THE ETHICAL STATE OF BRUNELLO CUCINELLI

This beautiful advertising of Brunello Cucinelli is an example of visual synchronic text.

We can find a lot of signs.
We have symbols: the little town on the hill is a symbol of State, of artistic heritage and of Italy, land of art and history.
The road is the symbol of the path to reach the ethical idea.
The people of different races are the symbol of the whole world heading to the idea of State.
The logo at the bottom of the image is the symbol of the brand.
The image is in itself an icon of the young boys and girls and of the land.
The clothes are icons of Cucinelli creations and symbol for elegance, sophistication, and for carefully chosen materials made in Italy.

From the point of view of discursive categories we have:

• Actorization: five young people who are wearing Brunello Cucinelli clothes.
• Spatialization: the codes of architecture behind the men and women suggest to us that the set is placed in an ancient land, perhaps in Italy.
• Temporization: the clothes codes suggest to us we are in the present time.

Actorization: five young people who are wearing Brunello Cucinelli clothes

Codes of architecture behind the men and women suggest to us that the set is placed in an ancient land, perhaps in Italy

From the point of view of eidetic categories (the shapes) we can see that the long, ascending, diagonal road send us an idea of growth, dynamism, progress.
The young men and ladies form many straight lines that denotate and idea of strength.
In the same way, the bars of the railing of a bridge send us and idea of strength, power.
The little ancient town on the top of the hill forms a triangle that sends us an idea of stability.

From the point of view of mimetic and gestural codes, we can see that the people seem happy, self confident, serene and determined.

The people are on the road and so the implication is that they are travelers. The archetype represented is the wanderer, his goal is autonomy. Freedom is like the air he breathes. His task is to develop his sense of identity and assert his ideas. He fears conformity and compliance with written rules.

The colours of the clothes and the land are warm, soft, ten-der, recalling an idea of authenticity, reliability and creating a contrast with the cold colour of the sky, that generates a good balance.

The images's concept is pointed up by the headline "the State is the actuality of the ethical idea" and suggest to the mind of target that Brunello Cucinelli is a company engaged in art and culture; it is not only a fashion and luxury brand.

This amplifies the power and the reability of the company and increases the confidence of customers in the brand, which is perceived as good and engaged.