Advertisements Di Gioia

In a previous blog I mentioned the advertisement for Acqua Di Gio fragrance for men, but the advertisement I want to talk about in this blog is the Acqua Di Gioia fragrance for women.  I see this ad everywhere! I see it in magazines, on TV, banner ads on websites, and even as an ad before I watch things on the Internet. I even saw someone post on Facebook asking the name of the song in the TV ad.  It definitely leaves an impression and puts their name in your mind.

The TV advertisement features a model wearing what appears to be a negligee running around on an island. She’s in the forest and in the rain and in the surf with music building in the background. Then what I’m assuming is the same woman’s voice it says  “Acqua di Gioia, the new essence of joy by Giorgio Armani.” This is the same ad that comes up when I’m watching videos on YouTube or movies on Hulu.com. In the print ad and ad that appear as banners on the website it features the same model in the same kind of environment. Then there is a cut out of the perfume bottle and under it reads “Acqua di Gioia, the new essence of joy.”

I would have to guess that based on the product,  the target audience would be women anywhere from age 16 to their mid 40s. The strategy being used in this ad is not only sex appeal,but it is combined with snob appeal. The snob appeal being used here is that it features a young, beautiful model with free range of an island. It projects the stereotype of what beauty is. The ad is saying that beauty is young, thin, and the typical idea of what beauty it. When women see these stereotypes they usually  want to be like those people. That’s where the snob appeal comes in. Women think ‘If I buy this product, I will be just like the girl in the commercial.’ They associate the qualities shown in the ad to the product. The same beautiful model, Emily DiDonato is in other beauty ads (most of them are by Maybelline). This makes me immediately associate her with beauty products before I even know what the ad is for. This is also great advertising on her part and the brands part because she already had those connotations before the ad for their product has begun.

Not only is the ad effective, but the use of multimedia is effective because it’s everywhere.  The ad runs usually in the evenings on TV and can be seen anytime of day on the other mediums. This would reach the target audience. If it usually plays on networks like ABC or NBC in the evenings it would not interfere with work or school that the target audience is presumably at during the day.  This strategy is also effective because the various mediums will reach just about everyone. Just about every woman I know either watches TV, reads magazines, or uses the Internet.  Targeting their audience from every type of media outlet, everyone knows what the ad is for the second they see it.

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It’s Raining Men

Back in November of 2011, People magazine released their 2011 list of “Sexiest Men Alive.”  Being that this is one of the only magazines I have here at school (not to mention that it is my favorite issue of the year), I frequently thumb through it. I stereotype People as being a woman’s magazine being that it mainly focuses on celebrity gossip and trends. When reading through it recently I noticed that a lot of the advertisements were not focused on sexualizing women as they typically do, but they were sexualizing men! I found this to be quite interesting because many of the ads I found were selling products featuring just the man’s face and not his body.

The first two ads that I found particularly interesting were for men’s fragrances. Bleu de Chanel and Aqua di Gio. The Bleu de Chanel ad features a nighttime cityscape as the background; the foreground features an attractive man in what appears to be a suit with his face partially shadowed as he looks off at angle. Then there is also a cut out of the fragrance bottle in the corner and in small print on top of the man’s chest it says “Be unexpected.” I think the narrative that this ad is creating is that this is a sophisticated, spontaneous, metropolitan man. Not only does he seem to embody these qualities, but as mentioned earlier he is very attractive. The Acqua di Gio ad is in black and white and features another attractive man, this time he is shirtless, staring into the camera somewhat expressionless. Then it also has a cut out of the fragrance bottle and across the top it says “Acqua Di Gio for men.” The story behind this ad that I envision is that this is a successful and physically fit man is on the beach looking good and possibly smelling good. It is very common to use sex appeal and snob appeal in order to sell fragrances. The techniques used are used to get consumers to think, “If I use that fragrance, I too will be a sophisticated, spontaneous, worldly man,” or “a physically good looking man on the beach.” The stereotypes perpetuated by this ad are along those lines. They use attractive people that are sharply dressed or not dressed at all in order to sell products. Another thing that I noticed is that this man is Caucasian, which can perpetuate the stereotype that only Caucasians are sophisticated, attractive or can display the qualities shown in this ad.

