Giorgio Armani: A Persuasive Campaign

Lets examine the use of Giorgio Armani Company's advertisements for a persuasive campaign. My reasoning is because the company is separated into several different divisions, while each tries to sell their product, the advertisements must maintain an overall company image. I have chosen Giorgio Armani Parfum (cologne), Armani Exchange (A|X), Emporio Armani(Dreamers), and Giorgio Armani Occhiali (glasses) to be the focus for the general image campaign 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 brand 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 brand recognition which the company is hoping will sell its products.

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. This works: American's, when it comes to fashion, look toward Europe for emerging trends and fashion. One important fact to note is that when the advertisement 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 company advertisements (A|X and Dreamers).

For the advertisement "Dreamers" I would add a few different words of text to the advertisement in the lighter areas of the advertisement. The words "Envisage" and "Discovery" should be added 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 addition 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 always wanted. This is all tied together with the imagery of three models posing, each staring in separate directions using the strategy of ambiguity 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 addition colorful clothing is featured more prominently in this advertisement 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 associate 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 advertisement together with the images used and give the reader a reason to take a second look at the product and image being advertised.

Gender persuasion is used in the Occhiali advertisement 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 being advertised. The words added to this advertisement must be simple and not too "flowery". "Men shy away from all such usages because they passionately fear being labeled sissified (Bruell, p. 143)." The choice of phrase for the advertisement is "an enigmatic impression." These two main words; enigmatic, meaning mysterious, and unknown; along with impression would allow the reader to immerse themselves in the image being shown. This type of language is very discursive, according to Langer, Ch.5, because it is sequential and has meaning, which is created through combinations. Packard's "Eight Compelling Needs" (Larson, 154) easily relate to this advertisement.

The need for Ego Gratification comes out in the advertisement ? where it is directed at consumers whom have the need to go beyond 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 associated with power. These two Compelling Needs are often used in advertising and are used in this, the Occhiali advertisement.

The last advertisement for parfum, I would leave alone. I think it already is persuasive enough through imagery and does not need additional words or images. The wide-open and glaring eyes of the model do what is intended. I believe that this advertisement 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 advertising because it is a well-understood feeling that all people can relate to. The need of belonging [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 cognitive consistency approach to its advertising. The idea that things should be simple and consistent is the reasoning behind this theory. Fritz Heider's P-O-X (p.90) theory can be implemented to this advertisement campaign as a whole. First, a Person is oriented toward another, which is apparent in the "Armani Exchange" advertisement. Two separate couples; one in the middle, which are clearly oriented, balance the advertisement and the second separated to each side of the page create tension. The idea of an object being the focus and the positive or negative attitude felt about that object can have an effect on the source and receiver. Advertising 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 brand is maintained and becomes more persuasive by using language, which promotes feelings and emotions of masculinity and mysteriousness. The colors of the advertisements already 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 comparison 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

Scott fish is the Owner of http://www.TopSatelliteRadio.com

Top Satellite Radio is a resource for consumers seeking the history and facts about satellite radio. We also sell electronics related to Satellite Radio. Quick Access: http://www.TopSatRadio.com

In The News:


Forbes

Debunking Myths: Don't Count Out Traditional Advertising Channels; Embrace Them
Forbes
The widespread belief that web and social media ads are giving a higher ROI than the "old-fashioned" TV, press, and radio advertising is a costly myth. The myth hinges on the belief that the more precise targeting achieved by digital advertising not ...


The Guardian

Apple cuts cookies – but there is more to come in the online advertising arms race
The Guardian
Apple is cutting down on how many cookies advertisers can force on to your devices, with changes coming to iPhones, iPads and Macs. The advertisers, naturally, are not happy. Digital cookies are small text files that can be used to track users as they ...


ZDNet

iOS 11 rolls out today with Safari anti-tracking: Here's why advertisers hate it
ZDNet
Apple is rolling out iOS 11 and macOS High Sierra today, bringing with them a new cookie anti-tracking feature in Safari that advertising groups say will "sabotage the economic model for the internet". Globally, iOS is dwarfed by Android, but Safari ...
Apple blocking ads that follow users around web is 'sabotage', says ...The Guardian
Safari 11: Apple slammed by ad industry for deleting third-party ...NEWS.com.au
Advertising trade groups deeply concerned about Apple's cookie blockerMarketing magazine Australia (registration)

all 34 news articles »

MuMbrella

Uber just sued one of its ad agencies, and it points to growing mistrust with mobile advertising
CNBC
Uber is suing mobile marketing agency Fetch Media for allegedly "squandering" tens of millions of dollars on its ads. Uber claims in a lawsuit the ads were not viewable by people or were placed on websites that don't exist. Uber's ad issues are ...
Unwanted ads on Breitbart lead to massive click fraud revelations, Uber claimsArs Technica
Uber sues Dentsu agency over allegations of fraud and negligenceMuMbrella
Uber is suing an ad agency for click fraud related to advertisements that ran on BreitbartTimes of India

all 33 news articles »

Hyperallergic

Handcrafted Japanese Shop Signs Perfected the Art of Advertising
Hyperallergic
Known as kanban, these ancient advertisements were highly specific, not only in terms of the goods they marketed, but also in terms of their designs and messages. Shop owners often commissioned professional artisans known as kanban-shi to craft them, ...


