If I buy it, I’ll look like I’ve gone under the knife
What do any of us want from advertising? Not as designers or brand managers, but as consumers. Tough question?
What we want from advertising is to feel like fashion can do something for us. Lilly Allen sums it up, “if I buy those jeans I can look like Kate Moss“.
So why this then?
Yes, we want to look hot.
But we also want to feel like wearing fashion (sunglasses, bikini?) can make us look hot. We don’t believe that wearing the featured fashion will make us look like we’ve been under the knife. We don’t even find the thought of that appealing.
