In this day and age, sex is one of the most predominate tactics used in advertising. Whether its selling diet pills,
shoes, perfume, or even promoting a new televison series, sex sells. Since 1983, the percent of ads using sex to sell products rose from 15 percent to 27 percent by the year 2003. Advertising agencies have found that using this type of approach has attracted more buyers and helped them to achieve their main goal of selling more of their products. Through sexual imagery sellers can arouse not only the viewers eye but their imagination as well.
One example of this type of advertisement, is the internet ad by Gucci promoting their fall 2011 perfume "Guilty". The target audience of this ad is young women ages from 19-35. The ads picture showcases two very attractive models, one male and one female. Both models are shirtless hinting to the viewer that they are both ...view middle of the document...
Placed at the bottom of this photo are the bold words Gucci Guilty along side a picture of the actual perfume bottle in the right corner.
To the side of this picture ad is statement ;"GUCCI GUILTY is about the feeling that you can attain whatever you want. It is about pushing your personal boundaries and experiencing the thrill of the forbidden. Without compromise, GUCCI GUILTY is a statement about who you are. With the richness of amber and the fresh femininity of lilac, the fragrance speaks to the bold. It awakens the senses with a daring edge of sexiness and sensuality that is GUCCI. Experience the thrill with the GUCCI GUILTY women's perfume collection. " This description along with the seductive photo send out a variety of messages to the audience targeted. One message is that this is a great perfume meant for sexy and attractive women. If you purchase this perfume you will be wanted and desired. Also seeing that the woman in this ad has an attractive man wrapped around her, you can attract good looking men if you purchase this perfume. The chances of these things actually happening are slim but they are there to help convince the buyer to purchase the product.
Although this ad can promote desired messages, it can also promote some dangerous ones. The name given to this specific scent is called "GULITY". This could indicated the person purchasing or wearing this perfume is guilty of a certain act whether it be playful or not. We usually associate guilt with punishment, so if someone is wearing this perfume they have done something wrong and should be penalized; which is most likely not the case.
There are other ways in which this ad could be promoted in a more positive aspect. The ad could showcase a woman putting on the perfume, showing things she desire such as careers, clothing, etc instead of a man. Sellers could also promote the luxurious look of the perfume bottle rather than models who we assume are wearing it. These might be a nice alternative route of advertising that might target not just younger women but more mature women as well.