Business Insider

What you need to know in advertising today - Business Insider
Business Insider
Sports are as much about fandom and conversation as they are about watching games, and for a long time ESPN's hit show "SportsCenter" owned that ...

and more »

Phys.Org

Study finds religious program advertising appeals mainly to fear
Phys.Org
Christians and fundamentalists are a major section of American society, with influence in political, social and economic circles. Yet, little is known about how advertisers work to reach a fundamentalist population. A study from the University of ...


Bloomberg

Facebook Can't Leave Advertising Business on Autopilot - Bloomberg
Bloomberg
Internet companies live in fear of being labeled censors. Google, Facebook, Twitter and other big web companies squirm when politicians or other people ...

and more »

SwipeCrypto: Blockchain Mobile Lock Screen Advertising Transforming Attention Economics
Markets Insider
Increased smartphone penetration and stronger coverage of mobile network around the world, have fueled growth opportunities for marketers where mobile becoming central to the advertising strategy. While the opportunity is tremendous, it is undeniable ...


Marketing Land

5 futuristic advertising channels and the first rule of advertising dynamics
Marketing Land
There are already plenty of mobile games that use in-app advertising to monetize “free” games. As virtual reality takes off (some say it will grow to a $75 billion business by 2021!), why wouldn't we see VR ad growth as well? For example, a car ad that ...

Google News

100 Excellent Words and 70 Action Getting Phrases for Ad Writing

100 Excellent Words Absolutely. Amazing. Approved. Attractive. Authentic. Bargain.... Read More

Imaging Isnt Everything

Many home improvement contractors attempt to use advertising to expand... Read More

Avoid Being Vague

We are bombarded with thousands of marketing messages daily?on television... Read More

Juice - Scam of the Decade or Opportunity of the Century

If you are an ardent web surfer and MLMer like... Read More

Write Attention Getting Advertisements

The most important aspect of any business is selling the... Read More

In Advertising Bigger isn?t Always Better

If you have been following the recent advertising news you... Read More

How to SAVE Yourself from Spending too Much Money on Advertising!

How much money have you spent in Advertising, Promotion &... Read More

Using Flyers to Advertise Your Online Business

Using flyers is one commonly overlooked method of advertising offline.... Read More

How to Know if Direct Mail Will Work for Your Business

Here's a great lesson that applies to direct mail. Ready?... Read More

Non-profit Coupon Books and Coupon Mailers for Small Businesses

Many groups like the Chamber of Commerce, ASB at the... Read More

Worn Out Brochure Design Is Keeping Small Business Owners Down

I got another one of those calls the other day...Can... Read More

Present Your Product On A TV Show for FREE

Would you like to get your new or existing Internet... Read More

Raising Funds For Your Nonprofit Using An Annual Direct Mail Program

A good annual direct mail solicitation program can produce unrestrictive... Read More

7 Essential Elements for Profit-Pulling Ads

Advertising will make or break your business. It is crucial... Read More

How To Track Your Advertising Like A Hawk

Tired of pouring endless money into advertising? Do you wonder... Read More

Advertising 101

Advertising has truly become a part of all of our... Read More

Scrolling LED signs

Scrolling LED signs is type of LED signs that displays... Read More

Marketing Advertising, While Advertising Your Market!

Today in the Business world whether online or off, it... Read More

Driving Customers to You - Your Car as a Marketing Vehicle

You can turn your vehicle into a rolling advertisement. Costs... Read More

Why Would Anyone Want Your Business Card?

Do you remember how proud you were the first time... Read More

Effective Promotions Through Local Classified Sites

Today's online marketplace is extremely competitive. People want to market... Read More

What are Text Adverts?

Not everyone is aware of what are text adverts? Text... Read More

The Seven Second Race: How to Draw Attention Your Ad

You've decided to launch your advertising campaign but you have... Read More

Turn Your Ad Copy into a Goldmine!

Today, more than ever, it is crucial that your ad... Read More

10 Tips For Writing A Profit Producing Ad

1. You can get ad copy ideas by studying similar... Read More