Fashion Advertising and Public Relations (PORTFOLIO)
Utkarsha Kohli ‘FMC’ Level 1
ADVERTISING Paid form of non-personal communication about any organization, good, service or idea by an identified sponsor, is known as ‘Advertising’.
Characteristics
Limitations
•Message delivered is in the hands of the organization.
•Not meant for individual interests
•Low cost per contact
•If someone cannot understand the idea behind the advertisement, he cannot get his doubts cleared.
•Fast medium of communication and reaches large number of people at the same time.
Categories of Advertisements 1. Recruit 2. Trade 3. Cause 4. Service 5. Financial 6. Corporate 7. Retail 8. Consumer 9. Industrial 10.Personal
Recruit Advertisement
Trade Advertisement
Cause Advertisement
Service Advertisement
Financial Advertisement
Corporate Advertisement
Retail Advertisement
Consumer Advertisement
Industrial Advertisement
Personal Advertisement
AppealsFeel Good
Such advertisements attempt to make an emotional connect with its customers. They kind of attack the hearts of the people, make them think of someone in their life and thus making a connection with the ad as well as the brand. These ads may also reflect some moral values and ideas which make the people ‘feel-good’ about themselves or a particular thing.
Humor
Humor advertisements attract the much-needed attention of the consumer. They influence the ‘brand name recall’ in a person. It creates a pleasant mood and wards off the negative arguments. It enhances the intention of the consumer to buy the product at least once. They work best for established and commonly used products like electronics, food or alcohol.
Sex Appeal
Sex appeal is again used in advertisement to grab people’s attention. And since it is a topic which is not much talked about publicly, it makes an impact on the people and they start talking about the product to others. It kind of ads a shock value to it. Though whatever is shown in the ad is not close to reality, a false picture is shown to the customers.
Adventure
Adventure appeal gives an impression of a fun- and action filled life after using the particular product. So the customers get thrilled and encouraged to use it. These kind of ads are mostly used for tourism or adventure sports or maybe for automobiles too.
Luxury
Luxury appeal is used mostly in advertisements of luxury brands. The whole composition of the ad is such that every element reflects royalty and luxury. Luxury is not something, that everybody is a part of it. It implies wealth and richness in everything that is displayed.
Fear
Fantasy
Emotional
Privilege
Slice of Life
Message Strategies To understand Message Strategy, the objectives mentioned below are the basic points which should be kept in mind while planning out an ad campaign: 1. It should aware the consumer about the product. 2. It should have the capability to transform the consumer’s perception about the product. 3. An action or response should come from the consumer. 4. Communication between the consumer and the brand should be established. In total, 8 message strategies have been identified, which include: 1. 2. 3. 4. 5. 6. 7. 8.
Promote Brand Recall Recall Attribute with Brand Name Scare the consumer into action Social Branding Instill Brand Preference Transformational Persuade the consumer Direct Response
Promote Brand Recall Brand Recall refers to the ability of the customer to remember a particular brand when asked to name a brand of a certain product category. The more readily the customer recalls a particular brand, the more successful is the brand’s promotion strategy. The first brand that comes into the mind of the customer has an advantage over the others because the chances of its purchase are greater than the competitors.Repetitive ads and the slogans and jingles of an ad help achieve Brand Recall.
Recall Attribute with Brand Name When a brand is associated with a Unique Selling Proposition, it uses it in its advertisements to remind people of that attribute of the brand. So when people start recognizing the brand with the attributes that it possess, that is when the brand becomes successful. For Example, in this advertisement, the USP of the brand is that it provides the customers with luxury clothing at affordable prices which are just double the production cost, in contrast to when the other retailers sell such products at a price 10 times the production cost.
Scare the consumer into Action This strategy is used when the brand wants to customer to start using their product or attract new customers. Fear is instilled in the minds of the customer so that he is forced to at least try out the product. For Example, this ad warns the people for making good ads because every time a bad ad is made, a unicorn dies. To stop the deaths of unicorns, good ads should be made.
Social Branding
Instill Brand Preference
Transformational
Persuade the Consumer
Direct Response
VIPS FORMULA
The VIPS formula has been aptly used in this milk ad. 1. V- Visibility- There are no unnecessary elements which are distracting. 2. I- Identity- The identity of the advertiser must be recognizable 3. P-Promise- A promise of 100% nourishment is being given to the consumers through bold letters. 4. S- Single-mindedness- Since no unnecessary elements are used in the ad, minimal things are used,. It shows that the brand is focused only on the current work that is going on.
Visual Elements
1. 2. 3. 4.
5. 6. 7.
