The Desire for a Fabulous Life: Materialism in Disguise?
...he fifteen appeals, four particularly relate with advertisements for upscale brands. One of them is the need to dominate. These ads show the models craving control, usually the opposite sex trying to tempt each other. Another is the need for attention. The desire to exhibit just so others can look at him/her is an insuppressible instinct. The clothing and cosmetics company exist solely to serve this need, and this is how they pitch their wares (Fowles 2). One other is the need to achieve. The drive to succeed in life is a common American trait, and products that advertise themselves in the best and finest nature compel people to achieve. Most of all, the appeal that particularly is applied to ads for exclusive brands is the need for prominence. Owning a product with a high price tag automatically gives other people the assumption that one is wealthy. This need to be admired, respected and to have high social status is common among most people, especially those who feel it as a value in life. An advertisement that is a prime example of those four appeals dominating the picture is a Gucci ad that appeared in the March 2003 issue of In Style magazine. The ad depicts a male and a female, with the male dominating by making the move on the female by tugging on her heel. The female’s face is not shown in the ad; rather the focus is on her toned and tanned legs that offers much sex appeal due to the amount of skin showing. The dominant product is the shoes made by Gucci, hence the vibrant silver color to stand out, but the clothes on the male are also designed by Gucci. The male’s clothing is clean-cut business attire-which refers to the “fabulous” lifestyle because of his ability to win over the female with his looks and presentation. This flows into the ad’s central theme, which is seductiveness. The male’s facial expression depicts a tempting and wanting of the female, with demanding eyes looking up at her, and attempts pulling her in closer to him. Although the legs are only shown of the female, it is already a given that she is probably beautiful by all means because of her slim nature and the fact that she is wearing “fabulous” shoes. The shoes offer confidence, sex appeal, and finally, is an exclusive brand, which is a vital thought that inspires the consumer to consider buying a product from Gucci. The reality of this message is not too far fetched, as males are usually attracted to females that are tall and skinny, and especially those who know how to dress well. The ad may even depict realism in a wealthy person’s world, as most that are young and rich would go out at night to meet someone of the opposite sex and try to be a focus of attention due to the fabulousness of their outfit from a designer. Dressing in an exclusive brand draws many as it shows the symbol of power and wealth. The second ad, a Louis Vuitton ad printed in the October 2005 issue of Harper’s Bazaar, features Hollywood actress, Uma Thurman. The name Louis Vuitton in recent years has become a household name, regardless of its pricy nature. It has become the poster child for prominence and a symbol of succeeding (although many unauthentic products have been produced and sold on the black market for a fraction of the price tag). Focusing on leather goods, the ad’s central product is the handbag in Thurman’s hand, although the clothing on her is also designed by Vuitton. The ad has a sex factor with Thurman’s pose on a silk couch, her dramatic red lipstick, the seductive mood with dimmed lighting, the amount of skin on her leg shown, and her facial expression. Thurman’s expression offers a mysterious presence and the way she is laid out in the spread gives a sex appeal because of her body language. Thurman is dressed in a classy manner, in which the attire has a late 40’s vibe with the black suit, big beads, fur around the neck, and short hair. The attire also depicts the “fabulous” and elegant life, especially with the fur accents on the outfit. Once again, the reality of this life is not unlikely, as those with wealth could be able to enjoy this lifestyle of glamorous clothing and setting, and the ability to look beautiful at any time. Those who consider buying Louis Vuitton’s products get the idea that people will look at them with admiration and approval, as they are able to afford such a high-priced item. Both ads lack some sort of lighting and focus on shadows, which sets a mysterious tone for both ads and enforce the seductiveness. The color black dominates in both photos, which is the color that the models are wearing, as black defines classiness and was always viewed as a color that can be modern and sexy in any time. It also stands out as a color that means power. The little accents in both ads though provide some other insights and allow other ideas to formulate. For example, in the Louis Vuitton ad, there were accents of bright colors in the background which included a pink sofa, which further proved the ad to be geared more towards the feminine. The green walls also provide life into the ad, and according to the Psychology of Color by David Johnson, the green means power and money-which ties into wealth appropriately. Both these advertisements were advertised in fashion magazines geared towards the young woman. In Style and Harper’s Bazaar are top fashion magazines in the United States, as well as in Europe, so naturally they would advertise co...