Sunglasses companies follow a specific pattern of advertisement to cause attention, stir interest, create desire, and generate action from their target market. These companies use advertisement gimmicks for persuasion results and to build their respective brand image. Despite different sunglasses companies producing different brands, they seem to share the same techniques of advertisement creating a pattern among themselves. The apparent explanation for use of same advertisement methods is that they are effective methods for certain target audience. Sunglasses are functional products as well as stylish goods that announce personal fashion statement for the person that wear them. Therefore, sunglasses companies use these two emphases when creating their advertisements to reach their overall advertisement goals. The other reason for similar advertisement techniques among sunglasses companies is the need to make their products stand for something. By transmitting a steady brand personality, companies avoid conveying inconsistent messages that have the potential of diluting the brand image thus, preventing it from reaching its brand pinnacle. Sunglasses companies seem to focus their advertisement on people that are outgoing, adventurous, and athletic. This paper will discuss why the companies use outgoing, adventurous, and athletic people when advertising their products by examining each of the elements.
Most sunglasses companies advertise their products using outgoing people or graphic images to communicate style and charisma. The advertisements are meant to appeal to the emotional benefit of the product that emphasizes on feeling good about oneself. Sunglasses companies deal with a similar product, but each brand produces unique pair of sunglasses that contain features that spark different tastes. The features vary from the shape, color, frames, and lens of the sunglasses, which are meant to create desire and generate action from the target market. When the companies use outgoing people to advertise their products, they focus on a specific target market that comprises of outgoing people. This has societal implications on the target market as the customer is looking to define him or herself in other people’s eyes. Additionally, sunglasses companies use outgoing people to affect the image of the buyer since other individuals subconsciously evaluate the buyer by the type of sunglasses he or she wears.
Fig 1: This is a Ray-Ban brand “Never Hide” 2007 campaign advocating its target market to never pretend, be afraid, give-up, or hide.
The advertisement above represents a graphic image of a brand company that has existed since the 30’s. The image is a representation of the company’s ideology that stresses on placing the customer at the center of attention as well as customizing him or her. The face displayed on the graphic image appears young, composed, and stylish an impression that the advertiser wants to impart on the target audience.
Sunglasses companies use adventurous people to appeal to the self-expressive side of customers. A considerable number of people like to think of themselves as adventurous and bold. Thus, sunglasses companies use this insight to draw their attention. Several sunglasses advertisements reveal that companies prefer using entities associated with adventure and audacious activities.
Fig 2: This advertisement shows the image of a motorcyclist whose activity is considered adventurous and audacious
The motorcyclist shown in the above advisement appears to be bold and daring. Alongside the image is a line of different motorcycle wear with different frames, colors, and sizes all of which provide different tastes in different customers. This advertisement is meant for self-expressive benefits whereby, an individual is able to communicate his or her self-image based on the contents of the advertisement.
Sunglasses companies use athletic people to communicate style and to promote the functional benefit that sunglasses provide. Both athletic and adventurous people comprise the target group that routinely use and need sunglasses. Sunglasses are meant to protect the eyes from harsh ultra violet rays, dirt, and strong wind that may cause damage to it. Individuals that work outdoors and participate in open-air activities may buy sunglasses for their functional benefits.
Fig 3: Some companies use the functional attributes of sunglasses to create advertising gimmicks.
The above advertisement shows the image of an old woman whose eyes appear to be young as a result of protection from sunglasses. The area around the eyes bears the shape of sunglasses that had been protecting her from the ultra violet rays that have damages the rest of her skin. This advertisement has been created solely for the purpose of conveying the functional benefit of sunglasses in making a person look young.
Sunglasses companies focus their advertisement on outgoing, adventurous, and athletic people not only because they produce products meant to fulfill similar defined objectives, but because they are targeting specific target audience. A customer’s reasons for buying sunglasses are embodied in three main purposes, which are self-expressive, functional, and emotional benefits. Some people buy sunglasses because of weather and others for fashion reasons. No matter the reason, sunglasses companies will continue using advertisements that appeal to the well being of their target market to achieve their overall goal.
Hong, Regina. “Never Hide”- Ray-Ban. 5 March 2013. Web. 8 October 2013.