According to "Advertising Principles and Practices" by Moriarty, Mitchell, and Wells...mission marketing is: linking the mission of the company to a good cause and committing support to it for the long term.
Many times I feel mission marketing and cause advertising is cheesy and trying waaaay too hard. Though Dove's "Real Beauty" campaign was very successful, and changed most people's view of Dove, as well as their view of advertisements:
http://youtu.be/iYhCn0jf46U
This video was an eye opener to many who don't realize the power of photo manipulation.
While this whole campaign was great, I didn't like it. It may be because I felt it was too forced, or because I am/was a female 5 ft 3, blonde hair, blue eyes, and have a slim build. Either way, I wasn't a fan, but I understand its intentions, aside from gaining more customers, of changing the perception of beauty.
In one of my recent magazines I came across an ad I instantly fell in love with. All my marketing classes tell us this is a visual society, so a lot of copy in an ad won't work...another thing I disagree with. I think Bare Essentials did an AMAZING job with it's current campain..."Be a Force of Beauty."
This ad has a much bigger effect on me than the Dove campaign. Maybe it is the words that tell me there is no limit to what I can do...but as ignorant as it sounds, Dove's campaign made it seem that it was the company to go to if you weren't confident in your appearance, and Bare Essentials is saying that you need to do something.
After looking up the campaign, I saw an article in the New York Times, http://www.nytimes.com/2011/09/02/business/media/for-bare-escentuals-pretty-isnt-good-enough.html?pagewanted=all# The article explained how they blindly chose the women in the campaign through questionnaires...and then I came upon the company who created this great ad...TBWA/Chiat/Day...my dream company to work for, and thus I fell more in love with the campaign...correction, if there is "no limit to what I can do," my future employer, TBWA/Chiat/Day, was the company behind it...more specifically Xanthe Hohalek.
Aside from beauty campaigns, Kenneth Cole is known for having questionable ads, tweets, and ideas...but it creates discussion, and that is the most important, not only in an advertising setting ("omg did you see the Kenneth Cole ad? I agree with what he is saying" "no I didn't, I'll have to look it up), but also in a social setting ("so why do you feel abortion should be legal.")
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The great thing about this ad is that you look at the bag, look at the copy, and then maybe think about a women's right to choose in a different context. If she has the right to choose her own bag, why shouldn't she have the right to choose to keep a baby?
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This ad is a great play on words.
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This ad still has me a little confused. I feel it is saying you may get in trouble for being armed, but at the same time, if you are armed and you shoot someone who is unarmed, you are in more trouble. Also, recently in Long Beach, a man was shot by the police since they thought he was pointing a gun at them...in reality it was a garden hose head, but it was dark, and the guy was drunk. So could the message be that you are more at risk of getting shot if you have a gun as well? These questions are what makes this campaign worth talking about.
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Another great play on words. Once again, I think copy is more important than the visual, but maybe I'm overestimating the power of words and the intelligence of our world. Finally, another brilliant aspects of these ads is the ability to measure how effective the ads are. With a unique site, wheredoyoustand.com, Kenneth Cole can tell how people came to the site. If they are looking for clothing, they will probably just type in Kennethcole.com, but if they aren't interested in the message, they put in the address listed on the ad.
on a more visual level...fashion is constantly challenging norms. An amazing, new, and controversial model is Andrej Pejic.
Andrej is an androgynous male model who walks in both male and female runway shows. In the John Paul Gaultier ad, he is posed with Karoline Korkova. In Marc Jacobs, he is the one in shorts. Just by using this model, both designers are making a statement that they don't care what sex their models are, as long as they are right for the part.
- Sara Jacobson
*credit of pics to original scanners, Kenneth Cole website, and Bare Minerals website
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