Calvin Klein
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This document discusses and analyzes a Calvin Klein advertisement from 2005. The ad features a scantily clad woman on a beach seemingly being undressed by a man. It raises questions about the portrayal of women as vulnerable objects and how advertising aims to prey on inner vulnerabilities to drive purchases. While controversial, the ad achieved its goal of significantly boosting Calvin Klein's stock price in subsequent years, demonstrating the power of using sex to garner attention.
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Apparel innerwear category india
This document discusses trends in the global and Indian intimate wear/innerwear markets. Key points:
- The global intimate wear market was estimated at $29.15 billion in 2003 and projected to grow 9% to $31.6 billion by 2012. Western Europe and North America make up 65% of the global market.
- India and China are emerging as prospective markets where merchandise can be sold at lower prices. The Indian innerwear market size was Rs. 4000 crore in 2009, making up 32.1% of the apparel market by value.
- Major Indian brands include Rupa & Co, Lovable, and Triumph which has expanded to 45 Indian cities and plans to reach 1000 outlets
Francisco costa. alejandra monica silvera
Francisco Costa nació en Brasil y creció influenciado por la moda a través de su madre. Se mudó a Nueva York para estudiar diseño de moda y trabajó para Oscar de la Renta y Tom Ford antes de unirse a Calvin Klein en 2001. Bajo su liderazgo, Calvin Klein ha renovado su estilo minimalista con una influencia brasileña más femenina y cálida, posicionándose nuevamente como una marca líder favorecida por muchas celebridades. Costa ha ganado varios premios por su trabajo con Calvin Klein.
Li & fung
Founded in 1906 in China, Li & Fung has grown to become the world's leading supply chain management firm, managing global supply chains for retailers and brands. It is family owned and operated, currently led by Victor Fung and William Li. Li & Fung provides a range of supply chain services including product development, sourcing, manufacturing, quality control, and shipping. It sources products globally and serves customers across industries including apparel, home goods, toys and others. Through strategic acquisitions, Li & Fung has expanded its geographic reach and service offerings.
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Real beauty redefined
This document discusses redefining beauty by dispelling common myths about appearance. It argues that true beauty comes from within, not superficial standards promoted by the multi-billion dollar beauty industry. Five common myths are presented, such as the idea that thinness or youthfulness equals beauty. In reality, beauty comes in all shapes and sizes. The document advocates developing self-esteem from inner qualities like character rather than looking to artificial measures of worth.
Ckammtanisha
Calvin Klein is an American fashion house founded in 1968 known for its minimalist aesthetic. It exemplifies bold, progressive, seductive styles. The brand aims to be consumers' first choice and increase its national market share through authenticity and embracing individuality. Calvin Klein uses controversial advertising campaigns featuring celebrities to promote its core products like jeans and underwear. While generating buzz, some ads have received backlash for suggesting pornography, violence or objectification. The brand cultivates a modern, stylish image and loyal customer base through social media campaigns like #MyCalvins.
Guides to the codes and conventions of advertising
This document provides an overview of 12 common types of advertising and describes each type. It also includes examples of codes and conventions commonly used in television and print ads. Some key types discussed include demonstration ads, problem-solution ads, comparison ads, and testimonial ads. Technical codes like camera techniques, symbolic codes like objects and settings, and written codes like captions are outlined. Conventions around editing, lighting, music, and other production elements are also summarized. The document serves as a guide to understanding different advertising strategies and the typical visual language of ads.
context - photos.pptx
Emily Weiss launched her beauty blog "Into the Gloss" in 2010 which gained popularity with 6 million monthly views. In 2014, she used the $2 million from seed funding to launch Glossier with 4 initial products. Glossier challenged the aspirational beauty industry standards by focusing on feeling good in your own skin. The company is now worth over $1.2 billion. Weiss pioneered an authentic marketing approach by focusing on real imagery rather than technical aspects.
Li Consultant Report
This document summarizes the results of a focus group conducted to gather feedback on Dove's "Real Beauty Sketches" campaign and a proposed new campaign called "I feel beautiful __". The focus group found that while the intentions of "Real Beauty Sketches" were good, it reinforced the portrayal of women as victims and insecure about their appearance. For the new campaign, participants responded very positively to the idea of defining beauty based on women's capabilities and accomplishments rather than their looks. They felt it would provide a more empowering and diverse portrayal of women. The consensus was that advertisements should send positive messages and show women engaged in meaningful activities rather than solely focused on their appearance.
History of Advertisements
Advertising has historically objectified and stereotyped women. Early 20th century ads promoted thin, feminine figures and associated women with domestic roles like cooking and cleaning. Throughout the 1900s, ads increasingly focused on women's beauty, weight, and appeal to men. They promoted new products by preying on women's insecurities and desire to be attractive. Into the 1960s and 70s, ads depicted women as subordinate to and defined by men. By the 1980s and 90s, ads more frequently sexualized and commodified women's bodies. While some late 20th century ads showed more empowered women, objectification persisted into the 2000s. More recent ads have moved toward celebrating diversity and independent, multi-
Case Study on Axe and Dove (Unilever)
Unilever is a global consumer goods company that operates in over 190 countries with over 400 brands. Two of Unilever's most popular personal care brands are Dove and Axe. Dove and Axe use different marketing strategies to appeal to their target demographics - Dove targets women with messages of inclusiveness and real beauty, while Axe targets younger men through humor and sexuality. Both brands have been very successful in boosting Unilever's sales through unconventional and engaging advertising campaigns.
