Lucy Stephenson

The advertising billboard for clothing of the elite Paris fashion brand ‘Sisley’ is provocative, sexual and inappropriate for young viewers.

It is the definition of “sex sells” – most people will know these famous words to remember, when trying to market a product, in this case clothing. Over the years brands have become more and more daring with their advertising, such as Calvin Klein’s underwear. 

The brand is expensive, exclusive and the clothes are short, sexy and unique. Sisley is basically marketing its clothes as drugs, which undoubtedly appeals to a rich, reckless and young audience. Did Sisley cleverly throw drugs, skinny models and fashion into one picture just to attract a group of doped up rich kids that throw their money about? For some reason, the ad mildly amuses me, as I know people who shop at Sisley personally, and also know how their lifestyles are and what these people are all about; to be more accurate – the ad’s target audience is spot on.

Ultimately; I am looking at questioning and investigating the way that marketing has evolved over time and what the end outcome is. To highlight some: I believe the use of social media is a big standing point in this, as more people are stuck to their computer screens rather than looking through magazines. Therefore the use of social media has caused a shift from hard copy marketing to soft copy and social network marketing. Also, consumer’s consumption patterns have changed; depending on people’s income categories, they spend less or more on clothing and other items. This makes it harder for Sisley to advertise to a larger audience, as only few people will lean toward spending hundreds of pounds on a dress that has less material to it than a dishcloth.

There are many more ways in which marketing has transformed, however the most appealing to me is the content of the ads, especially this one.
Sisley is authentic, young, and vibrant and I hate to say that I love its approach at shocking people into buying their clothes. With proof of its advertisement, Sisley believes that this generation is creating a whole new society based on image-obsessed junkies, and sadly this is true. And its advertisement is the most perfect marketing strategy I have seen in a while simply due to its shock factor and ability to address to its targeted audience directly.

“Social Media Explorer.” Social Media Explorer 7 Ways Marketing HAS Changed And Its Not Just The Tools Comments. N.p., n.d. Web. 06 Nov. 2014. <http://www.socialmediaexplorer.com/digital-marketing/how-marketing-has-changed/>.

Dewulf, Brianna. “Google-Ergebnis Für Http://blogs.longwood.edu/advertising3/files/2012/09/SISLEY-FASHION-JUNKIE-17.jpg.” Google-Ergebnis Für Http://blogs.longwood.edu/advertising3/files/2012/09/SISLEY-FASHION-JUNKIE-17.jpg. N.p., 21 Sept. 2012. Web. 06 Nov. 2014. <http://www.google.de/imgres?imgurl=http%3A%2F%2Fblogs.longwood.edu%2Fadvertising3%2Ffiles%2F2012%2F09%2FSISLEY-FASHION-JUNKIE-17.jpg&imgrefurl=http%3A%2F%2Fblogs.longwood.edu%2Fadvertising3%2F2012%2F09%2F21%2Ffashion-junkie-by-sisely%2F&h=868&w=1280&tbnid=_l6ugHnztjaeGM%3A&zoom=1&docid=5pTiVoWp279b1M&ei=F9JbVLDQDNbtoASwzoCgDA&tbm=isch&iact=rc&uact=3&dur=212&page=1&start=0&ndsp=20&ved=0CCIQrQMwAA>.

Kalle, Matthias. “Nacktheit in Den Medien : Das Prinzip “Sex Sells” Hat Ausgedient.” Nacktheit in Den Medien: Das Prinzip “Sex Sells” Hat Ausgedient. N.p., 5 Sept. 2014. Web. 06 Nov. 2014. <http://www.tagesspiegel.de/meinung/andere-meinung/nacktheit-in-den-medien-das-prinzip-sex-sells-hat-ausgedient/10661126.html>.