Dolce and Gabbana- "The one"

Dolce & Gabbana is an Italian luxury industry fashion house.Clothing, footwear, handbags, sunglasses, watches, jewellery, perfumery and cosmetics.

The first TVC is for the fragrance. This ad is based again on the emotional appeal. Most of the ads are based on this appeal since audience targeted through this approach tend to be more loyal and identify with the brand to a greater extent than the one targeted through informative appeal.

Scarlett Johansson features in the ad playing a girl who does not know what she wants as rather who she wants but claims that once she finds 'The One' she will know. The ad has a nostalgic appeal yet the star makes it look modern and right out there.

The next advertisement has sexual imagery where two good looking people are shown to be shooting a commercial for Dolce and Gabbana Light blue fragrance

The advertisement surely works on the sexual appeal. With well bodied models used it gives a feeling to the audience to be like them and hence positioning the brand differently in their minds. Because of the clutter it is difficult to show a fragrance different on the basis of features hence creating a unique brand image in the minds of the audience has been attempted.

Below are two print Ads for the brand.

These two print ads again have an ultra glamorous models used. This targets basically the female audience where the men have been portrayed as their hand puppets, doing as per their commands. The help of sexual appeal is visible. This ad will be appear attractive to the dominating, outgoing and fashionista class of women.