Kim Kardashian Lives it Up with Midori and So Can You!
Midori tries to grab consumers’ attention by using the bodacious Kim Kardashian to market their product. Her curves and breasts are highlighted thanks to the skintight green dress. Therefore, she greatly contrasts the other women because they are dressed in simple white attire. Kim Kardashian is in fact different from the other individuals in the Midori advertisement. Not only does she appear to be a different race and ethnicity than the other woman, but she also has something that they clearly do not. She is a well renown individual. This is of great importance when it comes to marketing this item with the ideology of being different. If an average individual or unknown model had been used instead of Kim Kardashian, then the message would not be as “powerful”. She is celebrity who has hit ultimate stardom with the success of the store DASH, the show Keeping Up With the Kardashians, and various spin offs. Thus, she has truly created a name for herself. A it “could be you” idea is created. After all, what woman does not want to look like Kim Kardashian? In addition, it was also a smart move for the brand to include people of different races and ethnicities because it works to include people of different walks of life rather than exclude. In other words, this creates more than one target audience that means that the company has a higher chance of selling the product. It is also interesting to note that Kim is the only one who is "having fun" and "living it up". This depicts Midori as the key to an exciting nightlife as well because those who are holding a martini are not in on the fun. Lastly, the final touch is that the "S" for stand out is not your typical S. It is backwards so it reinforces the idea of being noticeable.
I completely agree with what you're saying in terms of having a minority star within this ad creates a bit of diversity. At the same time Kim Kardashian is famous because of her curves, and she is trying to change them. She now has had much plastic surgery to make her nose smaller, her cheekbones higher, lips fuller and she's lost weight since her fame started. She's now trying to look like the people she was once standing out from (like the other girls in this ad). She's using the dominant ideology of what is beautiful to change her unique qualities. No matter your beauty of fame you still fall to be a part of the in-crowd and be a part of the dominant groupl
ReplyDeleteThis advertisement serves as a perfect example of sexism of foreign women. Like Jennifer Lopez, Kim Kardashian has gained much fame and attention due to her body rather than her intellectual or talent achievements. In addition to the curves of her body, she presents an exotic type of foreign-ness, which many women (, especially caucasian) feel that they cannot achieve. Since she is of Armenian descent, she has the natural beauty of tan skin and dark, smooth hair - physical attributes for which many European and American women work years to achieve.
ReplyDeleteIn addition to her foreign mytique, I very much agree with you that the color contrast of this advertisements also creates a certain draw for consumers. Since Kim is dressed in a bright green dress against a plain, white background, she stands out (, with or without her bodacious body). Audiences' eyes are automatically drawn to her bright colored dress and drink, which leads them to subconciously perform a symbolic analysis: the party dress and bright drink serve as symbolic signifiers for a good time, which is the signified. When audiences see this advertisement, they may hope that perhaps if they purchase Midori, then they can be happy and beautiful, too.
Is it just me or is everyone else somewhat sick of seeing Kim's face slapped on every new product on the market. I mean i understand using/paying her to market your product because of her high celebrity status, but what does she have to do with alcohol? For years, she claimed she didn't drink, as was seen on her television show as well as in magazines. So to me, this seems a little phone and something that was only done for the money. And as far as the actual ad goes, its very typical of the lifestyle Kim lives. Everyone gawking at her constantly and her being the center of attention. So really, this is trying to tell the consumer that if you indeed drink this alcohol, you WILL be the center of attention and have that Kim K-like status.
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