Strapline And Messaging

Undefine Yourself Reimagine Yourself

Want the consumer to feel as if they have to fit in a box or even stick to one style that ‘suits’ them. The term asks consumers to break their own definition of themselves, this is very important when it comes to being able to be completely them. This will resonate with Gen Z as a majority believe gender is on a spectrum rather than defined, (Herh, 2021) and be relevant to the shoot which is based on gender fluidity. Gen Z are self- autonomous, (Francais et Hoefel, 2021) which means having the freedom to govern themselves; so this strapline will also connect with this.

Laswell’s Model Of Communication

The model was proposed in 1948 by Harold Dwight Laswell (February 13, 1902 - December 18, 1978), and narrates the process of communication and its function to society. Referring to this model, Depop are the communicator, the message is to not feel societal pressures of gender norms and allow the consumer to wear clothes despite their usual connotations. This message is shown though the images and also the straplines “Undefine Yourself” and “Reimagine Yourself”. The channels to present this message on will be social media, out of home advertising and an online experiential event. The receiver of this message will be there target demographic of Gen Z, and the effect will be that consumers shop outside of gender norms on Depop.