WHAT IS DESIGNER?
WHAT DOES IT MEAN TO THE
ADVE RTISE RS OF MICHAE L KORS?
The ad for the brand is portraying that if you have designer clothing, your life is
The brand in this ad is condoning the fact that a person may have a double life
but it is fine as long as that person is wearing Michael Kors
They want the consumers to believe that if they are wearing the brand of
clothing they will be “sexy” and that is all that should matter to the consumer
They want the consumer to believe that if they wear the brand, that they will
become part of the elite, part of the “high life”
The advertisers are negatively affecting the images of the everyday
Real women do not look like the models in the commercial, nor do
they need to.
The ad uses sex to sell the brand
The brand is trying to sell the “high life” by showing the bag with
a girl coming out of a helicopter.
H OW T H E P RO D U C T I S B E I N G
SOLD BY SEX
The female model getting off the helicopter is the deffinition of todays model,
skinny, beautiful, and tall.
The model is blond, skinny, and flawless, which is unrealistic. She is wearing
cherry red lipstick, and a long gold dress.
Michael Kors, an openly homosexual man is being kissed by a woman, he is
promoting that heterosexual gestures.
The model leaves with a young model wearing a jumpsuit that is very revealing
The perfume bottles that the consumer sees at the end of the commercial are
phallic, or shaped like a penis.