The cologne bottle displays the logo and name of the fragrance, making sure the viewer knows exactly what to look for when shopping. Gucci Guilty is also shown in large letters at the top of the ad. Being at the top, the name will be one of the important focal points of the advertisement. The logo is also shown attached to the male model's necklace, which can show that he is proud to wear this fragrance. The term guilty is often associated with the commission of a crime or wrongdoing. Since the fragrance is called Gucci Guilty, the viewer has the perspective that this fragrance may be connected to an imaginary sense of guilt. This imaginary guilt is represented by emotions through the male model. The guilt displayed may portray the man as a player or as the bad boy type. Bad boys are often chosen by women in films and literature because they are dark and mysterious. Since the advertisement portrays a very sexualized love story, as the man is obviously desired by the woman, but has all the control in this