ABSTRACT
A few years ago, a full-page, black-and-white print ad ran in The New York Times promoting the Italian clothing and handbags brand, Krizia. The only copy accompanying a photo of an attractive, young model described the “Krizia woman” as “thoughtful, contemporary, passionate, unconventional, determined, charming, confident, [and] spirited.” Without providing any information about the product line, a consumer who previously had never heard of Krizia would probably have a pretty good idea about the brand, its image, and whether or not it is a brand worth considering, all simply from that pithy description and accompanying image of the “Krizia woman.” Similarly, in the Spring/Summer 2010 Fashion Square Directory (www.fashion-square.net) of international top fashion brands, the Ambiente-Fashion group claimed to target “the self-confident, trend-oriented, and authentic consumer,” offering her “the feminine elegance, clarity of design and excellence of material that will truly express the uniqueness of her personality.” A Singapore Airlines print ad depicting a well-appointed man and his son leisurely riding bicycles through the streets of Paris proclaims, “More than just a business man.” No airplanes, no airport terminals, not even a mention of Singapore Airlines, beyond a tagline highlighting the airline’s business class, Raffles Class.
