This is a print advertisement for the watch brand Swatch “3 New Swiss Watches” created by Keith Haring in 1986. He is an American artist, prominent in styles such as street art and graffiti. Haring's illustrations often conveyed a sense of playfulness and youthfulness. This aligns with Swatch's brand image, which is known for its colourful and playful approach to watch design. The synergy between Haring's style and Swatch's ethos created a cohesive and appealing visual narrative.

IDENTITY AND SELF-EXPRESSION

The theme of identity and self-expression is heavily depicted in this Swatch advertisement. A watch can be a form of self-expression and a way to showcase individuality. Different styles of watches, whether sporty, elegant, rugged, or artistic, can express various facets of a person’s personality. Additionally, watches can hold sentimental value, representing meaningful memories or connections.

TARGET AUDIENCE

The target audience for this advertisement is most likely to be the youth and trendsetters. Haring's iconic art style deeply resonated with a younger audience, making the vibrant visuals a magnet for trendsetting individuals eager to align with contemporary cultural movements. The collaboration seamlessly fused art and fashion, enticing those who sought to embrace the latest in both realms. The poster, a kaleidoscope of Haring's distinctive motifs, became a statement piece, drawing in a demographic keen on self-expression and cultural relevance. In the pulse of the '80s, this Swatch ad by Haring emerged as a must-have for those at the forefront of artistic and fashion evolution.

Quotes:

"With Serena, we have one of our generation's most powerful, inspiring athletes as the muse, I was trying to embody her spirit and bring something compelling and fresh to tennis." - Abloh

Breaking away from the traditional white tennis kit, the dresses come in black and purple, and have a "ballerina-esque silhouette" that draws on Williams' interest in dance.

"So the dress is feminine, but combines her aggression,"

In 1971, Coca-Cola released a broadcast advertisement in the form of a TV Commercial, titled Hilltop. The iconic commercial featured a catchy jingle and a visually appealing setting, with people from various backgrounds singing together. The clothing is casual, suggesting a relaxed and friendly atmosphere. The presence of Coca-Cola bottles serves as a central prop, subtly promoting the product. The art director for this commercial is a prominent figure in advertising, namely Harvey Garbor. Gabor would subsequently be honoured with several awards for the advertisement, securing four gold medals among them. The main idea is to convey a positive and idealistic message of coming together and sharing moments of joy, which can be associated with the brand Coca-Cola. 

IDENTITY AND SELF-EXPRESSION

The advertisement relates to the theme of identity and self-expression as this campaign sought to promote unity, peace, and harmony by showcasing a diverse group of people coming together and sharing a moment over a refreshing Coke. It reinforces the idea that one’s identity can be shaped through connection.

TARGET AUDIENCE

The target audience of this tv commercial may be intended for a global audience due to its diverse representation. The idea of people from different backgrounds coming together aligns with the brand’s message of unity and happiness, transcending cultural boundaries. The narrative encapsulates the power of a simple idea to transcend generations and mediums, emphasising the enduring impact of creative concepts that evoke unity and connection.

Apple launched the “Think Different” advertising campaign in 1997, the concept behind the ad was developed by Craig Tanimoto. Using a simple yet effective slogan such as "Think Different" and minimalist visuals with iconic personalities, the campaign encouraged consumers to associate Apple with creativity and individuality. The strategy of featuring historical figures such as Albert Einstein and Nelson Mandela added a sense of innovation to the brand. By focusing on emotional appeal rather than technical specifications, Apple distinguished itself from competitors and created a narrative that aligned with the cultural shift towards valuing a new emerging innovation. The campaign's success contributed significantly to Apple's enduring legacy.

IDENTITY AND SELF-EXPRESSION

The "Think Different" advertising campaign by Apple promotes themes of identity and self-expression through its celebration of iconic figures who embody unique thinking. The central message, "Think Different," encourages viewers to embrace individuality and creativity in shaping their identities. The emotional connection established in the campaign emphasises that choosing Apple products is a reflection of personal values and aspirations, contributing to one's identity. Through storytelling and inspiration drawn from influential individuals, the campaign motivates viewers to consider their own potential for self-expression and impact.

