Analyse Greed by Francesco Vezzoli and Roses Collection by Dolce and Gabbana. How effective are they in selling their products?

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Analyse two print adverts. How effective are they in selling their products?

The two products I chose to analyse were ‘Greed’ by Francesco Vezzoli and ‘Roses Collection’ by Dolce and Gabbana. Francesco Vezzoli produced a perfume product aimed at females and Dolce and Gabbana designed a range of lipstick collection. Both adverts could be found in a women’s fashion magazine such as Vogue and Company magazine.

The advert for ‘Greed’ is a high key lit, two shot mid-close up of the famous celebrities, Natalie Portman and Michelle Williams appealing to its target audience of females in their early 20’s to 40’s. The models appear to be looking at each other in a disturbed and vengeful way connoting that the young females are fighting for the perfume. This exaggerates the current ideology in society of competition between females and males. The luxurious high key lighting illuminates the subjects from the interior background creating a more focused yet mysterious setting. The advert is constructed as a movie, as the word ‘starring’ in the centre of the advert  implies a scene of action and demand the consumer will experience. The use of female celebrities connects with the target audience significantly because women are eager to look professional and strong as well as attractive and passionate like their idols. The fact that the models are fighting over the perfume ‘Greed’ suggests that it is the key to their beauty and success with men and their hunger for power and glamour.

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On the other hand, the ‘Roses Collection’ advert contains a high key lit, medium close-up of the famous actress, Scarlett Johansson, tempting its audience of females aged 20 to 30. The interior setting of black allows the model to be more centralised and radiate a glow with the effect of high key lighting. The model is dressed to imitate a famous historical figure of certain beauty, Marilyn Monroe, creating a shot of two stunning celebrities merged into one. I identified this double persona from the bold red lipstick, blonde short curls and scarcity of clothing around the shoulder and neck ...

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