Gucci advertisement analysis

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This presentation allows a deep understanding about Gucci's statement within the market and its advertisements taxonomy analysis.

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Gucci advertisement analysis

  1. 1. “Quality is rememberedlong after the price is forgotten”
  2. 2. THE BRAND ANALYSISBeeing an historical effective high fashion brand, with its 609 stores worlwide, Gucci turned out to be one of the biggest settled fashion house in the world.We discover after Analysis, that Gucci is an “atemporel” or a brand that’s out of time because it kept its iconic image with stability over the years.With its international expansion, Gucci prooved to be the most desirable luxury brand in theworld.It acquaint a brand personality, a social responsability for its social participation as well as an award function and a recognition within its high print media advertisements and magazines. We observe that Gucci is logo oriented and has its own status perception.their products are iconic.
  3. 3. BODONI One of my favorite Typefaces, Bodoni has an elegant and modern appearance in its context.Like for Vogue, Bodoni is actually used within the fashion world. Very Attracting, it gives a classy touch because of its well measured contrast. This serif typeface demonstrate best Gucci for a presentation since it gives a quality and rafination to the whole presentation.Simple, memorable and effective. It is dominant and present while beeing sober at the same time. Bodoni was a refined Italian type designer and printer at the Royal Press of the duke of Parma. He drew inspiration from the Baskerville for his Bodoni typefacefamily, which features hairline serifs and heavy contrast between thick and thin strokes.
  4. 4. 10 GUCCIADVERTISEMENTS ANALYSIS
  5. 5. ICONS A billboard, a blue sky, a tree, a couple INDEX None SYMBOL The logo NAME GUCCI MEANING EVALUATION Its a good and strong ad because the message is clear and the product (clothing ) is in interaction with themodels which makes this ad successful.Its a high quality clothing store. TAXONOMY OF DESIGN ELEMENTS In this picture the stratas are the top head of the mod- els (1),elbow along with the horizontal of the woman’s shoulder (2) as well as the man shoulders (3). Another strata is represented by the horizontal of the beginning of the purse (4). The veins start with the blue sky (1), the billboard (2),the green tree (3), the man, (4), the woman (5) ,the purse (6), the logo (7) VARIATION Width variation because of the purse and the attitude.
  6. 6. ICONS A woman, a giant perfume bottle, a simple backround INDEX“by Gucci” the signature along with “the new fragrance” and the store adress. SYMBOL The logo NAME GUCCI by GUCCI MEANING EVALUATIONThis ad is strong, good and active because the product is in higher propotion comparing to the rest of the imagewhich makes the message even more clear along with an interaction with a model that makes it an active image. TAXONOMY OF DESIGN ELEMENTS In this picture the stratas are the model’s shoulder(1) along with the belt (2).The veins start with the brown backround(1), the woman (2),the dress (3), the perfume bottle (4), the slogan and finally the logo (5). VARIATION Length variation
  7. 7. ICONS Banana trees, 3 women, 1 man INDEX None SYMBOL The logo NAME GUCCI MEANING EVALUATIONIts a good and strong ad because the message is clear and the product (clothing and purses) is in interaction with the models which makes this adsuccessful.The colors, the attitude and the colors makes it fashionable and high standard print media. TAXONOMY OF DESIGN ELEMENTS In this picture the stratas are the top head of themodels(1), and the shoulders of the left purple dress model (2).As well as the right beige dressed model where her shoulders and elbows horizontals are counted as stratas (3), the purple model’s belt (4), the typeface axe (5). The veins start with the green trees backround (1),followed by the half model behind,(2) then the man and at the same level the right beige (3) and the left purple women with the Gucci logo at the end. VARIATION width variation
  8. 8. ICONS A man, a chair, a glass ground, a case INDEX None SYMBOL The logo NAME GUCCI MEANING EVALUATION This ad is strong, good and active because the product is obvious and the target is clear as well as the image Gucci wants to attribute. TAXONOMY OF DESIGN ELEMENTS In this picture the stratas starts with the floor base in thebackround (1), the models’s top head (2), his shoulders (3), the shoe positioned on the floor (4), the typeface axe (5).The veins start with the backround (1), the ground (2), the man and the chair (3), the case (4), the logo (5). VARIATION Length variation
  9. 9. ICONS A woman ‘s close up face, the product’s packshot, the typeface INDEX The photographer and the make up artist names. SYMBOL The logo on the packshot NAME GUCCI , eau de parfum MEANING EVALUATION This ad is good because the message is clear and the product is shown.But its not completely active becauseeven if the woman is there, in my opinion it doent have a direct relation to the meaning of the ad.If thepackshot wasnt visible, we wouldnt have know that its a perfume ad which doesnt make it strong. TAXONOMY OF DESIGN ELEMENTSThe stratas in this ad are the top of the packshot (1) andthe typeface indexe (2).The veins start with the woman’s face (1), the graphic rectangle grey element behind the packshot (2), the packshot (3) and finally the photographer and the makeup artist’s name (4). VARIATION Volume variation
