Beauty for All

Contrary to popular commercial belief, “celebrating diversity” spans beyond awkwardly and obviously incorporating a white person, black person, and an Asian person into an advertisement. Debenhams gets that. Rather than patting themselves on the back for representing more than one race or gender, they’ve given deeper thought to what it means to honor people of all kinds. The store’s latest fashion promotions break from the status quo, featuring women of all shapes and sizes—and ages, and abilities.

The article I found shows three images from Debenhams’ collection, all three featuring women who are not your typical fashion models. The first includes a woman sporting a two-piece bikini, baring her size 18 body. The second presents a woman with an artificial leg, looking stunning in a black and white dress. In the third image you see a gorgeous woman missing the lower part of her left arm, dressed in a white sundress. And they all look beautiful. Larger women and women missing limbs need to shop for clothing too. They want to look their best too. Debenhams will speak to the women who are underrepresented in fashion advertising louder than any other store has.

This all goes beyond simply representing different types of people; Debenhams believes that all types of women will look beautiful in their clothes, and that is the message they are trying to send. For them, it’s not about doing the right thing by including everyone, necessarily. Debenhams wants every woman to know that their clothes are for her, not just for the idealistic model body type. The women shown in these advertisements are the women you see every day, and they look every bit as stunning as the women typically seen in this industry.

 

http://www.adweek.com/adfreak/amputee-paralympian-size-18-uk-retailer-has-most-unique-fashion-models-ever-153632

Debenhams-3

Advertisements

Freshen Up

What is being advertised?

Fresh carpet odor eliminator

 

Why is it being advertised?

To promote awareness of stinky carpets and to offer a solution—people might not think too  much about this without help.

 

Who is the intended target?

Home-owners, housewives

 

What’s the connection between the product’s message and the target’s need?

The target is probably the primary household caretaker. These are the people who are cleaning up after the rest of the family. The ad might either turn these people’s attention towards their carpets’ smell—something that can often be overlooked, or it might hit close to home for those who are aware of their carpet’s stench.

 

What’s the SINGLE most important thing (10 words or less) being communicated in the ad?

Carpets reek.  Fresh Carpet is the antidote to carpet stench.

 

How do the visuals support and communicate the single most important thing?

The visuals of the campaign are what speak the loudest. The use of visual hyperbole is incredibly effective in conveying the ad’s message. After seeing these ads, you will never look at your dirty carpet the same way again.

 

How does the copy support and communicate the single most important thing?

The lack of copy is what makes this campaign work. The visual is so strong that including copy would only weaken the ads. The tagline “eliminate odor” is simple and to the point. Anything fancier or gimmicky would have ruined the campaign.

 

How does the context or media placement communicate the single most important thing?

The use of print advertising for this allows the visual to speak for itself. Standing alone, the images convey the message loud and clear, and the line “Eliminate Odor” is there to drive the point home.

 

http://talent.adweek.com/gallery/Fresh-Carpet-Eliminate-Odor/3669199

79c8654ba9c3a1a9eb43e0aa566455b7

Like You Love Yourself

What is being advertised?

Biocanina pet care products

 

Why is it being advertised?

To build brand identity

 

Who is the intended target?

Pet owners

 

What’s the connection between the product’s message and the target’s need?

The product message encourages pet owners to “love [their pets] like they love [themselves].” Many pet owners tend to be animal lovers who consider their pets to be part of the family and are frequently looking for new ways to please their furry friends. This ad suggests that Biocanina pet care products allow pet owners to pamper their pets the same way they would take care of themselves.

 

What’s the SINGLE most important thing (10 words or less) being communicated in the ad?

Your pet deserves the same care you give yourself.

 

How do the visuals support and communicate the single most important thing?

The visual—dogs and cats with human arms—works to make the animals seem more human. Just seeing the human hands positioned in very natural ways on the pets lets the viewer imagine the animal’s owner making a similar expression in the same position. These ads kind of remind me of these guys from old school Sesame Street:

Dogs.bread

How does the copy support and communicate the single most important thing?

The line “love him like you love yourself” works in two different ways for two different audiences. The first audience is the group of devoted pet-lovers who love to spoil their animals. These are the people who would be buying animal pet care products anyway, and appreciate the spectacle of animals as humans. The second target for this ad would be the pet-owners who do not take enough time out of their day for their pets. “Love him like you love yourself” guilts the more negligent pet-owners into being more considerate of their animals—into paying as much attention to their animals as they do to themselves.

 

How does the context or media placement communicate the single most important thing?

The use of print allows the image to almost speak for itself. Even if the audience doesn’t understand the message when seeing the image alone, the picture of a dog with human arms piques a viewer’s interest and leads them to read the tagline.

 

http://www.feeldesain.com/love-him-like-you-love-yourself.html

biocanina-feeldesain-03