A Rhetorical Analysis Of The Giorgio Armani Code

Perfume advertisements, both in magazines and in television, involve selling more than just the scent. It taps into the human psyche and tries to sell the perfume by linking the brand with desirable ideas such as femininity, masculinity, love, passion, etc. Perfume advertisement usually tries to appeal to the other senses. It usually tries to sell sex by advertising with a beautiful and sexy model or a celebrity in a desirable location. Advertisers employ attractive people and use sex to grab attention and stimulate desire. Perfume advertisements evoke fantasy and offer a life

Do you ever watch the Super Bowl for its commercials? Have you ever bought a more expensive product because you had seen its advertisement? If the answer is yes, then you might have been a victim of today’s marketers. Jean Kilbourne, the author of “Killing us Softly” stated in one of her lectures, “The influence of advertising is quick, cumulative and for the most part, subconscious, ads sell more products.” “Advertising has become much more widespread, powerful, and sophisticated.” According to Jean Kilbourne, “babies at six months can recognize corporate logos, and that is the age at which marketers are now starting to target our children.” Jean Kilbourne is a woman who grew up in the 1950s and worked in the media field in the 1960s. This paper will explain the methods used by marketers in today’s advertising. An advertisement contains one or more elements of aesthetics, humor, and sexual nature.

Multimodal text plays a huge role in the entertainment industry, but how they promote and influence audiences to buy their products depends highly on how they present their advertisement. In the famous Old Spice commercial many rhetorical appeals are used, and although this advertisement little to realistically describes the product they are advertising, It's clever and subtle use of all three appeals, pathos, logos, and ethos, persuaded many people to switch to Old Spice and at the same time helped Old Spice reach its target audience, which is men.

Calvin Klein effectively formulates ads that grab the attention of their audience, to purchase their poignant cologne. American men want to look and smell perfect for their better halves, and the Calvin Klein brand feeds into this shared desire in society. The brand establishes a buying audience through the use of multiple appeals to pathos, and by providing a window effect in this ad for Escape.

The Aristotelian triangle determined the choices in this example of visual rhetoric because the speaker is using details to manipulate the target audience into wanting to buy the product. Giorgio Armani's target audience is men looking for a sensual scent that attracts women, and the company is implying that Armani Code is the perfect cologne for them through the body language of the woman in the ad. She’s completely hypnotized by the man’s cologne, holding him as close as she can to savor the scent. The black and white color scheme captivates the subject while giving a sense of tastefulness. I get the impression that this cologne is for a man who wants

This is Beyonce’s fragrance so it makes sense that Beyonce is the model for it. Since Beyonce is a worldwide phenomenon that many people look up to, she really grabs the audience’s attention by being in the ad. Not only is Beyonce a brand of her own, she is also a very attractive woman. Beyonce attracts men with this ad because she is Beyonce and the sexy glance that she is giving. She also lures women in with this glance because they see Beyonce looking like Beyonce and they think that if they get the same perfume that Beyonce uses, they will be sexy like she is. She is using ethos by including herself in this ad which shows that this product is a reliable and credible because Beyonce herself is using the product and being her own spokesperson/advocate for the product. This is personal branding which really works well for this ad because this is Beyonce’s product and it shows just how reliable this product

Perfume advertisements are made to illustrate an atmosphere and personality for a scent that you cannot smell. In the Daisy Trio by Marc Jacobs perfume advertisement femininity, purity, and youthfulness are used to create a persona for the classic daisy scent. In the airy meadows of the countryside on a sunny summer afternoon the director, Sofia Coppola illustrates the idea that being young is sexy and desirable through the elements included in the commercial. The clothing, makeup, body language, and camera techniques are used to sell the Daisy perfume, but also, youth and desire.

In an advert for a female perfume by “Givenchy” a woman is shown who holds the materialistic characteristics. This is not how it really is in society. Not every woman has prominent curves, is slim and tall. This shows how advertisements do not fairly reflect society.

Amongst all of these advertisements, a natural link is developed between the visual representation and the product/idea being sold. In the first ad, a masculine link of control and success was created between the picture and job, targeted for both elder men and women. For man, their natural state of superiority would increase if he took this job. For the woman, her natural lower class state would move up to that of manís. The perfume ad, on the other hand, is attracting female customers only. The feminine feelings of happiness, peace, beauty and truth are linked through objects from nature, such as the sky and clouds; and these feelings are stereotypically viewed as feminine. The third ad selling a vacation trip is directed mainly toward college students. The presentation of freedom, adventure and relaxation grab studentsí attention, especially for those who really need to get away from school stress. The ad targets all sorts of students, those ìmasculineî ones who are seeking adventure and those

In the competitive market America has today, all companies strive to be the number one choice for consumers out of all their competitors. To achieve this goal, companies use various strategies in their advertisements to appeal to the public. The company, Donna Karan New York (also known as DKNY) is one of the millions of companies that works rhetorically in its advertisement for its Be Delicious perfume. With sexual innuendos, symbolism, attention grabbing images, the creation an image of beauty, and the indication that one will be unique after using the product, DKNY effectively advertises its Be Delicious perfume.

