The Dolce & Gabbana advertisement is depicting the sexy clothing offered at their stores, yet it contains another powerful ad. This advertisement is powerful because it shows male dominance over one woman. It can be seen offensive as well because of the display of women in this advertisement. During Straubhaar’s lecture, he described several advertising appeals and a few were mentioned in this ad. The Dolce & Gabbana ad definitely shows advertising appeals dealing with sex, aggression, and dominance very well. Take for example, aggression and dominance; if you can see the ad clearly you will be able to interpret the men’s stature and strong bodies while the woman looks helpless and weak. Also, through history we have always shown that a male is more dominant in all situations and should be aggressive with women to put them in their place. From my opinion, the ad clearly exemplifies the advertising appeals wanted from this specific ad. They wanted it to look sexual, aggressive, dominant, and construct the “target” consumer which would be a prestigious upper middle-class male. They basically wanted to make men feel better about themselves and giving them a way of power over something or someone.
Picture: http://www.kibitzhomme.com/?tag=dolce-gabbana
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