PRODUCT ADVERTISING IN GENERAL
Product Advertising is the process in which potential customers in the form of the target audience are persuaded into purchasing a specific product. The key for product advertising is the visual communication of a product in a way that a message is clearly presented to these potential consumers. It is designed to increase brand awareness as a whole as well as to successfully promote a specific product. Product advertising utilises a range of media such as television, radio, billboards, posters and music.[1] An example of product advertising in print would be Coca Cola. Over the years of the product marketing and advertisement of this brand, Coca Cola has become an instantly recognisable, almost iconic design. With methods of advertising with names on cans enabling each customer to have a personalised experience, and a consistent colour scheme to match each marketing scheme. Coca Cola very much presents its brand as one with a global presence and that it is designed for everyone.[2] An example of general video advertising would be the Always campaign called #LikeAGirl. The campaign highlights the stigma and stereotype associated with female physical activity in comparison to men. The campaign is well presented as it clearly expresses that a woman or girl should not be perceived as any less capable in response to their gender identity. https://youtu.be/XjJQBjWYDTs PRODUCT ADVERTISING IN FASHION Nike’s “Better For it” campaign was designed to engage female customers to the company’s womenswear collection. It was a video marketing strategy that focussed on the thoughts of women whilst performing exercise. In this sense the video was successful as it was relatable to daily life and suggests how clothing can impact on the wearer and their self-esteem.[3] Despite being relatable in voicing the anxieties and limitations to women’s self-esteem, the campaign focuses on and paints the picture of a very ‘ideal’ female figure and work out experience; the models and actors used within the video campaign are all able-bodies and characteristically ‘healthy’. Psychologically speaking, this produces a subconscious link between the clothing itself and what women wish to get out of working out, subtly encouraging women to invest in the Nike brand to contribute to achieving their perfect work out or lifestyle. To further the success of this advertising campaign, the clothes remain in focus throughout the entirety of the video, and very rarely escape the centre of the frame. https://youtu.be/WF_HqZrrx0c In terms of print, Burberry’s Kate Moss and Cara Delevingne’s ‘My Burberry’ campaign was designed to market the ‘My Burberry’ Perfume. The prints feature the two models in the iconic Burberry trench coat alongside a large perfume bottle. Not only does the social influence of both models increase the relevance of the campaign on social media but also in turn provides an elevated platform in which to reach a greater target audience as a result of their fame and online social followings. The familiarity and ease of recognition of both Kate Moss and Cara Delevingne amongst the target audience in turn evokes a subconscious familiarity with the new perfume product, enticing consumers. The focus also on the trench coat provides a greater brand awareness and advertises the clothing line as a whole, whilst focusing on a specific product.[4] [1] https://study.com/academy/lesson/what-is-product-advertising-definition-methods-examples.html, [accessed 19/10/2018], [2] https://blog.hubspot.com/marketing/best-advertisements, [accessed 19/10/2018], [3] https://econsultancy.com/fashion-marketing-campaigns/ [accessed 21/10/2018] [4] https://www.vogue.co.uk/gallery/kate-moss-cara-delevingne-my-burberry-perfume-advert, [accessed 21/10/2018] |
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This advertisement uses significant colours - red and yellow are use as two contrasting meanings red generating excitement and yellow bringing indications of joy and desire. |
Direct Gaze
This is usually carried out by those who are confident and who both understand and believe in the product that they are trying to sell. Most advertisers use prominent figures in there advertisements as they are recognisable as well as for the audience sometimes can be psychologically effecting as people can tend to appear to be in the same position as those prominent figures. This is commonly used in perfume adverts which is also shown in the example to the right of the page. stylefrizz.com/201103/keira-knightleys-chanel-coco-mademoiselle-perfume-ad-campaign/ |