Learning & Social Exchange in Essay

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" Sexual activity is another prevalent theme of D & G. advertisements. Models is their ads are often in various stages of having sex: they completed the act, they just had it, they are having it, and they will have it as soon as another body or orifice is available. The people on the floor are not paying attention to the models in the back, so there is no punishment or reinforcement for their observation. There is not punishment or reinforcement among the three couples. The middle and far couples are observationally learning from the primary couple as to what the goal is: one of us is totally naked and one of us is totally clothed and both of us are fairly sober. The couple closest to the camera is the example for the other two couples to imitate, both in posture, position, and activity. The standing model in the front couple is teaching the two standing models how to handle their submissive partners. The front submissive is teaching the other two how to be a good submissive and when one is a good submissive, one gets to be in the front and look at acknowledge the camera, and in turn, the audience. There is power in the gaze. The gaze of the third model is down at his submissive partner. The gaze of the second model is at the first model, looking for guidance. The gaze of the third model is at the camera and at the audience.

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He has the most power. He has a submissive partner who knows what to do and he is looking right back at us as we look at him.

As far as the social exchange theoretical element in the advertisement, perhaps the front couples chose their partners from the group in the back, looking on. The standing models perhaps chose their partners by attractiveness, submissive qualities, and degree of intoxication. If this is true, we can infer that the front model made the best choice. This situation is similar to a party when people get intoxicated and seek sexual partners. They make evaluations based on what time it is, how attractive they are, who is available and how attractive they are, degrees of intoxication in all parties, and probability of success.

These strategies are extremely effective. Dolce & Gabanna is a global brand and a global success. Their style of advertisement is one that has been used for years as a part of the brand identity, so clearly their ads work. The advertisement is for clothing, lifestyle, and behavior. Within the ad itself, the models are emulating the behaviors that the brand wishes the audience to emulate. Capitalism works with buying products and choosing partners. That is a bottom line of this advertisement and it is communicated directly and effectively to consumers.

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