Madonna & Versace

Madonna & Versace 

8 years ago, on spring and summer of 2005, the long-term celebrity and singer, Madonna, has done a very big advertising campaign for Donatello Versace. Versace used her face as an icon on their Billboards, and magazine in all over the world. But who is the real audience? What kind of magazines will have this ad on? Versace chose this famous character for a very particular audience and gave it a whole new definition. 

But really who are the audience for this ad? Was this brand successful to choose this icon for promote their brand?

By looking at this ad and other pictures from this campaign, I see powerful working lady or a businesswoman. Versace had successfully chosen this icon, which belongs to about 5 or 6 different generations. Madonna has been a singer since 1982. She represents beauty, power, sexuality, and fashion to many different generations. Regardless of age and gender, every single person had or has good memories with her songs. Versace had chosen this face as icon to communicate with 5 or 6 different generations. Her face was to communicate with wealthy, classy, sexy people belong to variety of ages. Looking at her face in the ad above, we saw women clothing, glamorous and expensive. Expensive enough that no average class, single women can afford them. There for, ladies are the pickers and gentlemen are the buyers. These ads need to be placed in magazines, which stylish/ rich ladies are reading them. And these magazine needs to be placed, where these ladies go shopping. Somewhere like whole food market, more expensive than other grocery shops. They need to be placed next to the ads for expensive fragrances, Dior or Flower-bomb, or jewelries. It should be placed on billboards, where people spent their extra times, big shopping centers. It will be for urban life, like Rodeo Drive in LA or Neiman Marcus in white class cities’ shopping centers.

 In this campaign Madonna is representing a typical workingwoman, something we never think of her of. But the photographer Testino shows her in a very different fashion, in a office, to show the different life style of Versace, " Seen lounging on her office daybed (every office should have one) in classic Versace print shirt and jeans, perhaps deigning to lick the occasional stamp, this is office life Versace style. "

Read more: http://www.dexigner.com/news/3601

  

   The campaign was successful to target the right audience. In order to study the consumer behavior towards these ads, I looked at different website and ordinary people's responses to it. Pretty much, every one loved the photos and appropriated it as success for both Madonna and Versace.  

Here are some more pictures and websites to see people's responses toward these ads:

http://www.mischobeauty.com/2008/05/mischo-beauty-loves-madonna-for-versace-springsummer-2005-ad-campaign.html