adv black tie presentation

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