General mood- The mood conveyed in the ad in humor. Since the roof of the car is not there, it says ‘Topless’. Typeface- Plain Sans Serif text is used beside the car and even in the logo. Logo- Volkswagen uses a 3D logo, comprising of a silver ‘W’ in blue circle. Color scheme- The colors used are subtle because of the luxury nature of the brand. White and blue are the main colors. Besides, light brown and green is used in the background to depict the beach, where the car is kept. Light- The light is kept very minimal. The background is kept in contrast to the car, so that the eye goes directly on the car. Shapes- Basic shapes in a car is visible and rectangular trunks of trees and leaves are there in the background. Overall composition- On the whole, I think the ad is very affective, our eye directly goes to the car because it is standing separately and even the color is attractive.
Story Components
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Character- The character in the ad is a Polar Bear and his unusual surroundings. Plot- The whole story is that because of the increased temperature of the world, global warming is happening and the natural cold and snowy habitat of the polar bear is melting. So he is forced to come to the city and here is he sitting alone without his friends and looking at his own hand in despair. Setting- The time period shown in the ad is the ongoing 21st century, when the global warming is actually happening. And it refers to the extreme regions of the world, the habitat of such animals. In contrast, the city life is also shown. Symbols- In arctic regions, which is covered with snow, the environment is very clean. Whereas, when the polar bear is forced to migrate to the city, he feels that this area is so dirty and filthy. There is dirt and unhygienic conditions all around him. Sub text- The hidden message which is being delivered to us is that we are doing things that are harming our environment, raising its temperatures and forcing the animals to migrate from their natural habitats. We need to change our ways and do something positive. We should try to limit such activities.
VALS
1. INNOVATORS
Bill Gates Bill Gates, born on 28 October 1955, is an American business magnate, philanthropist, investor, computer programmer and inventor. He was the wealthiest person in the world for a few years. He also worked as the CEO of Microsoft. He has even authored many books.
2. THINKERS
Arundhati Roy Arundhati Roy (Born 24 November 1961) is an Indian author and political activist. She is best known for her winningnovel ‘The God of Small Things’ and for her involvement in human rights and environmental causes.
3. ACHIEVERS
Indra Nooyi Indra Nooyi (Born 28 October 1955) is an Indian-born, naturalized American, business executive and current chairperson and CEO of PepsiCo., the second largest food and beverage business in the world by net revenue.
Maslow’s Hierarchy of Needs
In 1943, Abraham Maslow came up with this theory of a hierarchy of needs that people go through. It is a pyramid of different levels of needs. He says that human actions are directed towards goal attainment. The theory is represented in a hierarchical pyramid with five levels. The lower four levels are considered as physiological needs while the top one is considered as growth needs. The lower levels must be satisfied before the higher levels.
1. Biological and Physiological needsair, food, drink, shelter, warmth, sex, sleep.
2. Safety needs-
Protection from elements, security, law, order, stability, freedom from fear.
3. Love and Belongingness needs-
Friendship, intimacy, affection and love (From work group, family, friends, romantic relationships)
4. Esteem needs-
Achievement, mastery, independence, status, dominance, prestige, self-respect, respect from others.
5. Self-Actualization needs-
Realizing personal potential, self-fulfillment, seeking personal growth and peak experiences.
ADVERTISEMENT ANALYSIS
Swarovski Elements Ad Campaign- 2013 Swarovski Elements have been able to boost the confidence of every woman by showcasing them in a brand new avatar of a strong, confident and modern lady, geared up with sporty yet fashionable accessories. They have cleverly targeted their female audience. Though the supermodel Candice Swanepoel is shown adorned with crystal Swarovski’s, the still life images in the background of roses are in stark contrast to it. It’s a very powerful campaign. It is bringing those women in highlight who have realized their potential and are making their way into the maledominated world. The concept have been executed by House and Holme’s creative director Ronnie Cooke Newhouse and photographed by Nick Knight. According to the press release, both had different opinions about the concept but the whole effect of the resulting ad is emblazing everywhere. The sparkling and dazzling motorbike helmet, skiing goggles and dumbbells carried by the model are also made of Swarovski crystals. These props also inform us about the versatility presented by the brand in areas like fashion, accessories, jewellery, interior and architecture.
