An effective advertisement researches the right target at the right time in the right place with right message (Wells, 2013). Dolce & Gabbana’s perfume “The One” advertisement is placed in a good position in a proper medium. Allure magazine is one of the best selling and convincible women’s beauty magazines and is well known for its devotion to beauty, fashion, and women’s health. It is an elite in providing the information of the newest, most popular, and most fashionable products for readers. Because fragrances are a very important part of the women’s beauty concern, hence, Allure creates an exceptionally good place for Dolce & Gabbana to re-promote its top selling perfume, “The One.” Also, the main target audience of Allure is 18 to 49 year-old urban women with a certain amount of disposable income and tertiary education (Allure Expert Reader Panel, 2009), while Dolce & Gabbana is targeting at people (65% women) over age of 25 with a stable financial background, which correlate to the target audience of Allure. All these elements make Allure an appropriate medium to present “The One” advertisement.
Furthermore, Dolce & Gabbana’s “The One” advertisement occupies the most essential position of the Allure: th...
... middle of paper ...
...ods (Federico, 2013). Also, the improvement space for a luxury good is fewer than that of a normal good. Dolce & Gabbana is using methods from another perspective: do not only make it creative to be different, make it elegant to be different.
Brucculieri, J. (2013), Scarlett Johansson and Matthew McConaughey star in Dolce & Gabbana short film, retrieved from: http://www.stylelist.ca/
Federico, G. (2013), Martin Scorsese’s the one: director’s cut, retrieved from: http://www.swide.com/
Zafar, Q. & Rafique, M. (n.d.). Impact of celebrity advertisement on customers’ brand perception and purchase intention, Asian Journal of Business and Management Sciences, Vol. 1, No. 11, pp. 53-67, ISSN: 2047-2528
Gurel Atay, E. (2011). Celebrity endorsements and advertising effectiveness: The importance of value congruence, retrieved from: https://scholarsbank.uoregon.edu/
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