In this ad for Gucci Guilty, we see a man and a woman embracing one another. Neither the man nor woman appear to be wearing any clothes. The man is kissing the woman’s neck, while the woman is holding his head and looking toward the audience. A bottle of perfume is in the lower right hand corner of the ad, and the name of the perfume is used as a header across the top. The woman is wearing a bracelet with the Gucci logo, which matches the bottle of perfume. The colors used are generally neutral skin tones, except for the pink that is highlighted in the woman's lips. There is a black background and the people are the central focus of the ad.
Gucci Guilty is a womens perfume, so the target audience of the ad is women. The woman in the ad is holding the man's head and he is kissing the woman's neck. This shows the women has apparent sexual control over the man. He is also showing that he wants to pleasure her by kissing her neck, and her facial expression indicates that she enjoys this. From a woman's point of view, she may think that if she is to wear Guilty by Gucci, men will try to pleasure her and she will gain more attention.
It is interesting that the woman directs her attention toward the audience, rather than the man she is sexually engaged with. This implies that he is more invested in the act than she is. Generally, women feel subjected to only please the man in their relationship when it comes to sex. This ad suggests that men will be more inclined to pleasure a woman wearing Gucci Perfume.
The black background conceals the location of the featured couple, and this adds a mystery element to the ad. It implies that this could be taking place virtually anywhere. This adds sex appeal to the ad because it can associate with viewer’s fantasies. In other words, different viewers have different interpretations of where the ad could be taking place. The woman has a tattoo across her back that is illegible, which contributes to the mystery/fantasy aspect as well.
The words "GUCCI GUILTY" are printed across the top of the ad in large white letters, while the Gucci symbol is repeated on the perfume bottle and on the woman's bracelet. This repeated use of the logo emphasizes the product being advertised, while adding to the sex appeal of the ad because the bracelet draws further attention to the woman's naked body.
DISCUSSION QUESTIONS
1. Do you think there is something significant about the fact that the woman is looking at the audience rather than back at the man? What could this imply about their sexual relationship? How does this compare to the way the man is looking at the woman?
2. Why was the use of color in this ad limited? What else about this ad is "mysterious"? What is significant about the pink tint that is used solely on the lips of the woman?
3. Does the woman's physical position in the ad mean anything? What about her position in relation to that of the man? And why is the bottle of perfume positioned to cover her lower back, a place on a woman that can be very visually/sexually appealing?
As in this Gucci Guilty ad, the use of limited colors appears in other ads that coincide with the idea of “sex sells”. In my opinion, when the audience looks at a picture that has only one or two colors in it, they are more likely to focus on the object in the picture instead of being distracted by all the dazzling colors. In this case, the black background enables the audience to concentrate on the two models and the perfume in the ad. The only bright color in the ad is the pink tint on the woman’s lip and I think the color pink contains suggestive information. Generally speaking, pink is regarded as cute, fascinating and sexy. The use of pink on the woman’s lip indicates that wearing Guilty by Gucci makes women lovely and sexually appealing to men. This is something the designer wanted to emphasize in the ad so pink is used among other black and neutral skin tones to easily stand out and attract audience’s immediate attention.
ReplyDeleteIn addition, the woman’s eyes are also mysterious. She is enjoying the pleasure the man brings to her but also noticing the audience out there. The expression in her eyes is particularly enchanting as if she is inviting men to meet her and love her and I’m convinced that no man would ever resist such strong allure.
In general, this ad beautifully depicted the appealing sexuality between the man and the woman and contains key information of the product, Gucci perfume without being abrupt.
I find it interesting that the woman is looking at the audience instead of the man. Like you all said, often times it is considered the woman's job to pleasure the man but in this case he appears to be pleasuring her, as one can see from the way he is focused on kissing her. The fact that she is looking away and holding his head also makes her seem like the dominant component of the sexual relationship. This almost seems to say that if you wear this perfume, the man will pleasure you instead of the other way around, and thats as a woman, you will be dominant to the male, which I imagine would be very appealing for women.
