Effectiveness of Nautica's Advertising Campaigns
Effectiveness of Nautica's Advertising Campaigns
I found this print ad on the September issue of Maxim magazine. The reason why it was published in this magazine is because Maxim is a popular Men’s magazine that has a lot of regular subscribers. Maxim is written for young, professional men who are confident, intelligent, everyday people. It serves as both a fun and informative publication, delivering a healthy balance of accessible service with a humorous tone. Editorial features include articles on women, food, work, sports, fashion, and sex. Even women read this magazine so it is unfair to say that only men read it. While browsing through its pages I saw a lot of marketing gimmicks by companies enticing consumers to buy their products. Some border on the outrageous side, while others attempt to attract by evoking images of simple yet powerful images. This is what caught my eye when I saw the ad for Nautica.
What do a famous model-actress and a regular looking guy have in common? According to the latest Nautica ad, they prefer the same brand of clothing. In a visually stunning yet simple ad, Nautica combines a beautiful celebrity and an average looking guy in Nautica clothing, creating a very effective, persuasive ad. Not only does the ad imply sensational living through clothing, it appeals to a reader's desire for sex, achievement, autonomy, and prominence, through the picture it uses.
From the very first glance at Nautica Jean's ad, the viewer is immediately overcome with a singularity of image placing a celebrity and an average person on the same page as common, everyday citizens. Different styles, colors, and status of people and clothing exist, but the ad encourages people to make no distinction between them because they are side by side. As a result, the consumer is coerced into visualizing themselves in those clothes, wearing the most casual t-shirt and jeans of Shannon Elizabeth. The idea that a celebrity shares the same taste in clothing with you is certainly very attractive and truly, it is implied, Nautica clothes are for anyone, even the rich and famous.
Celebrities are used in the ad to create a feeling of prominence, affluence, and achievement. Almost everyone wishes they could look, or at least dress, like someone famous. Nautica advertisers allow readers to think they can. Throwing on a Nautica jeans worn by Shannon Elizabeth makes you feel much more powerful....