'Ray-Ban sunglasses are icons, representing over seventy years of authenticity and style in sunglasses. From Aviator sunglasses to Wayfarer sunglasses and beyond, Ray-Ban sunglasses make a cultural statement that has permeated worlds as disparate as Hollywood and the U.S. military. The message? Never hide. Be an independent thinker. The most fashionable thing you can be is yourself.' (Ray-ban 2013,)
The advert in figure 1 is a current piece of advertising being used by Ray Ban, the irony of the advert is clearly that the perception of wearing glasses can often be that a person is hiding something, may this be tired eyes from a late night out or just trying to hide your feelings. The message that Ray Ban are trying to portray is that their glasses should be worn with confidence, not simply as something to hide behind. They could also potentially trying to encourage people to wear the glasses regardless of the weather situation, as through advertising as a fashion statement sales are likely to increase all year round, as apposed to only in the summer.
(Figure 1. Creative Guerrilla Marketing, 2011)
I have developed five of my own Ray Ban advertisements that i believe would be a very good way for the company to attract attention from different market areas whilst still at the same time respecting Ray Bans USP, which is that they are top quality glasses that are extremely popular.
Advertisement 1
Advertising through the Kick-Ass movie's would be an excellent idea for RayBan, expecially with Kick-Ass 2 about to be released. The films are current, very popular and are watched by a large variety of people. The bottom line is that the film is cool, and so are RayBan, meaning they go together well. The slogan is obviously a play on words because Kicking Ass is a phrase that can be used to describe when somebody is doing well at something, wear RayBans and your doing well.
Advertisement 2
This advert is not only funny but also plays on the pun of how people desire to be 'cool' relating to the obvious 'cool' temperatures that a polar bear lives in.
Advertisement 3
In the first film Harry discovers that he does not merely pick his wand, it is a case of the wand picking him. The message of the advertisement is that by wearing Ray Ban's you are a 'legend'.
Advertisement 4
Batman is one of the most famous films of all time, and the Joker is one of it's most well known characters. This is very powerful advert because the image is so strong. There is a no messing around feel to it and the colour co-ordination in the word 'joke' which is obviously a play on the fact that it is the joker, adds an extra feeling of quality to the image.
Advertisement 5
Advertisement 5
The final advertisement is related to blockbuster film, The Lord Of The Rings. In the film, the ring is the most powerful thing on the planet, and it is said that 'one ring, can rule them all'. Associating a pair of RayBan with the ring in this way suggests a sense of power, and that good things can happen to a person who wears RayBan.
References used
Ray-Ban (2012). Ray Ban, Genuine Since 1937. [Online] Available from: http://www.ray-ban.com/uk.[Accessed 4th December 2012]
Creative Guerrilla Marketing. (2011). Ray-ban Never Hide Guerrilla Marketing Campaign.[Online ] Available from: http://www.creativeguerrillamarketing.com/guerrilla-marketing/rayban-hide-guerrilla-marketing-campaign/. [Accessed 4th December 2012]
