People play with clothing, accessories and makeup to develop trademark looks, and these Rowenta Appliance ads offer the implements that will help them to devise their own distinctive styles.
The Publicis Bold advertising agency of Istanbul, Turkey, decided that it would be difficult to make a print that pictured a person work. Not knowing her intimately, consumers would thus be unable to agree that her hairstyle is well-suited to her personality. Therefore eliminating the need for a model, the campaign uses strands of hair arranged into calligraphic text, spelling the first names of hypothetical women. In this way, the Rowenta Appliance ads for hair straighteners and curling irons suggest identity quite successfully.
Implications - Consumers often crave popular products that still allow them to express their individuality. Advertisers can communicate distinctiveness using suggestion and the absence of a model whose image might impose on such a concept.