After discovering this Lord and Taylor ad, we were immediately surprised. After reconfirming that the advertisement was indeed for Lord and Taylor, we were able to recognize some negative aspects that we perceived. Lord and Taylor is a respectable department store. Its prices are relatively expensive, attracting a typical population of successful, older individuals. With this in mind, we were surprised that Lord and Taylor chose to use a sexual scenario to promote a trench coat. The ad seemed outlandish, considering their reputation as a classy and reputable establishment. We believe that the choice to use this ad was risky, as the loyalty of many of its consumers could be jeopardized. More traditional and modest buyers may be shocked and outraged by an ad that contains such a sexual state. Depending on the extent of their disapproval, they may choose to take their business elsewhere which could result in the opposite of the advertisement’s intent.
By analyzing the advertisement further, even more controversial aspects could be recognized. The ad displays two women, one Caucasian and one African American. The Caucasian woman wears the trench coat in a buttoned manner, while the African American woman is holding her trench coat open in order to flash a man on the street. While this might not be perceived by all, we questioned if the advertisement could be interpreted as displaying that one demographic group is more promiscuous than another. If this message is received, many individuals may be greatly offended, and may choose to shop elsewhere. It seems as if the manufacturers of the ad should have weighed if memorability is greater than maintaining the population of loyal consumers that are already present. Someone should ask them, is a trench coat really worth it?
Aslo, the dialog "there's nothing naughty about buying this trench coat" makes even a deeper sexual connotation. Although, most viewers would not notice these details, or take them into consideration, it does provide a lot of sexual appeal.
ReplyDeleteI've never even heard of Lord and Taylor but their trench coats seem nice although they are presented in this awkward manner. Usually one would think of a man flashing someone just because that is what they are perceived as doing. This has me really taken back as seeing a woman flashing someone rather than a man.
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