Retail Advertisements:
Retail advertisements often are very centered on products and price as they intend on selling products. Due to this fact retail advertisements are often lack creativity, and are produced on small production budgets. Biswas and Blair (1991) cite how many consumers are highly skeptical of prices being shown on advertisements and that this form of communication is often ineffective because of this issue. Nonetheless, many retail brands choose to promote in this manner.
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| Biswas and Blair (1991) Journal of Marketing |
Biswas, A., & Blair, E. (1991). Contextual effects of reference prices in retail advertisements. Journal of Marketing, 55(3), 1-12. Retrieved from Business Source Premier database.
Advertisement 1) David Jones Miranda Kerr
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| B+T 7 August 2008 |
This advertisement is apart of an overall part of an integrated marketing campaign produced by Saatchi & Saatchi (BandT 2008). This advertisement is typical of the style the major clothing retailers in Australia adopt. David Jones and Myers have both been competing on the angle of fashion, and that their stores have the image that is the most up-to-date with the latest fashion. Both often use celebrity endorsements to promote this image. David Jones has in the past years famously used Megan Gale and Miranda Kerr. David Jones has implemented this strategy more effectively than Myer and have established themselves better as the fashion centre for retail in Australia.
If we look at advertisements from the 1980's and from today we can see a copycat approach to the style of advertising with these two highly competitive retail brands.
Myer and David Jones in the 80's
Myer and David Jones in the 2010
Clearly both retailers have moved towards a fashion orientated position.
Advertisement 2)
Advertisement 2) Harvey Norman Retail advertisements
Harvey Norman 1987 Commercial
Harvey Norman 1999 Commercial
Harvey Norman 2008 Commercial
It is clear that in almost 20 years of advertising Harvey Norman has kept with almost an identical communication method. The graphics are the same, the voice is the same, the message and format is the same. Whilst this may have been effective for Harvey Norman and that is why they have persisted. It may have also been highly effective in establishing the Harvey Norman brand, as well as establishing Harvey Norman as a household name, nonetheless, it is an old format and Harvey Norman needs to be more innovative in its advertising.
The lack of any creativity has potential to have negative effects for the brand in the long term. Consumers may become over exposed to the brand and start to look for alternatives. It is for this reason that Kogan electrics and new up and coming electronic retailer is using the Harvey Norman advertising format uses satire of the Harvey Norman advertisements to illustrate and to highlight negative attributes of the advertising campaign and that they have more choices when it come to electronic retail.
Kogan Advertisement 2010- Aired once during Ben Cousins' documentary on Channel 7 in August 2010
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