Fashion Advertising Portfolio #6

FASHION ADVERTISING PORTFOLIO #6

ADVERTISING OBJECTIVES & TYPES ALISON KOWALSKI

INSTITUTIONAL ADVERTISING Institutional Advertising tries to present a brands store as a desirable place to shop, seeks long term patronage, and works to build store reputation. This Coach ad does all of this by using a celebrity endorsement. The ad features Selena Gomez, who is currently the face of Coach. Consumers see Selena Gomez as a trusted figure, and respect her decision to partner with Coach. Her endorsement brings consumers in from younger generations, whom would be likely to become loyal to the brand.

She has a strong and reliable reputation and her working with their brand helps them strengthen their reputation as well.

Harper's Bazaar; New York Iss. 3666, (Sep 2018): 58.

INSTITUTIONAL ADVERTISING Objective - The objective of this ad is to promote new product as well as promote Selena Gomez as the new face of Coach's brand.

Target Audience - The target audience for this ad would be focused on millenials or generation zers, young adult women and especially those who respect and enjoy Selena Gomez.

Message - The overall message of this ad to show that Selena Gomez respects the brand and enjoys while shes being herself. If she likes the brand, her fans would typically be more inclined to purchase from that brand or under her product line.

Support - Since Selena Gomez is the face of the brand, it makes sense for Coach to feature her in their ads to promote not only her, but the brand itself. She is the only other main focus of this ad, besides the handbag.

Constraints - The only constraints featured in this ad would be the Coach logo and emblem located on Selena's handbag. Otherwise, Coach is not located anywhere else on the ad as it shows more of a lifestyle advertisement.

Harper's Bazaar; New York Iss. 3666, (Sep 2018): 58.

SPECIAL PROMOTION ADVERTISING This Prada ad shows Ambient Advertising, or placement of advertisements in unexpected locations. In the text on the marquee, you can see that "Prada" is named and corresponds with the ad. This typically would not be a location where you would ever see the word "Prada" displayed or promoted in some type of way, so it makes for a unique style of advertisement from a consumers perspective. Additionally, the only other place where you see the brand name is on the models handbag. You would not know this is a Prada ad just by the other surrounding scenery or clothing selection.

Harper's Bazaar; New York Iss. 3666, (Sep 2018): 19.

SPECIAL PROMOTION ADVERTISING AMBIENT ADVERTISING

Objective - The overall objective of this ad to show that it's okay to gamble, or more "take a risk" when it comes to things in life, such as choosing the clothing you want to wear and choosing to express yourself your way.

Target Audience - The Prada brand targets customers that are modern, sophisticated, attuned to stylistic innovations, and expect craftsmanship of the highest quality. Target customers for Prada are wealthy, fashion aware, and concerned with presenting a certain appearance to the public.

Message - The overall message of this ad to show that you should be willing to gamble, or more "take a risk" when it comes to the clothing you wear and that you shouldn't be afraid to dress the way you want. Additionally, it could be that Prada is trying to "gamble" and create innovative, bold and creative designs.

Support - The ad features nothing but bright and attractive bold colors, LED lighting and the marquee with the word "Prada" in it. The ad is located in a casino setting, perhaps Las Vegas, and shows a dice and the phrase "win up to" in the marquee.

Constraints - The only constraints featured in this ad would be the word "Prada" located at the bottom line of the marquee, or the emblem located on the models handbag. Other than that, there are no trademarks or logos.

Harper's Bazaar; New York Iss. 3666, (Sep 2018): 19.

WORKS CITED Advertisement: (coach). (2018, 09). Harper's Bazaar, , 58-61.

Retrieved from http://cmich.idm.oclc.org/login?url=https://searchproquest-com.cmich.idm.oclc.org/docview/2108802737? accountid=10181 Advertisement: (prada). (2018, 09). Harper's Bazaar, , 18-21.

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