| |
| |
|
Advertising Information |
|
|
|
Giorgio Armani: A Persuasive Campaign
Lets examine the use of Giorgio Armani Company's advertisements for a persuasive campaign. My reasoning is because the company is separated into several different divisions, while each tries to sell their product, the advertisements must maintain an overall company image. I have chosen Giorgio Armani Parfum (cologne), Armani Exchange (A|X), Emporio Armani(Dreamers), and Giorgio Armani Occhiali (glasses) to be the focus for the general image campaign of the Giorgio Armani Company. Armani uses dark colors with rich lighting and contrasting themes to promote their products. Regardless of the product, Armani seeks to be known as an elite brand with the highest quality and best products for a demanding consumer. The symbols, language, colors and imagery used reinforces this concept of the products by cementing into the consumers mind, the image and brand recognition which the company is hoping will sell its products. Cultural barriers need to be addressed considering that this company is Italian and most of the advertising, which is used, features "European" looking people and scenes. This works: American's, when it comes to fashion, look toward Europe for emerging trends and fashion. One important fact to note is that when the advertisement is directed towards men, like the parfum, and occhiali advertisement, the people featured are more masculine and rougher looking than the smoothened and more feminine models featured for general company advertisements (A|X and Dreamers). For the advertisement "Dreamers" I would add a few different words of text to the advertisement in the lighter areas of the advertisement. The words "Envisage" and "Discovery" should be added to give the connotation or "private and emotional conception" (Langer ch.5), which can be experienced by the feelings that the words invoke. These two words in addition to the ad will give a little more power to the message which ask the reader to imagine the possibilities, discover the unknown, and dream for what you've always wanted. This is all tied together with the imagery of three models posing, each staring in separate directions using the strategy of ambiguity in the semantic dimension (p.128). "They [Armani] want each potential persuadee to fill in his or her own private meanings or connotations for the particular word or symbol. (p. 128)" Armani Exchange is a younger brand, and therefore uses stronger sexuality than other advertisements. In addition colorful clothing is featured more prominently in this advertisement to give a younger, freer and brighter feeling. I would ad the phrase "be bold" in the top right corner of the advertisement. First, since Americans read left to right, the reader would see the images first, then the phrase and would link the language with the color and imagery of the advertisement. Sensory language can be used to influence a person using something they are familiar with and associate it with something that they are not. I would also add the phrase "be strong" to invoke the sense of strength, rather the feeling, which compliments the phrase "be bold". These two phrases can tie the advertisement together with the images used and give the reader a reason to take a second look at the product and image being advertised. Gender persuasion is used in the Occhiali advertisement where an unshaven, stylish and powerful picture of a man is used to induce us to try to look him in the eye. When you do this, you will see his sunglasses, which is the product being advertised. The words added to this advertisement must be simple and not too "flowery". "Men shy away from all such usages because they passionately fear being labeled sissified (Bruell, p. 143)." The choice of phrase for the advertisement is "an enigmatic impression." These two main words; enigmatic, meaning mysterious, and unknown; along with impression would allow the reader to immerse themselves in the image being shown. This type of language is very discursive, according to Langer, Ch.5, because it is sequential and has meaning, which is created through combinations. Packard's "Eight Compelling Needs" (Larson, 154) easily relate to this advertisement. The need for Ego Gratification comes out in the advertisement - where it is directed at consumers whom have the need to go beyond a high self-worth and into the highest form of egocentrism. Additionally, the need for a Sense of Power comes through in the imagery used and the rough looking style of the product. The sense of mysteriousness can be associated with power. These two Compelling Needs are often used in advertising and are used in this, the Occhiali advertisement. The last advertisement for parfum, I would leave alone. I think it already is persuasive enough through imagery and does not need additional words or images. The wide-open and glaring eyes of the model do what is intended. I believe that this advertisement focuses on our needs of love and belonging, the 3rd and 4th need in Maslow's Pyramid of Needs (Larson, 160). The need for love is used very often in advertising because it is a well-understood feeling that all people can relate to. The need of belonging [to the "cool" crowd] is often used when the advertiser believes that the product will promote a higher self-esteem or increased likeability. Giorgio Armani uses the cognitive consistency approach to its advertising. The idea that things should be simple and consistent is the reasoning behind this theory. Fritz Heider's P-O-X (p.90) theory can be implemented to this advertisement campaign as a whole. First, a Person is oriented toward another, which is apparent in the "Armani Exchange" advertisement. Two separate couples; one in the middle, which are clearly oriented, balance the advertisement and the second separated to each side of the page create tension. The idea of an object being the focus and the positive or negative attitude felt about that object can have an effect on the source and receiver. Advertising is dependant on this concept and Armani understands this idea though use of the imagery in its advertisements. Overall the image of luxury of the brand is maintained and becomes more persuasive by using language, which promotes feelings and emotions of masculinity and mysteriousness. The colors of the advertisements already do an excellent job of keeping mystery in the minds of the readers by using black/white photos and rich, and bold colors. Reasoning from comparison is used throughout these advertisements. The message is: if you use our products or wear our clothing, you will be popular, beautiful, successful, etc. Sources: Larson, Charles U. Persuasion: Perception and Responsibility (10th Ed). Belmont, CA: Wadsworth 2004 Scott fish is the Owner of http://www.TopSatelliteRadio.com Top Satellite Radio is a resource for consumers seeking the history and facts about satellite radio. We also sell electronics related to Satellite Radio. Quick Access: http://www.TopSatRadio.com
