Marie Claire Magazine wants women to know that it’s stylish to be intelligent.
The Brazilian ads pair typical fashion images with copy such as, "Keep a high self-esteem even after taking off your high heels," and "Beauty attracts men. Intelligence keeps them."
Another copy boldly says, "Let’s face it: what’s the point of having 40 pairs of shoes in your closet and 5 books on your shelf?"
So I am guessing that Marie Claire considers their magazine to be more of an educational book than a fluffy fashion magazine? I’m not so sure about that, but I like the general message of the ads.
Advertising Fashionable Brains
Marie Claire Magazine's Stylish Intelligence
Trend Themes
1. Fashionable Intelligence - Opportunity for brands to combine fashion and intelligence to appeal to modern consumers.
2. Empowering Women - Opportunity for brands to promote self-esteem and intelligence in advertising to inspire women.
3. Consumer Priorities - Opportunity for brands to understand and address the shifting priorities of consumers towards intelligence alongside fashion.
Industry Implications
1. Fashion - Fashion industry can incorporate intelligence into their messaging and product offerings.
2. Publishing - Publishing industry can explore the concept of educational fashion magazines that cater to intelligent women.
3. Advertising - Advertising industry can develop campaigns that promote the value of intelligence alongside fashion in various products and services.