Description of the ad
This ad is from H&M, a clothing line company. It shows two girls wearing clothes from the store. Right in the middle of the ad it says Kleid, which means dress in english, and it shows the price of the black dress that the girl in the middle is wearing.
Why I selected it
This kind of fashion advertising is not very common. The fashion/clothing ads usually don’t advertise the price of the cloth they’re promoting.
Applying IMC concepts
In general, the issue of fairness reference price advertising by retailers has caused some controversy. According to Blair, E. and Landon, L. (1981) there are opponents and defenders of the issue. Opponents believe that accurate reference prices are difficult to determine and that merchants can make their own prices look lower. On the other hand, defenders believe that consumers are not able to recognize a false claim. They concluded that reference prices could affect consumers’ perceptions of savings offered by advertised retail prices. “To bring you fashion and quality at the best price” is H&M’s philosophy, so they are conveying their philosophy with their ads. With each campaign that H&M launches they want to generate interest in the season’s new collection. They confirmed in their website that the campaigns must be exciting, and have to invite people to go to the store. The billboard ad is reinforcing what people already know about the brand. It invites people to go to the store and to demonstrate that fashion and design doesn’t have to be expensive.
Cross cultural analysis: how is it different or similar than it would be in the U.S.? In Miami?
In the US this kind of advertisements for fashion are not seen very often, if at all. Usually, ads won’t show the price of the promoted products in it.
Key points
- H&M is a clothing line company. Their philosophy is “to bring you fashion and quality at the best price”.
- H&M billboard ad shows the price of the clothing item in it.
- Showing the price in a billboard ad is not common in the US.
References
- Blair, E. and Landon, L. (1981). The Effects of Reference Prices in Retail Advertisements. Journal of Marketing, 45, 61-69.
- http://www.h&m.com
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