If you're a straight-edged suit-wearer by day and a badass by night (or the reverse), you'll love the Giorgio Armani Fall 2010 campaign. Mert & Marcus shoot a wide variety of looks; some are demure and gentlemanly, while others hint at haute punk rebellion.
My favorite look from the Giorgio Armani Fall 2010 campaign is the first image, in which the male model dons slicked-back hair and Clark Kent-like glasses.
Implications - A consumer is likely to base his or her decision on whether or not to invest in a particular product around the feelings or experiences it is capable of generating. Products that provide exciting, unfamiliar or thrilling feelings for buyers will likely bear much more appealing characteristics than the products that leave consumers bored or uninspired.