The Pathos Code In today's society, advertising has become part of our daily lives. People are constantly assailed by advertisements and commercials specifically designed to: induce a specific emotion or desire, target a particular audience, promote a certain lifestyle and encourage consumerism. One of these advertisements is Armani Code by Giorgio Armani, cologne for men. the creators of the ad chose specific aspects to make the product more attractive. This advertisement relies heavily on the pathos of the viewer; is intended to induce an emotional response in male viewers so that they purchase the product. This advertisement has no conventional background. To draw more attention to men and women, 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 bottom right corner, this allows the product to stand out without overloading the image of the man and woman. Furthermore, not having a defined background, allows the viewer to invent their own scenarios for what is happening between the man and the woman, which has to do with the viewer's imagination and emotions. The two people in the ad convey the message marketers want. The man looks at the viewer with a confident expression, while the woman embraces him with an expression that communicates desire. The sensual situation between the two adds a subtle sex appeal. The fact that the man does not look at the woman is an important part of this advertisement. This little aspect sends a message to the... center of the card... that's good. Giorgio Armani wants the viewer to believe that by wearing his fragrance he will be able to seduce beautiful women. Giorgio Armani's advertising, through a combination of background, people and text, offers a campaign aimed at a specific audience in order to promote specific values. Through just the image of a man and a woman, Giorgio Armani is able to create a narrative for the viewer that makes the product very captivating. Advertisements have become more powerful and more common in recent years. While there is no such thing as advertising, it is important to understand how marketers might target an audience. Companies focus on instilling ethics and manipulating our emotions to make their product appealing. In such a consumer society, it is important to analyze advertisements and note how they are supposed to make the viewer feel.