I find this ad very disconcerting... There are several contradictory situations within the image that stirs cognitive discomfort.
First, the couple is dressed in cocktail wear, which is often associated with a "night" out on the town. However, they are both wearing sunglasses. Why would someone wear sunglasses at night, unless he/she is trying to be ironic or creepy? Next, the couple appears to be outside, where it is snowing. However, the woman is wearing barely enough to cover herself and seems to be very happy.
This entire setup makes no sense to me.
Sometimes, marketers create uncomfortable situations in order to make their products stand out. Intentional discomfort can be a strategy for making products more appealing, emotionally striking, or attractive. Here, I think the discomfort created was not intentional, but rather due to poor concepting. The end effect is contrived, ridiculous, and turns me off from buying sunglasses.
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