Advertisement Analysis: Ralph Lauren Winter Wear - Essay Example

?Advertisement Analysis The advertisement shown in the picture is for Ralph Lauren winter wear. Ralph Lauren is a branded product and has been known for its quality and luxury. The advertisement here depicts a man, woman and also a child in winter wear. The dress worn by them is trendy and bright in color. The advertisement is targeted at population up to middle age which wears bright colors and trendy outfit. It is obviously targeted at western population who lives in colder climate. The advertisement is enticing both men and women along with children. The advertisement wants to attract people from rich class as Ralph Lauren costumes are costly and cannot be afforded by all. Usually brand preference has a special place in customer buying behavior. Consumers once experience with a certain brand and satisfied tends to pursue the same brand more often. This is the same reason why, products struggle to attain customer loyalty. Once a customer grows satisfaction and loyalty for a certain brand chances are high that the consumer adhere to the same product for a long time or may be a life time. As per (Barreiros,2013,pg.356) “It seems reasonable to assume that consumers have dispositions toward purchasing brands they have experienced or have been told are worth trying”. Ralph Lauren in a brand which has high good will and for the same reason the products of the company are in high demand. Every brand attempts to connect with the people through emotions and this advertisement certainly does the same. The emotion which is present in the advertisement is happiness and joy. There is a happiness reflected in the advertisement which is gained through family bonding. A happy family is what the advertisement projects at first impression. People can be attracted only if the advertisement depicts bonding with them. Emotional connection is essential to entice a customer to buy a certain product. The happiness in the advertisement can be contagious and give a pleasing affect to the customer who can be motivated to buy the product. The advertisement is a promising one and has flair of happiness attached to it. The emotions attached with an advertisement can also convey as message to the audience that the product is comfortable and cozy. However, it does not show any ethical concerns as such to be worth pin pointing. As far as noticed, there is not obscene or vulgar exposure in the advertisement. Neither does it violate any social conceptions. It is an ethical advertisement with pleasant imagery and message. The product advertised is a useful item and has no harmful effect on people. Ethical concern arises when the product damages the public and has illicit motives. An advertisement has a potential impact on people and can motivate people largely to buy products which can harm them in many ways. However this product is winter wear and is woolen clothing and dress materials which is a basic necessity during winter season. The advertisement has a role of promising customer many things that they want to hear. In this advertisement it promises that consumer that the product they offer can be a complete holiday gift. Here, Holiday can be obviously directed towards Christmas and New Year’s time and it is the season when sweaters and winter wears are in high demand. The advertisement also promises quality and comfort to the public. It showcases that the products can be gifted to family and they have winter wear for all age groups and gender. Mostly all products promises quality, comfort, durability and cost effectiveness and the same is applicable with this advertisement. Since the advertisement is for winter wear ,quality , durability and fashion is obviously the promise of the advertisement. The most social norm which is most evident from the advertisement is the practice of giving Christmas gift to friends and family. The advertisement for winter wear and it’s an appropriate Christmas gift for family members and friends or loved ones. Christmas and New Year is the most prominent festival and during this winter season this advert looks perfect. The practice of wearing winter wear which is fashionable can also be considered as a social norm. The advert also direct towards family gatherings and parties where gifts will be exchanged as holiday season is the theme of the advert. In western world, during holiday seasons gifts are normally exchanged, so the social norm of gift exchange is the custom portrayed in the advert. Generally, advertisement uses certain approaches to influence the thought and behavior of the consumer. Two of theories that can be related to this advertisement are social – cognitive theory and consumer perception theory. According the socio – cognitive theory a particular demographic group is targeted and the advertisement implies that people with social status can connect with the product. According to (Barreiros, 2013, pg.345) “In social-cognitive psychology, relations between attitude and behavior, or intention and behavior, have been vastly studied”. Also the gift giving behavior of people during the holiday season is a socio – cognitive philosophy in the advert. In consumer perception theory the customer perception of self and the product decided the purchasing decision. Here advert, put price as criteria and quality for purchasing option. The fashion trend also is a factor which can motivate the perception of the consumer to buy the product. This advertisement has a good theme and can connect well to people . The advert has background which aligns with the festive season of winter days. The advert brings up a notion of celebration, family get together, party and gifts to the mind. Family bonding, happiness and joy are also a feeling which his adverts bring to the mind. The advert overall give a pleasurable feeling to mind. The prices are apt for people in wealthy background and who persist on branded wear. The products offered are suitable for people from all age group and gender, so family can reluctantly purchase it. The winter wears are classy, trendy and fashionable. The advert is ideal to social values and seems be a perfect advertisement for holiday season. Reference Barreiros, R. (2013). S A y–D O C ORRESPONDENCE IN B RAND Ch OICE : I NTERACTION E FFECTS OF P AST AND C URRENT C ONTINGENCIES. The Psychological Record, 63, 345-362. Read More