Aspiration versus Authenticity in Advertising

Posted Aug 02 in Uncategorized tagged , ,

Saw this billboard for Kayser undies in Melbourne last night – and took the photo (with my Blackberry from the passenger seat of our car). Each one of these girls is supposed to represent a different body shape; Column, Pear, Apple, and Hourglass. It’s a simple idea – ‘we have undies for all body shapes’, but is it just me or do these four bodies all look very, very similar (tall, toned, skinny and model like)? However, instead of showing the actual body shapes the skinny models are all holding literal examples of the body shape they are meant to have i.e. the ‘pear’ girl is holding a pear – but does not really have a ‘pear shaped’ body.
Getting the balance right between authenticity and aspiration is always difficult – and I would be interested in peoples reactions to this attempt? Do people really want to see ‘reality’ in underwear advertising, or is it acceptable to have aspirational portrayals of various body shapes? Is it cheating using the objects next to each body type instead of showing real versions of each? Thoughts?
PS: We were off to see a film called My Suicide as part of MIFF Well worth seeing if you get the chance.

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Comments

  1. Tania

    Aug 2nd, 2009

    Fritz, I think your observations are spot on. A few body image bloggers have called Kayser on this campaign, and the consensus as far as I can gather is that yes – it is cheating to use those props to illustrate which body shape the knickers are supposed to suit, rather than use models with bodies that more accurately represent those supposed body 'types'.

    I think this is the very reason that the Dove Campaign for Real Beauty seems to have gained a warm following among women (observations based solely on my own personal polling, and despite the Unilever/Axe issue). While the women I've discussed this with realise it's spin, we appreciate the breaking of the status quo, and the validation of a range of real body shapes and sizes, instead of wimping out and using props.

    I think Kayser using a range of different body shapes would have lent a greater degree of credibility to the message.

    My 2c, anyway.

  2. Laura

    Aug 4th, 2009

    I agree, I don’t think this advert is particularly effective in scoring any brownie points with the likes of women who are conscious of their body shape, whatever shape it may be (and realistically that’s most women).

    The reality is, body image is a sensitive subject…and while as consumers it is refreshing on one level to see such products introduced to the market that are designed to recognise and cater to varying women’s size needs, the creative execution for this product falls down in making women feel like this is the brand for them when the imagery we’re faced with so obviously contradicts the message they’re trying to portray.

    Where I do find this creative execution effective however, is in demanding attention. Four attractive, half naked female bodies up in lights on a billboard are undoubtedly going to attract the attention of passers by… Is that the intention? Get them to notice the ad but not worry to factor in interpretation of the message and feelings towards the brand as a result?

    Can this creative be best rationalised in terms of meeting an objective to simply make an ad that will ‘get noticed’ when in fact it should really be appealing to the sensitivities of the target market on the subject and as a ‘brand’ aim to find an emotional connection? It appears there wasn’t much of the ‘consumer’ involved in the development of this one.

  3. Fritz Bachen

    Aug 4th, 2009

    Hi Tania, yes i agree overall it feels like their 'cheating'. Raising the issue is great, as is the promise and idea – but the execution is lacking.

    Laura, that's a great point – perhaps the ad is doing its job on creating awareness by showing some nice bodies. The idea is set up and it's now an open door for Kyser to do something more creatively interesting / authentic of the insight they are using. Thanks for your considered contribtion.

  4. Kelly

    Aug 11th, 2009

    I see a skinny model holding a giant pear and my first thought is "bitch". Not sure that is the reaction Kaiser wanted to achieve…not very warm and fuzzy or "connection building…"

  5. Anonymous

    Aug 26th, 2009

    Definitely inauthentic. Liar, liar, panties on fire!

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    Jul 3rd, 2010

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  7. Anonymous

    Jan 27th, 2011

    Really great insight.

    But the fact is when you see sexy you feel so.

    No matter its not authentic but it does create an appeal for the product. and no matter how bad you think you look, you always know that you have that representation of sexiness (the knickers) attched to you, which i think makes you feel confident, accepted etc..
    on which the advertising agencies cash.

    amulya

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    May 11th, 2011

    authenticity doesn't exist in advertising, they only care is their advertise strategy catch you off guard.

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    Dec 14th, 2011

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