Often in the advertising industry, menswear is portrayed in the context of extreme, “macho” masculinity: Shirtless, tanned, oiled and built men frequently pose in advertisements, and male models are often featured in ways that confirm a view of masculinity as the equation to and promotion of danger, emotional stability and control, violence, and hypersexuality. Just as female audiences can be alienated by unrealistic (and often sexist) portrayals of the female ideal, male consumers are often likewise left feeling inadequate in relation to the advertising industry’s portrayal of extreme hypermasculinity.
Rather than portray the idealized myth of traditional masculinity within my advertisements, I chose to instead use two models that convey masculinity in a more realistic manner. The two men are meant to look aspirational without looking alienating to match my brand’s persona, which is meant to be inviting and classic with a bit of edge.
I chose to photograph the two models in similar positions and outfits to convey a consistent brand image. Like the clothing, the ads are minimal and classic, and I hoped to convey a sense of everyday quality for the everyday man. The name of the brand is likewise simple and memorable, and I used my last name (rather than my first) as it is more unique, more memorable (for its pun) and more masculine.
In the mind of the consumer, perception is truth. For this reason, it was great to see how photographs and branding can influence a consumer’s perception of reality.
About The Author: Monika Haebich is a senior enrolled in the College of the University of Pennsylvania, Class of 2015.
This branding concept was targeted to market to the intellectual, beautiful, and widely talented young woman who still loves to dress up and in style. A Renaissance Woman is classic and sexy, independent and kind, and always curious about the world; she loves to socialize, but enjoys her time spent with herself just as much. For this last project, I wanted to challenge myself to convey this image of the bright Renaissance Woman without heavily relying on the use of models; the pieces themselves and the creative depictions of her interests are meant to reveal her persona to the audience on their own. I chose glistening but tasteful jewelry and dresses in vibrant colors to illustrate how she stands out stunningly in a crowd, and a nude clutch and heels to show that she can be understated as well. The choice of book titles and other colorful accessories were also carefully selected to set the scene. The name and logo that I chose for my brand were meant to be clean and simplistic, in line with the rest of the brand’s identity.
The absence of models in these images allows the audience to better envision themselves as the described Renaissance Woman who owns these pieces because we have removed the visual cue that they are being worn by someone else in the photos. Whoever sees them can process the images from a first person perspective – that these are her possessions – rather than from a third person perspective, where she is a passive onlooker.
Editor’s Note: Celina Tsu is a senior Psychology major enrolled in the College of the University of Pennsylvania, Class of 2015.
First impressions matter. They matter a lot. In today’s multifaceted, global world it is of utmost importance to get ahead of the game in all aspects of life, whether it be to get an edge in the job market or to stand out at a dinner party. While a charming charisma and a firm handshake will go a long way to sway recruiters or to attract potential spouses, it is fairly safe to say that clothes are the best weapon you can use when it comes to creating a memorable first impression. Enter Ace. Ace is a highend, luxurious fashion brand for men that caters specifically to those whose goal is to stand out of the crowd. From blazers to trousers, from boots to suits, with timepieces and jewelry as well, Ace provides everything that you need to truly catch people’s attention. With Ace, you don’t just dress to dress. You dress for success. You dress to impress.
Concept Ads by Clement Mihailescu, Copyright 2015
Editor’s Note: Clement Mihailescu is a junior enrolled in the College of the University of Pennsylvania, Class of 2016.
“Diamonds may be a woman’s best friend, but trends are a woman’s best friend for life” is the Best Trends For Life motto. Best Trends For Life is a fashion blog I founded which showcases product reviews for trendy, independent brands.I created the blog as an outlet for myself and as a way to inspire other women to harness their inner fashionista.
Best Trends For Life has given me an outlet for two of my deepest passions; photography and fashion. Throughout grade school, I spent hours each night putting together and perfecting my outfits for the next day.In high school is when I started to take up photography. My father, a photography enthusiast, taught me all he knew about film and digital cameras.Photography became not only a hobby, but also a way for my father and I to bond over a shared love for the art of photography.
As I transitioned into college life, I found myself having very little time for both of these passions. Being pre med at UPenn, seemed to take up all of most of my time, and I felt like I did not have any outlet or hobby that I was particularly excited about anymore. At the beginning of my junior year, I took the initiative to make more time for my interests in photography and fashion.I joined UPenn Her Campus as a style blogger, where I photographed and wrote about fashionable outfits I spotted around campus.However, when I started my senior year, I recognized that I would not be able to continue with Her Campus come graduation.And so, I decided to create my own fashion blog, so that I would have something to take with me and continue with after my graduation from Penn.From this desire stemmed the creation of Best Trends For Life.
Photography & Text by Priscilla Andalia, Copyright 2015
Editor’s Note: Priscilla Andalia is a senior Biology/Pre-Med major at the University of Pennsylvania. Class of 2015