The holiday advertisement for the clothing store MQ pictured above fits in with most of the themes I have found already occurring in Swedish advertising- a quality approach to marketing over a low price approach. The interesting swing on this particular ad is that it is marketing the Christmas holiday in a stronger way that most other stores bothered to. In Sweden, as mentioned earlier, Christmas and other fall holidays that are celebrated in the States are not marketed as heavily. The most notable difference was a lack of seasonal packaging, seasonal sales, and seasonal flavors of food. Overall, Christmas seemed less 'kitsch' and had more of a creative way to get customers in the spirit, this advertisement specifically being a prevalent physical example. This was an exception to this observation, yet it still manages to make Christmas shopping less of a materialistic and overbearing endeavor. With this idea, a smaller number of articles are bought yet cost more, with the positive outcome being that they last longer and help the environment. Although the advertisement does use the holiday as a way to raise sales, it still holds up to the environmentally friendly and functional aspect of the Swedish advertising trends I have previously seen.
No comments:
Post a Comment