¶ … Advertising Controversy and Assessment Overview
Stage 1 Controversial Advertising
Dolce Gabbana
The advertisement in this controversial case aimed to actually cause some sort of stir by having models pose in proactive poses. These marketing techniques are directed at young women aged 16- 35 and fashion conscious men who are seeking to say in step with the current fashions of the day. The advertisement in this case was very effective for several reasons. The first reason for its effectiveness is because the picture is very risque and promotes a challenge to sexual and violent taboos. This cutting edge style certainly appeals to a demographic that looks to set itself apart by pushing the social envelope using sex and violence as a tool to stir emotions. The scale of the controversy also depicts the success of the ad campaign and created a definite buzz amongst the fashion industry. This ad could be improved by making pushing the envelope even farther to test the limitations of their audience. Payne (2007) defended the campaign in her piece by offering the following comments "D&G said it was an international fashion house with a youthful and innovative clothing style, designed to reflect Mediterranean culture. D&G explained that its latest collection was designed to evoke the Napoleonic period and the related ad campaign took its inspiration from well-known paintings by Delacroix and David. The ads had run in the U.S., Europe, China, Hong Kong and Japan without complaint."
Ad 2: CONAC Smoking Ad
The objective of the Chilean Corporation against Cancer (CONAC) ad of a child apparently being suffocated through a haze of smoke shaped like a plastic bag is to stun or shock the viewer into giving attention to this ad. The ad is against smoking, but uses pain and suffering to get its point across. The intended audience appears to be smoking adults who have children. The advertisement in this case is moderately effective as its shock value tends to override the true origins of smoking and how second hand smoke is dangerous. The effectiveness of this ad may be improved by placing more information about the picture. The ad itself is dominated by the suffocating child and there is very little written about the picture. This approach may be useful for getting attention, but the shock value may cause others to view away if there is not a practical accompanying message that delivers a true message to the audience. Huntington (2014) discussed this ad in his article and highlighted the following "The reason behind the controversy of the ad stems heavily from the look of anguish on the child's face. However, we can rest assured that the cloud of smoke was computer generated, and he didn't experience pain during the shoot."
Ad 3: Sisley Fashion Cocaine
The objective of this ad is to cause controversy by associating cocaine with glamourous fashion. The intended audience is young women who are looking for reasons to do hard drugs and still feel aligned with popular and beautiful people. The use of cocaine in the ad as it sits on the credit card also is effective as it demonstrate the economic aspects of high fashion and expensive drugs. The ad creates and idea of status and behavior by associating its product with explicit cocaine use. The lawlessness of these actions also suggest to the viewer that the wearer of these fashions is somewhat above the law. The advertisement could be improved upon by adding and even deeper sense of reality and the cocaine experience. Highlighting the glamour and feel good vibes that cocaine can often bring should be done to its fullest extent in order to make this advertisement stand out even more from its competitors. The fashion industry and its association with cocaine is nothing new and while to many on the outside, this may be more controversial, but fashion insiders are perhaps quite use to casual cocaine use. "The presentation of the campaign has surely compelled some people to raise question over the idea of depicting women snorting symbolic cocaine. The addictiveness aspect could have been shown in some other way rather almost explicitly showing women taking cocaine," (Jagyasi, 2012).
Stage 2 Ads by Category
Brand
This advertisement from the Coca Cola Company is a fine example of brand advertising. The intended audience for this ad and mostly all brand advertisements is the general public at large. Since cola drinkers come from all types of backgrounds and ages it is intended for almost everyone in the public. The advertisement...
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childhood obesity advertising. First, there is the issue of why a young child is overweight. Of course, it can be bad habits and examples portrayed by the parents or guardians or it can be a health issue such as a gland or metabolism problem. Either way, the potential health problems for that child immediately and down the road are hard to miss. The other issue would be the bullying/social
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This is, to me, a more egregious crime than the act of aborting. Therefore, you and Pat make many valid points in supporting the right for the advertisement to be run on television -- and in supporting the content of the ad as well. There is nothing inherently harmful in the Tim Tebow ad. or is there? Weighing both sides, I have evaluated the controversy of the advertisement and came up
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