Dissertation

PRINT ADVERTS
The print advertisement for Marble has to consider several current social issues
around ageing and the way in which brand talk to the older consumer. Following
the release of the most recent Star Wars film, a social media debate started
around ageing after actress Carrie Fisher received negative comments about
her appearance. The 59-year-old Star Wars star addressed these comments
by stating “youth and beauty are not accomplishments; they are temporary”
(Libby, C. 2016). Many women feel that older women aren’t well represented
within marketing, especially that by the beauty industry.
As a recent Mintel report discovered, “37% of Baby Boomers feel generally
excluded in advertising...whilst 46% feel that their age group is stereotyped...
this reflects the limited presence consumers in this generation are given in the
majority of campaigns” (Mitskavets, I. 2015). This was also reflected within
the primary research questionnaire, where 29.4% of participants agreed that
women over 45 are poorly represented in beauty advertising (Appendix F.2).
One participant added that when models over 45 are used, they are usually
well-known models or celebrities; whilst some people may view such public
figures as role models or advocates, they may actually be putting some
consumers off due to them not being relatable. As Sindy Kaur discussed “there
is a real backlash against celebrities now...we trusted these celebrities, but
then it’s found that so many of these images are photoshopped, they’ve got
these teams...the nutritionist, the chef, the...trainer, and that’s not what the
average person wants or has, they need a real representative” (Appendix F.4).
Consequently, it seems vital for Marble to take a new, fresh approach to their
print advertisement; carefully selecting a representative model. Placing said
model within the abstract, humourous composition, on the right, will help deter
from the model and bring the attention back to the brand’s playful attitude.
The print advertisements will be released later in the marketing journey; they
will therefore coinside with the release of the loyalty scheme. The copy will
read ‘come and collect your marbles’, hinting comically at the intended age
range whilst also encouraging engagement from the consumer.
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