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The contrast in the image is equalized by the fact that how Swarovski Elements shine against the one created by the man (crystals) and the other created by nature (roses). Talking about the visual elements: General moodA very feminine yet powerful feeling is evoked by the ad. TypefaceThe typeface used in the ad matches with the theme too. The motto of the brand is shown a little flowy but the typeface of the brand itself is very strong and bold with the serifs coming out. LogoThe logo says ‘Made with Swarovski Elements’ in an irregular rectangle shape. It is a very simple logo in white, reflecting the premier nature of the brand. Color schemePastel colored flowers are used perfectly in contrast with the silver crystals and black clothing. Nothing bright has been used in the images for the crystals to shine on. Everything is either pastel or nude. LightAppropriate light is shown in the advertisement image. The light is seen coming from the left side because the shadows are visible on the right side. So the contrast between light and dark is also fine. ShapesThe shapes of the product are very sporty and sturdy, in contrast to the soft flowing flowers shown in the image. The crystals reflect the modern strong and confident women whereas the floral composition shows the sensitive, feminine, sensual and elegant nature of the same woman. Overall compositionThe combined effect of all the elements in the image is that it is highlighting the new age woman who is feminine and fashionable yet powerful and selfconfident.
Ad AgencyCrayons Advertising • • • 1. 2. 3. 4. 5. •
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Crayons Advertising was found in 1986. Its headquarter is in Okhla, New Delhi. Kunal Lalani is the Managing Director and Ranjan Bargotra is the President. It offers services like: Brand Management/Advertising- PR, Investor Relations, Interactive or internal communication. Collateral Design- posters, banners, signs, displays, brochures. Branding/Corporate Identity- define visual identity Film/Print production Exhibitions/Activations It operates in all over India including cities like Mumbai, Chennai, Kolkata, Jaipur, Chandigarh, Trivandrum and even in Dubai. It’s a part of global network of Independent ad agencies.
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Clients: Tata, Kajaria, Saab, CreamBell, Fortis, Fortune (Member ITC’s hotel group), Kohinoor foods limited, Incredible India, The Leela Kempinski , Air India, Avon cycles, Casio, Himachal tourism, Allahabad bank, Bank of Baroda, Kerela God’s own country, Beautiful Bengal, Khyber, Uco Bank, Sleepwell, Rajasthan, Baba 120, Indian oil, Canara Bank, Ireo the next level of living, Clove dental, State Bank of India, Zen mobile, LIC INDIA
References (Categories) 1. Behance.net, (2014). Behance. [online] Available at: https://www.behance.net/gallery/1060539/AirCel-Recruitment-Ad [Accessed 4 Sep. 2014]. 2. Bradywhitteker.com, (2014). Print Work, Brady Whitteker's Portfolio. [online] Available at: http://bradywhitteker.com/projects/print/ [Accessed 4 Sep. 2014]. 3. The Ad Effect, (2010). Advertising a Social Cause. [online] Available at: http://theadeffect.wordpress.com/2010/11/21/advertising-a-social-cause/ [Accessed 4 Sep. 2014]. 4. Behance.net, (2014). Behance. [online] Available at: https://www.behance.net/gallery/9971637/Design-Service-Ads-for-LTS [Accessed 4 Sep. 2014]. 5. Sen, D. (2012). Urban Journal: Financial Hub Re-launched from Vigyan Bhavan Delhi. [online] Principalsecretarysblog.blogspot.in. Available at: http://principalsecretarysblog.blogspot.in/2012/08/financial-hub-relaunched-from-vigyan.html [Accessed 4 Sep. 2014]. 6. Campaign India, (2014). Conde Nast India adopts a luxury mantra. [online] Available at: http://www.campaignindia.in/Article/261257,conde-nastindia-adopts-a-luxury-mantra.aspx [Accessed 4 Sep. 2014]. 7. Efiok, E. (2014). Welcome To E4 PR: Kareena Kapoor-Khan Endorsed As
Malabar Gold & Diamonds Brand Ambassador - Check Out The Beautiful Bollywood Actress On Their First Paper Ad.. [online] E4pr.blogspot.in.
Available at: http://e4pr.blogspot.in/2013/04/kareena-kapoor-khanendorsed-as-malabar.html [Accessed 4 Sep. 2014]. 8. Haier UK Products Website, (2014). [online] Available at: http://www.haier.com/uk/newspress/pressreleases/201108/t20110803_29016. shtml [Accessed 4 Sep. 2014]. 9. Dmennega.wordpress.com, (2014). Advertising | Daniel Mennega. [online] Available at: http://dmennega.wordpress.com/category/advertising/ [Accessed 4 Sep. 2014]. 10. Ephemeral New York, (2008). Chelsea monster loft! Only $225,000. [online] Available at: http://ephemeralnewyork.wordpress.com/2008/12/01/chelsea-monster-loftonly-225000/ [Accessed 4 Sep. 2014].