TARGET AUDIENCE

The "Think Different" advertising campaign is targeted towards educators and aspiring innovators by positioning Apple products as essential tools for fostering creativity, inspiring learning, and contributing to personal and professional development. Apple strategically presented itself as a valuable ally for educators, emphasising its role in inspiring and cultivating a mindset of originality among students. Simultaneously, the campaign targeted aspiring innovators, such as individuals aspiring to make a meaningful impact through their creative ideas. By featuring influential figures renowned for their groundbreaking contributions, Apple communicated that its products were indispensable tools for those aspiring to follow in the footsteps of historical trailblazers.

Always is an American feminine-hygiene brand. In 2015 they released the "Like A Girl'' advertising campaign, which included TV commercials and print advertisements. They employed several impactful advertising techniques such as emotional appeal, to evoke empathy and connect with viewers on a personal level by addressing societal perceptions related to doing something "like a girl". The negative connotations of the phrase further sparks a conversation on gender stereotypes.  Incorporating a hashtag, #LikeAGirl, facilitated social media engagement, extending the campaign's impact. Going beyond product focus, Always embraced a narrative evolution, positioning itself as a brand contributing to positive cultural change and challenging gender biases.

IDENTITY AND SELF-EXPRESSION

The "Like A Girl" advertising campaign by Always intimately aligns with the themes of identity and self-expression by challenging gender stereotypes. It empowers individuals, especially young girls, to redefine the phrase "like a girl" positively, fostering confidence and pride in one's gender identity. The campaign's genuine portrayal of real people and their reactions adds authenticity to a narrative that encourages authentic self-expression, contributing to positive self-perception. By challenging societal norms, the campaign goes beyond individual identity, influencing cultural attitudes and fostering a more inclusive, empowering, and authentic understanding of what it means to express oneself, irrespective of gender.

TARGET AUDIENCE

The primary target audience of the "Like A Girl" campaign by Always is diverse, but it particularly focuses on women and girls, especially in the younger demographic. The campaign aims to resonate with individuals who can identify with the experience of being told to do something "like a girl" and aims to empower them by redefining that phrase in a positive light. By challenging gender stereotypes, the campaign seeks to influence perceptions and attitudes, particularly among young girls, encouraging them to embrace their identities confidently. Additionally, the campaign also targets a broader audience interested in promoting gender equality and challenging societal norms related to gender roles.

Lane Bryant is a well-known American plus-size clothing retailer that has been a prominent player in the fashion industry since its establishment in 1904. The #ImNoAngel advertising campaign, launched by the brand in 2015, aims to “redefine sexy” by promoting a more inclusive and diverse view of beauty. Incorporating the hashtag #ImNoAngel encouraged audience engagement on social media platforms. This participatory element allowed individuals to share their own stories and images, contributing to a collective movement of empowerment and self-expression. They made use of the advertising technique involving presenting a product or message in direct opposition to another established competitor. In this case, Lane Bryant is repositioning its brand and challenging the traditional beauty standards epitomised by Victoria's Secret and its “Angels”.

IDENTITY AND SELF-EXPRESSION

The "#ImNoAngel" advertising campaign resonates with the themes of identity and self-expression by celebrating diverse beauty. Rejecting narrow beauty norms, the campaign empowers individuals to redefine their own standards of attractiveness. Featuring plus-size models, it fosters positive body image and encourages people to embrace their unique identities confidently. By actively challenging stereotypes associated with beauty and promoting inclusive standards, the campaign becomes a participatory movement. The hashtag #ImNoAngel invites individuals to share their stories, contributing to a collective effort in reshaping societal perceptions and promoting a more diverse and authentic understanding of identity and beauty.