MORE RESOURCES:
advertising - Google News |
|
|
|
RELATED ARTICLES
Dont Put All Your Eggs in The Same Basket Solution: You can protect yourself by partnering with other lead sources because it is unlikely that they will all have a problem or technical issue at the same time.Other alternative: It doesn't hurt either to use a few marketing tools to generate leads for your business. Why I Like The Ads I Hate! It's been said that the antidote to liking/loving is not hating, but indifference. So, when an ad makes you angry or disgusted or evokes any other strong emotion, it has done it's job. 3 Things Every Yellow Pages Advertiser Needs to Know Too many business owners and marketers know that Yellow Pages advertising has an incredible amount of potential? but they don't quite know how to take advantage of it.Fortunately, it's a mystery that's solved pretty easily once an advertiser knows where to turn for advice. Fax Broadcast Services Get Your Message to Millions If your company is one of those innovative businesses that has taken advantage of new fax broadcasting technologies to get your message out, you've probably come to realize that the fax broadcasting services industry is ever-changing and new developments are coming out all the time.It's pretty much a full-time job just to manage a fax broadcast database of any size, not to mention keeping the related fax broadcasting software updated and operational. Prove It! - Give Your Marketing and Advertising More Credibility Your marketing and advertising won't be effective if your potential customers don't believe the claims you make. So how can you prove your that you can do what you say you can?Tone it down. Advertainment is Sneaking Into Music, Movies, TV and More The very name "advertainment" sends thrilling vibrations up the spine of anyone with marketing in their blood or communication in their genes. And it produces a strong shiver of disgust from many of my colleagues in the music industry. Outdoor Sign Many business organizations that needs to disseminate late-breaking information to a large number of people. Out door sign boards are the perfect solution for them that command the attention of all who pass underneath. Joint Ventures Increase Profits Quickly A joint venture is when two or more businesses join together to work on a project for a set period of time. Doing joint ventures with other businesses can increase your chances of beating your competition, increase your sales and increase your profits quickly. The Internet and Beyond - 12 Tips on Writing Better Brochures Every year thousands of online businesses fail. None of them begin with the idea they'll fail, in fact they have high hopes of success, but they fail all the same. Crazy Ads? Maybe Youre Just Out of The Demo! My father called me to complain, again. He's 82 and he's angry. How To Make Your Resource Box Sell Ezine Articles - they're everywhere!And little wonder. They're one of the fastestways of building traffic to your website. Marketing Lessons I Learned in Chicago this Week... I was in the fine city of Chicago this week to speak at a marketing conference. And I learned some interesting things: 1 - Traffic in Chicago is much worse than the allegedly bad traffic in Atlanta where I live. Good Design Makes Good Sense Organized your pencils and pens lately? Sorted your clothes into a logical system in your drawers? Then you already understand the basic elements of good design: it's practical, it's systematic, and it makes life easier.In the same way, marketing materials that use good design make business easier for your customers. Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale How many times has this happened to you?A friend recommends a film that just came out: "You've GOT to see this movie! It's SO (funny, scary, suspenseful, etc.). Advertising Costs Getting Too High? Everyone knows that advertising is essential to growing a business. One problem that small business owners have always faced is the high cost of marketing. How To Create Instantly Compelling Ads Every Time Use This Quick 3-Question Evaluation Process, So You Can Be Sure Your Message Will Sell!EVALUATION #1: "Well, I Would Hope So!" When you make a claim, don't think about it in terms of words coming out of your mouth. Think of it in terms of words entering your prospects ears. 7 Tips for Better Ads The content of advertising is basically the same no matter what the media. It is good and it works, or it is bad. Do Your Adverts Get You More Sales? Philadelphia retailer and US Postmaster General, John Wanamaker, once said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half."If you're spending $10,000 a month on advertising $5,000 is going straight down the tubes. Measure the Response of Your Advertising Campaigns by Using Promotional Products For most companies, gone are the days of spending money just for the pleasure of seeing their name on TV or the Internet.Most companies today are forced to insist on results. Should Your Small Business Hire an Advertising Agency? So, you own a small business, sales are down and you've come to the conclusion you need to start advertising. Questions: Where do I advertise, how much do I spend and do I need the help of an advertising agency?The answer to this question is really very simple.
|
| Article List | Index | Site Map |
|
All logos, trademarks and articles on this site are property and copyright of their respective owner(s).
The comments are property of their posters, all the rest is Copyright © 2006 CanadaSEEK.com - All Rights Reserved. |
