Donna Karan's Cashmere Mist Analysis

Superior Essays
Register to read the introduction… This ad is a sales pitch to women belonging to the upper-middle class lifestyle or the “working class as a symbol of [potential] upward mobility” as stated in the article, ‘Analyzing Ads: Socioeconomic Status’ (1). This is evident by who the designer of the fragrance is, the magazine itself, and the model. The designer is Donna Karan who founded DKNY, Donna Karan New York, in 1984 and has gone on to be one of the top and respected designers, not only in New York, but throughout the world. DKNY has expanded into many different target markets over the years and continues to go on strong (2). The magazine, In Style, is a fashion magazine that markets predominately to women in the upper class portion of society. The purpose of the magazine is to keep women “in the know” of the current trends, where to find the, and who has them. Lastly, the woman in the advertisement is recognized as being Milla Jovovich who is a model, actress, and musical artist. She is well respected and known in the entertainment industry. Her presence in the ad helps to draw the attention of viewers to make them curious as to what she is sponsoring. The overall purpose of this ad is to get you to believe or feel something that would persuade a consumer to buy the product. The values of the intended audience include social and economic status, gender, race, the ability to own the “finer things in life”, and the desire to feel important and …show more content…
This is because, stereotypically, men will associate smell with a whole look. Men are generally visually driven and when they see an ad for a perfume, they will most likely focus on the model and what desires she is portraying; in the case of Donna Karan’s ad for Cashmere Mist, sex is what is portrayed. Therefore, when men see or smell the perfume in the ad, they will visualize a woman who is sultry and seductive. The manufacturer knows this and will play on the natural instincts of men to convince women, who want to please said men, so as to sell more of the

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