In Paula's blog, she chose to analyze using Brett Favre to endorse Wrangler Jeans. She argues that Favre was a smart choice for the advertising campaign and cites increases in revenue which she attributes to the advertisements. Paula also identifies numerous characteristics that make Favre a good choice. She argues Favre is hardworking, perseverant, and mentally tough. Through all of these qualities though, Paula identifies the main goal of the adds is to exhibit Favre as the epitome of the blue collar working man.
It is no secret to any football fans or anyone who knows anything about a football players salary that Favre has plenty of money. Yet despite Favre fiscal success the add campaign revolves around an idea of dependability and value. That the jeans give more "bang for their buck". And over time, such has been the image painted of Brett Favre. At age 40, Favre was out on the field competing for the NFC championship. When people questioned whether he could still be competent, he not only proved people wrong but had one of his best years. Paula intelligently points out the fact that as it got deeper into the playoffs, the commercials played more and more often. This is because the connection seemed to make more and more sense as Favre succeeded in more and more important situations.
Overall I think Wrangler has stuck with a consistent message in their advertising, and their choices for who to have endorse their products has helped them. Wrangler Jean company aims to appeal to the average working class man, more concerned about performance than style. The jeans are meant to cost less and perform better. Although Brett Favre and Dale Earnheart Jr. are both athletes and make millions of dollars, the way they are portrayed, and the way they conduct themselves make them relatable characters for people who purchase Wrangler Jeans.
No comments:
Post a Comment