Introduction
Jennifer Lopez is a renowned actress, singer, TV personality and fashion designer as well as a platinum-selling record artist in the US. She is commonly known as JLo to many and began her career in the early 1990s. Jennifer Lopez is well known for her beauty and sense of fashion as well as the glamour she portrays in her looks. Lopez launched her first fragrance in the year 2002 and called it Glow (Mendible, 2010). The shape of the bottle of Glow was so as to resemble the curvaceous body of the musician cum actress. Glow became an instant best seller and since then a series of successful fragrances for the females has followed. In the year 2008, Lopez introduced the first men fragrance from her designs and was called Deseo that would be a companion to the Deseo fragrance of women. The Jennifer Lopez Beauty produces significant fragrances together with Coty (Mendible, 2010).
Jennifer Lopez as a designer has 28 perfumes in the fragrance base with the earliest edition being made in the year 2002 and the latest in 2015. The fragrances need to capture people and attract new clients as well as maintain the old. In order to accomplish such, it is imperative that the JLo fragrances be properly advertised through various means (Mendible, 20100. The following is a design on how the fragrances will be successfully advertised through a full subway car print campaign. The campaign design bases its ideas and design in general on the past experiences of other major suchlike campaigns and ensure it touches on the relevant attributes of such a campaign to ensure it is a success.
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Design
The subway spaces act as key areas for posting ads because they are pretty and ideal places to grab the attention of people considering an advertisement is an interesting thing for people to look at when the Wi-Fi is down and there is the chance of making eye contact with strangers. A campaign ad must ensure to captivate people and thus needs to be interesting, beautiful and briefly but well detailed (Mendible, 2010). The Fragrances produced by JLo may prove a vital task considering they come in many names and scents. However, that makes the proper basis for a diversification of the car print campaign.
Capitalization of ego in the audience
According to Mendible (2010), it is easier to get people to like something or someone when these individuals are placed in a position where they have to talked about themselves. The people walk from the area or convening area knowing something about the thing or person that made them talk and think about themselves. The design is what Buzz feed Quizzes use in their advertising endeavours. Therefore, the car print will have an external screen on the sides and the rear. The screens will be showing images and short videos of the fragrances in working (Mendible, 2010). The video that shows the fragrance in working will comprise of a man that seeks to entice ladies but fails to do so until when he applies the male fragrance by Jennifer Lopez production. The other video will be that of a lady that finds it hard to get through the day, making friends, securing a job and a partner until when she begins to use the fragrance. The videos will be preceded by the question “What if you were this stunning?” and “Why not stand out…Like JLo?” (Mendible, 2010). The questions will aim at ensuring the audience follows through the videos being shown on the screens and keeps them glued to the car in order to appreciate what product is being discussed and how it stands to change their lives and make them look good and stand out.
The entire purpose of the questions as earlier mentioned is to capture the audience and make sure they engage themselves in the conversation of why it would be best for them to acquire the fragrance. The eventual effect of this is that they begin to learn more or want to learn more about the fragrance and why it is better than others and end up acquiring the products once they have been well enticed by the ads on the car in the subway. Such kinds of questions appeal to the egos of people and challenge them to treat themselves because they tend to tell the people that they deserve to have the best in life. As such, people proceed to acquire the products.
Using the environment
It is best to have the image of Jennifer Lopez all over the place and ensure that the image matches with the background in terms of lighting and colour. An image of JLo makes people focus on her and thus pay attention to the reason for the advertisement in the subway or car print rather. Mendible (2010), reports that the creative environmental advertisements are very cool and are far from the boring billboards because they make the ordinary space look like something very funny or interesting for the sake of advertising. Therefore, the car print will have an image of Jennifer Lopez in a light but shade background to allow for the easy transmission and reflection. Beneath her, will be the different bottles of fragrances with their names written on them in a font that is small enough to be presentable but big enough to be read. The entire purpose of the image is to captivate the clients and once people see Jennifer Lopez, they will be drawn to what it is she represents in the image (Mendible, 2010).
A follow up on their part will lead them to the fragrances. Therefore, the entire car print will be such that the two screens on the sides and are in the middle of the image of Jennifer Lopez leaving spaces at the bottom for where the bottles of the fragrances will be placed. The whole thing put together will ensure a proper balance between the font of wordings and the sizes of the image to allow for a better presentation to the audience. The videos on the screens together with the images will be in motion and each having different spectacular colours allows for an automatic change in the theme of the subway area on the car print. For instance, the screens may bring forth an image that is in blue colour hence lighting the place blue yet the background is a JLo picture that is brown because of her complexion. The distinct bottles of fragrances drawn at the bottom of the entire JLo image acted well to change colours courtesy of the changing images and videos on the screen.
