Gucci Advertising Analysis

Renowned psychologist Sigmund Freud posited in 1925 that sex is one of the most basic and primal human instincts and that it is a driving force in the everyday life of a human. Advertising agencies across the globe appeal to this basic instinct or id, in Freudian terms, in order to draw the attention of potential buyers to their product. Italian fashion house Gucci is no different and offers a prime example of this method of marketing. In 2011, the company launched an advertising campaign for their newest line of perfume and cologne: Gucci Guilty. In their print ad, Gucci uses contrasting elements of light and position, and appeals to envy in order to evoke the primal sex instinct of prospective buyers in an attempt to persuade them to purchase

Both Evans and Wood fit under the stereotypical views of an attractive white man or woman in America. Evans is tall and muscular, with light colored hair and eyes accompanied by five o’clock shadow. Wood is nothing short of a blonde bombshell, with blue eyes to match and makeup enhancing both her lips and eyes. Individually, the actors can be described as attractive, even sexy; but together, they create a stunning pair that is bound to draw the attention of anyone that sees the ad. Gucci relies on this visual magnetism, plus the duo’s star power, to bring in their desired audience of young, heterosexual, white

Evans is placed on the bottom, in the darker portion of the ad whereas Wood is above him, in the brighter area. In his article for the British newspaper The Telegraph, Auslan Cramb states that the typical attractive stereotype for men is to be “tall, dark and handsome,” which Evans’ positioning in the darkness alludes to. His placement underneath Wood also refers to his more devilish side, evoking a sense of attraction towards the bad boy archetype, which is enhanced even more by the inclusion of Evans’ tattoo on his arm. Wood, on the other hand, is set above him in the well-lit section of the ad. The lighting and positioning augments her divinity and feminine nature over Evans. By placing the two actors in contrasting light and positions, Gucci appeals to the subconscious sex drive of consumers to evoke a desire to purchase the perfume and get what both Evans and Wood have: an attractive