Rise of Consumer Culture (Advertising & Branding)
- Firstly, through research, provide definitions for the terms ‘advertising’ and ‘branding’ – using authoritative reference sources (cross-reference to check accuracy)
Try to keep definitions concise and clearly understandable (roughly a paragraph for each). Information such as this, cut and pasted directly from source, needs to appear in parentheses with the reference source or link, clearly stated underneath. DO NOT MAKE SOMETHING UP YOURSELF, PARAPHRASE OR ATTEMPT TO REWRITE.
- Next, explore various forms of commercial advertising represented by a range of visual media forms. Try to find examples of print-based advertising (e.g. posters, leaflets, magazines, bill-board hoardings, flyers, tickets, labels, surface packaging etc.,) as well as time-based/digital media (e.g. online, pop-ups, t.v., video/film etc.,). Try to collect images which illustrate a variety of forms. Add captions/dates only.[unique_solution]
The Careful Consumer
- Create a critical analysis of the following products – written from the point of view of consumer.
Firstly conduct research/gather information with regards to each of the following 3 fashion retail brand names (listed below) – explore the history of each company (do NOT simply cut/paste from Wiki – please summarise information), identify core values, target market, specific USP’s*, strategic brand narrative*; advertising strategies; also print the current brand name/logo next to each entry – and discuss the brand identity (e.g. font/colour story/logo) for each.
Levi© Jeans
Diesel © Jeans
Mud ® Jeans
Now imagine you were planning on buying a pair of jeans (for yourself or as a present), and only had 1 of these 3 brands to choose from; print out an example of a pair of jeans from each brand – and then create an analytical statement which compares and contrasts the 3 items. Try to identify key qualities and attributes e.g. function, design/style, shape/fit, durability, fabric, weight; cost; narrative etc.,
Then select the brand/style you would buy – be persuasive and provide good reason/argument to support this decision. This should be a highly personal response – as if you are having to justify your decision to invest/purchase.
Support your work throughout with images/examples and personal commentary – remember, NOT to repeat long paragraphs of regurgitated information or advertising spiel which you have found during your research (advertising companies are very good at producing ‘copy’) – you need to provide a personal reaction/response to the product/brand you have chosen; as if you are describing and recommending it to a friend.
This task should take up approximately 3 pages in your Research Journal. You may either create your response as a Word document or enter it directly into your Journal, with written notes/pasted images. Whichever you feel most comfortable with – however, it needs to be completed by next week.
SWOT analysis for USP – example
https://www.mbaskool.com/brandguide/lifestyle-and-retail/3513-pepe-jeans.html
Strategic Brand Narrative