Inspiration Journal 2- MCM 721

Text based design advertisements are very beneficial in the marketing world. There are several companies that have developed a successful strategy to implement verbal advertisements into their targeting. These advertisements can be displayed through several mediums, most popularly through email and web based applications such as social media.

While American Apparel has received high amounts of criticism in the past for the combination of the images and text in their advertisements, other companies have demonstrated strength in this marketing area. One competitor that in particular has used risky marketing terms, but attracted positive reviews from customers is torrid.

torrid 1

Image from: http://www.judgmentofparis.com/board/printthread.php?t=2383

The above advertisement uses a red filter to draw attention to the text and away from the model. While torrid products are displayed and zoomed in on for customers, focus is automatically directed to the 50% off sale. This clever placement and color scheming motivates viewers to take advantage of the current pricing and promotes sales at the company.

torrid3

Image from: http://www.torrid.com/intimates/?csm=893016112&csc=777477&csa=900270702&csu=777730&cm_lm=hoops12478@yahoo.com&CM_MMC=EML-_-082915_INTIMATES_DM_6AM-_-http%3A%2F%2Fwww.torrid.com%2Fintimates%2F-_-1-2015W30-EML-EDI-777477-900270702

This advertisement was included on the website and emailed out to customers to promote Torrid’s intimate clothing. The image is somewhat revealing, but uses a model that is clearly over 18 and does not include nudity. The black and white image is different from standard advertisements and grabs the attention of viewers. The white text contrasts very well with the gray and black ombre background. The email sent to customers included the subject line, “Jaws Will Drop!” (Torrid, 2015). This attention grabbing statement promotes purchasing products and the sexual appeal of the items.

torrid 2

Image from: http://judgmentofparis.tumblr.com/post/60978094639/wonderfully-pro-curvy-ad-from-torrid-featuring

The above advertisement is for a valentines themed edition of torrid lingerie. The advertisement uses multiple colors of text on a grey background to stand out to the viewer. the color of the lingerie on the model corresponds to the text and heart shaped logo included on the advertisement. This shows a unique blend of words and model positioning to convey an overall theme.

torrid 4

Image from: http://madisonplus.com/dish/celebrate-valentines-day-with-torrid/

Torrid uses love advertisements during different times of the year. Through verbal advertising and phrases they attract customers and provide an emotion and feeling associated with their clothing. Whether it be sexual appeal, beauty, or uniqueness the brand is known for associating perceptions towards their product lines.

torrid 5

Image from: http://www.judgmentofparis.com/board/printthread.php?t=2383

Torrid sells work attire, casual clothing, and intimates. In the above advertisement the brand illustrated many of their different product options while using text to create a common theme. The simple message of “show your strips” connected all three model’s wardrobes into the advertisement. It is a creative and blended approach to advertising.

References

Jelsoft. (2012, January 9). The judgement of paris. Retrieved August 29, 2015, from http://www.judgmentofparis.com/board/printthread.php?t=2383

Torrid. (2015). Torrid intimates collection. Retrieved August 29, 2015, from http://www.torrid.com/intimates/?csm=893016112&csc=777477&csa=900270702&csu=777730&cm_lm=hoops12478@yahoo.com&CM_MMC=EML-_-082915_INTIMATES_DM_6AM-_-http://www.torrid.com/intimates/-_-1-2015W30-EML-EDI-777477-900270702

Judgement of Paris. (2014). Plus-size models and timeless beauty. Retrieved August 29, 2015, from http://judgmentofparis.tumblr.com/post/60978094639/wonderfully-pro-curvy-ad-from-torrid-featuring

Madison Plus. (2012, January 25). Celebrate Valentine’s Day with Torrid. Retrieved August 29, 2015, from http://madisonplus.com/dish/celebrate-valentines-day-with-torrid/http://madisonplus.com/dish/celebrate-valentines-day-with-torrid

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Inspiration Journal 1

Ad_Philadelphia Weekly 030708.ai

Image from : http://www.adweek.com/adfreak/gaps-new-ads-seem-very-american-apparel-13787

