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Fashion Advertising
In the latest edition of Vogue magazine, Madonna poses for a Versace ad. The overall color tones in the ad are opulent: gold and white mostly. Madonna's hair is a striking platinum blonde and cut shoulder length. The hair style is simple yet stylish, reflecting the high-end, classy nature of Versace apparel. In fact, Madonna's overall appearance closely matches the nature of the clothing she wears for the ad: just slightly over-the-top in terms of opulence, but still refined. The message of the ad is high-end; it appeals to the part of all consumers who long for luxury and high fashion.
The Versace Madonna ad is excellent. First, it uses a celebrity endorsement; whatever people think of Madonna's personality or music, there is no denying the superstar's subliminal appeal. Madonna also oozes confidence and it is precisely her confident attitude that is capitalized on in this advertisement. For one, using Madonna in the ad automatically signals self-assuredness, but also, the way she is posed suggests nothing but self-confidence and self-control. As a designer, Versace is sending a message that the company appeals to the wealthy consumer who is confident and sure of him- or herself.
Second, the Madonna Versace ad is well-designed. Madonna's feet are one of the highlights of the photograph. The shoes she wears, which are sandals, breathe whispers of the upcoming warmer seasons. However, the gold and white tones in the ad still reflect the current colder seasons. Madonna is posing laying on a day bed, and her legs are crossed. She appears wrapped up in business of some sort, which again reflects her message as a confident businesswoman. Her eyes look straight into the camera, which is another hint as to Madonna's confident attitude.
Because the ad contains so many consistent messages, it will positively affect consumer behavior. Madonna wears the Versace clothing well; although her celebrity is powerful, it does not necessarily detract from the overall look and appeal of the clothing and accessories made by the designer. Anyone who can afford Versace will be highly likely to heed the subtext of this ad: Versace breeds confidence and confidence deserves Versace.
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