In this day and age, companies go to great lengths when trying to advertise products they want people to buy. Every single part of an advertisement is analyzed and perfectly crafted in order to sell the product. Most industries use sex to sell their merchandise, because in this world, sex sells. Gucci is no exception to this trend in most of their ads, specifically in their advertisement of "Guilty" perfume. The perfume is two for one, with a scent for both men and women. In Gucci's advertisement of "Guilty", the company uses sexual appeal, repetition of symbols, and the human want for a better life in order to sell their product.

The first thing one notices when viewing the advertisement is the interaction between the man and woman models in the picture. The proximity of their faces gives an obvious sexual tension that people looking at the ad can see right away. In both pictures, the woman's mouth is partially open, insinuating that she might be trying to seduce the male in the picture. In the photograph advertising the woman's scent, the female model is grasping the man's neck area and pulling him close to her neck, which insinuates a sexual action is about to occur like the kissing of her neck. Another aspect of the advertisement that involves sexual appeal is the fact that neither one of the models is wearing any clothes. Since their bodies are so close together, the fact that no one is wearing clothes would make people looking at the ad to assume that the two models were about to or already had engaged in sexual activity. The positioning of the models in the two different photos shows which picture is selling which gender perfume. In the picture that advertises the "Guilty" perfume scent for women, the female model seems to be above the male model pulling him closer to her neck. Contrastingly, the picture advertising the male scent has the man standing and the woman appears to be laying on his chest looking up at him. These positions signify sexual dominance, showing who is in charge; this will help sell the perfume because people think that if they wear the perfume, they will have an upper-hand when it comes to sexual activity with others.

The second tactic used by the ad agency to sell Gucci's "Guilty" perfume involves the repetition of the Gucci symbol in both pictures. In the picture that advertises the male scent, the man is wearing a long, silver chain that has the Gucci symbol on the end of it as a tag. In the other picture advertising the woman's scent, the female model is wearing a bracelet that has the Gucci symbol on her left arm, which is the wrist visible to the camera. By repeating their symbol over and over throughout the ad, Gucci is implanting the image of their logo in the brain of whoever is looking at the advertisement. By doing this, they are making sure that whenever someone thinks about this ad, they will think of Gucci and think of their perfume, "Guilty". Some reasons that people will think about this ad could relate to what was described in the previous paragraph, and how the ad seems a little risque to be put in a magazine that kids could possibly see. Another reason people might think back to the ad could be because the models chosen for this ad are very attractive, and people might ask themselves, What was that ad I saw the other day with that good looking guy?, and they will remember the Gucci symbols they saw in the picture. The bottle also displays the large Gucci symbol, having nothing else on the bottle but the name of the perfume, "Gucci Guilty". The repetition that Gucci includes in their ad for their "Guilty" perfume will continue to increase their recognition around the world.

The third aspect of Gucci's ad for their perfume involves the desire of people to relate to certain ads and want their lives to be like ones they see in advertisements. While this advertisement technique isn't the first thing people think of when seeing this ad, this tactic is definitely a commonly one used to sell products today. Because of the way the two models are portrayed in the ad, a viewer of the pictures might get the idea that if they were to use the perfume Gucci created, they might have this same kind of interaction with someone as attractive as the models in the ad. By having this seemingly sexual experience documented and advertised with their perfume, Gucci is insinuating that people who buy and use this fragrance are likely to attract partners that are as good looking as the models shown in this picture. While some rational people think, Oh my gosh, there's no way people are going to think that something as simple as perfume or cologne can make people more attractive to others, most people don't think through the realistic ideas behind advertisements and could have a voice in the back of their mind urging them to buy the perfume or cologne in hopes that they might attract people of the same looks as the models in the pictures. Some people may not even be thinking about the idea of trying to attract someone new, but get the idea from the closeness of the two models that the fragrance by Gucci will help them improve their own relationships with their partners by bringing them closer and enhancing the sexual part of their relationship. Gucci, once again insinuates that the usage of their perfume or cologne can heighten sexuality between two people that perhaps was not there before, therefor encouraging people who want a more sexual relationship to buy it. 

From the start, Gucci uses sex as a way to sell their fragrance, "Guilty", to people who view their advertisement around the world. Even the name of the perfume, "Guilty" has a sexual appeal to it and the pictures of the models used in the ad heighten the sexuality of the fragrance. Along with sexuality, Gucci uses repetition of their logo and the name of their company to further encourage people to buy their perfume. These two tactics used in their advertisement are used by many companies and industries around the world to sell their products to consumers, and more people should become aware of these brainwashing attempts by these big brand name companies in order to be smart about their money and not waste it on frivolous merchandise.

