Effects of Media Advertising on the Markets of Dolce and Gabbana - Essay Example

What would be the effects on its markets in general and individual consumers in particular, of a temporary withdrawal of all media advertising by Dolce & Gabbana? Name Course Title Tutor Date Word Count: 3,129 What would be the effects on its markets in general and individual consumers in particular, of a temporary withdrawal of all media advertising by Dolce & Gabbana? Introduction Dolce & Gabbana is the new name of controversy. Its product quality and services are praiseworthy, but its command over domestic and international markets is mainly brought about by controversy-driven advertisements. Overemphasizing on ad campaigns for building a consumer base has been a predominant factor for the Italian luxury fashion house. In this paper, I identify the influence of advertising on businesses and consider Dolce & Gabbana as the central subject of this analysis. A specific scenario is considered for this purpose: temporary withdrawal of all media advertising by the fashion brand. It will help in understanding how controversial advertisements reap in business profits. Theories of advertisement are discussed and practically assessed in the context of the impact of media publicity upon the consumer market of Dolce & Gabbana. Three controversial advertisements are analysed and labeled as image 1, image 2 and image 3 for making references to those ads throughout this paper. Anticipating market scenario upon temporary withdrawal of media advertisements by Dolce & Gabbana The temporary withdrawal of all media advertisements by Dolce & Gabbana can yield both positive and negative results. It will be an experimental phase, and a concrete prediction is impossible. Sales may boost up after offensive advertisements are pulled. From celebrities to the ordinary man, all are equally miffed by the luxury brand’s derogatory comments and image depictions throughout its history of brand ads. Withdrawal of ads will give an impression that the management has amended its ways and is respectful towards customers’ sentiments rather than bulldozing gender equality and nontraditional families. However, this is just one ideal scenario and the chance for this situation to meet success is rare. Advertisements have a massive contribution in constructing a brand identity, image, and global reputation. Withdrawal of media ads can prove disastrous, as the Italian fashion label has climbed the success ladder owing to its shocking advertisements. If their ad campaigns are normalized, then it will be no different from any other brand and end of controversy often suggest an end of discoveries. The impact of shocking and debatable advertisements will be investigated in dual dimensions: cultural and economic impacts. In the Dolce & Gabbana’s fall 2015 ready-to-wear show in Milan, the fashion brand had motherhood as the theme of the fashion show. It featured models carrying babies, children, and one who was heavily pregnant. This fashion house has been considering the family theme as central to its advertising subject since the last few years. The show was ultimately catapulted into print advertisements (image 3), and it features traditional heterosexual families. The success of this ad campaign was countered by the wrath of celebrities demanding the boycott of Dolce & Gabbana. Domenico Dolce and Stefano Gabbana , the founders of the brand, made controversial comments about same-sex families and their print ad depicting heterosexual families aggravated the tension. The founders picked on in-vitro fertilization and said that the kids born by this method are synthetic children. Their actions infuriated several celebrities, and they refused to wear Dolce & Gabbana’s products any further. Dalia Strum, a professor at the Fashion Institute of Technology, and founder of Dalia Inc., New York argued that consumers purchasing behavior are based upon emotional connection. Lacking an emotional appeal or failure to relate to the consumers lifestyle would alienate them towards other brands. Celebrity boycotts have a significant impact on a company’s sales figures (Sorin 2015). (Image 3 from mirror.co.uk) A slowdown is expected after celebrity boycott of Dolce & Gabbana. However, after every single controversy, the brand comes back with a greater magnitude. So, if they just take off these notorious advertisements and comments, it might re-establish its connection with the common masses and celebrities alike. It would be a form of humility, and admitting the terrible blunder that a globally acclaimed luxury fashion brand has created might avoid further furore. However, I would discuss few controversial advertisements that offended the public initially, but was later subjected to scrutiny and ultimately, led to the brand’s widespread popularity. Thus, going by the trend so far, advertisements have been pivotal to the success of Dolce & Gabbana. This observation contradicts any ideal scenario discussed above. There are several other instances that offended sentiments of individual customers. The infamous gang rape ad (image 1) is the most sexist imagery created by Dolce & Gabbana. The woman lays