In this advertisement for a pink bottle of perfume, we can observe a woman standing suggestively within an ambient setting wearing suggestive clothing. Everything about the way the woman is portrayed and the manner in which she holds herself is inherently seductive and sexual in nature. There are parallels made between the perfume and the theme of sex in the way the advertisement associates them. The woman’s facial expressions and pose are also suggestive of the same thing. The photograph is blurred in the background where the product is to bring attention to the product in the foreground. This advertisement is multimodal but predominantly image and a lower percentage of the advertisement is text as the image itself is very self-explanatory. The composition of the advertisement is very essential as in this case, the woman draws immediate attention. This is the primacy effect as when you first see the woman in the advertisement and the setting of a bedroom your mind is already primed in a certain manner to receive and interpret any new inputs. Therefore, when you then naturally follow to the actual product that the woman in the advertisement is facing your mind is already primed to think about the products use and function and status in a different manner than if you had not initially seen the setting and the woman beforehand it would just look like a pink bottle of perfume.
The name of the brand “GUESS” and the word underneath the brand name “seductive” are both in the same font which is an all capitals gold bold font already creating a preconceived associating between the two as they are automatically related in the viewer’s mind. However, the name of the product itself “I’m yours” is in a bright pink which happens to be the same color as the perfume they are advertising hence, making a connection between the two as now the perfume is associated with the phrase or the name “I’m yours”. The primary audience is women as it is targeted at women but the secondary audience is men. The primary audience is women due to the fact that the nature of the advertisement is targeted to appealing to women as it appeals to their expectations of a relationship and what their partner may want. They are led to believe that this way of living is associated with the perfume and consequently are tempted to purchase it. They are implicitly made to believe that this product will help them to achieve their expectations within a relationship with your partner and that the perfume is the answer and that it is the key to having the life of the image depicted by the woman in the advertisement, consequently creating a longing for that life and the product. The secondary audience is men due to the fact that this advertisement will make men want their partner to wear this perfume or they want that type of lifestyle for themselves and their partner too, subsequently making the product or at least the way of living appealing to men too. Perhaps men would buy the perfume for their partner to wear due to the connotations associated with the perfume and what it means and what that perfume is meant to induce in their relationship.
