This advertisement was advertising a perfume under the brand GUESS. The target audience of this advertisement are people from English speaking country, white women who are aged between 20 to 40. This is because all text in this advertisement is in English so their target audience must able to understand English, also the woman in the advertisement is white, the clothes that she is wearing, her posture and her facial expression are delivering a signal that she is sexy and sexually attractive to males. Young white women may get interested in this ad because the ad is leading audience to think that if they use the presume, they will be as attractive as this women shown in the ad which all women are wanting to be noticed or being attractive to men. The purpose of this advertisement is to raising awareness and promoting their new scent of perfume.
The background of this advertisement is a corner of a bedroom, a woman stands on the right side of the picture with a sexy posture. The brand name GUESS and the series of the perfume “ Seduction” are on the left side of the advertisement along with the picture of the perfume and a sentence which encourages customers to discover more about their new perfume. The women on the advertisement was dressing a lingerie of black lace, she made a sexy posture in which she put her left hand on her waist and the right hand on her forehead. She was wearing heavy makeups, her mouth was slightly open and showing a seductive gaze towards the camera ( her gaze is corresponding to the title Seductive). The word “ I am yours” is right above the perfume and the colors of the words and the perfume is the same—- light pink. This seems to deliver a message that if you use this perfume then I am yours, so the target audience will automatically link this statement to the sexy woman on the right side, which makes young women thinking if they use it they will be as attractive as this woman shown on this ad. The color of the brand name GUESS and the series of the perfume Seductive are in gold which matches the color of the background color of the logo on the perfume bottle. The black color of the lingerie that the woman wears matches the color of the spray cup, and her pink lips corresponds to the color of the perfume. The producer of the advertisement intentionally match the color of the text and the image so that the audience can easily link the text with the image in order to reach the ideal illusion that advertisement wants to create.
In the background of this advertisement, there is a corner of a bed on the right side of the ad. Along with the woman on the same side when she wears lingerie, audience will make the connection of the women and the bed, which is a sexual connotation. The woman’s wearing is considered sexy and usually wear this type of clothes when couples make love, so the clothes itself already have a strong sexual connotation. The woman and the bed on the corner linking with the words “seductive” , which makes people think that this perfume is seductive to men and if I use it I will be seductive to men as well and that creates a demand of this product to the potential customer.
The brand name GUESS is in the biggest font and the category of the perfume Seductive is in smaller font. This is because the producer wants to emphasis the brand first to grab the attention of the customers, then drag their attention to the more specific series of perfume which is Seductive. The statement “I am yours” is in decorated letter making it stands out from the background and the color of it creates the connection between the perfume and the statement.
This advertisement used the technique of problem & solution. The producer found that most of women may not confident enough for themselves of being attractive to men, so the producer intentionally placed a sexy and attractive woman on the ad to create the illusion that their consumers will be the same . That provide a potential solution for their lack of confidence so that it creates a demand of need to purchase this product.