feeble, and a man takes on his role. He is on top of the woman and overpowers her. Other men look on, and a gang rape is anticipated. The woman was shown in classy black attire and high stilettos. It depicted that even modern day women cannot escape the whims and fantasies of a man. This ad was banned, and it hurt customers worldwide with its shock culture. In another ad (image 2), it shows a woman naked with just her high boots on. She covers her nipples with the left hand and male models ogle at her nude body. The men are portrayed in typical macho male attires that stereotype gender roles in society. These advertisements have overcrowded internet sites. Can a temporary withdrawal of these ads bring back loyalists? Fashion is much more than sex. The management tries to defend their stance by stating that they encourage the sexual game. But, fashion is equally about comfort and humility. Overemphasizing upon sexual fantasies jeopardizes societal norms and influences rape culture. Women are predominant buyers of Dolce & Gabbana; offending their honor is the biggest blunder that can happen. Pulling down these ads would please everyone- from business women to social activists. No one expects women to be portrayed helpless in contemporary society. In addition, Dolce & Gabbana targets the affluent section of the society, and rich women will not take it lightly if they show females being stamped by men. Image 1 from Dolce & Gabbana 2007 Image 2 from Dolce & Gabbana 2007 Denouncing its contemporary advertising practices can expand its hold in the Asian market. Fashion brands have to consider cultural aspects during the promotion of fashion statements. Dolce & Gabbana does not have an impressive customer base in the Asian countries with a Muslim majority. These countries do not encourage sexual titillation in ad campaigns. According to Rifon et al. (2014), exposure to aggressive sexual images triggers negative attitudes toward women. Attitude towards women turn callous and enhances sadistic pleasure for rape and hostile sexual behavior towards women. Audiences link sexual arousal with inflicting rape and torture upon women. Giving up on these debatable ads can help capture a significant region of Muslim dominated nations. These countries are rich, and Dolce & Gabbana’s inclination towards emphasizing manhood would reap significant economic rewards. However, as stated above, controversy has been a key selling point for Dolce & Gabbana. Pulling all its advertisements might not go well with its market demand in Western Europe and the Americas. Debatable ads maximize profit and sales. According to Adersen (2014), the conventional norms of creating likable or lovely ads are now passé. Getting hold of a competitive market is impossible without making engaging advertisements. Monstrous juxtapositions help the customers stop and grab their attention. Grotesque imageries give direct messages and create an enduring experience of the brand. The gang rape ad was designed considering the perception of both men and women. The idea was that men would be wooed by the dominating position depicted in the ad and women like it rough. This kind of grotesque imagery is not limited to Dolce & Gabbana alone; it is also prevalent in several high-fashion ads. American apparel is a popular name here (Andersen 2014). Thus, it is almost a race among the elite fashion brands to exploit sex and violence to the maximum, in order to garner economic benefits. Withdrawal of ads can put Dolce & Gabbana in a tight spot. It raises the question about the brand’s credibility and level of confidence. The vast amount that goes into making these ads would go to waste. Advertising has a mammoth influence upon the business economy. Advertising is linked with long-term economic benefits. It is a valuable tool in market development. Advertising encourages acceptance of innovative approaches. The economic system is ingrained in a series of transactions between an organization, individuals, and sectors. The significance of advertising is present between a buyer and supplier both at micro and macro levels. Businesses gain market share by increasing advertising expenditures. During periods of market expansion, business organizations increase their advertising expenses; on the contrary, businesses that reduce their advertising expenditures during the expansion phase suffer a significant loss. Economic opportunities are shaped by the availability of information. In addition, updating the buyers about product features, prices and specifications are not possible without advertising. The utility of advertising in disseminating information is explained by conventional demand theory. This theory of advertising suggests that the consumers are provided with adequate information by thriving advertising cultures. Consumers are aware of both the positive sides and loopholes of a particular brand. They are also aware of the alternatives available to them. They identify well-defined tastes and preferences that dominate their marginal chances of substitution with other products; thus determines the consumers purchasing decisions. Ads increase the demand for various products. Public acceptance