Effective Branding And Its Effect On Consumers ' Cognition And Understanding Towards The Brand Perception And Brand Associations

This chapter presents the introduction of the study including the background, theoretical framework, research model, purpose statement, research problem, and hypothesis.

Throughout this presentation, we will analyze the advertising history of United Colors of Benetton, leading global clothing manufacturer, that can serve as benchmark for companies wanting to use similar advertising techniques.

Few people realize the true impact of product advertising, but the truth is that the modern consumer is severely affected and often subconsciously influenced by advertisements, especially if it is a quality and persuasive advertisement. But how does one create an effective ad? That is literally the million-dollar question that keeps the advertising industry so competitive and prosperous. The French fashion house, Chanel, has constructed a striking and persuasive image to lure the public into desiring and ultimately purchasing its product through the appeal of ethos and effective visual tools.

H&M’s revenue was $24 billion in the year of 2015, a round trip to the moon is $750 million, to walk on the moon is $1.5 billion, two Airbus A380 is $810 million, the most expensive house, Antilia Mumbai in India is $1 billion, five F-35C Lightning II fighter jets are $1 billion, and the Los Angeles Lakers are $1 billion. Obviously, H&M makes a lot of money, has a great influence and impact on today’s fashion industry. What makes H&M one of the most popular global clothing retailers? Why does United States have over 400 different H&M locations? H&M’s visual marketing strategies played a big role in the success of the company.

This academic essay will be discussing the affects of fashion advertising, especially subliminal advertising within the affects this causes the consumer market and women to have on their identity. The Subconscious mind plays an major role within advertising as it is the key to provoke thoughts of consumerism. I will begin by briefly outlining what the definition of fashion advertising, followed by a insight into how we understand the subconscious mind to work and how this has an affect on advertising.

The subject placed center in a billowy white gown against a black background generates a contrast forcing the eye to the gown. Two exposures placed generate an hour glass composition. The use of diagonal line forces the eye to the faces of the two images placing more of an emphasis on the expression of the subject then the fashion in the advertisement. Using light and positioning Man Ray created a series of repeating triangular patterns placing emphasis on the skirt of the gown (L'Ecotais,

As time progresses, many companies change the style in which they portray their advertisement. In the two Chanel advertisements, one being from 1937 and the other being from 2007, many comparisons and contrasts can be distinguished. Both ads are similar in their look and target audience, while they also have different styles to them. The vintage ad is a more dark and gloomy ad, while the modern ad is a more light and bright advertisement. The target audience of both advertisements is women who want a perfume to make them feel beautiful, and the purpose of both ads is to persuade consumers of why Chanel is the best perfume to purchase. However, the techniques of both advertisements are very different.

In modern society, merchants will try all the ways to persuade people to purchase their products. They may use the traditional medias, like newspaper, magazines, or radio. They also use the new media, such as television, internet, or phone application. Actually, all this kinds of persuasion are advertisements, which are demonstrated in different ways. As we all know, as an advertisement, if designers just put their products, it is too monotonous. They need to hire some models to help them show the products. It also can more attract people?s eyes. Consequently, this paper

Big companies use advertisements and design strategies to persuade and control the minds of the general public. Whether it be the the attractive layout, the over exaggerated size, or the mesmerizing color, companies are able to persuade a target audience using means of advertising layout. Both TGI Fridays and Nabisco implement ‘Big-Image’ Layout to showcase the qualities of their foods and target the middle-class family demographic. This layout flaunts the characteristics and details of the main image by oversizing, over accentuating, and utilizing ad-space to excite a feeling within the audience.

In “Narrative and Persuasion in Fashion Advertising” its talks about fashion being like imagery that can produce narrative transportation for consumers. Trying to transport consumers to different modes of engagement in promoting a more intense experience with fashion brands. Bringing in the narrative transportation idea leads consumers to think that it’s a way of persuasion.

Visual culture is the use of images, media, and other visual modes to represent the events and ideas of the world (Mirzoeff, 1999). The visual modes can range from an oil painting, to media on the internet, advertisements or TV. Visual culture has an influence on the consumer who is exposed to it. In this essay, I am looking specifically at how visual culture is used in advertisements, and how large brands, such as Coca Cola and McDonalds, use visual culture throughout their advertisements. Visual culture is often used to benefit a business. Such as increasing brand recognition through the marketing of the brand via colour or imagery. It can also be through catchy slogans or jingles that are created to leave an impression and therefore influence the consumer to the extent that they are remembered for a significant period of time. Therefore, it can be seen that Coca Cola and McDonalds both use different forms of visual culture in order to improve company image and increase brand recognition.

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

Experiences the customers perceive from their products are evident. Customers using Michael Kors products gain the feeling of belongingness to the community. Another experiences gained by customers while dressing according to the last trends of fashion are satisfaction and self-confidence. However, the dilemma between middle, upper-middle class and luxury class exists, such as people from luxury class want to differentiate and the accessibility of different collection from the same designer can distort their

Advertisements, marketing, and other promotional efforts can make or break a brand, and what they stand for. ‘Ralph Lauren’ has always embraced new ways of marketing, and advertising, yet never compromises their core brand identity. Although their advertising varies throughout time, overall this advertisement, and others are effective and consistent with brand image. Simplicity, elegance, and clear intent is what makes this ‘Ralph Lauren’ advertisement effective and efficient.

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns