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Sisley is a multinational company operating in major nations throughout the world. The company deals with clothing and jewelry. In the recent years, it has made progress in its fashion products because of the differentiation of products it formulated. This also made it to segment its market and attract fashion female addicts. However, my problem with the company and product is associated with their advert. They tend to associate their target consumers with certain behaviors, which is not good. Their latest advert portrayed their target consumers in a negative way since they associated them with drugs as shown in the image below.
The advert is an association of the target groups with drugs, cocaine. It portrays fashion addicts as cocaine addicts. For instance, the word fashion is misspelled to “Fashioin.” This was intentional to make it rhyme with cocaine. It depicts two women snorting cocaine. It also features a white dress, which is arranged to resemble cocaine. Similarly, there is also a white powder in the JPMorgan chase cards resembling cocaine. The accompanying text for the advert is, “Sisley Fashioin Junkie.”
The target audience for the advert is young women who are fashion addicts. The advert features the picture of two beautiful women who are at their young ages hence acting as the target audience. The advert also uses bold textual techniques in selling their fashion products. The text has the name of the company as well as the altered spelling of fashion. This brings attention to the audience, hence capturing them.
The advert is very effective in reaching its target. Its controversy in portraying the target consumers as cocaine addicts makes many consumers aware of its existence because many discuss it. Similarly, it attracts attention since many consumers are eager to find out what is going on and its nature. This makes it attract attention, hence reaching the target.
The advert is not ethical. It depicts its target consumers in a negative
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