Givenchy Advertising

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ad could struggle to capture the attention of some men as it does seem to focus predominantly on the woman in red. At first glance, some men may skip over the advertisement thinking that it was actually targeted towards females. Especially since Givenchy products are mainly marketed towards women, they could find it difficult to separate themselves from this mental correlation that consumers have already established due to perceptual filters. It is possible that the advertisement could find more success by making the man the center of attention. The target market that Givenchy is trying to reach are typically very busy people working long hours. As the average attention span of a human is only 8 seconds (Statistic Brain, 2016), advertisers only have a short moment to capture the attention of the desired audience and hold it. Therefore, it is extremely important for the target audience to understand that the advertisement is indeed targeted towards them and not the opposite gender.

As mentioned above, there are several ways Givenchy uses different senses in order to create a certain perception for the consumer. Not all of the viewers will perceive the same thing, however, Givenchy manages to use a mixture of subtle and intrusive methods in order to control the way people view and interpret the advertisement. It is apparent that Givenchy wants their consumers to feel like gentlemen while wearing their products. They want the men to act and feel good about themselves which is a great way to market this specific product to the target market, yet, the viewers will not always see an advertisement as desired. People don’t all think the same way. Political, social, environmental, and many other influences can all attribute to different perspectives in consumers (McLeod, 2007). In all cases, the devils advocate must be played. In particular, this ad may be perceived by some people as being sexist towards men. People may ask “Why does the man have to stand in the rain while the woman stays dry?”. To most people, this wouldn’t even be a thought, however, you cannot always stipulate what people will see or feel when they look at the advertisement. It is extremely difficult for marketers to analyze all the possible outcomes and interpretations of an advertisement, nevertheless, it is very important to do so.

There are so many different factors that come into play when creating a successful advertisement. The human mind is a tricky thing to understand, but by harnessing the basic tools that we have evolved over thousands of years, advertisers are able to connect with consumers on a very primal level. Advertisers have the ability to use sight, sound, smell, taste and touch to direct the mind of the consumer into thinking a certain way or believing a certain thing. With the short attention spans of todays consumers; exposure, attention and interpretation must always be used in a cohesion in order to funnel the consumers mind in a quick and direct way. It is a very delicate thing to master, but when it is done correctly the results can be very impressive.

References

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