Rich Ford Quiz 1 Part 2

From the Klein reading, Klein discusses the early form of branding as the product centered approach in which the advertisements revolve around the product. The shift in this to the 'lifestyle' form shifts the advertised focus from the actual product to a 'lifestyle' image associated with the brand identity and product. Choosing an example that exemplifies both forms, I have chosen to use the AMC television show 'Mad Men' as the show is about the early days of advertising and specifically the product centered approach to advertising. The show however, is sponsored by Banana Republic and coincides with 'Mad Men' themed Banana Republic in-store sales and cross promotions.

To exemplify the first product centered advertising paradigm, I have selected a clip from Mad Men in which the shows protagonist, Don Draper, pitches an ad campaign for Lucky Strike cigarettes that is entirely focused on product differentiation from other cigarettes and emphasis on the strengths of the Lucky Strike product.

This link can be found here:

http://www.youtube.com/watch?v=E0L8f1IY1Vk

The shift to the contemporary form of advertising as argued by Klein to 'lifestyle-centric' advertising can be seen in the second clip I have selected titled 'Get the Mad Men Looks'. This clip features the cross promotion and sponsorship of Mad Men by Banana Republic featuring clips from the show paired with interviews with Banana Republic employees and stylists telling you how to make that 'Don Draper Look' of the slick, dominant businessman and sexual icon through commodification of Banana Republic branded products. Also of interest is the fact that Mad Men takes place in the 1960's and the Banana Republic products creating the costumes for the show are of our generation.

http://www.youtube.com/watch?v=CaVK7YCX5Lc

The differences in the two approaches are the selling style and product commodification. The original, product-centric form of advertising is just that, focused entirely on the product and making it recognizable and desired by the populace. The contemporary form or brand-centric advertising is focused less on the product and more on creating a mythology around the brand that specifies a certain lifestyle to the consumer and is understood by simple mention of the brand. For example, now whenever someone says 'Banana Republic' many people think 'Mad Men' or 'Don Draper'. The shift from what Draper does in differentiation Lucky Strike from the other 7 major tobacco companies is strictly product central marketing whereas selling the lifestyle of Draper and his Mad Men (Madison Avenue Advertisers) is brand-centric lifestyle marketing.