Kimberly Krawczyk
Module 7
Spoof Ad
Shouldn¹t clothes sell
themselves anyway? Not the model. Wholesome Girl Clothing Company We think it is cool
when girls wear clothes.
Wholesome Girl Clothing
Company Ad Rationale:
Communication Objective
Throughout this course it
seems that each week I stumble on an ever more disturbing exploitation of
females by the media, and well I am getting darn right sick of it! This week I found a very disturbing
image of a literally naked woman at www.abercrombie.com (the photo is in my
dialogue journal at http://www.tc.umn.edu/~kraw0013/eseven.htm). So with this
advertisement I wanted to fire back, to communicate, ³Hey ad media I know what
you are doing and I don¹t like it.²
I was also pretty interested in why women are suckered into that type of
marketing. I like to think that my
advertisement is a step in the direction away from this type of marketing and
manipulation.
Target Audience
My target audience is
women, all of them, young and old.
Sorry to be discriminative here, but I think you have to be in order to
be effective. I truly believe that
women need to see some images that contrast the constant sexualization of
females in the media, to get women thinking about the messages they receive and
how they interpret them.
Concept
I took the photo for the
ad off www.jcrew.com. It took me a while to find the picture of a fully clothed
woman, but I did. Jcrew.com seems
to be a bit tamer of a Web site.
The reason I did this was because I wanted the ad to somewhat resemble
the clothing advertisements that women are accustomed to viewing. The reason for this was so that they
would view this ad and expect the message to be something like, ³be sexier² but
instead it contradicts this idea.
The replacement message is that your clothes don¹t make you sexy. You make yourself sexy by your actions,
the decisions you make and the way you carry yourself in your clothing.
Copy Rational
I chose the company name
³Wholesome Girl² because I think that this phrase just isn¹t used anymore and
in this case is helpful in supporting the image with a descriptor the viewer
can take home with them. The two
additional text boxes contain short messages designed to say my message in as
simple and clear a way as possible.
I was trying to create a tone that was a cross between in your face and
witty, and I hope that this is what was achieved. I followed the advice of suggestion number 8 at adbuster¹s
and tried to use the least amount of words possible. I think that this is almost always the best strategy.
Citations
www.jcrew.com
http://adbusters.org/spoofads/printad/