Study Task 06 - Rationale

For my practical work, I aim to communicate the idea that a brand image is manufactured and is not derived from the products they sell.

For one of my ideas I could look at the different controversial adverts that fashion houses use in order to create a controversial advert that questions ones self image. Or I could look at creating an advert that breaks the typical image that is associated with that particular brand. This is to highlight the point that it does not matter what the product is, but the image that is associated with it that changes our view. This can be seen through a case study on Burberry's full circle in brand image and the adverts that appear in The Mushpit Magazine that advertise these high fashion goods in the places where you'd never see them.

Mainly my technique in achieving this would be through the use of digital software. Through the use pf photoshop I could create really airbrushed humans to push the image of what a you will look like after adopting the brand. Alternatively I could adopt silkscreen printing to make quick prints of the adverts to represent a sort of guerrilla advertising campaign whereby to get a message out there quickly and in bulk.

Other supporting arguments for my practical investigation include the way in which we perceive sunglasses brands. Brands like Raybans, Prada, Oakley, Chanel and many others all produce their products under the same company Luxottica. However consumers still have a preference over a type of sunglasses despite being made in the same factory. This is a good example of how a brands image can sway our perceived quality over competitors despite having the same actual quality.

One other idea was to create a fictitious brand and to market it to people in a way that convinces them that it is the intended image. This idea will support the argument that the success of a brand is not of their products but of the marketing.