Quick Review: representation of brands within fashion ads

Is girls and women being over-sexualised in fashion brand adverts? How does fashion brands use tones, editing, videography, casting to advertise their brand?

In today’s blog i want to see how fashion retailers use marketing campaigns and social media attract certain audiences. So it is apparent that fashion in modern day is very diverse especially across different gender. Adverts for women are normally being portrayed for being sexualised and beauty. Adverts directed for men focus on a more street style and the so called ‘nike identity’. More recently certain brands are celebrating sexuality, body size and ethnicity which encourages the global commitment to positive representation.

“For a brand to succeed it has to reflect the needs and the desires of a generation at a particular point in time. It has to be of the moment, but with eternal values that will always be recognised.” – Suzy Menkes, 2001

The commercial suggests their clothing shows “more confidence, more attitude, more looks, more fashion, more now.”. The repetitive use of more suggests theres loads more coming. The music  in the advert “Pump up the Jam by tecehnotronic. “Get your booty on the floor tonight Make my day”. The lyrics in the song suggests the demographic  for the audience is young  (teenagers to early tweeties) who are sociable and going out clubbing, to parties and dance. The lexical devices used in this advert are very persuasive. ‘turn it up a level’ is setting the tone that this is the impact of future fashion. It ends on Don’t change a thing, except maybe your outfit meaning

These shots are important as it shows an edgy futuristic style. It also gives the impression that their brand can provide for nightlife and events.

It also uses a lot of provocative shots to give the impression if you wear this brand you will be sexy. These shots uncover unzipping jeans, lipgloss and lip close up, and the eyes give a sense of humanity.

The walkway shots where they split of into many different drid shots – this is a common editing feature used within clothing brands. This is due to it being able to show the vast majority of clothing they have. It also makes it more visually upbeat.

Instead of showing more sexy scenes, pretty little thing advertised “A girls best friend” advert as more cute and showcasing a storyline of the girls day at a holiday home with a pool – featuring the girls getting ready for a day trip out posing in their car.  Then the girls getting ready for a night out. The girls waking up and doing a gym workout and then the girls in the pyjama cute wear. The audio “i only want to be with you” is about a guy having a crush on a girl. In the tone of this advert it implies if you live the lifestyle of these girls in the scenes you will get loads of glares.

The production design and aesthetic of the shoot is all dressed in feminine colour pink . This symbolises a a warm and comforting feeling for the viewers as girls grow up liking this sort of tone therefore it more approachable. The meaning could be due for the potential need for success or need for love. It shows a sweeter side of red and gives a more rose tinted view on the world. In this advert each shot shows the girls performing new activity which other girls can relate to – girls want to look good when at the gym, they like a good pamper and makeup sesh.

The “Dream further” Nike campaign is important in changing representation among women. Nike set the scene with their new Just do it advert featuring the ‘Dream Further’ campaign for the women’s world cup featuring some of the tournament biggest names. The elite players are joined by 10 year older Makene Cook and aspiring footballer who they lead on a heart pumping tour of the professional game. She matches to play-out her dream. The powerful spot ends on the line: “Don’t change your dream. Change the world.”

All these shots are important to shows girls can face victory. The main girl featured in the advert is a role model to young girls – its alright to be nervous, but if you put ur mind to it you can do anything. These sporting adverts are more inspirational to girls becoming teenagers where they still haven’t conformed to norms of fashion statements.

I am a user of all 3 of these brands – its interesting to see the different styles used to attract audiences . In my future career i would love to either produce or edit these kind of adverts to portray a brand meaning. All these adverts give inspiration in different ways either getting women to feel fierce and sexy and others more unstoppable identity where girls can do anything.

Thanks for reading this blog post and see you next time,

Lizzie X