The topic this week covers Chapter 6 which discusses advertisement design. The magazine ad I chose is picture below.

The message strategy is quite clear in this ad. Armani clearly uses the affective message strategy, specifically the emotional affective approach. The emotional affective approach "attempts to elicit powerful feelings that help lead to product recall and choice (Clow, Baack, 2014, pg. 160). The feelings that this ad project include glamour, luxury, pleasure, passion, and most importantly, romance. It suggests that if wear this cologne and go out to the club, then you'll meet a beautiful woman, and she will be wrapped around you (even though most people know that probably won't happen). 

You can probably guess what appeal Armani uses as well. Armani is using the sex appeal, by placing two attractive people together, and having them act sensual with one another. The biggest types of sexual appeal used here are sensuality and sexual suggestiveness. We don't see partial nudity, but the audience can infer that sex is about to take place. Women on the other hand could see sensuality in the advertisement. Because there is no explicit sexual interactions taking place, it could be deemed as a sensual interaction, with true feelings. 

The executional framework used in the ad is the fantasy execution. The text states that "in the past, a common theme was that splashing on the cologne caused women to flock to a man" (Clow, Baack, 2014, pg. 174). Many cologne and perfume companies use this framework, and Armani is no different than the rest. However, because it is fantasy, most people have a hard time finding themselves in the position of the man or woman above, making the ad framework somewhat ineffective. 

What I would personally propose for these types of ads, is use the same approach that Old Spice uses. They use humor to sell their products most of the time by pointing out the common cliches used by other hygiene brands.