Intimissimi

Industry
Clothes
Country
Slovakia
Year
2015/2016

The study was carried out in Slovakia. The respondents were a group of women.

As the results showed, the advertisement was engaging to women to an average degree. The emotions that reached the highest levels when watching the spot were joy and anger. A semiotic – narrative analysis carried out, allowed interpreting the changes of the emotions above. The story of the spot had the following conflicts in it:

  • Social status conflict. When seeing a woman wearing lingerie against countryside landscapes, women responded with anger (seconds: 3 and 6 – 11). The main heroin of the advert is wearing an elegant, chic underwear set, but she is also on a meadow – not your typical sight. Respondents most likely felt a certain dissonance in connection with the social status of the woman in lingerie – is she an elegant lady during on holiday in Italy, or is she maybe an Italian countryside girl?
  • The time-spending conflict. Their anger also grows in the scene in which the woman approaches the underwear drying on a laundry line (seconds 16 – 20). The beautiful landscape and joyful leisure is disturbed by a scene associated with work (doing laundry and hanging it out to dry). The sudden return from Italian fields to a dull reality was met with a negative response.

The scenes that were received positively is the sight of the Italian landscape and the ending of the spot, when the viewer learns that they are dealing with the advertisement of exclusive lingerie. Since the moment the respondents realize what brand and product are advertised in the spot, their joy remained on a relatively high and stable level, and their anger declined significantly.

MOVIE 1: Emotional response in a group of women - the citizens of Slovakia

Image advertising of Intimissimi brand

The study was carried out in Slovakia. The respondents were a group of women.

As the results showed, the advertisement was engaging to women to an average degree. The emotions that reached the highest levels when watching the spot were joy and anger. A semiotic – narrative analysis carried out, allowed interpreting the changes of the emotions above. The story of the spot had the following conflicts in it:

  • Social status conflict. When seeing a woman wearing lingerie against countryside landscapes, women responded with anger (seconds: 3 and 6 – 11). The main heroin of the advert is wearing an elegant, chic underwear set, but she is also on a meadow – not your typical sight. Respondents most likely felt a certain dissonance in connection with the social status of the woman in lingerie – is she an elegant lady during on holiday in Italy, or is she maybe an Italian countryside girl?
  • The time-spending conflict. Their anger also grows in the scene in which the woman approaches the underwear drying on a laundry line (seconds 16 – 20). The beautiful landscape and joyful leisure is disturbed by a scene associated with work (doing laundry and hanging it out to dry). The sudden return from Italian fields to a dull reality was met with a negative response.

The scenes that were received positively is the sight of the Italian landscape and the ending of the spot, when the viewer learns that they are dealing with the advertisement of exclusive lingerie. Since the moment the respondents realize what brand and product are advertised in the spot, their joy remained on a relatively high and stable level, and their anger declined significantly.