Tommy Hilfigure launched a new campaign to push his latest perfume, The Girl fragrance. Renown model, Gigi Hadid, was selected to be Hilfigure’s global ambassador, and has been used in several advertisements published throughout this product launch. I chose to analyze the products commercial Ad for my rhetorical analysis, and of course, a little giphy never hurt nobody (you’ll see it soon, just keep scrolling)!
This advertisement has intertwined each rhetorical appeal in a unique way. Gigi Hadid is known globally for her playful, lighthearted, sex appeal. This campaign has essentially capitalized on her previously standing ethos with men and women worldwide, and tapped into the rhetorical appeal of pathos by crafting a visual commercial to tug on women’s desire for male attention and power. Just a side note before we jump into the pathos portion of this analysis, Tommy Hilfigure is a well-established brand that pulls in revenues of approximately 6.7 billion dollars per year. Therefore, the corporation has a strong ethos of its own, so the collaboration with Gigi Hadid was simply a recipe for success.
The composition of the video alone emphasizes the pathos appeal, with Gigi striking a power pose on the anchor with men looking up from down below. She is then centered in the frame as she walks the dock, having the sailor men gawk over her beauty, which apparently is completely due to the overpowering perfume scent.
What about logos? I think it is quite simple, what female does not want to smell fantastic?
When thinking about Kairos, I find this aspect of analysis to be a bit challenge. I think what makes this timely is the state our society is in. Women are always seeking for value, worth, and beauty. This ad seems to offer some direction in this pursuit of perfection. Therefore, I do not know that the ad is so much timely, as it is identifying a current trend in society, and capitalizing on that.
This audience is all for women, women, women, and women! Why be unattractive, and unseen by men, when you can have all the male attention in the world, and look like Gigi Hadid with a simple spray of perfume?
The primary colors used throughout this ad is blue, red, and white. Let’s take a look at what each of these colors insinuates.
The color blue is seen as a cleansing color and is widely excepted by men. Ironic, right? It is associated with depth and stability and widely used in corporate America.
The color red represents power, sexuality, and passion. Red was subtly used throughout this ad, which I find interesting. If I were directing this, I would have had Gigi Hadid’s lipstick color be a much more of a vibrant red, rather than the more burgundy color they selected.
The color white is where it gets real fun. This color is associated with innocence, purity, goodness, and light. This is inevitably perpetuating the impossible diatomic standards women are encouraged to achieve. This color combination is also simultaneously tapping into a patriotic appeal.
It is the perfect blend of innocence and sensuality. Nice job Tommy Hilfigure, way to capitalize.