The Code of PathosIn today's society, advertisements have become part of our daily lives. People are constantly assaulted by ads and commercials specifically designed to: arouse a specific emotion or desire, target a particular audience, promote a certain lifestyle, and encourage consumerism. One such advertisement is Armani Code by Giorgio Armani, a cologne for men. the creators of the ad chose specific aspects in order to make the product more appealing. This advertisement relies heavily on the pathos of the viewer; it is intended to provoke an emotional response from male viewers so that they purchase the product. This advertisement has no conventional context. In order to draw more attention to the man and woman, marketers have obscured everything else. The ad incorporates logic (logos) into the background design and coloring. Men find black and white more attractive; men respond to patterns and contrasts, while women respond more to colors. The only thing in color is the product in the lower right corner, this allows the product to stand out without overwhelming the image of the man and woman. Additionally, not having a set background allows the viewer to invent their own scenarios about what happens between the man and woman, which depend on the viewer's imagination and emotions. The two people in the ad convey the message. what marketers want. The man looks at the viewer with a confident expression, while the woman kisses him with an expression that communicates desire. The sensual situation between the two adds subtle sex appeal. Having the man not look at the woman is an important part of this ad. This little aspect sends a message to the middle of paper......it's good. Giorgio Armani wants the viewer to believe that by wearing his perfume, you will be able to seduce beautiful women. Giorgio Armani advertising, through a combination of background, people and text, offers a campaign aimed at a specific audience to promote specific values. Through the simple image of a man and a woman, Giorgio Armani is able to create a narrative for the viewer that makes the product very appealing. Advertisements have become more powerful and more common in recent years. While there's no advertising that can escape it, it's important to understand how marketers can target an audience. Companies strive to instill ethics and manipulate our emotions in order to make their product appealing. In such a consumer society, it is important to analyze advertisements and notice how they are supposed to make the viewer feel..