TARGET AUDIENCE

The primary target audience for this advertising campaign includes women of all body types who seek a departure from narrow beauty ideals. As well as resonates with individuals passionate about women's empowerment, rejecting stereotypes and promoting a more diverse representation in the fashion industry. With the hashtag #ImNoAngel, it invites participation from social media users engaged in discussions about body image, aiming to build a community that embraces and celebrates diverse identities and challenges beauty standards posed by society.

Dove's "Real Beauty" campaign, crafted by Ogilvy & Mather in 2004, revolutionised beauty advertising through impactful billboard strategies. Embracing diversity, the campaign featured real women of various colours, shapes, and sizes, deviating from industry norms reliant on professional models. This authenticity aimed to create relatable and attainable beauty standards, fostering an empowering and positive message. By utilising billboards, Dove ensured widespread visibility of these diverse images, challenging traditional beauty ideals in public spaces. The campaign's strategic use of this large-scale medium contributed to its societal impact and broad audience reach. Beyond advertising, "Real Beauty" engaged in social commentary, sparking conversations about beauty standards and self-esteem. Dove's innovative approach, combining authenticity, positive messaging, and diverse representation on billboards, not only redefined beauty norms but also positioned the brand as a trailblazer in promoting inclusivity and self-confidence.

IDENTITY AND SELF-EXPRESSION

The phrase "We see beauty all around us" in the advertisement conveys a powerful message of identity and self-expression. By acknowledging diverse forms of beauty, it encourages individuals to embrace their unique qualities and express their values authentically. This inclusive perspective challenges conventional standards, fostering a positive mindset that empowers individuals to define beauty on their terms. The phrase serves as a catalyst for self-acceptance and the celebration of diversity, inviting people to find beauty in their own identity and the world around them. It promotes a narrative that values individuality and encourages self-expression in shaping one's sense of identity.

TARGET AUDIENCE

The target audience in the advertisement is women of diverse backgrounds, ages, and body types. The inclusion of women with varied characteristics indicates a deliberate effort to reach a broad and inclusive demographic. The campaign aims to resonate with women who may not typically see themselves represented in traditional beauty standards. By featuring diversity in age, body shape, and background, the advertisement sends a message that beauty is not confined to a narrow definition. Instead, it seeks to appeal to a diverse audience, fostering a sense of inclusivity and recognition for women from different walks of life, emphasising that all women, regardless of their differences, can perceive and celebrate their unique beauty.

The "It Starts with Sharpie'' campaign created in 2011 is implemented in the form of magazine adverts. The advertising campaign featured individuals turning ordinary items, such as paper cups, into personalised works of art. The narrative approach engaged consumers, inspiring them with the possibilities of unleashing their creativity using Sharpie markers. Likely employing before-and-after visuals, the campaign visually reinforced the marker's capacity to elevate everyday items into unique art pieces. The advertisements, while promoting personalization and inspiration, maintained a clear focus on the Sharpie product, positioning it as an essential tool for artistic expression. Overall, the campaign effectively communicated that Sharpie is a catalyst for creative transformation, enabling individuals to make their mark uniquely and artistically.

IDENTITY AND SELF-EXPRESSION

The "It Starts with Sharpie" campaign intricately aligns with the themes of identity and self-expression. By showcasing individuals transforming everyday items into personalised art, the campaign emphasises Sharpie's role in shaping personal identity through creativity. Featuring diverse artistic styles, it celebrates the unique expressions of each individual. In the advert, they made use of the phrase "What are you gonna start?" which employs a persuasive advertising technique known as a "Call to Action". A call to action is a prompt or instruction that encourages the audience to take a specific action, often immediately. In this case, the CTA is inviting individuals to initiate a creative project using Sharpie markers. The technique is effective in motivating the audience to actively engage with the product, aligning with the campaign's goal of encouraging creative expression and embracing one’s identity with Sharpie.

