adv black tie presentation
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TRANSCRIPT
Black Tie
Elizabeth Bauer, Lauren Calderone, Mary Irelan, Christina Thomas,
and Catherine Wendt
Cigarettes
Introduction
• Black Tie Cigarettes– Full Pack and Half Pack Cigarettes – Targeted toward women.– Name plays off women sharing male dominance by
being independent and single.
• Packaging– Silver metal carrying case.– Cigarettes are wrapped in
black paper.• Metonymy: everything is BLACK.
Obstacles
• Surgeon General• Advertising Restrictions• Smoking Ban• Truth Campaign• Direct Competition– Camel No. 9 Cigarettes– Virginia Slims
Target Market
• Young Single Women– Ages 18-25– Image conscious– Independent– Sophisticated– Social Smokers
Historical: Virginia Slims and Lucky Strike
• Virginia Slims– Cigarette targeted to women
buyers• “Women of Today”
– About liberation and equality.
• Lucky Strike– “Reach for a Lucky instead of a
sweet” campaign.
Historical: Revlon Charlie
• Balancing sex and work.– New York Times refused to run the Revlon Charlie
Ad.
• Signifier in the ability to express yourself.
Historical: Marlboro
• Image Advertising– Appeals to the
stereotypical “man”– Cowboy imagery
• Freedom• Sex appeal• Romanticized
– Pastiche
– Bob Garfield• “Marlboro and the Marlboro cowboy reflected
back on the aspirations of the target audience.” Pg. 16
Advertising Strategy
• Image Approach – Film Noir look and feel– Limited Copy– Sophisticated use of space and color.
• Emphasis on black and gray coloring.– Sex appeal, but not crass. – Emotional Branding
• Douglas Holt– Brand personality, experiential branding, deep interpersonal
connection, relationship with the brand, consumers interact with the brand. Pg. 9
Advertising Strategy
• Media– Print (Magazines)• Cosmopolitan • Vogue
– Print (Newspaper)• New York Post
– Page Six
– Direct Mail Promotions
Black Tie Ad
• Logo– Rebus
• Black coloring– Metonymy
• Film Noir Image• Cigarette secondary to the
woman. • Tagline