References (Appeals) 1. feel goodhttp://ibnlive.in.com/news/googles-emotional-reunion-ad-a-hit-in-both-india-and-pakistan/43440211.html 2. funnyhttp://llamamemary.wordpress.com/2012/12/10/what-are-the-funniest-or-most-clever-advertisements/ 3. funny 2http://www.funofart.com/funny-creative-advertising-ideas/ 4. sexhttp://komalbokadia.blogspot.in/2012/05/creative-advertising-part-1.html 5. adventurehttp://www.bhatnaturally.com/advertising/incredible-indias-incredible-advertising-journey/ 6. luxuryhttp://handmadebyhannahblog.blogspot.in/2014/01/fashion-friday-ad-campaigns.html 7. fearhttps://www.techinasia.com/createive-fear-appeal-ads-from-wwf/ 8. fantasyhttp://www.celebrityscentsation.com/celebrity-perfumes/musicians/britney-spears/midnight-fantasyperfume/ 9. emotionalhttp://www.coloribus.com/adsarchive/prints/illume-cfl-bulbs-emotional-blackmail-15115355/ 10. privilegehttp://vnnforum.com/showthread.php?t=142955 11. Slice of lifehttp://www.demilked.com/creative-ads-using-oversized-objects/
References (Message Strategies)
1. Brand recall Nikehttps://www.behance.net/gallery/6179235/Just-Do-It 2. Recall attribute Everlanehttp://www.lieveld.com/what-digital-fashion-brands-can-learn-from-thesears/ 3. Scare the consumer Ad Awardshttp://pietrobassousa.files.wordpress.com/2010/09/eagles_unicorn.jpg 4. Direct response Victoria’s Secrethttp://www.nerdwallet.com/blog/shopping/2012/victorias-secret-ad-promo/ 5. Social Brandinghttp://www.coloribus.com/adsarchive/prints/calvin-klein-night-weardrive-in-to-fantasy-16728005/ 6. Instill brand preferencehttp://www.dailymail.co.uk/femail/article-2490468/From-Burberry-loveLuxury-label-loved-Harry-Styles-Sienna-Miller-unveils-magicalChristmas-advert.html 7. Transformationalhttp://www.sterlingbrands.com/blog/tag/advertisement/ http://thegreatindiancaradvertisements.blogspot.in/2013/10/the-greatindian-car-advertisements.html 8. Persuade the consumer• http://www.digitalimpulse.in/insights/rin-detergent-marketingstrategy-in-india/
References (Ad Analysis) 1. Crystals.swarovski.com, (2014). Supermodel Candice Swanepoel Swarovski Elements. [online] Available at: http://crystals.swarovski.com/magazine/2013/issue15/Brand_Camp aign_2013.en.php [Accessed 13 Oct. 2014]. 2. COUTURE TROOPERS, (2013). Nick Knight shoots Candice Swanepoel in an impactful Swarovski Elements campaign. [online] Available at: http://couturetroopers.com/2013/02/13/nick-knightshoots-candice-swanepoel-in-an-impactful-swarovski-elementscampaign/ [Accessed 13 Oct. 2014]. 3. Phuong, C. (2014). iheartCrystalPhuong- Singapore Fashion,
Lifestyle Blog.: {COLLABORATION}: SWAROVSKI ELEMENTS’ NEW ADVERTISING CAMPAIGN. [online]
Crystalphuong.net. Available at: http://www.crystalphuong.net/2013/05/swarovski-elements-newadvertising.html [Accessed 13 Oct. 2014].
References (Ad Agency) 1. 2.
3.
Crayonad.com, (2014). Crayons. [online] Available at: http://www.crayonad.com/ [Accessed 29 Oct. 2014]. Resources.afaqs.com, (2014). Crayons Advertising Ltd > AD Agencies > resources > afaqs!. [online] Available at: http://resources.afaqs.com/index.html?id=30&categor y=AD%20Agencies [Accessed 29 Oct. 2014]. desicreative, (2011). Kohinoor Spices by Crayons desicreative. [online] Available at: http://www.desicreative.com/kohinoor-spices-bycrayons/ [Accessed 29 Oct. 2014].
References (VALS) 1.
Telegraph.co.uk, (2013). Bill Gates under pressure from investors to step down as Microsoft chairman - Telegraph. [online] Available at: http://www.telegraph.co.uk/technology/bill-gates/10349055/BillGates-under-pressure-from-investors-to-step-down-as-Microsoftchairman.html [Accessed 30 Oct. 2014].
2.
Analytics for Business, (2014). Can analytics make VALS Survey more effective?. [online] Available at: https://analyticsforbusinessworld.wordpress.com/2014/08/06/cananalytics-make-vals-more-effective/ [Accessed 30 Oct. 2014].
