The Message of Gucci Guilty - Essay Example

?Full The Lure Being attractive from afar is one thing and, staying attractive when one is near, is another. These days, physical beauty is given much emphasis in magazines, movies and advertisements. Beautiful models are praised and sought for by advertisers regardless of the product being advertized. This is because they are oftentimes not just advertising the product but carry with them the desire of admirers to become like them. Evan Rachel Wood and Chris Evans do not just present desirable attributes because of their beautiful looks and shape but have to spell themselves out more to the objective of looking good, a sensual relationship. Nowadays, casual coital relationships and pre-marital sex are widely accepted. In fact, it is a subject discussed not only among married couples but among friends, male and female alike. It is an adventure, if not a necessity that must happen for a person to find the perfect match. With this perception growing to be widely accepted, being physically attractive is not the only matter that is given attention. Since coital relationships require intimacy, fragrance should be equally important and this is the message of Gucci Guilty in its advertisement. The advertisement of the perfume, Gucci Guilty displays a nude couple and is in a physical intimate relationship. It is directed to women in particular who desire to draw and satisfy the perfect partner. With the model being beautiful and sexy, it metaphorically implies that such attributes are not enough to have a man totally captivated in her arms. The sense of smell must also be satisfied. A woman should be fragrant as well to be sexually appealing to the opposite sex and Gucci Guilty is the perfect perfume for such moments. The man is shown to be closing his eyes, his nose under the chin of the woman, his lips open, almost ready to kiss but not touching the neck of his lover. The neck is one of the parts of the body where perfume is applied. This suggests that the man is hooked in that area, stopping to just enjoy the smell of the woman’s perfume. The neck is also a part that is usually kissed because of where it is situated. Intimate kissing usually starts from the lips, down through the neck and, to the more intimate parts of the body. Moreover, it is one of the parts of the body that arouses sexual appetite when touched tenderly and lovingly. The man actually appears to have been mesmerized by the neck of the woman so that he was magnetized by something. That something is the scent of the woman’s perfume. This statement is not just an assumption but is proven true by what is shown in the picture. As mentioned earlier, the man is not kissing the neck of the woman, although his lips are parted, almost ready to kiss her. However, instead of him being portrayed as a very passionate lover who is ready for action, he is shown to have been magnetized, unable to resist the neck of the woman. With his face just very close to the woman without touching her neck, the photo implies that the man had to stop and sate himself with the smell of the woman. This specific reason for the man just stopping to smell the woman may not really be clearly stated in the photo but with the bottle of Gucci Guilty beside the woman, it says it all. Looking at the woman, one might wonder in relation to the statements made above, that she is not as interested about her lover as the man is of her. The man’s looks do not present any question about his physical attractiveness rather appears extremely desirable. Still the woman is not as concentrated on him as he is about her. This is because the perfume is worn by the woman that is why it is only the man who is captivated by her. The woman’s lips are slightly curved to a smile which shows satisfaction. She appears to be happy about how her lover is so attracted to her but her smile has something else beside the satisfaction that she feels. Looking at the woman’s eyes, one can tell that there is a knowing in her. That she knows why her lover is so attracted to her. She knows that she used Gucci Guilty and this is just making her feel guilty that she magnetized her lover. The bottle of Guilty was deliberately situated near the woman, emphasizing that it is a woman’s perfume. More importantly, it covers a part of the woman’s nude body that would attract attention because of more nudity, her back. Knowing that the eyes of viewers would be drawn to that area, the picture of the product being advertised was placed where it is and sure enough, no one can miss the message. The bottle of perfume carries with it the logo of Gucci which actually covers most part of the bottle, large enough not to be missed in case the words Gucci Guilty below it will not do the trick. The logo is placed there to attract the attention of customers who are already using the brand. The question for them then would be, “What is this new product of Gucci?” Viewers who usually lazily scan through pages of magazines or ignore billboards as they pass by would be attracted to the logo of the product that is not only known for quality but also a brand that caters to the needs of customers. Since the perfume is new, as the statement at the bottom says, ‘the new fragrance for her’; the product may not look familiar to consumers and may well be easily ignored. However, with the logo on the bottle, they would know that something really new and good is out in the market and they must know what it is. Looking more intently on the advertisement, a sensual woman would know that she definitely needs to buy the new product and feel guilty about mesmerizing her man. Speaking of the logo, it should be taken note that the woman is using a bracelet that also carries the logo. This may be for emphasis. Having the logo of the company on both sides of the advertisement will not only emphasize the brand but also attempts to capture the eyes of viewers to the logo and make a stronger impression in their minds. Analyzing more deeply the implication of the logo on the bracelet of the woman, it could be said that it is a metaphor of power. Gucci is that which gives power to the hands of the woman to captivate her man. If one notices, the woman’s hand is not around the man’s neck which would show a thoughtless response to physical appetite. It does not also cup the head in preparation to draw the man towards the woman for a kiss but rather is placed on the side of the man’s neck, to his nape and around the ear. As mentioned earlier the neck is one of the sensual parts of the body. In addition, sexual appetite could also be aroused through the ears. The hand of the woman on these areas implies that she controls the sexual desires of the man. The logo of Gucci around her wrist shows that the brand gave her that power over the man. The particular product of Gucci is made clear by the bottle of the perfume and the statement at the bottom of the advertisement. For the woman who wants that power, Gucci lures her to use Guilty to lure and captivate her lover. The advertisement is an effective lure for consumers. The choice of models is clearly well-considered. The two faces are not only familiar but they are also beautiful symbols of sex. The advertisers probably chose them because as mentioned earlier, they are a picture of a wonderful sexual experience. Since the product being advertised is a bottle of perfume, the advertisers had to show the deeper objectives of why women want to be fragrant. That reason would be to become desirable to the opposite sex not only through the sense of sight but also through the sense of smell. The advertisement implies that if women use the perfume, they will not only attract men but that they will be able to bring them into more intimate relationships. Read More