TARGET AUDIENCE

The advertising campaign is intended towards a younger demographic. Sally Grimes, Sharpie's global vice president for marketing, explicitly stated that the campaign is aimed at teenagers. The choice to focus on this demographic is attributed to teenagers' propensity to use Sharpie markers in creative and inspiring ways. The campaign seeks to resonate with the youthful energy, creativity, and self-expression commonly associated with teenagers. By showcasing diverse artistic styles, the campaign underscored Sharpie's versatility, appealing to a younger audience and aims to emphasise self-expression and creativity using Sharpie products.

The Queen Collection for Nike by Virgil Abloh in 2018, featuring a collaboration with Serena Williams, adeptly utilised diverse advertising techniques within the context of a fashion magazine. Leveraging the celebrity status of Serena Williams, the campaign harnessed the allure of a limited edition collection, instigating exclusivity and heightened demand. Virgil Abloh's innovative design aesthetic became a focal point, likely showcased through visually compelling imagery that conveyed a unique narrative marrying sports and fashion. Cultural significance was interwoven, with Abloh's identity as an African-American designer contributing to a broader dialogue on diversity and representation. The campaign strategically integrated the brand narratives of Nike and Virgil Abloh, aligning with themes of innovation and self-expression. Positioned in fashion magazines, the targeted placement spoke directly to an audience with a penchant for high-end fashion trends, further enhancing the collection's appeal.

IDENTITY AND SELF-EXPRESSION

The Queen Collection for Nike by Virgil Abloh in 2018, through its collaboration with Serena Williams and Abloh's innovative design, profoundly connects with the themes of identity and self-expression. Serena Williams' identity is intricately woven into The Queen Collection for Nike by Virgil Abloh in 2018, shaping a narrative of strength, resilience, and individuality. As a tennis superstar, Williams embodies determination and excellence, contributing to the campaign's themes of identity and self-expression. Her African-American heritage adds cultural significance, celebrating diversity and providing representation. The collaboration allows Williams to express her multifaceted identity beyond sports, embracing fashion and design. The limited edition aspect aligns with her trailblazing career, emphasising uniqueness. Inclusive representation within the campaign reinforces Williams' commitment to breaking barriers, inspiring others to embrace their identities authentically and redefine societal norms. Overall, the campaign embodies a powerful narrative of individuality, diversity, and self-expression.

TARGET AUDIENCE

The target audience for The Queen Collection by Virgil Abloh in 2018 includes fashion enthusiasts attracted to avant-garde design, sports fans admiring Serena Williams' influence, and cultural advocates valuing diversity. With an emphasis on limited edition exclusivity, the campaign appeals to collectors seeking unique items. The intersection of fashion and sports makes it appealing to cross-industry enthusiasts appreciating boundary-breaking collaborations. Trendsetting youth, drawn to Virgil Abloh's influence, form a significant part of the audience. The campaign targets a diverse group appreciative of innovative design, sports culture, and inclusive representation, aligning with the collection's themes of identity and self-expression.

Nike’s “Dream Crazy” campaign was created by advertising agency Wieden+Kennedy in 2019. Through the strategic use of celebrity endorsement, featuring activist athlete Colin Kaepernick, Nike aligned itself with social justice causes, enhancing cultural relevance. The campaign leveraged emotional storytelling, showcasing real-life triumphs over adversity, fostering a profound connection with the audience. Nike's empowerment narrative, urging individuals to "Dream Crazy," resonated with inspirational messaging, motivating viewers to defy societal norms. Symbolic imagery, including the iconic swoosh logo and dynamic visuals of athletes, reinforced the brand's association with excellence. A clear call to action encouraged tangible steps toward goals, translating inspiration into action. Timed strategically, the campaign tapped into cultural moments, emphasising the importance of perseverance and self-belief. This amalgamation of techniques positioned Nike as a catalyst for personal empowerment and societal change.

