Modernism fails in advertising, too


In what is believed to be the first such global survey of female consumers' attitudes, the research says women respond more favourably to a brand if the models it uses somehow mirror their own identities.

Advertisers cannot, however, simply enlist a few fuller-figured models, says Ben Barry, who is carrying out the research at Cambridge University's Judge business school: "In general, people have a more favourable reaction to brands that show models who represent people's age, size and background."

The Guardian


Modernism = one size fits all. Reality = we each want to live with our own.

Comments

  1. Anonymous4:47 PM

    a documentary on the subject of modernism: http://tinyurl.com/642wu3

    ReplyDelete

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