Brand Ad 1

Armani Exchange - Spring/Summer Campaigns

Launched:
2007, 2010, 2011

Media used:
Print

Appeal:
Emotional

Armani Exchange's ad (2007)

Armani Exchange's ad (2010)

Armani Exchange's ad (2011)

Analysis:
Derived from the A|X (Armani Exchange) ads above, it can be seen that the ads promote the brand and its products (seasonal clothing line) and is targeted at extroverts, energetic, fashionable young adults.

Comparing previous ad campaigns such as the Spring/Summer Campaign back in 2007 and that of 2011, it can be observed that the brand's Spring/Summer Campaign has had a slight change in environment, from a beach to a park while still maintaining the outdoor setting. Besides that, the fun-loving, vibrant energy between the two campaign ads are kept consistent, while the sexual appeal found in 2007's ads have toned down. 

One of the most probable reasons for this is because ads with explicit nudity/strong sexual appeals tend to generate less favorable attitudes than those consisting of mild sexual appeal (Peterson & Kerin, 1977, as cited in Garcia & Young, 2006; LaTour & Henthorne, 1994).
At the same time, sexual appeal in the ads are not removed completely as these ads is proven to be able to easily grab an individual's attention and is common amongst companies involved in the fashion industry (LaTour & Henthorne, 1994).

Based on an article written by Seckler (2010), the effectiveness of A|X ads are increasing as A|X's marketing department is constantly improving their understanding on the public's (and customers') attitudes and values.

References:

1. Garcia, E. & Yang, K.C.C. (2006). Consumer Responses to Sexual Appeals in Cross-Cultural Advertisements. Journal of International Consumer Marketing, 19(2), 29-52. Retrieved from Business Source Premier database.
2. LaTour, M.S. & Henthorne, T.L. (1994). Ethical Judgments of Sexual Appeals in Print Advertising. Journal of Advertising, 23(3), 81-92. Retrieved from Business Source Premier database.
3. Seckler, V. (2010). A|X Armani Launching ‘Utopia’ Campaign. WWD: Women's Wear Daily, 199(38), 14. Retrieved from Business Source Premier database.
4. Alek & Steph - OhlalaMag (2010). Armani Exchange Spring Summer 2010 Campaign. Retrieved 17 April, 2011, from http://www.ohlalamag.com/en/2010/01/armani-exchange-spring-summer-2010-campaign.html
5. Armani Exchange - Lifestyle (2011). Spring Campaign 2011.  Retrieved 17 April, 2011, from http://www.armaniexchange.com/category/lifestyle.do