The first thing we can see on this ad is the picture quite disturbing: It represents men and women’s nudes bodies, all together, mixed up and down in different ways. We can not see their sex because they hide their parts of body just to preserve their intimacy.There is a white dazzling light under them in order to focus on the bodies. The name of the perfume for men is “Masculine,” which is darker bottle; the name of the perfume for women is “Feminine,” which is lighter bottle, as to note that the perfume for men is stronger. It is a mean to get a message away: “It smells strong, it represents virility”. Perfume bottles are up and down to insist on the similarity between humans and the product.
D&G uses this picture to impress people and this is a success. In one hand, marketers are aware that using shoching values like sex is good for saling.One important tenchnique in perfume advertising is to highlight the product through one of major theme of the life because people are concerned by the subject so finally, they are more attracted by the product.In the ohter hand, sex sells it is true but there are some limits to respect. Dolce&Gabanna’s suggests more independence of both genders and free interplay of sexuality, ranging from heterosexuality to homesexuality, from monogamy to group sex. I personaly think that it is too expressive.Where are limits of a marketing strategy?
Compared with the ad below representing the perfume “Scent to bed”, do you think it is too explicit?