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Lady Gaga Fame Advertisement Analysis

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The advertisement presented on the previous page depicts female perfume called Lady Gaga Fame, advertised as the first ever black eau de perfume. Lady Gaga is an American singer, songwriter and actress known for her outrageous and unique style. Building on personal music and TV success, she is also a businesswoman owning a small-scale line of perfumes and colognes under the Coty Consumer Beauty holding. The advertisement was created by Stardust Visions advertising company in Beverly Hills, CA, USA, in the year of 2012.
The poster depicts the famous singer laying in a very suggestive position, being almost completely exposed to the viewer. This ad is an example of classical conditioning, which occurs when a stimulus that elicits a response …show more content…

A common practice by marketers to increase consumer involvement. Although, it is not a very typical case of celebrity endorsement as Lady Gaga owns the brand, yet her presence is logical as she is personally interested in promoting the product and holds responsibility for its quality with her own reputation. If this particular perfume brand is recalled from the evoked set of all perfume brands to the consideration [for purchase] set, we can assume the consumer to have a liking for the celebrity. That in turn suggests that if confronted with the ad, the consumer will be more involved with the product and motivated to get more information about it. Then the attention to details of the ad steps in, as by zooming in the picture we can notice that the men crawling on the singer’s body are dressed in specific BDSM attire. If the consumer is familiar with Lady Gaga’s personality and knows her adherence to shocking behavior - “Épater la bourgeoisie”, and shameless self-expression, - they will not find the BDSM styled “admirers” of the singer as something shocking. In case such extravagant expressions of the males fall within their latitude of acceptance or latitude of non-commitment - they can be inclined to see operant conditioning in the

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