India Plus-Sized Jeans Ad Uses Images of Women to Make an Elephant
Vincent Salera — February 2, 2009 — Marketing
References: adsoftheworld
The illustrations in this ad for Revolution India Jeans are beautiful; it’s no surprise that some of the most stunning illustrations in the world originate from India. What is surprising, however, is the imagery used in the ad. It’ll be interesting to see the global response of women to this Revolution India Jeans ad, especially in North America.
The ad features an illustration of an elephant comprised of several plus-sized women. In India, the elephant has long been an animal that garners a lot of respect. However, in Western culture the word ‘elephant’ is also used as a euphemism for someone who is overweight. I don’t know about you, but a comparison like this one would merit me a slap in the face from some of my female friends.
The ad was created by advertising agency JWT Delhi, India, with creative direction by Soumitra Karnik, art direction by Sumati Singh and copywriting by Charu Chhitwal. The wonderful illustrations were produced by Achintya Biswas.
The ad features an illustration of an elephant comprised of several plus-sized women. In India, the elephant has long been an animal that garners a lot of respect. However, in Western culture the word ‘elephant’ is also used as a euphemism for someone who is overweight. I don’t know about you, but a comparison like this one would merit me a slap in the face from some of my female friends.
The ad was created by advertising agency JWT Delhi, India, with creative direction by Soumitra Karnik, art direction by Sumati Singh and copywriting by Charu Chhitwal. The wonderful illustrations were produced by Achintya Biswas.
Trend Themes
1. Body Positive Marketing - Opportunity for companies to embrace body positivity and use diverse models in their advertising campaigns.
2. Culturally Sensitive Advertising - Opportunity for companies to understand different cultural contexts and avoid unintentionally offensive advertisements.
3. Controversial Advertising - Opportunity for companies to use controversial advertising strategies to gain attention and generate buzz, but risk offending audiences.
Industry Implications
1. Fashion Industry - Opportunity for fashion companies to promote body positivity and diversity in their campaigns and avoid using offensive imagery.
2. Advertising Industry - Opportunity for advertising agencies to implement sensitivity training and cultural awareness when developing campaigns.
3. Graphic Design Industry - Opportunity for graphic designers to create powerful imagery that promotes positive messages and avoids negative cultural associations.
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