A GUILTY GUCCI ANALYSIS
She is a delight to most, with her sun kissed complexion and rose tinted lips. He is a work of art based upon his obvious muscular physique and hypnotizing eyes. Another man adores her and although she tries, she cannot resist the temptation of the hypnotic, mysterious man. They venture into the bedroom, only to be caught by the one who wants her heart. Caught in the act their pleasure is a powerful act of lust, tension and guilt.
Scent plays a huge part on what you’re turned on by. Gucci known for it’s classic, glamorous and sexy ways understands this therefore bottles both sex and glamour creating a scent of guilt. The two part guilty perfume line is for both men and women so promoting it in a glamorous and sexual way will appeal to both sexes, as it will leave both thinking about their personal guilty pleasures. Innocence lacks excitement therefore a raunchy advert gives people a buzz.
The models in this advert feature Evan Rachel Wood and Chris Evans.
Both are society’s vision of attraction and beauty. Majority of people also agree with societies vision, therefore using glamorous and attractive people lure the audience in by controlling their minds, to believe that a similar sexual fantasy could happen to them with either a flawless muscular man or beautiful women. Although this lacks originality as it is following typical American culture such as Hollywood stars complete with glamour and indulgence, for example Marilyn Monroe and Scarlett Johansson. Photographers Mert and Marcus were used to shoot the advert as they are known for their raunchy and sexual fashion photography with campaigns such as 2012 Calvin Klein jeans and Tom Ford beauty campaign, both using typical beautiful models and dark haired, attractive, toned men such as Tom Ford himself in his campaign.
Most Gucci adverts feature models with beautiful bronzed skin for a glamorous effect. This advertisement matches this identity but also contrasts with the black background of the advert that suggests strength and mystery. The deep blue eyes of the models suggest calmness and guilt, simple yet effective messages that make the perfume a guilty success. The way the models are both naked and are caressing each other makes the advert even more guilty and shows how much they cant resist each other. The models are cleverly placed in the advert for both are the main attraction suggesting instantly it is promoting two perfumes for both men and women. The bottles are placed in two separate corners, for it is a double page spread, which makes it seem highly important. They both complement the models but do not distract the audience from the captivating models. The bottles both look high quality and important. Luxurious muted gold is used on the women’s bottle contrasting with the silver and glass effect on the mans bottle. The gold suggests glamour and luxury and is a Gucci signature colour, whereas the silver on the men’s bottle implies wealth and sophistication.
The makeup on the female model resembles typical Hollywood art, with a smoky eye and tinted pink lip; I see a similarity to Moet & Chandon’s advertisement featuring Scarlett Johansson. The Smokey eye resembles the act of guilt for black is secretive and unknown which contrasts with the femininity of pink lips that look kissable and suggest romance and lust. The white of the female models nails differ to the use of black in the advert. Where white usually means purity in this case it is acting classy and stands out upon the sun kissed skin of the models. Pale eye shadow has been used in the corners of the males eyes to make them stand out and make his deep blue eyes pop with colour. Tattoos on the male can be seen as rebellious and lack innocence which matches the theme of the advert flawlessly. The use of a Gucci bracelet in the advert shows the brand off immediately as it is the famous logo and shows how perfectly it merges in with the luxurious golden and bronzed colours in the advert. The typography used is simple, bold and white which contrasts against the sun kissed skin of the models to give a subtle look. The white looks effective for it blends in well with every colour, however the purity of white steers away from the guilt of the advert not matching the purpose of the advert, guilty pleasure. The lighting used on the advert is strong on the models, however shadowing is also obvious on places such as the models faces and bodies to make them look even more toned and contoured for extra glamour.
To me the target audience for this perfume is obvious. The models are in their late twenties and both look experienced in sexual activities. Gucci is a luxurious and expensive brand therefore mainly quite wealthy people can afford to buy it with a successful job, therefore I think the target audience is for 25-35 year olds, people who are knowledgeable, sophisticated but enjoy experimenting. Below is a picture of Blake Lively and Beyonce modelling two different Gucci dresses who both fit into the target audience. Vogue is a highly glamorous Magazine and people in this age range mainly read it. The majority of the readers are women but because this advert is indulging and contains a ‘hunk’ women would most likely want to buy the mans spray for their boyfriend/husband, in the hope he too will indulge them when wearing it. Where the advert is placed, there are mainly adverts using bright or pastel colours, therefore it works well as it is distinctive and stands out. Although it is placed near other luxury brands such as Dolce & Gabbana, which means extra competition, as these are brands that people tend to commit to just buying products from one or the other because of their expense. Furthermore this advertisement is successful because of its use of sex, which is one of the biggest markets therefore will attract any person who can relate to sexual activities. With use of beautiful models, bold contrasting colours it cleverly implies that those who wear the scent will also be irresistible. To me the only negative is that this advert is not unique or fresh, it is like previously stated influenced or copied many adverts produced before. Although creating something new in the market is important, Gucci have followed their identity creating a perfume that is brave and will trigger memories or fantasies for most.
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