Dkny Ad Analysis
Be Delicious Perfume by DKNY Advertisement Analysis In the competitive market America has today, all companies strive to be the number one choice for consumers out of all their competitors. To achieve this goal, companies use various strategies in their advertisements to appeal to the public. The company, Donna Karan New York (also known as DKNY) is one of the millions of companies that works rhetorically in its advertisement for its Be Delicious perfume. With sexual innuendos, symbolism, attention grabbing images, the creation an image of beauty, and the indication that one will be unique after using the product, DKNY effectively advertises its Be Delicious perfume. DKNY uses sexual innuendos in its advertisement for the Be Delicious perfume in order to convince consumers to purchase the product. Sexual innuendos are shown by the woman’s sensual facial expression and body language. She is smiling seductively while her finger is in her mouth after having taken a bite from an apple. With these strategies, DKNY portrays the secondary message that by wearing the Be Delicious perfume, women will be more sensual like the woman shown. DKNY’s use of these sexual overtones allows this advertisement to be effective. Jack Solomon, the author of “Masters of Desire: The Culture of American Advertising” explains the great success sexual innuendos in advertisements have. He states, “Sex never fails as an attention-getter...and…advertisers like to bet on a sure thing. Ad people refer to the proliferation of…ads as ‘clutter,’ and nothing cuts through the clutter like sex” (Solomon 408). Solomon’s point is that since advertisements with sexual innuendos produce powerful emotions, they are more likely to obtain attention, which causes many companies to use them as strategies. Since advertisements with sexual overtones are greatly noticeable, they can generate sales for companies. Therefore, DKNY’s use of sexual innuendos effectively captures attention in order to increase
Cited: DKNY Be Delicious. Advertisement. Cosmopolitan August 2012: 44. Print. Solomon, Jack. “Masters of Desire: The Culture of American Advertising.” The Signs of Our Times. New York: Putnam, 1988. 59-76. Rpt. in Engaging Inquiry. Eds. Judy Kirscht and Mark Schlenz. Upper Saddle, NJ: Prentice Hall, 2002. 401-413. Print.