Gucci Perfume Ad

I was reading Seventeen Magazine when I came across a Gucci perfume advertisement. The target audience for this ad is middle-class males and females in their twenties. Both the man and woman in this ad are Caucasian and young. They both have an intense look on their face. The camera angle is close to the subjects and at eye level. This makes us viewers believe we are equals with the people in this ad. The lighting used is artificial. The background is dark and the people have a gold-tinted light around them. This is to highlight the people in this ad. They are highlighted because the advertisers are using them to sell the product. They want the viewers to look at these people and want to be like them. The main color shown in this ad is gold. The lighting is a golden color and the bracelet that woman is wearing is gold. The gold represents class. The viewers notice it is a classy product, but they are still able to afford it. The text is big, centered, and white. When I see white text I begin to think of "pure" and "good". The color white has positive connotations and that is why it is used. The transfer association technique was used. The advertisers used colors with positive connotations and also associated their product with attractive models to make the product more desirable. This advertisement is also using the need for sex. The models are both naked and are very close to each other. When the viewers see this, they want to be in their position. They want to have an attractive partner and be that attractive. This technique doesn't work on teenagers, but it does work with people in their twenties.