ReplyDeleteI’ve seen this ad before when I was looking for the artifact for my group. Interestingly, my first thought was, “who’s feeling guilty and whom’s the guilty for?”. Obviously, I didn’t look at it as careful as you guys. (so I am the guilty one now). And then I got the answer after I read your analyses. As you said, there’s “guilty” on the woman’s bracelet and the woman is the superior on in this picture, which is contrast to most of the sexual relationship that the man is the superior one. So I think the guilty is from the woman and I think the guilty is for the man.
ReplyDeleteThe ad portrays a woman who wearing the Gucci guilty has sexual control over the man as you stated, and the man is quite willing to his subject part in this relationship. Here, I want to ask one question, why the Gucci guilty doesn’t frame a woman who wears the perfume and then the man is totally captured by her. Then the man regards her as the most precious princess around the world? I got the answer after I checked the price, that is $95 for 2.5 ounce and is quite luxurious I think. By mentioning the price, I am trying to say that the target customers of the ads should be those wealth women who married or already has a quite stable relationship with her boyfriend. Since most of the partners of these wealth women tend to be those who are successful and powerful in the common world, it may result in the women’s subordinate part in their relationship, both sexual and non-sexual.
Then, another point is that the woman in the picture is looking at the audiences who are looking at the picture. What if the woman doesn’t act like this but enjoying the moment with closing eyes or just put her head on the man’s shoulder? if that was the ad, I think there are several different results. First, the viewer cannot see the woman’s exquisite which is working as an attraction spot. Second, the woman’s controlling part may not as strong as the curent one. Third, the most important part , connecting with the target customers and the partners, the woman’s facial expression and her direction just like sending the message that, “ hey, all of the wealth woman, are you enough with the superior controlling from your masterful husband/boyfriend? Do you want to have and enjoy the moment I am having now? Just go get this Gucci guilty and you can make it.
I agree with Nan the monochromatic tone in the ad helps the audience focus on what is going on. I think that the limited use of color adds an amount of unity to the ad as well. It is as if the ad is showing them as one being. The background of the ad does convey this sense of mystery and helps redirect the focus back to the man and woman. But what I find interesting is the pop of color from the woman's lipstick. It draws more attention on to her, redirecting the focus of the main point of the ad, selling the perfume. The lipstick pulls the viewer into looking at the woman's face, noticing her expression and with this, causes the targeted viewer (i.e. women) to want what she is having.
ReplyDeleteThe target customer of Gucci Guilty is woman, so the purpose of the ad is showing women’s attraction for men with Gucci Guilty. The way that the woman is looking at the audience and the man is fully engaged into the sex shows the kind of attraction. The woman’s physical position plays the same role. It shows the woman is actually controlling the sex. Maybe the ad wants to leave a message to its audience that if you use Gucci Guilty, you will become inferior in sex and men will be totally attracted by you. The position of the bottle adds to the “mysterious” felling of the ad. It is true that the lower back of a woman is more sexually appealing, but the ad wants to show that the man is not simply appealed by the body; it is the perfume that adds the woman’s attraction. Or maybe the designer knew we want to see the lower back of her, the bottle there will catch our attention more.
ReplyDeleteAbout the color thing, I agree with Nan. The audience will focus on the colored. The designer wants the audience to focus on the red lip, which shows the sexual attraction of a woman with Gucci Guilty, and the product itself.
I find what “guilty” means interesting, too. However, I think it may suggest that because the perfume is so appealing, it is easily for one to start a “guilty” sexual relationship. The attraction of women with Gucci Guilty defeats the moral criterion in men’s heart.
The ad material makes a lot of sense in the way that the woman is focused on the audience or viewer rather than the man. It's a perfume ad, woman wear perfume to one: feel good about themselves because they smell nice and/or because they want to attract the attention of a man. This ad is almost speaking to the target demographic (single women) by saying "look at me. This perfume got me this man that's on my neck. Think of what it can get you!".
ReplyDeleteAs for the color of the ad and the woman's position, I think it goes along with what i stated before. The photographer placed a filter on the shot, almost making it seem that the moonlight is what is making the characters glow, in contrast to the black background. It gives it that sense of mystery and passion that every woman fantasizes about. Plus, the glow makes the models appear to be radiant in physique, eliminating all imperfections and giving the illusion that when wearing this perfume, you will look the same.
the woman looking at the audience rather than the man can indicate one of two things. one as the blog post sort of points out is "disinterest" if you will, of the woman in the act. the other reason could be that the woman seems to be in power in the relationship and looking directly at the viewer sort of seems to establish a direct connection with the audience which makes it seem like direct targeting.
