Advertising Q - Gucci
Explain how
viewpoints and ideologies are communicated by the media language used in
adverts. Refer to the unseen advert for Gucci Memoir to support your answer.
The advertising industry have to communicate viewpoints and ideologies through media language to attract their target market. The conventional methods are through composition of the advert, logo, intertexuality etc. However, some adverts subvert these methods and catch the eye of the audience for their differentiation.
The Gucci Memoir advert, uses various means of media language to communicate to the consumer. For example, the composition of the image is compiled of photo booth selfies, gatherings of friends and potentially a love letter. This immediately creates an understanding of it being a sort of scrap book as the seam and lined paper is just in sight. Therefore the ideologies created are around memories/nostalgia, which also directly correlates with the named perfume: 'Memoir'. This goes on to view the fragrance and experience of using it as personal. Through the slightly angled bottle and hand written letter, it communicates a hand crafted elegance along with it being minimally photo-shopped. A comfort of privacy is additionally connoted as scrap books are generally personal and bespoke.
Gucci also used the colour palette to push the ideology of being free, maybe in Italy or France. This was done through the use of warmer tones which are known to be more vintage and attached to rural Europe. Along with the clothes being floral & flared and the hair being either long or 'Beatles-like', a 70's vibe is communicated which is furthered with the black and white pictures - being that photography was still in development compared to the modern day. This fits with the brand as a whole because it is Italian and every-other marketing campaign has been clean cut, neat and sophisticated. Although this is supposed to be a scrap book, it's one that is very neat and well put together.
To conclude, viewpoints and ideologies can be communicated through the most simple methods like composition and colour. If it is done well, the semiology should fit the brand as a whole and successfully attract the target market - something Gucci is known to be able to do.
The advertising industry have to communicate viewpoints and ideologies through media language to attract their target market. The conventional methods are through composition of the advert, logo, intertexuality etc. However, some adverts subvert these methods and catch the eye of the audience for their differentiation.
The Gucci Memoir advert, uses various means of media language to communicate to the consumer. For example, the composition of the image is compiled of photo booth selfies, gatherings of friends and potentially a love letter. This immediately creates an understanding of it being a sort of scrap book as the seam and lined paper is just in sight. Therefore the ideologies created are around memories/nostalgia, which also directly correlates with the named perfume: 'Memoir'. This goes on to view the fragrance and experience of using it as personal. Through the slightly angled bottle and hand written letter, it communicates a hand crafted elegance along with it being minimally photo-shopped. A comfort of privacy is additionally connoted as scrap books are generally personal and bespoke.
Gucci also used the colour palette to push the ideology of being free, maybe in Italy or France. This was done through the use of warmer tones which are known to be more vintage and attached to rural Europe. Along with the clothes being floral & flared and the hair being either long or 'Beatles-like', a 70's vibe is communicated which is furthered with the black and white pictures - being that photography was still in development compared to the modern day. This fits with the brand as a whole because it is Italian and every-other marketing campaign has been clean cut, neat and sophisticated. Although this is supposed to be a scrap book, it's one that is very neat and well put together.
To conclude, viewpoints and ideologies can be communicated through the most simple methods like composition and colour. If it is done well, the semiology should fit the brand as a whole and successfully attract the target market - something Gucci is known to be able to do.
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