FASHION ADVERTISING PORTFOLIO #3
BRAND BENEFITS ALISON KOWALSKI
FUNCTIONAL OLAY
Olay's beauty ad features a functional brand benefit because it works to provide solutions to a real world problem. Additionally, it attempts to fulfill consumption-related issues. In this case, it would be the use of the revitalizing and moisture body wash which will help the consumer with dry or flakey skin. The ultimate function of this beauty ad is to help the customer understand the idea that this using this product will help them achieve the desired goal of having clean and smooth skin. Vogue; New York Vol. 207, Iss. 3, (Mar 1, 2017): 379.
SYMBOLIC MOSCHINO
This Moschino ad provides solutions to consumers desire for self-enhancement, group membership, affiliation and belongingness. The model displayed in the ad is surrounded by paparazzi, leading us to believe she is important or famous. Additionally, the ad convinces the consumer that if we dress in these products, we could gain access to the spotlight. These items become influential to the customer and would be sought after by those who are pro-logo and like flashy garments and accessories. Harper's Bazaar; New York Iss. 3651, (Mar 2017): 175.
EXPERIMENTIAL JO MALONE
This ad provides sensory pleasure, variety, and cognitive stimulation all in one place. The colors balance well together and creates calming and graceful emotions while the customer looks at it. The models are wearing similar colors to those featured in the packaging of the perfume bottle. The blossom flowers relates directly back to the ad, as the the name of the perfume is called "Blossom Girls". The ad appeals to our senses, more importantly smell in a literal sense, as it is a perfume ad, and offers a floral, feminine aesthetic. Vogue; New York Vol. 208, Iss. 5, (May 1, 2018): 81, 82
WORKS CITED
VOGUE & HARPER'S BAZAAR / PROQUEST
Advertisement: Jo malone. (2018, May 01). Vogue, 208, 81-81, 82. Retrieved from http://cmich.idm.oclc.org/login?url=https://search-proquestcom.cmich.idm.oclc.org/docview/2043125342?accountid=10181 Advertisement: (moschino). (2017, 03). Harper's Bazaar, , 175. Retrieved from http://cmich.idm.oclc.org/login?url=https://search-proquestcom.cmich.idm.oclc.org/docview/1951030594?accountid=10181 Advertisement: Olay (olay). (2017, Mar 01). Vogue, 207, 379. Retrieved from http://cmich.idm.oclc.org/login?url=https://search-proquestcom.cmich.idm.oclc.org/docview/1877704254?accountid=10181