Week 9 EOC: For Those Who Think Young

Being young is an obsession of every single female in the United States. It is the selling point of most products today from makeup and skin care products to the foods we are told are good for us. Women and men alike spend thousands of dollars on keeping themselves looking and feeling young. Plastic surgery is a huge, booming industry based solely on people’s desires to look their best, and their best is generally considered young. A models career is over when she’s 30 because the younger girls are always going to be more popular when it comes to fashion. The youth obsession is slowly creeping into the land of men as well. There are more and more products created by the same companies who cater to women’s desire for youth releasing products that are formulated to get rid of wrinkles for men. It’s never been as much of a problem for men, growing older that is. Men are considered “sophisticated” when they get older. Think of George Clooney. Women become less desirable and are told they have to keep their youth for as long as possible in order to be considered attractive in society. The double standard has haunted women forever, but today there are even special surgical procedures for men to look younger. Companies play on this vanity that exists in every aspect of popular media. The television shows that are the most popular have young, hot actors and actresses in them. The most famous celebrities are those that are young and sexy. They are given the best roles in movies and have the most opportunities. As a 26 year old, I already use products that advertising tells me will keep me younger longer. Night creams, sunscreen, day creams...all of these products are marketed on the “young” factor because that’s what sells.

Week 9 BOC: Frank O'Hara

“Now I am quietly waiting for

the catastrophe of my personality

to seem beautiful again,

and interesting, and modern.”

The above line from the poem “Mayakovsky” by Frank O'Hara leads me to believe that this is a poem about finding yourself, or better yet, figuring out who you are and what you’re supposed to do with yourself from day to day. This particular line spoke to me in a comforting way as it seems to say that everyone feels out of place at times and insecure about something within themselves. There are things that happen or people (Frank mentions his mother in the first line of “Mayakovsky”) that help set us straight again or help us gain back that confidence that makes us succeed. Frank O’Hara was an active member of the New York art scene in the 1950’s after he moved there following his graduation from the University of Michigan. He worked at the front desk of the Museum of Modern Art and this is where many of his famous poems came to fruition. His poetry reflects the love he had for New York and his life there in the fact that he believed that poetry should be written on the spur of the moment, with a personal spontaneity that reflects the artist’s voice and style. Many poems were written about things he observed while most were autobiographical in nature. A lot of his poetry reflects the hard personal struggles he endured as a homosexual in a time when it was a crime. He was completely open about his sexuality, having a series of intense relationships with young male artists and dancers, which served as muses in much of his writing. He was stylish and hip and could be seen at the best art parties the city had to offer.

Competitive Analysis

The main competition for Molly Brown Swimwear is Everything But Water. This is a national chain that has a location at The Fashion Show Mall on Las Vegas Boulevard. It’s a small store with swimwear lining the walls from floor to ceiling. The store carries a couple of the same brands, including L Space, Vitamin A, Despi, Cia Maritima, Nanette Lepore, Luli Fama, Sauvage, Letarte, and VIX. The variety of product of each of these brands, however, is much smaller than Molly Brown’s offers. Also, Molly Brown’s has the capability to get any suit a brand is currently offering because of the good relationships the company has formed with the designers. The designers themselves make special advertising campaigns just for Molly Brown’s to use on the company website. “In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity.” (Advertising by Design, Landa, p. 049) Molly Brown’s has done a better job of branding themselves online with their infamous website. Women are always coming in the store excited to see the brands they have become so familiar with by using the website. Everything but Water’s website is useful, but there is actually more available in the store than online. “We have to generate ideas and content that people will seek out, that pulls people in across media. When so many people stay continually connected throughout the day by mobile phone or computer, each person decides which advertising messages they care to receive and where to hear or view them.” (Advertising by Design, Landa, p.048) They have a nationwide presence with their stores that Molly Brown’s doesn’t have, however, so in order to stay competitive, Molly Brown’s has to maintain a better online presence. “We can think of a brand construct as a developed personality-a strategic concept incorporating a positioning platform based on the product or group with insights into the brand and the prospective audience.” (Advertising by Design, Landa, p.049) Molly Brown’s online presence and brick and mortar locations offer their target market a cohesive look that is in touch with their style and the look they want to create. The website for Everything but Water is rather plain and boring and doesn’t speak to a very clear target market. “Emotional benefits are not based on a tangible characteristic of a product or service but rather on subjective experience.” (Advertising by Design, Landa, p.050) Molly Brown’s also has a blog that is used to form an emotional bond with customers.

Week 8 EOC: Fonts and Slogans

Unearth Your Inner Diva Unearth Your Inner Diva

Unearth Your Inner Diva Unearth Your Inner Diva

Unearth Your Inner Diva Unearth Your Inner Diva

Unearth Your Inner Diva Unearth Your Inner Diva

Unearth Your Inner Diva Unearth Your Inner Diva

Molly Brown Swimwear: Unearth Your Inner Diva

Molly Brown Swimwear is a store based in Newport Beach, California. There was a recent expansion made of the store to a new location in Las Vegas at The Cosmopolitan. The store has created a brand name for itself in the swimwear community by carrying only high end, well made swimwear brands from around the world that are rarely found at other swimwear boutiques. “Advertising has become more ubiquitous than ever, as advertisers try to find new ways to get their message through. Advertising differentiates brands, groups, and causes, and ultimately sells products and calls people to action.” (Advertising by Design, Landa, p. 002) Women that shop the brands are found all over the world as the brand has a huge online following. The new store opening calls for some advertising that will make the new Las Vegas market aware of the store’s presence and what the company is all about. The website emphasizes that the point of the company is bring swimwear to women that will make them feel sexy, confidant, and allow their personalities to shine through in the suits they choose without having to sacrifice quality or customer service. The slogan for the brand will now be “Unearth your inner diva.” This is a phrase that was used in the narrative on the website. It conveys the message that the company wants their customers to understand going into the stores. The advertisement for the store will convey this message and address the consumer insight of “self-actualization, which is defined as the desire to become more and more what one is, to become everything that one is capable of becoming.” (Advertising by Design, Landa, p. 068) Women that buy their suits at Molly Brown’s want to be noticed and look their best. They don’t mind spending a little more for the quality and look that they desire to achieve. “That consumer insight should be coupled with an insight into the brand. This combination can achieve an attainment of an advertising ‘sweet spot’- the most effective place to hit the audience with your marketing messages.” (Advertising by Design, Landa, p.068) Molly Brown’s gets in touch with their audience by keeping a daily blog, having very knowledgeable sales staff, and telling the story of the designers they feature. “People are engaged by compelling narratives. If a brand or group has a story to tell, then it will be more dimensional. Through the branding, advertising, and every point of contact, people learn the brand story.” (Advertising by Design, Landa, p. 056)