IDENTITY AND SELF-EXPRESSION

The Nike "Dream Crazy" campaign profoundly intertwines with the theme of identity and self-expression by championing individualism. Featuring diverse stories and Colin Kaepernick's endorsement, it celebrates personal triumphs, empowering viewers to craft unique narratives. The campaign defies societal norms and limitations, encouraging bold self-expression. Embracing audacious dreams as a core message, it asserts that one's aspirations are intrinsic to their identity. The emphasis on individualism and defying societal norms resonates with Nike's iconic "Just Do It" ethos, encouraging people to be true to themselves and overcome challenges. By addressing real-world issues through inspirational narratives, the campaign not only reflects Nike's values but also positions the brand as a catalyst for positive change and individual empowerment.

TARGET AUDIENCE

The Nike "Dream Crazy" campaign strategically zeroes in on the dynamic audience of youth and sports enthusiasts. By weaving inspirational narratives and showcasing diverse athletic stories, it resonates with the aspirations of young individuals. Incorporating elements of youth culture, trends, and digital engagement, the campaign ensures relevance within the ever-evolving landscape of youthful interests. Nike's historical association with sports excellence is prominently featured, establishing a powerful connection with sports enthusiasts. Encouraging self-expression and celebrating inclusivity, the campaign aims not only to inspire but also to become a cultural touchpoint, engaging with the vibrant and influential demographic of youth and sports enthusiasts.

Bhima Jewellery, a jewellery brand based in Kerala, India, released an advertisement featuring a transgender model. Shows the transformation of a young boy receiving gold anklets from his parents, who support their transformation into a confident young woman. Bhima Jewellery's "Pure as Love" TV commercial masterfully employs a range of advertising techniques to convey a powerful message of inclusivity and support. By featuring a transgender model, the brand embraces diverse representation, challenging norms within the jewellery industry. The narrative unfolds with emotional storytelling, portraying the transformation of a young individual supported by their family through the gift of gold anklets. This symbolic use of jewellery elevates its significance beyond material value, creating a profound connection with the audience. The commercial navigates sensitive cultural terrain with awareness, contributing to a positive brand image by aligning with progressive values. Cinematic excellence, coupled with the celebration of personal transformation, adds memorability and resonance. Overall, Bhima Jewellery not only showcases its products but also positions itself as a socially conscious brand, fostering a narrative of love, acceptance, and empowerment.

IDENTITY AND SELF-EXPRESSION

The Bhima Jewellery "Pure as Love" advert beautifully intertwines identity and self-expression by featuring a transgender model and celebrating personal transformation. The symbolism of gold anklets transcends traditional norms, becoming a poignant representation of familial support for one's authentic identity. In the cultural context of weddings, jewellery takes on a profound significance, signifying the family's commitment to embracing the bride's true self in her new life. The narrative empowers individuals to express their identities openly, portraying jewellery not just as ornamentation but as a meaningful celebration of personal journeys and the courage to be true to oneself.

TARGET AUDIENCE

 The Bhima Jewellery "Pure as Love'' campaign adeptly targets a younger demographic by embodying progressive themes of diversity and self-expression. This resonates strongly with a socially conscious audience that prioritises brands challenging traditional norms. Simultaneously, the campaign's respect for cultural traditions appeals to individuals valuing the cultural significance of jewellery in ceremonies. The inclusion of a transgender model authentically reaches out to the LGBTQ+ community, establishing Bhima Jewellery as a brand that actively supports diverse identities. By navigating these intersections, the campaign positions itself as a socially aware and inclusive choice, appealing to a broad spectrum of consumers seeking both modern values and cultural reverence.

NYX is a cosmetics brand known for its wide range of makeup products. In 2022, they launched a collection “Ultimate” for Pride Month, featuring influencers and models in the LGBTQIA+ community. NYX's "Ultimate" Pride campaign skillfully utilizes various advertising techniques to celebrate Pride Month and engage with the LGBTQIA+ community. Through inclusive representation, the brand features influencers and models from diverse backgrounds, showcasing a commitment to authenticity and diversity within the makeup industry. Timely launch during Pride Month exhibits cultural sensitivity, aligning the brand with a significant moment for the LGBTQIA+ community. Leveraging social media as the primary platform acknowledges its influence, especially among the younger demographic, while also facilitating user-generated content and fostering a sense of community. The "Ultimate" label for the Pride collection adds an element of exclusivity, encouraging consumer participation and purchase. By elevating the visibility of LGBTQIA+ influencers and models, the campaign not only provides representation but also recognizes their impact in the beauty industry, promoting empowerment and inclusivity. Overall, NYX's approach combines authenticity, cultural relevance, and interactive engagement to create a compelling and socially conscious Pride campaign.

