Illustration, Essay Example

All advertisements seek to influence the way potential consumers view themselves and how purchasing a particular product or service may improve that image. These messages conveyed through ads determine if a consumer will purchase a product or not. Although the most basic need for humans is that of food, shelter, and clothing, an advertisement can create other basic needs for a person. Often a person sees something being advertised that they feel they must just have.  These feeling generate demand for particular products. Advertisements are designed to create a positive image of the person using the product so potential consumers will see themselves in the same light. The most effective advertisements appeal to one’s emotions.  Emotional appeals are more effective than any other method regardless to the age group the ad is geared towards.  This Gucci add has social appeal, personal appeal, sex appeal, brand appeal, and romance appeal.

There are many social factors that cause consumers to purchase a product. This ad uses status and approval tactics to entice potential consumers to purchase the Gucci brand perfume.  In today’s tech savvy world, one can see various famous people in the media talking about what brand products they use. Just looking at the two actors, one would believe that they are famous, rich people. They look as if they don’t have a care in the world. One would be led to believe that if he/she were to purchase this perfume he/she would have the same image. People would then see the consumer in a different manner.

Personal emotions can entice a potential consumer to purchase a product. This ad appeals to the emotions of love, nostalgia, and happiness. The two people in the ad are lying close together and the man has his eyes closed. They seem to be intimately close; one can infer that they are about to make love are have just finished making love. They look like they are in love. They also have free and content look about them. They don’t have to worry about crying children, making it to work on time, or an upcoming bill that is due. Anyone who has nothing to worry about must be happy. The consumer is led to believe that he/she will gain this same freedom if they purchase this product.

Nudity and sex have been selling products and services for decades. It is one of the greatest ways to sale a product. The ad is very sexually suggestive. It raises the curiosity of the potential consumer. The consumer will wonder what the fragrance of Gucci smells like. This makes the product look interesting. The fact that the male actor has his eyes closed will lead the potential consumer to believe he is savoring the fragrance of the woman wearing Gucci perfume.

Gucci is a popular name brand that many people are familiar with. So, consumers know that a certain status goes along with wearing this brand because people will recognize the fragrance. This ad appeals to people who are conscious of brand names and want to make a silent statement by using the product. People who are brand conscious would probably purchase this particular product without the advertisement. People who are brand conscious usually don’t buy products or service for quality, but for the title they carry. These consumers are usually in circles with other people who are brand conscious as well.

This ad shows an attraction between the male and female actor which appeals to those who are romantics. This appeal is used to convey to the potential consumer that if he/she uses this product he/she will attract the opposite sex. Wearing this product will improve the potential consumer’s romantic or love life. So, this appeal will more than likely draw female potential consumers because women tend to be more romantic than men. They desire to be loved and in love. Being in love is an exciting experience they most people want to encounter.

There are many types of advertisement strategies that companies use to entice potential customers to buy their products; however, emotional appeal is the most effective. Emotional appeals are intended to create an emotion that is favorable towards the advertisement the business is displaying. These emotional appeals are geared towards the desires that most humans have. Some of those desires are for happiness, social recognition, and comfort. Often consumers buy a certain project o tot fear of social rejection. Although emotional appeal is the most prevalent one, the Gucci ad implores many different tactics. This Gucci add has social appeal, personal appeal, sex appeal, brand appeal, and romance appeal. Ironically, all of these appeals still appeal to one’s emotions. This ad was very effective in leading the potential consumer to believe that he or she must buy the Gucci Perfume. The ad leads the consumer to believe that he/she will be beautiful/handsome, sexy, and in love if they use the product. The ad effectively uses several different tactics of appeal to entice potential consumers to buy the Gucci Perfume.  The ad also appeals to memory. Any person who has seen the ad will remember the two actors they saw. They will remember what they looked like and that memory will evoke certain emotions.