The advertisement that I have decided to describe and analyze is one from Armani Code, a cologne producing company. When I first glanced at the advertisement, there were a few things that jumped out to me. The first of those things was an attractive white female with a lot of skin showing kissing and hugging an attractive white male who is professionally dressed. The next thing that caught my eye was the fact that the male was staring off somewhere into the distance while this beautiful female was trying to kiss him. He is portraying himself as if he is disinterested in the female. The third and final thing that caught my eye before actual analysis of the advertisement was the fact that the picture is all black and white. The girl, with her skin showing, is mainly all white. The male in his suit is mainly all black, with the exception of his face and white undershirt. Additionally, the bottle the cologne is held in, which is placed in the bottom right hand corner, is all black as well, with the words Armani Code printed on the bottom of the bottle is small print. While the ad itself is quite simple in design, it’s the meaning behind the picture that provides the most power. The message behind this advertisement is if Armani Code cologne is worn by any man that so many girls will like that man wearing the cologne in a sexual way that the man will eventually become sick of the females and focus on other things. This particular ad targets males while chasing the

     The appearance of these models is the primary concern of the ads and entails many different elements. Every model portrays a different characteristic through the pose they are in and the clothes that they wear. One ad depicts a sexy young woman who shows confidence by extending her arms out and exposing her flat stomach. Her hips are thrust to the left side, her long beautiful hair is gently blown back, and her facial expression and eye contact hint at sexual desire or acceptance of the viewer. Another female model also has her hips out to the left, but her hands express a different idea. While one hand is used to play with her hair, the other is up to her face with her pointer finger right below her bottom lip. Her hair partly covers her eyes and with her head slightly down, she comes off as shy but confidant. The confidence comes from her exposed stomach and direct eye contact that she makes with the viewer. These two women are somewhat opposite in how they come off which shows that Calvin Klein is trying to appeal to what different guys look for and appreciate in a woman.

In this analysis, the author examines the staging of male and female subjects in visual discourse by deconstructing advertisements that involve gendered subjects, examine gender on an institutional level, and look at gender as a performance. Advertisements are the most conventional ways to portray commercial realism, something that could be real because they don’t look peculiar or weird- they look normal. The big question asked by Erving Goffman, author of the book, “Gender Advertisements” is why do these advertisements not look strange to us when in fact they really are (Jhally)?

Nowadays, sex appeal is essential element for advertising; sex is everywhere that has been becomes the media constant companion. Sexual in advertising has many types such as nudity, sexual behavior, physical attractiveness, sexual referents and sexual embeds that make sex is exist in advertising across many forms (Reichert & Lambiase, 2003). Therefore, Reichert (2007) state that sex in advertising has been defined as advertising tool for a wide variety of products that use sexuality in the form of nudity, sexual imagery, innuendo, and double entendre. Shahid as cited in Reichert (2007) said that sex in advertising really works in some products, at least for advertisers like Calvin kelvin, Dolce & Gabbana and Victoria’s Secret. They are successful through use erotic appeals to get commercial success. A message if want has opportunity to influence viewers, at least let their seen or heard, use sexual in advertising is effective approach, therefore, sex used in advertisings primarily to attract attention to the advertising (Reichert,2007;O’Barr,2011再找2个) . Sex in advertising

When one looks at an image from Calvin Klein, Victoria's Secret, or Versace, the first appeal comes from beautiful models. These individuals are normally jumping, laughing and representing every idealistic way of life by manifesting the idea of a blind promise. Unfortunately, these images are not only created with the intent of being manipulative, but also to resemble the present history involving societal roles. At the moment, Ads are able to capture the political ideologies or the social influences in order to represent the position of modern times. On the other hand, the Versace brand recently released a new campaign on Fall clothes bringing to light a different topic. At a quick glance, the Versace Advertisement depicts the everyday family of four. However, through John Berger’s Ways of Seeing, the picture represents the hegemonic portrayal of male dominance, the suppressive forces of society on women, and the influence publicity has on the surveyed. Through this lens, one can understand the social relations and expectations publicity creates for individuals.