Adv Black Tie Presentation

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Adv Black Tie Presentation

  1. 1. Black Tie Elizabeth Bauer, Lauren Calderone, Mary Irelan, Christina Thomas, and Catherine Wendt Cigarettes
  2. 2. Introduction <ul><li>Black Tie Cigarettes </li></ul><ul><ul><li>Full Pack and Half Pack Cigarettes </li></ul></ul><ul><ul><li>Targeted toward women. </li></ul></ul><ul><ul><li>Name plays off women sharing male dominance by being independent and single. </li></ul></ul><ul><li>Packaging </li></ul><ul><ul><li>Silver metal carrying case. </li></ul></ul><ul><ul><li>Cigarettes are wrapped in </li></ul></ul><ul><ul><li>black paper. </li></ul></ul><ul><ul><ul><li>Metonymy: everything is BLACK. </li></ul></ul></ul>
  3. 3. Obstacles <ul><li>Surgeon General </li></ul><ul><li>Advertising Restrictions </li></ul><ul><li>Smoking Ban </li></ul><ul><li>Truth Campaign </li></ul><ul><li>Direct Competition </li></ul><ul><ul><li>Camel No. 9 Cigarettes </li></ul></ul><ul><ul><li>Virginia Slims </li></ul></ul>
  4. 4. Target Market <ul><li>Young Single Women </li></ul><ul><ul><li>Ages 18-25 </li></ul></ul><ul><ul><li>Image conscious </li></ul></ul><ul><ul><li>Independent </li></ul></ul><ul><ul><li>Sophisticated </li></ul></ul><ul><ul><li>Social Smokers </li></ul></ul>
  5. 5. Historical: Virginia Slims and Lucky Strike <ul><li>Virginia Slims </li></ul><ul><ul><li>Cigarette targeted to women </li></ul></ul><ul><ul><li>buyers </li></ul></ul><ul><ul><ul><li>“Women of Today” </li></ul></ul></ul><ul><ul><li>About liberation and equality. </li></ul></ul><ul><li>Lucky Strike </li></ul><ul><ul><li>“Reach for a Lucky instead of a </li></ul></ul><ul><ul><li>sweet” campaign. </li></ul></ul>
  6. 6. Historical: Revlon Charlie <ul><li>Balancing sex and work. </li></ul><ul><ul><li>New York Times refused to run the Revlon Charlie Ad. </li></ul></ul><ul><li>Signifier in the ability to express yourself. </li></ul>
  7. 7. Historical: Marlboro <ul><li>Image Advertising </li></ul><ul><ul><li>Appeals to the </li></ul></ul><ul><ul><li>stereotypical “man” </li></ul></ul><ul><ul><li>Cowboy imagery </li></ul></ul><ul><ul><ul><li>Freedom </li></ul></ul></ul><ul><ul><ul><li>Sex appeal </li></ul></ul></ul><ul><ul><ul><li>Romanticized </li></ul></ul></ul><ul><ul><ul><ul><li>Pastiche </li></ul></ul></ul></ul><ul><ul><li>Bob Garfield </li></ul></ul><ul><ul><ul><li>“ Marlboro and the Marlboro cowboy reflected </li></ul></ul></ul><ul><ul><ul><li>back on the aspirations of the target audience.” Pg. 16 </li></ul></ul></ul>
  8. 8. Advertising Strategy <ul><li>Image Approach </li></ul><ul><ul><li>Film Noir look and feel </li></ul></ul><ul><ul><li>Limited Copy </li></ul></ul><ul><ul><li>Sophisticated use of space and color. </li></ul></ul><ul><ul><ul><li>Emphasis on black and gray coloring. </li></ul></ul></ul><ul><ul><li>Sex appeal, but not crass. </li></ul></ul><ul><ul><li>Emotional Branding </li></ul></ul><ul><ul><ul><li>Douglas Holt </li></ul></ul></ul><ul><ul><ul><ul><li>Brand personality, experiential branding, deep interpersonal connection, relationship with the brand, consumers interact with the brand. Pg. 9 </li></ul></ul></ul></ul>
  9. 9. Advertising Strategy <ul><li>Media </li></ul><ul><ul><li>Print (Magazines) </li></ul></ul><ul><ul><ul><li>Cosmopolitan </li></ul></ul></ul><ul><ul><ul><li>Vogue </li></ul></ul></ul><ul><ul><li>Print (Newspaper) </li></ul></ul><ul><ul><ul><li>New York Post </li></ul></ul></ul><ul><ul><ul><ul><li>Page Six </li></ul></ul></ul></ul><ul><ul><li>Direct Mail Promotions </li></ul></ul>
  10. 10. Black Tie Ad <ul><li>Logo </li></ul><ul><ul><li>Rebus </li></ul></ul><ul><li>Black coloring </li></ul><ul><ul><li>Metonymy </li></ul></ul><ul><li>Film Noir Image </li></ul><ul><li>Cigarette secondary to the </li></ul><ul><li>woman. </li></ul><ul><li>Tagline </li></ul>

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