Innuendo
Mukherjee (2009) remains adamant that sex sells. The sexual aspect ensures that people give the image or capturing advert a second look which is pounded into their brains. For instance, Aziz Ansari has a comedy that discusses the Equinox ads and how they almost never feature persons working out in a gym (Mukherjee, 2009). Instead, the Equinox highlights models that are in exceptional shapes and in compromising positions which has nothing to do with the brands that they advertise. Therefore, sexuality is a good way of capturing the attention of people and allows the advertisement to sell products or brands at a large scale. It is recorded that Jennifer Lopez fragrances are the most selling because of the sexual aspect that she puts in the adverts. Therefore, the car print will contain the sexual bits as earlier mentioned. The videos will be showing men and women trying to get partners but cannot until they begin using the fragrances on display.
Some fragrances will be advertised by images of sexy models holding the bottles indicating they have used them (Mukherjee, 2009). The models will vary with fragrances as each will have to have a different compromising position with a different bottle for both genders. Moreover, the images will be in different locations with some in offices, beaches and homes as well as bathtubs and bathrooms. It is well to appreciate that the images will not include total nakedness or the extreme nakedness of people but rather concentrate on ensuring that the images are sexy and attractive in a seductive manner but not necessary revealing too much. The reason for such is because the intended audience for the campaign is persons above the age of sixteen but the fact that there is no limit to persons that view the car prints in the subway in terms of age implies that the campaign needs to take caution not to offend the young viewers.
Reference to the Pop Culture
A campaign ad like that involving Kim Kardashian will definitely lead to references to the pop-culture (Mukherjee, 2009). Therefore, depending on the audience present or targeted, the print could make reference to a certain movie character. In this case, the reference will be JLo and other persons that have used the fragrance. However, JLo being the big name here. The campaign will revolve around her and ensure that people trace the fragrances back to her and her gorgeousness. It is apparent that teenagers are part of the target audience for the campaign and the idea of teenagers idolizing celebrities like Jennifer Lopez will play a great role in ensuring that the fragrances sell and expound in the market. Therefore, the images that will run on the screens as well as the questions will do well to question people on their wish to be like Jennifer Lopez and look like her. They will make sure the persons feel that the fragrances will make them look like Jennifer Lopez in all aspects of beauty and such a narrative can do well to sell to the young persons in the teenage bracket especially.
Jennifer Lopez represents the pop-culture because of her music which has a great fan base apart from the fact that she as a singer enjoys massive support from many places across the world (Mukherjee, 2009). Therefore, people that fancy the pop-culture and style of life will proceed to acquire the fragrances because of the idea that it is associated with the pop-culture that is their embodiment of life and culture.
The campaign will have a directive that will allow the audience to give feedbacks. In this regards, after all images and videos have been shown on the screens, contact lines will be displayed on the screens and means of reaching the producers of the fragrances. The contacts will comprise of cell phone lines, email and the website from where the clients can shop and give or rather post their feedback and concerns or comments. The importance of such is that it allows the business to appreciate the areas that need improvement and proceed to seek ways of making sure they are rectified (Mukherjee, 2009). The fragrance will do well to rebrand in accordance to the demands of the clients if at all they make such requests in their respective feedbacks.
The campaign print will further comprise of images of people that used the fragrance before and the reasons they have for sticking with the fragrance. The idea of such positive message is that it sticks to the minds of people and allows them to ponder on them making them want to acquire the fragrance or fragrances. Many will listen to the testimonials and believe that they hold water seeing that it is a brand belonging to one of the greatest hit makers and singers of all time. Therefore, they will proceed in haste to try out the fragrance judging from the authenticity presented by the entire idea of being a JLo fragrance and having testimonials that back the effectiveness of the fragrances on people.
Conclusion
Jennifer Lopez is a renowned actress, singer, TV personality and fashion designer as well as a platinum-selling record artist in the US. She is commonly known as JLo to many and began her career in the early 1990s. . A campaign ad must ensure to captivate people and thus needs to be interesting, beautiful and briefly but well detailed. It is easier to get people to like something or someone when these individuals are placed in a position where they have to talk about themselves.
The people walk from the area or convening area knowing something about the thing or person that made them talk and think about themselves. The entire purpose of the image is to captivate the clients and once people see Jennifer Lopez, they will be drawn to what it is she represents in the image. The campaign will revolve around her and ensure that people trace the fragrances back to her and her gorgeousness. It is apparent that teenagers are part of the target audience for the campaign and the idea of teenagers idolizing celebrities like Jennifer Lopez will play a great role in ensuring that the fragrances sell and expound in the market.
References
Mendible, M. (Ed.). (2010). From bananas to buttocks: The Latina body in popular film and culture: University of Texas Press.
Mukherjee, D. (2009). Impact of celebrity endorsements on brand image.
