Giorgio Armani's Armani Code Of Advertisements

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Recommended: Pathos in advertisements

The Code of Pathos
In today’s society, advertisements have become apart of our daily lives. People are constantly assaulted by ads and commercials that are specifically designed to: induce a specific emotion or desire, target a particular audience, promote a certain lifestyle, and encourage consumerism. One of these advertisements is Giorgio Armani’s Armani Code, cologne for men. the creators of the ad chose specific aspects on order to make the product more appealing. This advertisement relies heavily on the pathos of the viewer; it is intended to induce an emotional response from male viewers so that they’ll buy the product.
This advertisement doesn’t have a conventional back ground. In order to draw more attention to the man and the woman, the marketers blacked out everything else. The ad incorporates logic (logos) in to the design of the background and coloring. Men find black and white more appealing; men respond to patterns and contrasts, while woman respond more to colors. The only thing in color, is the product in the bottom right corner, this allows the product to stand out while not over powering the image of the man and the woman. Also, not having a defined back ground, allows the viewer to make up their own scenarios for what is going on between the man and the woman, which deals with the imagination and emotions of the viewer.
The two people in the ad deliver the message that the marketers want. The man is looking at the viewer with a confident expression, while the woman is embracing him with an expression that communicates desire. The sultry situation between the two, adds subtle sex appeal. Having the man not looking at the woman is an important part of this advertisement. This little aspect sends a message to the ...

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...g good. Giorgio Armani wants the viewer to believe that by wearing their fragrance, you will be able to seduce beautiful women.
Giorgio Armani’s ad, through a combination of the background, the people and the text, delivers a campaign directed at a specific audience in order to promote precise values. Through just an image of a man and a woman, Giorgio Armani is able to crate a narrative for the viewer which makes the product very appealing. Advertisements have be come more powerful, and more common in the past few years. Although there is no escaping advertisement, it is important to realize how marketers might target an audience. Companies focus on instilling ethics and manipulating our emotions in order to make their product appealing. In such a consumer society, it is important to analyze advertisements and notice how they are supposed to make the viewer feel.

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