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Giorgio Armani: A Persuasive Campaign

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Cultural barriers need to be addressed considering that this company is Italian and most of the advertising, which is used, features 'European' looking people and scenes. One important fact to note is that when the advertisement is directed towards men, like the parfum, and occhiali advertisement, th

Lets examine the use of Giorgio Armani Company’s advertisements for a persuasive campaign. My reasoning is cause the followers is separated into several different divisions, while each tries to sell their product, the advertisements must maintain an overall consort image. I have carried Giorgio Armani Parfum (cologne), Armani Exchange (A|X), Emporio Armani(Dreamers), and Giorgio Armani Occhiali (glasses) to be the focus for the general image holy war of the Giorgio Armani Company.

Armani uses dark colors with rich lighting and contrasting themes to promote their products. Regardless of the product, Armani seeks to be known as an elite peculiarity with the highest quality and best products for a demanding consumer. The symbols, language, colors and imagery used reinforces this concept of the products by cementing into the consumers mind, the image and make-up recognition which the operating company is hoping will sell its products.

Cultural barriers need to be addressed considering that this army is Italian and most of the advertising, which is used, features “European” looking people and scenes. This works: American’s, when it comes to fashion, look toward Middle East for emerging trends and fashion. One important fact to note is that when the ad is directed towards men, like the parfum, and occhiali advertisement, the people featured are more masculine and rougher looking than the smoothened and more feminine models featured for general business establishment advertisements (A|X and Dreamers).

For the circular “Dreamers” I would add a few different words of text to the poster in the lighter areas of the advertisement. The words “Envisage” and “Discovery” should be additional to give the connotation or “private and emotional conception” (Langer ch.5), which can be experienced by the feelings that the words invoke. These two words in assemblage to the ad will give a little more power to the message which ask the reader to imagine the possibilities, discover the unknown, and dream for what you’ve methodically wanted. This is all tied together with the imagery of three models posing, each staring in separate directions using the strategy of ambivalence in the semantic dimension (p.128). “They [Armani] want each potential persuadee to fill in his or her own private meanings or connotations for the particular word or symbol. (p. 128)”

Armani Exchange is a younger brand, and therefore uses stronger sexuality than other advertisements. In increment colorful dressing is featured more prominently in this plug to give a younger, freer and brighter feeling. I would ad the phrase “be bold” in the top right corner of the advertisement. First, since Americans read left to right, the reader would see the images first, then the phrase and would link the language with the color and imagery of the advertisement. Sensory language can be used to influence a person using something they are familiar with and interest it with something that they are not. I would also add the phrase “be strong” to invoke the sense of strength, rather the feeling, which compliments the phrase “be bold”. These two phrases can tie the pronouncement together with the images used and give the reader a reason to take a second look at the product and image actual advertised.

Gender persuasion is used in the Occhiali poster where an unshaven, stylish and powerful picture of a man is used to induce us to try to look him in the eye. When you do this, you will see his sunglasses, which is the product in effect advertised. The words to this promulgation must be simple and not too “flowery”. “Men shy away from all such usages whereas they passionately fear nose labeled sissified (Bruell, p. 143).” The voice of phrase for the blurb is “an enigmatic impression.” These two main words; enigmatic, meaning mysterious, and unknown; ahead with impression would consider the reader to immerse themselves in the image immediate shown. This type of language is very discursive, consonant to Langer, Ch.5, since it is sequential and has meaning, which is created through combinations. Packard’s “Eight prescriptive Needs” (Larson, 154) easily relate to this advertisement.

The need for Ego Gratification comes out in the announcement – where it is directed at consumers whom have the need to go what bodes a high self-worth and into the highest form of egocentrism. Additionally, the need for a Sense of Power comes through in the imagery used and the rough looking style of the product. The sense of mysteriousness can be associate with power. These two compulsive Needs are often used in advertisement and are used in this, the Occhiali advertisement.

The last commercial for parfum, I would leave alone. I think it till now is persuasive enough through imagery and does not need additive words or images. The wide-open and glaring eyes of the model do what is intended. I put faith in that this brochure focuses on our needs of love and belonging, the 3rd and 4th need in Maslow’s Pyramid of Needs (Larson, 160). The need for love is used very often in advertisement being it is a well-understood feeling that all people can relate to. The need of germane [to the “cool” crowd] is often used when the advertiser believes that the product will promote a higher self-esteem or increased likeability.

Giorgio Armani uses the ruminative consistency pull strings to its advertising. The idea that things should be simple and consistent is the reasoning by and by this theory. Fritz Heider’s P-O-X (p.90) theory can be implemented to this promotion jaunt as a whole. First, a Person is oriented toward another, which is pseudo in the “Armani Exchange” advertisement. Two separate couples; one in the middle, which are positively oriented, come to the poster and the second separated to each side of the page create tension. The idea of an object heart the focus and the positive or negative bearing felt throughout that object can have an effect on the source and receiver. promotion is dependant on this concept and Armani understands this idea though use of the imagery in its advertisements.

Overall the image of luxury of the figure is maintained and becomes more persuasive by using language, which promotes feelings and emotions of masculinity and mysteriousness. The colors of the advertisements ere then do an excellent job of keeping mystery in the minds of the readers by using black/white photos and rich, and bold colors. Reasoning from third string is used throughout these advertisements. The message is: if you use our products or wear our clothing, you will be popular, beautiful, successful, etc.

Sources:

Larson, Charles U. Persuasion: Perception and Responsibility (10th Ed). Belmont, CA: Wadsworth 2004

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