It is clear from even just this selection of adverts that Nike aims to sell an active lifestyle choice for the consumer. This is evident through the adverts clear depiction of sports being played and the quotes the ads include. In the adverts, the appropriate Nike sportswear is displayed so that the consumer can envision him/herself in the attire and feel confident that wearing Nike will lead to a better active performance. This confidence in performance is implied through the body language of the athletes. In all of the adverts, the athletes are shown to be in a "winning" position, a position that implies that the athlete is performing at his best and at an advantage. Furthermore in each sport shown, the position of the body is purposely chosen to display the body language that is most recognisable of that sport. For example in sprinting, the critical moment in determining the win is the launch off the start line. And in the first advert, Oscar Pistorious is seen to be displaying a launch off the start line, not whilst in mid stride on the running track. Also seen in these Nike adverts are the empowering quotes that go alongside with the famous slogan "just do it". This advertising technique is to help give confidence to the consumer and to improve Nike's image. By constantly showing these quotes and slogan, the consumer is manipulated into thinking that Nike is a brand that empowers the consumer, supports greatness and creates athletes. As a result it can be implied that the quotes on the advert are transferred subconsciously into the sportswear. E.g. by wearing Nike's running gear, the consumer can become "the bullet in the chamber" or emulate Roger Federer whilst playing tennis.
This use of an empowering quotes and atheletic body language can also be seen in other sportswear brands for example Under Armour. And much like Nike, Under Armour also utilise celebrity endorsement. Stephen Curry is an American professional basketball player for the Golden State Warriors who is currently setting records in his playing career as well as achieving the NBA's most valued player award. Having a basketball player of his stature means that he has a fair share of fans who want to emulate him. By putting him as the face of Under Armour, it draws the attention of his fans who would want to wear the sportswear he endorses and as a result boost sales for Under Armour.
Another brand that heavily uses celebrity endorsements is Calvin Klein. In their recent ad campaign, Calvin Klein utilised the power of celebrities, namely music artists, to target the younger generation. This is evident through the choice of artists that the younger generation subscribe to and the use of the hashtag #mycalvins. In the adverts, the Calvin Klein underwear is surprisingly not the focal point, but rather the celebrities themselves. With a generation that is obsessed and exposed to the lives of celebrities, placing the figures front and centre in the ad is an effective way to capture the audiences attention. Once captured, the viewer then fixates on the apparel Calvin Klein is advertising. The use of the I _____ in my calvins is a tactic by Calvin Klein to get form an interaction between the consumer and the advert. By having the gap in between the I and in, it suggests for the viewer to pose in his/her calvins and insert their own word. The hashtag #mycalvins only encourages the user to post the picture onto social media thereby increasing Calvin Kleins brand exposure and advert campaign. It is clear through the use of celebrities and hashtag that Calvin Klein wants to appeal to the younger generation. The use of celebrities give Calvin Klein a "cool" factor and transform the brand into one that is current hip and trendy, something which the younger generation look for in a product. Again, through the use of celebrity endorsements, Calvin Klein also target the celebrities fan base, further increasing sales and following.
Guess is a brand that also desires to appeal to a younger generation. In this recent collaboration with rapper A$AP Rocky, Guess sought to capitalise on the 90s revival that has been sweeping the younger generations fashion choices. It is a denim-heavy collection with quintessential 90’s influences seen in oversized denim jackets, overalls and logo-centric styles. In the advertisements however, what differs Guess's ad campaign from the other examples is of their clear creation of a lifestyle surrounding the apparel. In the other examples, consumers are advertised the products, in this Guess collaboration, the consumer is shown what lifestyle these products emulate. Guess are targeting the younger generation who are sociable, cool, effortless and carefree. And because someone like A$AP Rocky is collaborating with Guess, it elevates their brand image making them relevant once again.
To further evidence how the 90s is making a comeback in the fashion industry, Tommy Hilfiger who were one of the 'it' brands in the 90s are reviving their line Tommy Jeans. Fronting this campaign is current it model Lucky Blue Smith and Hailey Baldwin. From a consumers point of view, adopting this 90s revival would convey to others that you are "hip and trendy", you observe the fashion movements and are current with the times. Furthermore because this is only going to be a "capsule collection", along with A$AP's Guess collaboration, these fashion pieces are exclusive and sought after. So to own one would make you feel "special".
In the opposite spectrum, luxury brands aim to implicitly communicate a lifestyle or identity towards its audience. As shown in Saint Laurent Paris's ad campaign, the photography is black and white, the models don't look at the camera and the poses are unenergetic. What this creates is a laid back, effortless cool factor for Saint Laurent that doesn't need to shout about its clothes through celebrity endorsements or online hashtags. Unlike other fashion brands, luxury brands aim to reflect prestige, heritage and high quality. I.e when other brands adapt their advertising campaigns to attract a new consumer or refresh their stagnant image, luxury brands maintain that high fashion look through its high impact photography, respective model types and immaculate clothes. This consistency is needed to establish the brands prestige and heritage. Furthermore the consumers who subscribe to higher end luxury brands are unlikely to be drawn to brands that follow on trends. They want a timeless quality with their clothes that reflect the high price.
To illustrate that high fashion luxury brands use the techniques stated above here are some other luxury brands that utilise a similar advert aesthetic.
Therefore from this research on brands what does it mean for the consumers self image? First of all it is apparent that brands have a clear aim in how they want to advertise their product. Through a certain visual style, celebrity endorsement or by adapting with the times, brands purposely create an aura surrounding the product that is aimed to appeal to its consumer base. By creating this aura it effectively establishes a certain lifestyle or identity for that product. Through this method, it is clear that the brands create lifestyles and identities for consumers to latch onto. And even though when consumers unintentionally change the intended identity of the brand, e.g how Burberry became related to hooliganism and chav culture, the fact that the brand reinvents itself means that there is a certain persona the brand has and wants to communicate to its audience.
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