The Changing Face of Ralph Lauren's Advertising: A New Lifestyle Image and Increased Nudity

Advertising, which is an important sales tool for brands to the masses, may produce lasting impressions of a company and its products. These impressions rely on a consistent message over time to maintain a brand's image. This study examines how Ralph Lauren's advertising images have changed from a country club lifestyle image to urban/hip. In addition, the study examines the increased use of nudity and sexual imagery in Lauren's advertising. The findings were obtained by content analyzing all Ralph Lauren advertisements appearing in Gentlemen's Quarterly magazine from 1980 to 2000 (N=283). The study finds that Ralph Lauren lifestyle images have become more urban/hip, and that Lauren's advertising is utilizing more nudity, sexual interaction, and homoerotic imagery. By examining Ralph Lauren's shifting brand image via its advertising, this study contributes to a greater understanding of the connection between advertising and a company's brand image.

Grantor dc:publisher

University of North Texas

Year dc:date

2001

Author dc:creator

• LaCaze, Tray

Contributors dc:contributor

• Busby, Roy
• Land, F. Mitchell
• Reichert, Tom

• Lauren, Ralph.
• Advertising -- Fashion.
• Fashion merchandising.
• Advertising -- Social aspects.
• Sex in advertising.
• Brand choice.
• lifestyle marketing
• advertising
• nudity
• Ralph Lauren
• brand image

Statement dc:rights

• Public
• Copyright
• LaCaze, Tray
• Copyright is held by the author, unless otherwise noted. All rights reserved.

Language dc:language

English

Identifier

oclc: 51210851
https://digital.library.unt.edu/ark:/67531/metadc2887/
ark: ark:/67531/metadc2887

OAI identifier oai:identifier

info:ark/67531/metadc2887