In a world full of creative geniuses, in order to be successful at selling an idea or product one must reach to the target buyers in their Achilles’ heel. Please read the following articles What if all the major fashion brands ditched supermodels and hired super women instead? and ‘Super Women’ Replace Supermodels In Fashion Ads And The Results Are Epic.
Every day society is faced to advertisement. Even if an individual does not notice it, we are constantly exposed to ads that deliver the message of whether we can or cannot live with or without certain product. These advertisements picture the product very appealingly to the individual and he or she is then directly thrown into the desire of acquiring it. How do advertisements sell their idea? They hit on the buyers weak points. They present the product or idea using individuals with certain characteristics. These characteristics typically are traits any woman or men wished he or she had. By picturing the product with this “perfect individual” the public is attracted to the product.
Advertisers base their campaigns only on superficial traits that attract people. They use super models that are only known because of their flawless physical features. Buyers do not even know their names in most cases, unless it is a recognized super model. But again, to be a recognized super model you just have to fit into the perfect parameters society sets. What would happen if this advertisements substitute the super models with important figures? Would it be as effective? Or maybe even more effective?
Recently Céline, had one of the most influential writers in America, Joan Didion, pose for their sunglasses campaign. Given this, Elisa Rodriguez-Villa, was then attracted to Photoshop important woman figures in big name brands’ advertisements. About Joan Didion’s for a Cé campaign, she says “I’ve never even been able to afford a pair of socks by Céline, but all of the sudden they had my attention on so many levels”. She explains that the reason of her project is that when she recently skimming throught fashion magazines she was getting bored of seeing always the same: woman whom you did not even know their names but had the “perfect characteristics.” Rodriguez-Villa states that after seeing such an important figure, as Jian Didion, in the advertisement she was suddenly attracted to the product, an attraction she probably wouldn’t have felt if a super model was modeling it. Being this the situation, I ask you why do you think that advertisements use perfect super models to sell their products instead of actual important people whom have accomplished significant and influential things?
I would say that this is because people of such importance would be out of context posing and / or supporting these expensive brands. Take for example the photo-shopped image by Rodriguez-Villa of Malala Yousafzai with the Louis Viutton bags. Malala is an activist for female education that had lived through extreme poberty conditions and is fighting against sexism; why would she be posing besides these brands’ expensive bags? With the money needed to buy this product she could, and probably would, use it for another cause. So, do you believe if that by using important figures brands would rise their sells or people would just be confused by having to different poles in one image? Or the success of the campaign depends most likely on the product?
For more information about the Joan Didion Céline campaign visit Joan Didion Stars In Céline’s New Campaign.
Feminism and Women's Bodies 