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Print Ad - Case Study Example

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Summary
The print ad to be used is a highly controversial ad by Dolce & Gabbana that first appeared in a March 2007 issue of Esquire. The print ad in question depicted a woman in a night dress and heels flat on her back in a highly uncompromising position. She was being held down by a topless man, with four others looking on voraciously, subliminally suggesting that they are waiting on their "turn"…
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Download file to see previous pages Being a high-fashion, elite brand, the print ad's target market leans toward relatively young men and women belonging to an upper-class social demographic. Those in its target market have above-average incomes, are brand-conscious, and are generally in touch with the prevailing fashion trends of the day. The brand is all about youth, sexiness, and the brashness that comes with it. Those who wish to portray this sort of image through their fashion style are those targeted by the print ad, and this definitely was definitely illustrated in the edgy, albeit inappropriate theme presented.
In developing a new print ad for Dolce and Gabbana, several elements will be modified as the product line will be repositioned completely. From being a high-end, relatively young fashion brand, it is proposed that the new line be packaged as a casual line appealing to an older, more sophisticated demographic comprised of middle-aged, successful professionals . The prevailing theme would be "Sunday Best", and would be presented in such a way that the brand would be their top-of-mind choice for laid- back "country club" weekend wear. The newly repositioned line would be appealing to a target audience that closely mirrors those of Ralph Lauren and Lacoste.
The new concept of the reworked print ad will be intrinsically different from the original. The ad is set on what appears to be a country club golf course, and will feature a beautiful, casually dressed woman around her mid-30's as the central character. She appears to be a newcomer to the greens, and is being taught how to swing by a smiling, laid back male, presumably late 30's to early 40's. The man gives off the impression that he is a hard-working professional during the week, say a stockbroker, and he is enjoying the fruits of his labor on the weekend with his beautiful wife. In the background, another affluent-looking couple (presumably friends of the central couple) look on, smiling and apparently amused at the woman's first-time follies at the tee. The tone and mood of the ad is very upbeat and positive, conveying an unspoken vibe of class and sophistication. The Dolce & Gabbana logo will still be superimposed over the print as in the original ad.
Consumers will use the product ideally as their primary choice for weekend wear, for light social functions and weekend club meetings. It is a means to identify with the relaxed affluence that is typical of high-income neighborhoods in New York and California.
The target market was chosen first and foremost to tone down the controversy generated by the previous print ad. By choosing an older, more affluent target comprised of high net- worth professionals which project much more conservative values, it is hoped that the negative connotation associated with the brand would be eased out of the public's eye. Also, the new target market was also chosen because the company can be sure that there is already an existing market to tap, and that their prices would still seem palatable within the chosen demographic. If the repositioning campaign is rendered properly, Dolce & ...Download file to see next pagesRead More
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