The third ad that caught my eye was for Reebok. This ad features their winner of the 2011 Reebok CrossFit Games. It shows a man(the winner) shirtless, holding himself up using gymnastic rings. Above him in bold letters it says ‘Fit is SEXY;’ the word sexy is in red while the rest of the words are white. Off to the right it has 3 paragraphs introducing this man and how he won the competition and below it in red it says Reebok. This ad seems to use the plain folks pitch as well as sex appeal. By reading the information, you can find out that this man is and Assistant Strength coach and a certified CrossFit instructor. This gives the idea that he is just an ordinary man that was able to get the title of “Fittest Man on Earth” by using the Reebok CrossFit program.

A fourth ad was for Allstate. I almost didn’t realize that this was an ad because of the way it was done. Along with the theme and layout of the magazine being the ‘Sexiest Men Alive,’ Allstate created their ad based on this premise. There are a series of commercials that Allstate does feature a man who represents mayhem and does things that could happen and cause you to need/want insurance. In this ad it feature the same actor that is in the serious against a plain colored backdrop (like most of the Sexiest Men Alive photos) and is shot like a serious photo shoot. The ‘Sexiest Men Alive’ introductions usually say the man’s name and then some information about him or something cute and clever. Next to the picture of this man it says “Mayhem Sexiest GPS Alive,” and underneath it says “He might not know where he’s going, but we still want to ask for directions. Recalculating? Yes, please!” This clever way of getting this ad in here also uses sex appeal. Saying that he is the ‘Sexiest GPS’ alive is ridiculous and is sexualizing an object. Sexualizing objects can be seen in many ads nowadays which perpetuates the idea that it doesn’t matter what you do as long as you’re attractive.

The final ad is for Smart Water featuring actor, Idris Elba. This ad is in black and white and shows Elba sitting on the floor leaning against a couch with a Smart Water in his hand. He is wearing black pants, a light colored shirt, and is sitting on a light colored floor and leaning against a light colored couch. There is also a newspaper on the floor. The only color in this ad is from the blue label on the Smart Water in his hand. The use of light colors in this ad could be representing purity and the newspaper could show that the company is globally aware of current events. Seeing that Smart Water is said to promote healthy living and hydrating responsibly, trying to come across as being pure or aware of current events would be consistent with that image. The idea that just because you have a newspaper makes you aware of the world around you and that you are wearing lighter colors makes you pure are the main focus of this advertisement.

The theme of these ads are that men are being objectified as sexual objects in order to sell a product. The fact that this was the People magazine’s ‘Sexiest Men Alive’ issue made these ads sexualizing men even more apparent. Knowing that the majority of the buyers of this particular magazine would be women ogling at the men, these companies used this to their advantage. The sexualizing of men often used sex appeal or snob appeal in order to sell their products.

Katie Holmes and a Star Showdown

In March of 2011, actress Katie Holmes filed a libel lawsuit against Star magazine.  Star magazine’s January 2011 cover story headline read “Katie DRUG SHOCKER!” and “ADDICTION NIGHTMARE.” While these allegations aren’t true and Star magazine was actually referring to a device called an “e-meter” that causes the body to produce endorphins, the thousands of people that passed by these headlines did not actually read the whole story. All that these people saw were the headlines claiming that Katie Holmes used drugs. Katie took this news to the Courts of the Central District of California and filed a $50 million lawsuit against the company behind Star, American Media Inc.

A libel lawsuit (also know as slander or defamation) is where a claim is made and implied to be factual about a business, product, or person that gives a negative image and in actuality has no factual basis to support it. In simpler terms, a libel lawsuit is where something negative is published about someone or something that is not true according to the subject of the allegations. The claim by Holmes was that Star purposely published lies that have hurt her personally and professionally and have caused embarrassment to her whole family. The lawsuit was settled for undisclosed financial details, a donation by American Media Inc. to the children’s charity Dizzy Feet in Holmes’ name, and a public apology to Katie Holmes in their magazine.

