Jib Fowles: The Fragrance For Women In Advertising

It is no secret that companies produce advertisements in order to market their product for sales. Marketing is supposed to create an emotional response in people that moves them to spend their hard earned money on the material in question. According to Jib Fowles, advertisements can be examined by looking at what emotional appeals they provide for the audience. An example of such advertising is the perfume by Giorgio Armani, Acqua di Gioia. The fragrance for women boasts “The new Essence of Joy" and is an in print example of advertising to appear online, in magazines, and on billboards. It is a striking image to catch the attention of onlookers. The fragrance is on the right side and the background is a misty jungle, making it look exotic.

In Fowles’ “Advertising Fifteen Basic Appeals,” he says the need for attention is a “desire desire to exhibit ourselves in such a way as to make others look at us is a primitive, insuppressible instinct” (Fowles 83). The woman in this advertisement invites the audience to look at her, because of the contact of her stare. It is telling society that this perfume will make people look at them. This advertisement is inviting and clearly wants to grab the attention of the onlooker, so that can be translated into the need for attention from the purchaser. As much as people enjoy being voyeuristic, they also enjoy being looked at, therefore, this perfume makes it seem as if people will also look at them the way they are looking at the women in the advertisement. Additionally, Fowles’ writes, “The woman exposes herself, and sales surge” (Fowles 83). By showing the woman with minimal clothing and adornments, Giorgio Armani is boosting their sales. The advertisement also holds the appeal, the need for

This relates to the appeal that's Fowles’ says that concern has been raised lately. In order to produce a product that people will want to buy, advertisers have to have a specific appeal. Show too much skin and the women will not want to buy the product, but they need to show enough so that the men will buy it for their women. Fowles’ says, “To the extent that sexual imagery is used, it conventionally works better on men than women: typically a female figure is offered up to the male reader” (Fowles 78). This woman is being offered up in the advertisement. She is alone and showing her skin, and also inviting the gaze of the viewer. This advertisement is promoting the fact that men will want to look, and in order to be looked at, the woman must look like this advertisement. Therefore, sales will go up because in order to fully embody this woman, the perfume must be worn. In this way, the appeal of the need for sex is represented in this ad. It is not as overt as some advertising, but it still appeals to this emotional