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A new legend from versace
- 1. A New Legendfrom Versace: How The Brand Maintain its Image Through Ads Prepared by Inge Salsabila Suryaman 1161003143 Pogram Studi Ilmu Komunikasi Universitas Bakrie 2019
- 2. CHAPTER I INTRODUCTION 1.1. Background VersaceEros fragrance for men, was inspired by and deeply connected with Greek mythology. The aim of this edition is to reveal and release unrestrained passion and to accentuate desire. The fragrance was named after Greek god of love and son of goddess Aphrodite-Eros. Inspiration by ancient Greece has lasted since the time when Gianni Versace raised his fashion empire and took goddess Medusa as symbol of the brand to adorn numerous products of the house, among them also the new flacon of men’s fragrance Eros. Donatella Versace’s desire was to fit the fragrance into the concept of the Versace brand and to depict style and significance of long-lasting design, quality and popularity. “Eros is truly the DNA of the house of Versace”- explains Donatella. “We have a Greek motive making us think about ancient Greece, antiquities and mythology, while turquoise color represents the Mediterranean. That is Versace!”. Eros was created by Aurelien Guichard of Givaudan and it was announced as fresh, woody and slightly oriental. The fragrance includes mint oil combined with green apple and Italian lemon. Warmth is provided by tonka mixed with Venezuelan ambroxan and geranium flowers giving a fougere twist to the fragrance this way. Flacon of the new fragrance for men Eros is created of turquoise color glass with head of Medusa on the body of the bottle and on its top. The fragrance is available as 50 and 100 ml EDT, along with accompanying perfumed body care products. Face of the advertising campaign is Brian Shimansky, while photographers are Mert & Marcus. Donatella wanted a man who is fighting for what he wants, fighting for his goals. “This is a fragrance for a man who is his own master. He is a hero: a man who defends their ideas and goals”.1 In 22 November of 2012, Versace is launching Eros Flame ads on YouTube, the video was created by Mert & Marcus, with the creative direction of Donatella Versace and starring Brian Shimansky. From the video we can see that the fragrance will strikes you right through the heart. It is a fragrance for a strong man, passionate and the master of himself. A powerful and 1 https://www.fragrantica.com/perfume/Versace/Eros-16657.html
- 3. sensual fragrance fora man who, like a Greek god, Eros was depicted carrying an arrow is heroic and passionate. He embodied love, athleticism, sexual power and art. It was thought that Eros arrows, often randomly aimed, made people fall in love. Even though the Versace Eros product was made with high quality ingredients, and carefully produced. The ads seem more real than our actual lives, these simulacra or hyperreal copies precede our lives. Or in other words, our current society has replaced all reality and meaning with symbols and signs, and that human experience is a simulation of reality. Simulacra and Simulation is a 1981 philosophical treatise by Jean Baudrillard, in which the author seeks to examine the relationships between reality, symbols, and society, in particular the significations and symbolism of culture and media involved in constructing an understanding of shared existence.2 1.2. Research Questions This study seeks to understand how Versace Maintains its Image Through Ads. In order to find the answers, the study use simulacra and simulation theory. There are two questions will be asked: - What are the patterns of Simulacra and simulation in Versace Eros Advertisement? - How do Versace Maintains its Image Through Advertisement? 1.3. Analysis 1.3.1. Simulacra and Simulation patterns in Versace Eros Advertisement We live in a world dominated by simulation experience and feeling. Jean Baudrillard believes and has lost the capacity to understand reality as it really is. The Versace Eros advertisement gives the audience to experience prepared reality and edited record of video. In Jean Baudrillard's words, hyperreal is entirely in simulation. That it is already possible to provide equal reproduction. The original is not only what can be reproduced but always reproduced. Jean Baudrillard defines Simulacra. Simulacrum is a copy of the copy, so far removed from the original, so it can stand alone and even 2 Robert Goldman; Stephen Papson (2003-08-30). "Simulacra definition". Information technology.St. Lawrence University. Retrieved 2015-08-04.
- 4. be replaced original.This is a generation by real models without origin or reality: hyperreal ... replace real signs with real " (Baudrillard, Jean, 1983). Simulations are processes whereby events or situations in the past are replaced with virtual, electronic, or digitized images and signs. The ability to simulate, to imagine the results and possible outcomes to be a fundamental part of human existence. Hyper reality is “the blurring of distinctions between the real and the unreal. The prefix ‘hyper’ signifies more real than real whereby the real is produced as per model”. This hyperreal is the “end result of a historical simulation process.3 From the explanations, we can assume that simulacra and simulations theory correlate with Versace Eros advertisement. There are some patterns as the evidence of the advertisement, such as: - There are strong influences of folklore and mythology in modern life - The existence of God Eros seems more real - Versace Eros Fragrance are loved and used by god’s - There is a prepared reality on how the product wants to be perceive - There is a prepared reality on how the product could affect customer identity - The audience is going to imagine and believe that the video is a reality 1.3.2. Versace Eros per-Scene Video Analysis 3 Poster, Mark; Baudrillard, Jean (1988). Selected writings.Cambridge, UK: Polity. ISBN 0-7456-0586-9.
- 7. The artists construct,manipulate, stage or craft the video-object and thus create a video-(un)reality of their own. The works exhibited provide a basis to address the question of the construction of reality, which hinges in turn on addressing the complex of vision and cognition or rather, reality and perception. 1.3.3. The Role of Advertising in Brand Image Development Advertisements play a major role in business. The business world is competitive, and advertising is used to introduce a business, build a brand and position a company, product or service against the competition. Advertising delivers strategic messaging and elevates awareness within the given market. Several advertising media are used to deliver the advertisement to the market.