is developed, and product differentiation is enhanced (Mohan 2008). Practically analysing the theory discussed by Mohan (2008), it can be argued that a temporary withdrawal of advertisements would profoundly impact the market share enjoyed by Dolce & Gabbana. The brand has several competitors in the world market like Armani, DKNY, Fendi, Chanel, and Prada among other players. These brands have established global reputation owing to their brilliant advertising and marketing strategies. Dolce & Gabbana has managed widespread success owing to many high-profile ad campaigns. Controversy has worked in its favor and raked in millions. Thus, sudden cessation of media advertisements will hinder informing the consumers about its seasonal collections and designer wears. Moreover, it will be no longer a part of the plush clothing brands. There are Dolce & Gabbana’s loyal customers, and there are loyalists of other luxury fashion house. Dolce & Gabbana apparels may be a mandatory brand item for many and alternative for others. Without adequate information, the brand will develop a passive image, and runs the grave risk of getting sidelined. Dolce & Gabbana has drawn widespread criticism for the introduction of its cheaper items from D & G. Its success has often overshadowed the sophisticated Dolce & Gabbana brand. There is a myth that luxury brand loses status when it offers cheaper items. The greatest risk is that hanging $300 D& G dresses beside $3,000 fashion wares may leave consumers bewildered about the brand’s target shoppers. Dolce & Gabbana has a sublime value that would be destroyed by its younger branch. They may end up annoying the high-profile customers by creating complementary tiers of its brand. Jim Taylor, a luxury consumption consultant, argues that nothing is more depressing for affluent consumers than discovering “multibrand models for multiple levels of quality.” He notes that luxury brands have two choices here. First, they should survive by offering various brand levels for economically segregated consumers. Second, they should "simply be sublime" and focus on the approximately 20% of luxury consumers who shop without regard to price (Binkley 2011). The management of Dolce & Gabbana has often confused its consumers and retailers at the same time. This confusion is aggregated by their advertisements story line and intentional outrageous comments. Illusion and fantasy dominate Dolce & Gabbana collection, and it is vociferously flaunted through the advertisements. According to Metcalf (2013), it is due to the rise of a consuming class that is making luxury brands successful. There is an increasing demand for exploring newer markets. Dolce & Gabbana’s assets stand at $5.3 billion. Its product line is globally acclaimed for edgy designs and luxury pricing. Plumeti Tulle and Lace prom dresses sell for a nerve-wrecking $4,000. Its clothes, leather goods, and perfumes are sold at 251 Dolce and Gabbana outlets worldwide. Dolce & Gabbana products are extremely provocative, which is a stark contrast to any other luxury brand like Armani that is restrained (Metcalf 2013). Dolce & Gabbana’s affinity for provocation and titillation is not a discovery. Thus, amid several criticisms and outcry, Dolce & Gabbana manages to play around with the adventurous and wild side of its consumers. For instance, the outrage resulting from the gang rape ad is understandable. However, in our hidden conscience, we do acknowledge that all heterosexuals liked the pose. A woman wants to submit to the man of her choice, and a man wants her to be like a lady. So, if the founders defended their ad by saying that women like it rough- I don’t find any ambiguity in their claims. Clothes reflect ones opinion about body and sex, which are unavoidable aspects of our society. Such provocation is enhanced as they are displayed in videos and series of campaigns. Whether it is ethical to sell violence is a different topic, but, selling aggressive fantasies have made the founders of Dolce & Gabbana billionaires amid the global recession. Dolce & Gabbana has heavily relied on the macro level impact of advertising. Though macro effects are often criticized by scholars, it has worked out for Dolce & Gabbana. In macro-level theory, businesses overemphasize upon materialism; reinforce debatable stereotypes, develop false values and problematic behavior. The effects of macro-level advertising are not directly observable, and its effects occur gradually. Appropriate measures are difficult to analyze. Macro-level ads also work at par with diffusion theory. This theory explains that businesses target opinion leaders and motivate them to influence others. They identify critics early and attempt to neutralize their negative opinion. The characteristics of new ideas display its relative advantage over other competitive thoughts; its compatibility with existing and contemporary beliefs, complexity in understanding its message and its communicability (Rodgers & Thorson 2012). The luxury sector has bounced from $20 billion in 1985 to $180 billion in 2009. This massive growth is driven by globalization, new market segmentation, digital innovations and cultural