Hello Everyone!!
Sorry for the late post as I accidently fell asleep while working on this last night. I was looking around for ideas and Armani’s advertisment strategies caught my eye. As it seems, Armani makes use of a very persuausive campaign. It targets the rich segment of society which has an innate desire to look good and feel sexy. The lighting and theme of the Armani advertisments came as very attractive and appealing to me.
These Advertisments make use of Anamorphosis. Anamorphosis is the technique of constructing and image for the viewer using symbols, colours and language and once the viewer absorbs the information it becomes clear what the actual intention of showing that image was. All of us are well aware that megan fox is a sex symbol, the directors are trying to make use of her sex appeal to sell Armani underwear. The black and white colour adds to the class they are trying to attach with their brand.
They are also making use of gender persuasion as they also used Christiano Ronaldo for the male part of their adverisment campaign. This first of all targets all the football fans, more precisely the Ronaldo fans. Secondly it gives you a feeling of comfort and luxury. Thirdly it gives you the idea that you would enhance your sex appeal by using Armani underwear.
The need for ego-gratification becomes apparent in these Ads, while adding to the sense of power and mystery. Moreover the celebrities sexy bodies talk for themselves. These Ads aim to fulfill the need of feeling good about yourself, this need rests right on the top of Maslows pyramid of needs. The Armani underwear Ad campaign makes use of the cognitive consistency approach formulated by Fritz Heider. They try to use images to incur positive and negative emotions in the viewer and then they use them in a sequence that would optimise pleasure from watching the Ad and the want to buy the product.
Overall the Luxury of the brand is mantained and becomes more prominent with the use of the sexualy appealing imagery. I found these commercials very attractive and it personally made me want to invest some money in Armani underwear.
I hope you have a good weekend!
regards
Shayan Bashir