  10. 10. ICONS A woman, a leg with a high heel shoe, a part of a podium ground, the logo. INDEX None because GUCCI doesn’t need to add any otherinformation to his name to make it more clear.The message is clear and minimalistic at the same time. SYMBOL The glitter and the heels that refers to evening clothes NAME GUCCI MEANING EVALUATION This ad is good and strong because the message is clear and the product is worn by the models which makes itactive.Gucci wants to show us a certain attitude within the woman wearing the product for the evening. TAXONOMY OF DESIGN ELEMENTS In this picture the visible stratas are the horizontal axe made by the woman’s elbow(1), and as well as the ground axe (2), the shoe base (3), the typeface (4).The veins withthe white backround (1), the ground (2), the model (3), the sparkling top (4), the leg and the shoe (5), the logo (6) VARIATION length variation
  11. 11. ICONS The sea, the mountain, a pool, a white edge, a man, 2 women. INDEX None SYMBOLThe Gucci sign on the purse and bracelet.The sun and sea that represent the summer collection. NAME none MEANING EVALUATION Its a good ad because we obviously can know that is a fashionable clothing summer collection ad and its active as well because of the relation between the people and the product that exists.It might not be a strong one for the simple fact that the name doesnt appear which make this ad not legible by everyone.But i think Gucci doent need to put his name anymore.The iconic signs says it all. TAXONOMY OF DESIGN ELEMENTS In this picture the stratas are the man’s top head (1) and shoulders (2), the left woman top head (3) and her shoulders (4) as well as the right models top head (5). As for the veins, they start with the blue sky (1), the mouintain (2), the white wall (3), the man (4), the whitepants (5), the grey ground (6), the blue water (7), the 2 women (8). VARIATION Width variation because of the spread disposition of the layout.
  12. 12. ICONS A black backround, a couple wearing sunglasses, graphic element. INDEX None SYMBOL The logo NAME GUCCI MEANING EVALUATION Its a good and strong ad because the message is clear and the product (sun glasses ) is in interaction with the models whichmakes this ad successful, active and straight to the point using the Gucci attitude atmosphere. TAXONOMY OF DESIGN ELEMENTS In this picture the stratas are the woman and man’s top head axe (1) and the graphic iconic Gucci stripes (2). The veins start with the black backround (1), the man and woman on the same layer (2), followed by the grpahic rectan- gle element and the Gucci logo on top (3). VARIATION Width variation because of the spread disposition of the layout.
  13. 13. ICONS A white backround, a woman, a purse. INDEX None SYMBOL The logo and the Gucci design pattern on the purse NAME GUCCI MEANING EVALUATION This ad is Good, strong and direct because the product is visible in the center of the layout and its in interaction with a model.Its a purse ad for Gucci TAXONOMY OF DESIGN ELEMENTS In this picture the stratas are the model’s top head (1), elbowModel’s axe (2) and her hips (3) as well as the typeface axe (4). The veins start with the white backround (1), the model (2), the white dress (3) , The purse and the logo overlaping (4). VARIATION Lenght variation
  14. 14. ICONS A dark green backround, the hoola hoops, Rihana, a purse, typeface. INDEX The campaign purpose, the details, text and explanation SYMBOLThe logo, the heart on the purse, rihanna (testamonial symbol) NAME GUCCI, tattoo heart collection MEANING EVALUATION Its a good ad because there is a relation between the title and the product shown in the ad, ITs a strong one because there is a direct relation and good explanation for the purpose of thiscampaign and the combination of the symbols gathered togeth- er for this ad makes it more comprehensible.( a star defending a cause wearing whats ex- plained. TAXONOMY OF DESIGN ELEMENTS In this picture the stratas start from the top of her head (1), the begining of her dress (2), the beginning of the bag (3). As for the Veins, we start with the backround (1), the hoolahoops (2), rihana (3), the white dress (4), the purse (5), the text and logo (6) VARIATION Width variation
  15. 15. 5ADVERTISEMENTS WITH CHANGING ELEMENTS
  16. 16. before
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  18. 18. ANAlYSIS before By changing the testimonial figure of this ad,Gucci looses his main function, the Award function which the brand is known for.
  19. 19. before
  20. 20. before ANAlYSIS By adding a simple color to this ad, the goal of Gucci here goes from the men’s wear to the arrival of new buisness laptop cases.
  21. 21. Utopia PRADA DIOR LOUIS VUITTON FENDI GUCCI ANAlYSIS critical BURBERRY playful GUCCI direct competitors should be logo maniascompetitors and which the image is highly effective for the brand itself.Iconic figures, prices and high printed media and specialy iconic products are the main reasons of this choice.Therefore, Gucci, comparing to the others, is situated in the utopical standart but not totally.Gucci gives an image of "show off" which doesnt make it playful. practical
  22. 22. Utopia CHANEL GUCCI TOD’S LONGINES WATCHES BURBERRY BURTON ANAlYSIS critical EVIAN LS playfulGUCCI comparing to these brands keeps its standard EVIAN IT within its high utopical image and purpose.As we NESPRESSO already analysed above, Gucci s main identity is its ADDIDAS ORIGINAL visual recognition where its placement in this chart. BILLABONG ADDIDAS FOOTBALL PANTENE practical
  23. 23. JENNIFER EL HAJJ MASTER GDSEMIOTICS PRESENTATION

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