ReplyDeletei think that the limited use of color helps focus on the things that we need to focus on in the ad ie the man and the woman it also sort of ads a lomoish effect to the ad which is just plain artistic. the only thing that seperates the woman from the man in terms of color is the bright red lipstick on the woman which helps set the focus on the woman and since its a woman's perfume thats being sold it seems appropriate. also pink is often associaed with femininity which again reinforces the fact that the woman is the one in central focus
I think this ad is trying to show how men will be attracted to you if you use this perfume. I think the women is shown more prominently because the women is the one that is being desired. The ad is very sexual thanks to the pose that these two models take and the lack of clothing. I believe that they make the lips pink to make the ad more sensual. The back is covered by the bottle just so you can see what the product looks like, I would wonder why have an ad if you don't even see the product that is being sold.
ReplyDelete@JohnRoss,I agree. By having this woman appear more dominate, it gives other women the idea that if they do purchase the perfume, they will have more sexual power over men. The women will think that they will become more desirable and that men will be putty in their hands. The fact that the woman does look at the audience makes it as though she is saying,"I GOT THIS!" If you look you will also see that the man's eyes are closed, so it is like he is focused on her and her only, giving her all the pleasure.
ReplyDeleteI also agree with the dominance of the female being put forward. The advertisement is almost about her,she is empowered. She's getting what she wants and thinking nothing of it. And that is the attitude the company wants you to have. They want women to be strong and empowered, but in order to do that, they need to buy some brand new perfume. That perfume will make her strong and sexy
ReplyDeleteIm agreeing with Jing Xian, that the ad has target market that is specifically for women. However, the ad catches the interest of both men and women as it incorporates elements of sexuality as the man and woman is projected, as if they are both in a nude and intimate position. The woman's head position that stares to the eyes of viewers, evidently attracts and demands the attention of the viewers, as if to say that by wearing Guilty by Gucci, women could now gain the attention and presence they wanted. The perfume bottle that is in the ad is probably plaged at the lower back of the woman, as it follow the contour lines of the woman, that definitely catches the eyes of viewers as it is considered to be the sexiest part of a woman's body.
ReplyDeleteJust as many mentioned above, the woman looking at the audience rather than the man in the ad is a very strategical and smart marketing ploy. This look invites the viewer into the ad rather than shuddering them out and not including them. The glance connects the female target and speaks to them by saying that they too can experience this sexual encounter, by of course, purchasing Guilty Gucci perfume. The black backgrounds and neutral skin tones leave a lot to the imagination for the viewer, so they can basically imagine this happening anywhere they please. This perfume is almost like an empowerment to women to switch the sexual norm role of the male being dominant during sex.
ReplyDeleteAlso, I believe that the perfume bottle is strategically placed because it is covering a part of the women that viewers urge to see. Here you have this highly attractive girl, completely naked, yet we see none of her "private parts." she is teasing the audience and leaving the images we desire to our imagination rather than providing them to us straight-forward.
This ad did a very good job of appealing to the target audience. Women in our society are often seen as inferior and especially in sexual situations they are the "submisssive" ones. By showing a woman being pleased by a man yet looking at the audience in a strong way suggests that she has the power in the situation while getting the man to do what she wants at the same time. The lack of a background adds to the mystery which is what draws in the audience. It allows the viewer to picture what else might be happening in the scene, and put themselves in the place of the man or the woman. The picture is teasing the viewer, especially with the placement of the bottle of perfume. The idea is to get women to feel like they they will be in a sexually powerful role if they buy this perfume which is an idea that is most likely very appealing to most women considering where they stand in our society.
ReplyDeleteThe fact the woman is looking at the audience rather than the man implies that she is in control of whatever is happening sexually. She is the one being pleasured, as the man, who is looking intently at the woman is the one doing the pleasuring. The color of the ad particularly that of the skin of the man and woman mimics the color of the perfume bottle. This accentuates the skin in the ad giving it a glossy, perfect-looking look. The woman being above the woman in the ad shows again how the woman is in control over what is going on sexually. This what they're using to market this ad. By saying this perfume will make men want to pleasure you instead of the other way around.
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