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Essay / Research Paper Abstract
This 5 page paper looks at the way Gucci has used nudity in it advertising, shows, with 2 illustrations how it has been used and then considers how and why it has been successful. The bibliography cites 5 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEnudgucci.rtf
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Unformatted sample text from the term paper:
sex sells, females in bikinis draped over motor cars at automotive shows and the use of glamorous models. However, it is not only goods targeted at males that use sex,
the female form and nudity or near nudity of women has been used by Gucci with goods that appeal to women. If we look at the way Gucci are undertaking
this we can then consider who and why the tactic may be successful. The marketing may be controversial, in 2001 after Gucci bought YSL the first new perfume
to be launched as called Nu this was launched a PR event in front of an audience of 600 where models that were nearly naked writhed inside a Plexiglas tube
(Steiner, 2001). Tom Ford argued that the presentation and fragrance was not about pure nudity in a sexual sense, but that it was "nude as in bare, stripped away" making
it a concept rather than sexual (Stiener, 2001). This was also reflected in the Gucci managed publicity. However this is not the only way in which Gucci has used
nudity that could be interpreted as sexual. In another more wide scale advertisement Navratil (2003) describes what may be seen as a sexual stance succulently; "With his hand
on her thigh, a kneeling man is poised before the nether regions of a standing woman. Shes draped in a kimono-style minidress, which flows open to expose a shaved G
monogram just below his eye level" (Navratil, 2003). By any definition this is a risqu? advertisement, and has received a wide range of
responses. However, it is worth noting that the campaign, also backed up with a series of other images with women and men in similar positions (Navratil, 2003). This was a
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