Fragrance Advertising Essay

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The absence of clothing has become omnipresent in today’s advertising. Some ads focus on the removal of clothing, while others focus on no clothing at all. This idea is ever-present in fragrance advertising, as it forces the viewer to focus on the product over the appearance of one’s clothing. The absence of clothing creates a very specific mood for the ad: sex. The ad is able to portray a meaning that is not even included in the ad just by removing pieces of clothing. Fragrance advertising, such as Gucci Guilty, uses sex as a tool to sell a product without knowing anything about it. The ability to sell a fragrance to viewers with the absence of smell provides a need to sell something else to it’s viewers. As the viewer cannot smell the fragrance from just looking at the ad, the advertisement is selling the idea of what the fragrance will …show more content…

The cologne bottle shows the logo and the name of the fragrance, making sure the viewer knows exactly what to be looking for when shopping. Gucci Guilty is also shown is big letters at the top of the ad. By being at the top the name is going to be one of the prominent focal points of the advertisement. The logo is also shown as being attached to the male model’s necklace, which can show that he is proud to wear this fragrance. The term guilty is often associated with committing a crime or wrongdoing. As the fragrance is called Gucci Guilty, the viewer gains the perspective that this fragrance can be connected to an imaginary guilt. This imaginary guilt is being portrayed by emotions through the male model. The guilt displayed can portray the man as a player, or the bad boy type. Bad boys are so often picked by women in movies and literature for being dark and mysterious. As the ad portrays a very sexualized romance, as the man is so obviously wanted by the woman, but he has all the control in this

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