I chose a Versace ad featuring Gisele Bundchen. The pool used as a backdrop offers the flow and majestic feel that water offers. The blue tint to the photos is given to add an underwater, other worldly feel. Gisele is portraying a siren whose objective is to ultimately lead a man to his divine demise.
In Greek mythology, sirens are known to be dangerous creatures who are temptresses and seductresses. Sirens lure passing sailors to their death with their extreme beauty and melodic voices.
The myth suggests that sirens were so distracting that sailors would often crash their ships into rocks. Once the sailors were ultimately shipwrecked, the sirens would lure the sailors in further. In the Odyssey it says, “Odysseus gave all the men wax to plug up their ears and then asked them to tie him to the mast. He made them promise that however much he pleaded, shouted, or asked to be set free, they were not to untie him.” The siren’s call is so strong that the mariners had to go to extreme measures to resist them.
Everything from the gold to the background to the color of the photo to Gisele’s facial expression offers a story of pure seduction. Men will be drawn to your beauty if you wear this outfit, so says Versace to the viewer and potential customer. The idea that this advertisement offers is that Versace is sexy and to be lusted after.
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