2. MICHAEL KORS 3. WHAT IS DESIGNER? WHAT DOES IT MEAN TO THE ADVE RTISE RS OF MICHAE L KORS? The ad for the brand is portraying that if you have designer clothing, your life is perfect. The brand in this ad is condoning the fact that a person may have a double life but it is fine as long as that person is wearing Michael Kors They want the consumers to believe that if they are wearing the brand of clothing they will be sexy and that is all that should matter to the consumer They want the consumer to believe that if they wear the brand, that they will become part of the elite, part of the high life 4. NEGITIVE AFFECTS The advertisers are negatively affecting the images of the everyday woman. Real women do not look like the models in the commercial, nor dothey need to. The ad uses sex to sell the brand The brand is trying to sell the high life by showing the bag with a girl coming out of a helicopter. 5. H OW T H E P RO D U C T I S B E I N G SOLD BY SEX The female model getting off the helicopter is the deffinition of todays model, skinny, beautiful, and tall. The model is blond, skinny, and flawless, which is unrealistic. She is wearing cherry red lipstick, and a long gold dress. Michael Kors, an openly homosexual man is being kissed by a woman, he is promoting that heterosexual gestures. The model leaves with a young model wearing a jumpsuit that is very revealing The perfume bottles that the consumer sees at the end of the commercial are phallic, or shaped like a penis.