Analyzing the Advertising Strategy and Storyline of Paco Rabanne's Invictus Campaign
Added on -2019-09-18
This article discusses the advertising strategy and model used in Paco Rabanne's Invictus campaign, including the use of persuasive advertising, Lavidge & Steiners Hierarchy-of-effects model, and the power of storytelling in consumer experiences. It also examines the effectiveness of nonverbal communication in the advertisement's storyline.
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Extract 3.This is a different structure. Student starts with theoretical discussion then works through specific features of interest (mood, storyline, semiotics etc not shown here) and relates them back to the model. The danger with this approach is that you have a very dry discussion at the start with no mention of your chosen campaign until later- by which time I may have given up reading (Not really!). An overly descriptive approach is avoided here by linking the theory to Invictus at an early stage. Good to note the criticisms of the models- none are perfect so don’t be afraid to note this.Later, in the storyline section- see how academic source is mentioned first (Lundquist) then linked to how this is created in the ad by the director.2.0 Advertising strategy and modelThe role of any successful advertisement campaign is to ultimately modify the state of attitude amongst the target audience or consumers to be more informed about the brand and the product hence be more favorable to purchase it (Karlsson, 2007). The Invictus campaign uses persuasive advertising to differentiate itself from other its competitors as well as predecessors (Mann, 2013). The persuasive strategies used by advertisers who want consumers to buy their product can often bedivided into pathos, logos, and ethos. The campaign by Paco Rabanne utilises two of these strategies which include pathos aiming to evoke an emotional response in the consumer through the" euphoria of victory " as well as ethos by using a celebrity in the advertisement giving it more credibility and appealing to the consumers (Bolatito, 2012). However it can be argued that final advertisement itself might not persuade the audience into buying the product but rather enforce thebrand differentiation. The use of content-controlled advertising matters in brand building as is the advertisement can be viewed as a form of brand-sponsored communication (Reid, Luxton, & Mavondo, 2005).The campaign embraces Lavidge & Steiners Hierarchy-of-effects model which was introduced in 1961 that is based on six steps, and just as other models must be completed in a linear manner (Figure 1). In contrast to the AIDA model which was introduced in 1925 consisting of just four components (raise awareness, stimulate interest, customer to desire and eventually leading to action), the model by Lavidge & Steiners is more comprehensive and steps can be completed simultaneously (Karlsson, 2007). However both models face criticism as not all consumers go through the liner steps in sequence and some consumers just have the initial impulse to buy the product (Karlsson, 2007). The marketing of Invictus appeals to all the various steps of the consumer due to its integrated marketing communication campaign. Xxxxxx3.2 Storyline and communicationLundqvist et.al., (2013), emphasizes on the power of storytelling on consumer experiences. The research demonstrates how positive brand stories can be used to create and reinforce positive brand associations. As audience is more likely to remember a story rather than a fact as it evokes an emotion in them (Bolatito, 2012). In under a minute, Alexandre Courtès,
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