Advertisements gaining control. Advertisement is affecting our everyday lives through the media, and many individuals

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1 Mendoza1 Esperanza Mendoza Mrs.Toconis Writing 01 (40) 29 October 20 Advertisements gaining control Advertisement is affecting our everyday lives through the media, and many individuals have research the consumer s pattern to ensure the product will be appealing. Advertisements might seem insignificant but it is causing damaging effect to society s value since advertisements are persuading many individual to accept, the need of various products. Also, there are a variety of companies that manipulate many people in the U.S to buy products that are unnecessary. Advertisement also portrays a fake image, to ensure consumers will continue to buy the manufactured goods. Many of the products that are represented in the commercials describe unrealistic images or possibility, such as a product that will ensure a more pleasant life. However in reality none of the things that are promise are actually accomplished from the time it was purchased. Gucci Guilty perfume and Dolce and Cabana Light blue both use themes to display inequality in society by the mean of the roles of men and women and as well as represent both genders in a sexual manner, Dolce and Gabbana illustrates the women and men with small amount or no cloths and embraced by a stereotypical man containing the perfect body and Gucci however does not. Gucci and Dolce and Gabana similarity are evidently displaying the inequality that are appearing in many magazines or commercials and is beginning to demonstrate the superiority of one gender over the other. As shown for instance, both companies make the bold statement of

2 Mendoza2 representing women and men in an unrealistic manner, therefore many people who are viewing this type of commercials or ads are being affected.the perfumes Light blue by Dolce and Gabana as well as Guilty for instance display the masculinity a man should hold to become more of man. Many commercial or magazine images from Gucci Guilty and Dolce and Gabana light blue are one of Perfumes that are popular among many individuals. The advertisements in the companies reflect models that sell the product by means of using human beings as objects. Gucci and Dolce and Gabana use women s and men s body s to sell the perfumes by putting handsome individual in the front page of the advertisements. These are one of many tactic owners or representative of Gucci and Dolce and Gabbana use through several of their campaigns. Advertisement generates a sense of desire of the product from the consider result of the product. However in reality advertisement use weasel words to be sneaky, and try to convince consumers to buy the product, Gucci by Gucci group and Dolce and Cabana by Dolce and Cabana group both display inequality in society by means of utilizing women, and display models as a superficial stereotype. For example advertisement uses a false representation to translate their product as a necessity or a product that will improve the quality of life. However in actuality advertisements products do not do anything to improve the worth of life but gives society a misleading ideas of perfumes ability to perform something to our benefit. The differences in Gucci,and Dolce and Gabbana is Gucci presents women in very abstract type of position rather than displaying them in a very strong manner and Dolce and Gabanna gains the public attention by using a couple to represent the inequality. The two companies display women as weak and vulnerable rather than strong individuals however in Dolce and Gabbana light blue magnifys the gender difference for society more significantly than Gucci Guilty. Blue light by Dolce and Gabbana accept that dominance over women is tolerable

3 Mendoza3 and should be accepted. In actuality that is not the way in which society should view both men and women. The industry should not have the power to persuade people in society that men dominance is acceptable in society. There should be equality among both genders, rather than accepting the male dominance over women. However advertisements are giving examples of the wrong message. The reality is advertisement is not only in Gucci but many other s that give the same message. A difference that is shown by the body structure that is shown in Dolce and Gabana for instance the light blue advertisements display a women squeeze by from behind, wearing a bathing suit. Light Blue by Dolce and Gabbana accept the fact that dominance over women is tolerable and should be accepted. In actuality that is not the way in which society should view both men and women. In addition Gucci Guilty demonstrate women inferior and men more power and stronger. However the representation only displays that women vulnerability and inability to be strong without the help of a man. The similarities for instance in Gucci and Dolce and Gabbana are they both use women and men in a sexual manner to persuade people to buy the product. In the article Jesus Is a Brand of Jeans it states Women s bodies and mend bodies to these days are dismembered package and use to sell everything ( Kilbourne 468). The quote indicates the certainty in which many advertisements that use men and women to sell their product. In Lead us into temptation the author states But why are we so unwilling to acknowledge and explore what seems to be the central characteristic of modern life (Twitchell 453). Twitchell is therefore explaining the huge impact advertisement has in society lives even though many deny that they are affected by advertisements. Material things are responsible for the growing epidemic in society, and society is beginning to believe what is presented in advertisement is solely true. The perfumes describe the reality for many consumers. For instance Jesus Is a Brand of Jeans by

4 Mendoza4 Jean Kilbourne and Leads us in to temptation by James B. Twitchell discusses the certainty that many Americans has evolved into a very different type of society structure. A society in which many people are in a pursue of superficial, and rely on material thing to satisfy their desires. Dolce and Gabbana light blue are making people insecure about themselves as well as promoting t there product will bring a sexual aspect to their lives as a result of using the perfume. Gucci Guilty for example is a perfume that has a very sexual representation in which it displays the models in an exotic way to attract many women s to buy the products. Consequently even the tittles are used to persuade individuals; as a result Gucci Guilty in addition uses sexual title to catch the consumer s attention. Overall the products Gucci Guilty and Dolce and Gabbana light blue use models in advertisements to display woman will become more desirable. The quotes indicates that people should accept how they appear and try to not look elsewhere for certain characteristic that will not be found in materialistic things. Advertisement has a vast impact in many Americans lives, in addition to displaying unreal characteristic in order to make people believe that the product is incredible.for instance a lot of money is being spent for advertisement in both men and women advertisement however there are some similarities and difference in which each gender is being portrayed. Gucci perfume product Guilty and Dolce and Gabbana Light blue display s their products very sexual by representing both genders in a seductive approach as well as publicizing the gap of men and women roles. The overall message is an advertisement affects many people in society thoughts and values and most importantly how individuals view themselves.

5 Mendoza5 Work Cited Kilbourne, Jean Jesus Is a Brand of Jeans Language Awareness. ED. Paul Escholz, Alfred Rosa, and Virginia Clark. 10 th ed. Boston: Bedford/St. Martin s, Print. Twitchell, James Lead us into Temptation Language Awareness.ED. Paul Escholz, Alfred Rosa and Virginaia Clark 10 th ed. Boston: Bedford/St. Martin s, print.

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