SOCIAL PSYCHOLOGY SECOND INDIVIDUAL JOURNAL

1. FOUNDATION IN NATURAL AND BUILT ENVIRONMENT (FNBE)
MARCH 2014 INTAKE
SOCIAL PSYCHOLOGY (PSY30203)
SECOND INDIVIDUAL JOURNAL
NAME: HWANG WEI LI
STUDENT ID: 0319756
LECTURER: MS.NORUL HIDAYAH BINTI MAMAT @ MUHAMMAD
SUBMISSION DATE: 18 DECEMBER 2014

2. The Guess DARE Women Fragrance Advertisement

3. This advertisement is about the new women fragrance, DARE by Guess that is taken from
the Seventeen magazine, an American magazine for teenagers, Issue December 2014 /
January 2015.
From this advertisement, it is clearly shown that the persuasion concept is applied in the
advertisement because Guess is trying to change the reader’s attitudes by using sexy female
models to promote the product. It is a successful persuasion because of the use of the credible
communicators. The models from left: Leticia Zuloaga, Natasha Barnard and Megan
Williams are the well-known models that endorse for the Guess products. So, for the people
who knows and uses Guess product would notice and eventually attracted to this
advertisement which later they may be considering to buy the product. They will
believe the product and the brand because they have strong loyalty towards Guess or they
have the intend to try the fragrance after they saw the advertisement.
Next, it is also due to the use of attractive communicators. From their wearing that exposed
their S-shape body line with sexy body posture and seductive facial expression, it will
immediately catches the people’s attention to look at the advertisement first and then only to

4. the fragrance which is the actual main character of the advertisement. Since the fragrance is
meant for women, those women who have seen the advertisement would most probably want
to buy the fragrance because they think that by using the Guess Dare fragrance, they will be
as attractive and seductive as the models in the advertisement as they think that the fragrance
is a “spice” that must be add on to improve their overall physical appearance to be more
outstanding than the others. But there are some men will be attracted to the advertisement too
as the models’ physical traits which may belong to their ideal type of woman.
Lastly, the advertisement also contains message with emotional content. With the fragrance
name, Dare which is exciting, provoking and evokes feelings, it also exposes woman’s
behavior that is willing to do anything and use any method to hit the target or the goal aimed.
In addition, with the models’ perfect body shape shown in the advertisement, it will evoke
the women readers’ determination to build up their body into S-shape body line.
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