Female Dominance In An Ad For Gucci Guilty

An Appeal to Female Dominance in an Ad for Gucci Guilty A recent advertisement for Gucci Guilty focuses on the appeal of female dominance in today's society. In an advertisement, a male and female are seen embracing while an image of the product sits in the bottom right corner. The brand name is seen in the iconographic Gucci font, which is easily identified by the audience. With the name Gucci Guilty, the audience is drawn into the advertisement which links the ideas of mystery and lust to the connotation of a guilty pleasure. The female is the most notable figure in the advertisement and is placed in a superior position with her gaze directed away from the male and specifically at the viewer. At the same time, the male,who is inferior, only

She symbolizes everything a woman wants to be: confident and alluring. Her head is held high with her chin up creating this illusion of self assurance around her. Her gaze is directed away from the male and directly at the audience. The female uses her eyes as a direct form of address with her eyes focused on the viewer she is able to grab the audience's attention and make it seem as though she has power over the male as she places her hand on his head and holds him closely to her. Further, the woman is clearly the focus of the advertisement due to the way she is positioned above the male with her chin resting on his head. The implication is that this woman is someone in which females who buy the product can feel like. Only through the use of Gucci Guilty perfume will woman transform into this dominant

The male and the female are seen embracing and appear to be lacking any clothing besides the silver chain located around the male's neck and the golden charm bracelet placed around the woman's wrist. This makes their encounter look intimate and heated which directly relates back to the connotation of a guilty pleasure. The idea of desirability in this case specifically focuses of the sexual aspect: woman want to be desired by men. The dark writing tattooed on the woman shoulder implies that she is a rule breaker. The tattoo is iconic of danger due to the fact they were originally used for gang purposes because of this is is connotative for seduction.This ad specifically targets women and their desire to feel beautiful. The young models and the fact that they are considered attractive to Western societies makes the product appealing to younger audiences such as woman in their early to late twenties. On a number of levels, this advertisement implies that Gucci Guilty is the product which allows its users to feel confident and poised in any situation specifically in the presence of males. Gucci Guilty, as the advertisement indirectly illustrates, is key factor in making a woman feel dominant and desired in their own