Even though not a single word is said in Emporio Armani’s “Housekeeping” advertising spot, the message is very clear. The full-length video advertises the Armani Jeans brand by featuring Christiano Ronaldo, an attractive Portuguese football star, walking around his hotel room. The commercial opens with a freshly showered Ronaldo wearing nothing but tight Armani briefs emerging from the washroom and slowly putting on a pair of Armani Jeans while a hotel housekeeper looks on through the corner of her eye. Once he realizes his T-Shirt is not in his room, he starts looking for it, walking half-naked from one room to the next. Enjoying the view, the housekeeper finds his shirt but decides to hide it under a sofa cushion. This advertisement is an excellent example of a brand relying on sexual appeal to catch viewers’ attention. This tactic is quite common for clothing designers who use well-known sex icons like Ronaldo as decorative models. Though the spot’s sexual theme effectively attracts the attention of both male and female audiences, it may also become an undesired distraction. Instead of remembering the Emporio Armani brand name briefly shown at the end of the scene, those who view the commercial will more likely remember the sexy storyline and Ronaldo’s eye-catching body.
(Orietta Mukeza, 06056792, COMM335-1, Message Design, Emotional Appeal, Sex, Decorative Model, Campaign)