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| http://thescentedhound.files.wordpress.com /2012/05/guilty-male-kv2-sp.jpg |
| http://www.polyvore.com/cgi/img-thing?.out=jpg&size=l&tid=40628344 |
The two pictures above are advertising a fragrance for men and women that is called Gucci Guilty, by the brand Gucci. The advertisement on the left shows a women being craved or desired, and not only depicts the deadly sin of lust, but also shows that she has power over him. This advertisement even creates an image for the viewer that women who decide to use this fragrance will be young and beautiful, and this also creates the idea that women who use this will get the same reaction from men they are with. The advertisement on the right shows the same image and ideas, but the man is wearing the fragrance instead of the woman. So he is young, handsome, being desired, and has power over her.
The intended audience for the advertisement on the left is women, and the intended audience for the advertisement on the left is men. But because of the models that are used in these advertisements, the intended audience shrinks to the people who are both young and considered beautiful or handsome. Also, based upon both the man and woman's appearance- the man is wearing a nice necklace, with a trimmed beard, and the woman is wearing makeup, has died hair, and also a tattoo on her left shoulder blade- the intended audience shrinks down even further to the people who are in-style and "trendy." The stereotypical idea of people who are in-style and trendy often have a higher social and economic background, so this stereotype further shrinks the intended audience to those specific people.
In the advertisements, when either the man or woman is wearing the Gucci Guilty fragrance, they are presented as both sexual and strong. Since the model in each advertisement is making eye contact with the camera, it also shows their power and confidence they have when wearing the specific Gucci fragrance. Also, since both the male and female advertisement for the Gucci Guilty fragrance is practically identical-only the male and female models switched places- it shows that Gucci is a brand that is acceptable for both genders and that both genders will be treated the same way when wearing it.
