International Advertising INBM (205) Mini case Analysis

Submission Date: Learning outcomes covered: - Marketing Segmentation

Total contribution: 10% Essential employability skills assessed (A): Critical thinking and problem solving Assessment Method: Group Group member: a) _________________________ b) _________________________ c) _________________________

How does the old navy campaign reflect a cultural Youngster, yes the old navy target cultural of the or social insight? young people like music and social media. Earlier this year Old Navy traded in its infamous Supermodelquins for a campaign that focuses on combining music and mobile. Real People. Real Music. brings the brand back to its song and dance roots by featuring four different original songs produced by Old Navy. The Shazam smartphone app is also promoted by encouraging viewers to run the app during the spot to find the song and download it from iTunes. Consumers who were one of the first 1,000 to download a song received a coupon for a free pair of jeans. ) Old Navy's "SuperModelquins" campaign features mock supermodels with celebrity-worthy stories that are featured on TV and the Web. They've been featured in a flyer patterned after a celebrity magazine, have attended high-profile events, and have a presence on Twitter. What psychological insight helps explain the Some consumers have commented that they find thinking behind this Campaign? these ads "creepy," while others consider the Supermodelquin campaign as creative, unique and harmless. But from a social psychological

perspective, the concept of the Supermodelquin promotions represents a blatant and egregious attempt to reduce women to unprecedented levels of dehumanized objectification. Let's take a look at some of the trends that have targeted women in an attempt to mold their self-esteem, social conduct and consumer behavior. Reasons behind this campaign: For centuries, women have been told that their natural appearance is flawed and unacceptable. Females are taught that they must apply a daily facial facade in order to mask their natural appearance in order to maximize their attractiveness leading to billion dollars profits for the cosmetic industry. Next, women are told that their body image and size is paramount in defining their self-worth resulting in epidemic rates of eating disorders and, once again, billion dollar profits in diet aids and exercise regimens. More recently, the trend toward plastic surgery has soared in popularity as a way to enhance and "perfect" the ideal body image as defined by corporate mass media. Programs such as Nip and Tuck have now become routine cultural icons of female aspiration. Develop a profile of an individual member of this target audience

Age:- 25 Marital status: - unmarried Family status: - upper middle class Where they live (city/country and house/apt): - Brampton

Occupation: - Study Annual income:- No income Hobbies and interests: - Listening music and dance and watching movies

Clubs/organizations which s/he is active:Local dances clubs and some welfare organization

Goals and aspirations : - to become a successful woman in world