Group Semiotics Critique
Gucci Ad:
1. Denotation (literal description)
- Both models do not have clothes
- Plain black background with high warm contrast
- Male model gives guilty look with stare & puffed lip
- Female model stares at male model
- Female model has tattoo of writing & red lips
- Male model has mustache and chest hair
- Male model wearing chain, logo, and thunderbolt
- Male has blue eyes
- Female is white and blonde
- Male is White, Italian, or Hispanic
- Gucci Guilty Perfume on bottom right corner
- “Gucci Guilty Pour Homme” written on top
2. Connotation (abstract meaning)
- The facial expression of the male model’s face showcases guilt, which is the name of the product
- Both models are without clothes showcasing a sensational or romantic scene
- The black background creates mystery and the warm contrasted tones are drawing the audience in
- Woman looks like she is breathing in his scent
- Woman is drawn to the male, probably from his scent
- The ad wants the viewer to see that the female is hot for the male in the picture because he smells amazing.
- The ad wants males to buy the product to make them feel like a chick magnet
- The male is “guilty” for attracting the hot female
- Sex Appeal, then again sex sells
Pellegrino Ad:
1. Denotation (literal description)
- The people have smiles on their faces.
- They are beside a boat/yacht with an oar/paddle & a variety of ropes
- They are dressed nicely with fitted clothes
- Woman wearing a hat and pearls, indicate wealth
- Background appears to be of old buildings with wires and water (Itay)
- Ad has sepia tone
- Pellegrinos sit beside glasses, limes, & what looks like sea urchins
- Child in the picture
- In Italy, maybe Venice
2. Connotation (abstract meaning)
- Smiles represent happiness, eagerness, and excitement
- Fitted clothes and pearls suggest wealth and luxury
- The boat/yacht exudes wealth & connects with water (the product)
- The delicacy of the food also represents wealth
- Lime hints at Italian Soda used with Pellegrino
- Sepia tones showcase a old time feeling or past
- The child indicates that the scene is family friendly
- Everyone looks wealthy, so Pellegrinos is a drink for the rich and famous
- Drink Pellegrinos, and you will feel wealthy like the Italians in the picture
- Pellegrinos is a relaxing and refreshing drink for any occasion
- They may be on vacation in Italy that many cannot afford to ever being able to visit.
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