Advertisement: Jimmy Choo Man

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             This men's fragrance advertisement by Giorgio Armani is a clear example of lust. This is one Armani's only fragrance the company has made. It is typically known for fashion. The company's fashion is critically acclaimed and very Italian, which the Italians are extremely proud. Armani is the most successful fashion designer to come out of Italy. Most of his advertisements had noticeable influence from Italy

             The man in the add has a women on his shoulder and, all you can see are her legs. This display of strength is to show his masculinity. He wants to come off as a tough guy who still needs to wear a fragrance. It displays lust by the way the actors are posed. The man can be clearly seen and is fully dressed. The man is dressed in a way to appeal to women and again to show off his masculinity.  With the woman wearing a short dress and heels, which are probably high-end Jimmy Choo brand, it shows how women were typically thought to have to dress up for a guy.


             The pose of the woman on his shoulders symbolizes her trusting him. She is not falling because of him. He is supporting her. It also shows lust by highlighting the deep cut of her dress and the exposed legs which makes it scandalous. Their position also suggests that their relationship is intimate. This intimate relationship suggests that the men's fragrance works in the ways most men would use it, to get women.


             Most of  Armani's ads will include some sort of variation of this because of their target audience. Most perfume, cologne, or other fragrance advertisements will include the sin of lust. This intends to make the buyer more interested in the product and then want to buy more of it in the future. The use of having two people shown in a intimate relationship or position is an advertising method. The method is to visually show the product works. The audience and anyone else who is seeing it will become jealous of the people in the ad. At least that is what the company hopes for, because that envy people are feeling will lead them to buy the product. Consumers will buy the fragrance in hopes to be like the people they see in the commercials.


           Though envy is not directly shown in the add that is a feeling the makers of the add and the fragrance want people to feel. It is not a  sin that can be pointed to in the add and told "that's where there is envy is", but is a feeling that some get when seeing. It has become an indirect cause to the audience.


As far as the audience is concerned the main target audience is general. They are a more expensive brand and more upper middle class and upper class might buy it but everyone knows of the brand. The brand is well known and their adds are spread all over the malls, and buildings windows'. They want to be known by everyone. It is well known in first world countries but they still want to advertise to everyone to get their name out.


If you want to check out his fashion more in depth go here