I think that the filing of this lawsuit was legally sound and I can see how Holmes would be upset. As a celebrity you are always in the public eye and trying to maintain a good reputation. For many stars this can be a difficult task with tabloids constantly posting lies about them or farfetched stretches of the truth. While Katie Holmes was indeed using a device that makes the body produce endorphins, the device does not have anything to do with drugs. Having headlines eluding to the fact that Holmes is addicted to drugs or that this is the reason why she cannot leave her husband can be harmful to not only the celebrities public image, but to personal relationships. Holmes was typically known as an All-American type of woman who now is married to Tom Cruise and has a child as well as stepchildren. Being called a drug addict can tarnish that image and cause a celebrity to be blacklisted from certain projects due to the now tarnished reputation. As stated in the lawsuit, these allegations have also caused embarrassment and problems for her actor husband, Tom Cruise and have caused embarrassment and shame to their children who suffer ridicule due to these tabloids. I believe that Holmes had every right to file the lawsuit and brought up valid points of how the headlines had effected her.

The final outcome of this lawsuit was that Star magazine published a public apology to Holmes, donated money to a charity in Holmes’ name, and for an undisclosed financial amount paid to the star. I think that this was a fair settlement for this case. The fact that the amount was undisclosed was good because celebrities like Holmes already make millions of dollars a year and revealing how much the suit was actually settled for could’ve had people in outrage if it was an obscene amount. The donation made to charity was also a good move in the suit because it makes Holmes look good as well as the Star magazine for donating to a charity. Finally, the apology was also beneficial because readers who had not heard the real story behind the tabloids had a chance to see that the allegations were false. It also showed that Holmes was looking for things to be corrected rather than just monetary compensation.

As noted in an article about the lawsuit, it stated that this lawsuit can “serve as a lesson to other tabloids that if they print false and defamatory stories about Katie, she will stand up for her legal rights.” I think that lawsuits like this serves as warning to all tabloids about spreading rumors about any celebrity not just Katie Holmes. Most tabloids make false allegations or exaggerated claims in order to make a profit. Hopefully with libel lawsuits on the rise, less tabloids will continue to lie to the public.

The Infamous Tigerfest

Towson’s Tigerfest was this past Saturday (April 27th) and a good majority of Towson’s student body was in attendance or attended social events associated with Tigerfest. Tigerfest is a concert that involves multiple musical acts. This year the headliner was Kid Cudi and the other acts were The Cataracs, DJ White Rabbit, and Stacked Like Pancakes. At the event they also have moon bounce like activities, various booths sponsored by companies and clubs, and food stands.

Weeks and even months before Tigerfest occurred the Campus Activities Board (CAB) promoted the event. A couple months before the concert CAB’s Facebook page was building anticipation for the reveal of the headliner by occasionally making status’ such as ‘DO YOU WANT TO KNOW WHO’S COMING TO TIGERFEST?!’ This made students excited for the event before tickets had even gone on sale. There were also posters in the Residence Halls and Academic Buildings and advertisements in chalk on sidewalks all around campus. The ways that these techniques really influenced me to go was not only my love for the headliner Kid Cudi but also the fact that everyone talks about Tigerfest and how it’s the “most anticipated event of the year.” Tigerfest is commonly known by students and staff as a major weekend to party and do other mischievous activities. Through word of mouth it gets a lot of it notoriety. This is actually a very effective strategy in order to promote these kinds of events. This notoriety and connotations that go along with Tigerfest draws a variety of people. Whether you’re looking for a wholesome good time or a more explicit good time, all can have fun at Tigerfest.

I think that the ways in which this event was super effective. Not only was the advertising of this event effective, but the advertising at the event was effective as well. A few school clubs had booths as well as Domino’s, merchandisers for Kid Cudi, and there was a beer garden. The school clubs were stopping people that passed with wrist bands and tee shirts that they were giving away if you donated. Domino’s had a wheel that you could spin for free and win various prizes and they were selling pizzas and breadsticks. Then the people who were over twenty-one were able to purchases specific beer brands from the beer garden. With plenty of foot traffic and an event that lasted from 3pm to 9pm any group that was advertising their product was sure to get the attention of at least a few concertgoers.  If I was advertising the event I would have advertised ahead of time on posters and other techniques that my company would be at the concert. For example, if I worked for Domino’s I would make sure that CAB put on their posters that we would be there and selling pizza. That way maybe more students would bring extra cash to the event or not eat ahead of time so that they could buy pizza. Overall, I think that the companies and group there did a good job of advertising and that CAB did an excellent jb of advertising for Tigerfest.