3.
Wikipedia, (2014). Bill Gates. [online] Available at: http://en.wikipedia.org/wiki/Bill_Gates [Accessed 30 Oct. 2014].
4.
Khaleeli, H. (2011). Arundhati Roy | Top 100 women. [online] the Guardian. Available at: http://www.theguardian.com/books/2011/mar/08/arundhati-roy100-women [Accessed 30 Oct. 2014].
5.
Wikipedia, (2014). Arundhati Roy. [online] Available at: http://en.wikipedia.org/wiki/Arundhati_Roy [Accessed 30 Oct. 2014].
6.
Surfindia.com, (2014). Indra Nooyi Profile, Pepsico Indra Nooyi, Indra Nooyi Biography. [online] Available at: http://www.surfindia.com/celebrities/indra-nooyi.html [Accessed 30 Oct. 2014].
7.
Wikipedia, (2014). Indra Nooyi. [online] Available at: http://en.wikipedia.org/wiki/Indra_Nooyi [Accessed 30 Oct. 2014].
References (Maslow’s Hierarchy) 1.
Learning Theories and Models Summaries (in Plain English), (2014). Maslow’s Hierarchy of Needs | Learning Theories. [online] Available at: http://www.learning-theories.com/maslows-hierarchy-of-needs.html [Accessed 30 Oct. 2014].
2.
McLeod, S. (2007). Maslow's Hierarchy of Needs. [online] Simply Psychology. Available at: http://www.simplypsychology.org/maslow.html [Accessed 30 Oct. 2014].
3.
Fullstopindia.com, (2012). Brands of India: Amul-The Taste of India. [online] Available at: http://www.fullstopindia.com/brands-of-india-amul-the-taste-ofindia [Accessed 30 Oct. 2014].
4.
Thump.in, (2014). [online] Available at: http://www.thump.in/files/adreviews/2009-1/aviva_young_scholar.jpg [Accessed 30 Oct. 2014].
5.
e27, (2013). Google Search: The new hero of a India-Pakistan ‘Love’ story. [online] Available at: http://e27.co/google-search-the-new-hero-of-a-sweet-lovestory-of-india-pakistan/ [Accessed 30 Oct. 2014].
6.
Pepsicoindia.co.in, (2014). PepsiCo India - Mountain Dew Presents Dew And Dare With Hrithik Roshan. [online] Available at: http://www.pepsicoindia.co.in/media/Press-Releases/release_03_22_13.aspx [Accessed 30 Oct. 2014].
7.
Ad Strategy, (2010). Maslow's Hierarchy of Needs. [online] Available at: https://adstrategy.wordpress.com/2010/10/06/maslows-hierarchy-of-needs/ [Accessed 30 Oct. 2014].
References (Others) 1.
Small Business - Chron.com, (2014). Top Five Appeals That Advertisers Use to Sell a Product. [online] Available at: http://smallbusiness.chron.com/topfive-appeals-advertisers-use-sell-product-31373.html [Accessed 29 Oct. 2014].
2.
SARKAR, G. (2011). Brand management: Humour appeal in advertising. [online] Rabrands.blogspot.in. Available at: http://rabrands.blogspot.in/2011/10/humour-appeal-in-advertising.html [Accessed 29 Oct. 2014].
3.
Slideshare.net, (2014). Mccoy+lit+review+graded 2. [online] Available at: http://www.slideshare.net/MeganMcCoy1/mccoylitreviewgraded2?next_slideshow=1 [Accessed 29 Oct. 2014].
4.
Connexx-demo.nl, (2014). Different types of advertising appeals | Reclamebureau Eindhoven Webdesign, Huisstijl, website maken. [online] Available at: http://www.connexx-demo.nl/different-types-of-advertisingappeals/ [Accessed 29 Oct. 2014].
5.
VIPS- Chroniclesofanursingmom.wordpress.com, (2014). formula | Chronicles of a Nursing Mom. [online] Available at: https://chroniclesofanursingmom.wordpress.com/category/formula/ [Accessed 29 Oct. 2014].
6.
VISUAL ELEMENTS- Adsoftheworld.com, (2014). Volkswagen New Beetle Cabriolet: Topless. [online] Available at: http://adsoftheworld.com/media/print/volkswagen_new_beetle_cabriolet_topl ess [Accessed 29 Oct. 2014].
7.
STORY- Wallpaper.ge, (2014). A friendly Polar Bear - 1680x1050 - 654834. [online] Available at: http://www.wallpaper.ge/view-a_friendly_polar_bear1680x1050.html [Accessed 30 Oct. 2014].