shows this. The "Gucci" name doesn't even have to be placed on the add for someone to know that it is for high priced clothes and rich folks.
I liked how you connected the sins to the audience and not just what the article embodies; in other words, you looked at the sins as marketing strategies. I'm not sure if I agree completely with your idea of lust but you definitely got an accurate point across. Also, I would have loved to see more development about the intended audience. #nice
ReplyDeletePretty good analysis of the advertisement. I think you did a good job establishing how the sins you describe connect to features in the ad. One thing I wish you'd talked about more though was the body language of the models. You touched on it a little bit by saying one of them looked confident, but I feel like you could have went into that a little more. Overall though, good job!
ReplyDeleteI was intrigued by your take on this advertisement because it goes far beyond surface level. Many times when we look at ads for brands like this we are quick to analyze them as either worthwhile or a waste of time. By examining the marketing strategies, layout, and models I was able to further understand the subliminal messaging behind this advertisement. It is interesting to notice the particular models chosen for this ad because of the brand. As you stated, Gucci is often seen as a luxury brand and the models are almost supernaturally good-looking. This only becomes interesting when you examine ads for ore typical, everyday products. For example, I am sure if you looked at an ad for Windex the models may be a regular looking, middle-aged women as opposed to the figures in this Gucci ad. I think another key aspect of this ad lies in the view of the models. They appear confident and professional which I think plays off of the idea that many Gucci consumers would be higher income people who are, stereotypically, more egotistical and likely to view themselves as professional, confident, and good looking.
ReplyDeleteReally nice analysis of this advertisement Erin! Just like everyone mentioned above, looking at this ad it's easy to completely miss the underlying sins that are presented in the photo. I wish you would have went a little deeper with the sins that you mentioned in your paragraphs because I agree with you completely but it seems like you only scratched the surface rather than really grasping the idea of the sins you presented. Still enjoyed your ad and analysis thoroughly <3
ReplyDeleteI really liked your analyzation of this advertisement. You looked at the way the ad conveys its message through the use of these models. I find it common that ads targeted towards richer consumers showcase powerful and confident models. It’s interesting that it successfully promotes its clothing by means of a picture rather than a commercial. This is because, with a glance, any viewer can determine that the clothing brand is for expensive tastes and possibly envy that style. As a comment pointed out above, I agree that because Gucci is a luxury brand and their consumers stereotypically share and model (haha) similar characteristics such as you pointed out: confident, rich, and powerful.
ReplyDeleteI liked how in depth you were in your analysis, not simply saying what everyone can see but also those that people would miss if they were not looking hard enough. I specifically liked how you established the ad's purpose, as that is what the company is trying to get people to do
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