IDENTITY AND SELF-EXPRESSION

NYX's "Ultimate" Pride campaign seamlessly relates to the theme of identity and self-expression by positioning makeup as a powerful medium for celebrating diverse identities. Featuring influencers from the LGBTQIA+ community, the campaign empowers individuals to express their authentic selves through cosmetics. By challenging conventional beauty standards and promoting inclusivity, NYX communicates that makeup is for everyone, encouraging a celebration of personal journeys and unique expressions. The campaign fosters an interactive space for individuals to actively engage in self-expression, reinforcing the idea that beauty lies in diversity and makeup serves as a tool for embracing and showcasing one's identity proudly.

TARGET AUDIENCE

The target audience for NYX's "Ultimate" Pride campaign includes the LGBTQIA+ community seeking inclusive representation in the beauty industry, makeup enthusiasts valuing cosmetics as a means of self-expression, socially conscious consumers prioritizing diversity and empowerment, a younger demographic engaged in digital platforms, participants and supporters of Pride Month events, and empowerment seekers celebrating open expression of identities. By addressing these diverse segments, NYX aims to resonate with a socially aware and inclusive audience that values makeup not only for its aesthetic appeal but as a tool for embracing and celebrating unique identities and expressions.

NIVEA Nigeria has introduced a new Radiant & Beauty range designed for melanin-rich skin tones, aiming to boost confidence and pride among Nigerian women. NIVEA's Radiant & Beauty Advanced Care campaign showcases a strategic blend of advertising techniques tailored to resonate with Nigerian women with melanin-rich skin tones. The brand exhibits cultural sensitivity by recognizing and addressing the specific skin care needs of its target audience. Inclusive representation is likely a key feature, with models and individuals featuring melanin-rich skin, enhancing relatability and connecting with the diverse beauty standards of the audience. The messaging emphasising boosted confidence and pride taps into the emotional aspects of consumers, positioning the Radiant & Beauty range as a source of empowerment. By highlighting product innovation, celebrating natural beauty, and incorporating a national pride element, NIVEA creates a localised and culturally relevant campaign. Choosing the TV commercial platform ensures widespread reach, allowing the brand to visually communicate the product's benefits and foster a meaningful connection with Nigerian women seeking skincare solutions tailored to their unique skin tones and needs.

IDENTITY AND SELF-EXPRESSION

NIVEA's Radiant & Beauty Advanced Care advertisement beautifully intertwines with the theme of identity and self-expression by celebrating the diverse spectrum of Nigerian women's skin tones. Tailored for melanin-rich skin, the campaign embraces and promotes the natural beauty of individuals, fostering confidence and pride. Through inclusive representation and a focus on cultural identity, it encourages women to express their unique selves authentically. By offering a skincare solution that aligns with their specific needs, NIVEA empowers Nigerian women to embrace their natural features and confidently showcase their distinct identities, contributing positively to the theme of self-expression within the beauty context.

TARGET AUDIENCE

Women with melanin-rich skin tones, who seek confidence in their own skin.

The target audience for the NIVEA Radiant & Beauty Advanced Care advertising campaign is women with melanin-rich skin tones who seek confidence in their own skin. Specifically designed to address the unique skincare needs of this demographic, the campaign aims to resonate with individuals who prioritise products that cater to their specific skin type. The emphasis on boosting confidence and pride suggests a focus on women who appreciate skincare solutions tailored to their natural beauty, fostering a sense of empowerment. By targeting this audience, NIVEA aims to connect with women seeking skincare products that align with their unique skin characteristics, promoting a positive and inclusive beauty experience.