The advertising strategy adopted by playboy is simply the work of a genius. Not only the person who lies on the towel “becomes” a playmate, but she (or maybe he) automatically acts as an endorser for the brand making it so much closer to the customers - since anyone who bought it can be lying on it and be seen by others. Playboy is therefore sending the following message: you can be a playmate too, simply by buying this towel and lying on it. The principal aim behind this very creative and unusual advertising may be that the brand essentially tries to improve its image, that has been to many times and for too long associated with very pejorative ideas. Therefore, it communicates to its potential customers that playboy is not restricted to spotty adolescents who essentially spend their nights fantasizing but to anyone that wants to feel sexy, desirable, and of course fun. In a word, playboy is not only a magazine, but also a way of life.
Choosing the red color for the background of the towel not only catches peoples' eyes and attention but emphasizes the values conveyed by the brand. This advertising obviously uses humor and sex as principal appeals; undoubtedly to target a specific audience that must be made of young female adults. Targeting females is an important point concerning this ad, knowing that playboy was usually associated with men as the primary customers. Now, the brand tells the world that women can also read playboy magazine or buy other articles of the brand since men are not the only target anymore; consequently, one might say that the brand is repositioning itself.
The logic behind this ad is to consider the receiver as an active customer (active model receiver) since the buyer will not only use the towel but also communicate a specific message to their generalized others that helps them build their identities. I truly loved the idea of advertising the brand this way, and I strongly believe that it is a very intelligent and entertaining way to do it, not only for the customers, but also for the advertisers and the company. This towel that might seem simplistic and innocent at first carries within it a powerful and meaningful message.
First. I like your analysis. It demonstrates a strong understanding of the elements of ads.
ReplyDeleteYour first sentence set the mood of your analysis: "The advertising strategy adopted by playboy is simply the work of a genius".
Your jargon is very illuminating: endorser, brand, meaning, humor and sex appeals.
What about the "Positioning Statement", brand benefits (Functional, Symbolic and Experiential), the consumer processing model (CPM) and the hedonic, experiential model (HEM).