HistorOfAdvertising.pptx
The document provides a history of advertising from the 19th century to the 1980s. It traces how advertising grew rapidly in the 20th century with new technologies. Throughout history, advertisements often portrayed women in stereotypical roles and promoted unhealthy body images. They frequently used sexuality to sell products by objectifying and targeting women. However, some advertisements from the early 1900s showed a shift toward empowering messages about women's independence. Overall, the representations of women in advertising evolved over time but commonly reflected and reinforced the gender norms and patriarchal values of their respective eras.
The evolution of Dove as a Brand
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
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Re-imagining a television commercial and proposing changes along with a mock up of the same. In this case I have selected the #unfollow campaign by fab alley and recommended certain alterations.
Dove and axe case study
Overview of a case study regarding 2 of the most complementary brands of Unilever namely Axe and Dove and how Unilever used personal marketing to win respective target audience.
Dove campaign for real beauty
Unilever launched its "Campaign for Real Beauty" in 2004 through its Dove brand. The campaign was designed by Ogilvy & Mather and aimed to challenge stereotypes of beauty promoted by the industry by featuring real women of various ages and body types in its advertising. A survey conducted for the campaign found that most women did not consider themselves beautiful by typical standards. The campaign was intended to make more women feel beautiful by presenting a wider definition of beauty and raising awareness of unrealistic media portrayals. It contributed to increased sales and brand recognition for Dove.
Industry Guide to the Codes and Conventions of Advertising
The radio advertisement uses typical codes and conventions such as celebrity endorsement with Mr. T promoting the Snickers bar. Though little information is given about the product itself due to its popularity, the unexpected phone call dialogue at the beginning captures listeners' attention in an unconventional way for a radio spot. By humorously portraying Mr. T becoming irritable when hungry but then satisfied after eating a Snickers, the ad associates the product with resolving irritability to create an emotional connection with the audience.
Dove: Evolution of a brand
Dove launched its "Campaign for Real Beauty" to promote a broader definition of beauty beyond just "young, white, blonde and thin." The campaign included videos, ads featuring everyday women, and initiatives to improve women's self-esteem. It helped change perceptions of beauty and increase Dove's brand value, though some ads were criticized for not mentioning products. Dove's strategic decisions around marketing, branding and advertising, such as buying out the Grand Central Station billboards and participating in the Super Bowl, helped promote the campaign's message and brand.
Advertising unit 15
1) The document outlines 12 common types of advertising, describing the goal and approach of each type. This includes demonstrating product capabilities, showing problems customers face and how the product solves them, comparing products, using exemplary stories or testimonials.
2) It then analyzes several advertisements - a Calvin Klein ad campaign focusing on themes like self-expression and sexuality to attract millennials, a print ad for Tide detergent featuring a happy housewife, and a radio ad for Snickers featuring celebrity endorsement from Mr. T.
3) Key techniques discussed include the use of diversity and body positivity in the Calvin Klein ad, symbolic meanings and target demographics in the Tide ad, and how celebrity
Dove Real Beauty Campaign
Dove launched its "Real Beauty" campaign in 2004 to promote a wider definition of beauty beyond narrow physical standards. Initial ads featured images of average women and asked viewers to label them in limiting ways. This highlighted society's tendency to over-judge women on looks. Later campaigns showed the transformative power of accepting one's natural appearance. While some criticize Dove's focus on physical beauty, supporters say it has started important discussions about redefining attractiveness and body image. The campaign aims to keep promoting these messages through ads and educational programs.
Dove: Evolution of a brand
Dove had become Unilever's top cleansing brand by 2007, generating over $2.5 billion in sales globally. In an effort to establish Dove as a "Masterbrand" that could extend to new categories, Unilever launched the "Campaign for Real Beauty" to position Dove as promoting a more inclusive definition of beauty. The campaign included controversial ads featuring "real" women and a video addressing low self-esteem that garnered significant publicity. Through its multi-pronged approach, the campaign helped grow Dove's brand value by $1.2 billion over three years while sparking public debate around societal beauty standards.
Dove case study
Dove had become Unilever's top cleansing brand by 2007, generating over $2.5 billion annually in sales across 80+ countries. In an effort to establish Dove as a "Masterbrand" spanning personal care categories, Unilever launched the "Campaign for Real Beauty" to position Dove as challenging stereotypical beauty standards. The multi-stage campaign involved controversial ads featuring "real" women and a viral video depicting daughters' low self-esteem. While criticized for its choice of models, the campaign increased awareness and sales, growing Dove's brand value by $1.2 billion according to 2006 estimates. Unilever complemented advertising with public relations, promotions, and the Dove Self-
Final liz claiborne
This document discusses Liz Claiborne's need to realign its marketing strategy to attract younger women. It provides an analysis of Liz Claiborne's current brand positioning, sales, and target markets. The proposed solution is to target female professionals ages 22-30 through a differentiated marketing strategy featuring fashionable products and a potential co-branding partnership with Emma Watson.
Presentation on Unilever (Axe & Dove)
Unilever: Hypocrisy or Good Marketing?
Created under the guidance of Prof. Sameer Mathur in a marketing internship, IIM Lucknow
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Guides to the codes and conventions of advertising
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Industry Guide to the Codes and Conventions of Advertising
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