Emotions And Behaviors In Gucci's Advertising
Introduction Advertisements are a fundamental part of our daily lives, no matter where you look, be it flipping newspapers or watching television. Companies make use of several heuristics in their advertisements to enhance sales and catch consumer’s cognitive, emotions and behaviours, it can also form and change attitudes. This advertisement is found on Gucci’s website. The product that is being advertised is the perfume “Gucci Guilty”. The target audience for this product should be men, woman may also be attracted to this advertisement as looking at the picture makes them believe that purchasing this product would make their partners more attractive. Heuristics The heuristic approaches used in this advertisement was to attract prospective consumers by targeting their emotions, colours, aesthetics sense, familiarity, authority and consistency. Due to the use of heuristic strategies, viewers who come across advertisement shown on television or magazines might recall it subconsciously as most of the population process info on a superficial level. For example, consumers are more vulnerable and exposed to advertisements when they are flipping through magazines or shopping as they are not using systematic processing which allows them to process information on a deeper and more rational level. Hence, advertisements that entice consumers on a level superficially will be highly efficient. Emotion Direct The heuristic approach of attraction using the consumer’s emotions was
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