MARKETING MIX: News of the world

The in crowd

Whether it's a protest rally, a sold-out concert venue or a gala film

premiere, the mere presence of a crowd denotes power and a common

interest or purpose - a meeting of minds. Businesses are latching onto

this imagery as a means of visually demonstrating the social impact of

their brands. In these celebrity-obsessed days, the crowd has gained

another connotation of glamorous adoration.

This is all too clearly spelled out in Dolce & Gabbana's current US

advertising campaign, recreating the front-of-guestlist crush at what is

supposed to be a star-studded LA party. Here, to be squashed amid a

throng of fashion victims is the very height of social success.

In its US campaign, meanwhile, DKNY has chosen to showcase the secondary

crowd - the one that worships the glamorous 'in crowd' - in this case,

young women screaming at the object of their adoration.

Some small echo of this can be seen in this Coca -Cola poster from

Spain. The visual field is so filled with young people that there's

insufficient room for the full brand logo, creating a similar feeling of

energy and communality - values that brands will always chase.


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