convergence. There is a surge of the luxury client base and subsequent downsizing of entry barriers. Luxury brands are characterized by a “recognizable style, strong identity, high awareness, and enhanced emotional and symbolic associations”. It instigates “uniqueness and exclusivity”, and is represented in products through “high quality, controlled distribution and premium pricing”. Luxury brands are perceived as dreams that lead to curiosity and interest (Okonkwo 2009). The theories discussed above suggest that the various aspects of advertising affect customers on a micro level as well. The ultimate challenge for luxury fashion brands is to create an effective one-to-one relationship with potential individual buyers. Heightened fashion and exploration are flaunted in the Dolce & Gabbana’s ads. Print ads are now digitized to meet the increasing demands of plush consumers. The management balances its messages of sexual exploitation with their support for traditional families. Dolce & Gabbana’s attires admire the tradition and create an illusion of giving away Italian cultural heritage to the world audience. Models are aware of their individual roles and do not cross cultural norms for the sake of freedom and modernity. Females are closely drawn to such concrete roles, in which there are no threats of overlapping gender roles. Dolce & Gabbana exudes class from all its products. Passionate ads also create fetish behaviors that are often mentally pleasing. These factors are essential to establishing a long-term relationship with individual customers. They identify themselves with the images displayed and exaggerated through the digital media. Aggressive advertisements give rise to commodity fetishism among individuals. According to Harms and Kellner (2008), persuasive forms of social interaction represent cultural symbolism. Digital and print ads construct meanings through non-deviating visual descriptions. It shapes perception and behavioral pattern to some extent and delegitimizes other competitive ideas. Advertising suggests a positive presentation of confident, manly behavior through its images and creates an ideal world of well-presented and stylish males and females. Advertising also conveys mixed messages of appropriate and inappropriate images of performance and ideal models for all. The outcome is a cultural pattern where image is prioritized. It plays a more significant function than linguistic rhetoric. Verbal symbolism is discursive; on the other hand, visual imagery is non-deviating, sensible, related, quintessential, and fanciful. Visual representations gave rise to a refined image culture that transforms digressive book culture to an allegorical media society. Iconic representations have a heightened role of persuasion and impose massive influence in decision-making; forming an emotional judgment and action discourse. Digital imageries promote commodity faddism and fetishized consciousness associate products with socially fascinating attributes (Harms & Kellner 2008). Dolce & Gabbana’s promotional strategies get a better boost in the digital world. From videos to status updates, the brand is doing great for leaving its competitors behind. Dolce & Gabbana has over 3 million Facebook fans and more than 119,000 Twitter followers. The luxury brand depends heavily on social media to promote campaigns, products, shows and to share the news. The hyperactivity on the social sites instigates conversation and connects with individuals at a personal level. Critics argue that the oversaturation of social media could appear as desperation by a luxury brand, and it might compromise on its class by giving easy access to everyone on too many low-end channels. However, experts counter critics’ argument by stating that disseminating information through various sources helps to engage with maximum number of fans. Dolce & Gabbana has developed a flawless reputation for its social media prowess. The brand successfully identified the tangibility associated with the digital media. Dolce & Gabbana is well accessible through mobile apps and facilitates greater communication between consumers and the brand (Lamb 2011). Conclusion After a thorough research, it can be stated that a temporary withdrawal of all media advertisements by Dolce & Gabbana can irreversibly hamper its brand image and credibility. I have considered both the scenarios: ads withdrawal leading to satisfaction among offended customers, and consumers that are drawn towards Dolce & Gabbana owing to its exclusive image. After the discussion of all these scenarios in the context of popular advertising theories, it can be concluded that controversial ads have a greater impact than what we acknowledge. Its macro impact distinguishes it from other brands, and the shock values imparted through media advertisements engage the audiences better. Pleasing ads have nothing new to offer, and it is difficult for businesses to imply its distinctiveness among the global craze for luxury fashion. In order to avoid any market loss, it is highly advisable that the brand continues with its shock value and hold on to the audience attention. 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