American Apparel, a clothing company, has many competitors and risks within the industry. The company has a lot of controversy surrounding some of its advertising techniques. Issues with American Apparel advertising include risky poses, revealing clothing, and models that appear to be unhealthy or underage. One competitor in the industry, Gap, has several successful examples of advertising campaigns that can be used as examples for the direction American Apparel should go for productive advertising.

gap 1

Image from : http://www.adweek.com/adfreak/gaps-new-ads-seem-very-american-apparel-13787

The first advertisement from Gap displays a woman in jeans with the text, “Born to Fit” above (Griner, 2009). This advertisement includes a neutral color palette that does not draw too much attention and is gender neutral as well. The advertisement appeals to a target audience of both men and women by advertising a product that can be purchased by both. While the model is wearing semi-revealing clothing, the position of the pose does not create controversy or concern. Unlike advertisements by American Apparel, the model clearly looks over 18 and does not have too revealing of clothing on.

gap 2

Image from: http://adsoftheworld.com/media/print/gap_red

The above advertisement applies many marketing techniques that are likely to draw a positive reaction. The model used appears to look natural, with obvious freckles and a unique trait of red hair. This makes the model more realistic and relates to the target market. The message “Be Bright” is displayed across the image (Proof Films, 2012). This promotes self value and standing out from the crowd in a positive way. The ideal target market for this product is millennial generation females. With back to school shopping nearing, having an advertisement that draws attention and reaches the target audience by relating to the viewer is important to a successful campaign.

gap 3

Image from: http://www.huffingtonpost.com/2014/10/16/gap-ad-includes-a-child-with-wheelchair-_n_5998568.html

This advertisement has received praise from many customers. The advertisement shows children wearing Gap products, but also embraces a child with a disability. The girl in the second row is in a wheelchair. Using this approach is marketing reaches the target audience of parents and also gains the attention of customers nationwide due to the uniqueness of the advertisement. Rather than focus on sexual appeal or negativity, the advertisement shows support for children of all types. The advertisement promotes, “inclusion for everyone” (Bologna, 2014).

gap 4

Image from: http://chronicle.northcoastnow.com/2015/02/21/elyria-boys-face-graces-gap-ad/

The above advertisement shows the use of a minority by Gap. This promotes diversity and appeals to all ages. Parents, young children, and older children can all be reached from the scope of this advertisement. It displays realistic clothing and shows the brand is not secluded to a specific demographic or age group. The child used in this advertisement was 7, expressing the open mindedness and creativity of Gap in their marketing campaigns (Linebrink, 2015).

Four young adults crossing city street

Image from:http://www.huffingtonpost.com/tom-silva/the-gaps-strange-new-ad-campaign_b_5786990.html

The final advertisement demonstrates Gap’s concept of “dressing normal” (Silva, 2014). The brand decided to promote confidence and authenticity of customers through their average appearance. Advertisements were created to make customers feel proud of dressing in Gap clothing in a normal manner, rather than having impostor syndrome with their clothes.

Overall, Gap has demonstrated effective advertising that appeals to a variety of target audiences. Customer satisfaction and brand loyalty derive from their positive marketing strategy and response to customer’s needs. Being unique while not controversial or offensive has helped Gap remain successful.

References

Bologna, C. (2014, October 16). The Inclusive Gap Ad That Has Everyone Cheering. Retrieved August 18, 2015, from http://www.huffingtonpost.com/2014/10/16/gap-ad-includes-a-child-with-wheelchair-_n_5998568.html

Griner, D. (2009, August 14). Gap’s new ads seem very American Apparel. Retrieved August 18, 2015, from http://www.adweek.com/adfreak/gaps-new-ads-seem-very-american-apparel-13787

Linebrink, M. (2015, February 21). Elyria boy’s face graces GAP ad. Retrieved August 18, 2015, from http://chronicle.northcoastnow.com/2015/02/21/elyria-boys-face-graces-gap-ad/

Proof Films. (2012, February 1). GAP: Red. Retrieved August 18, 2015, from http://adsoftheworld.com/media/print/gap_red

Silva, T. (2014, September 9). The Gap’s Strange New Ad Campaign. Retrieved August 18, 2015, from http://www.huffingtonpost.com/tom-silva/the-gaps-strange-new-ad-campaign_b_5786990.html