Carhartt

-“All Hail Mom”

Commercial
Yihan Wang (Andrea)
301355786
BUS341
Introduction
01
Company
02 03
Visual Design Emotional
Background Effctiveness

04 05 06
Soundtrack Characters & Target
Design Actors Customers &
Effectiveness
Carhartt background
• Established in Michigan,
1889 (Hamilton Carhartt)

• Core business objectives

This Photo by Unknown Author is

• Main Products
licensed under CC BY-SA-NC

• Main Services
Visual Design
Foreground
Background
Purpose
Color design of setting
Contrast color comparison
 Color design of slogan
Red & Yellow
Emotional Effectiveness

Empowered Confident Marvelous

Motivated Bold Tenacious
Emotional Effectiveness (cont)

First”Rosie the Riveter”scene

Second motorcycle
scene &others
Emotional Effectiveness (cont)

Emotional
connection:
YOU

Symboliz Brand
e value awareness
Soundtrack
Soundtract
Music Voice function
background background • Direct / indirect
• Orchestration cue convey brand
• Young boy meaning & value
• Cello solo voice (Kineta,2000)
(begin) • Crisp & tender
• Repetitive & • Interior • Persuasive cue in
passionate monologue cultivating brand
attitude (Park
&Young, 1986)
Characters and actors
CHANNEL
Multimedia
Characters
• Mother
• Children
• Real people

GOALS
 Authentic story & enviroment
 Convey novel family &
gender values
Characters and actors (cont)
Why I choose this commercial?

 Creative

 Authentic  Organized &

Simple

 Educational
Impressiv
e
Targeting consumer group

Individual
• Any individuals who likes
& supports Carhartt brand
Main Target: value
Mother
(85% consumption)
Generation
Family
• Baby boomers
(80% household)
• Generation X
• Milliennial
Strategies and Methods
for targeting customer
Personality factors
Methods:
• Classical five Psychology factors
steps
marketing
process:
- Step 1 &
2 Social factors Cultural factors
Factors influence consumer
behaviors (cont)  Brand Value
VS  Age & lifestyle
Self-personality
Brand Value Marketing
VS Shift:
Self - Identity MeToo
Socia Persona Brand
l l personality
Sincerity
Rosie the Needs
Riveter & social Excitement
Culture Psychology

Selective Ruggedness
Uniform Retention
Marketing Effetiveness
MEDIA CHANNELS GOALS

SOCIAL
MEDIA
80%
Venus has a beautiful
name, but it’s hot
70%
TV
Mercury is the closest planet Despite being red, Mars is a cold
to the Sun place, not hot

RADIO KEY MESSAGES

Saturn is a gas giant,

The Sun is the star at the
composed mostly of
PRESS center of the Solar System
hydrogen and helium
 ESTIMATED KEY FIGURES

20%
2,000,000
SOLD UNITS

50%
10,000,000
40% MENTIONS & INTERACTIONS
THANKS
！
Marketing Effetiveness
MEDIA CHANNELS

SOCIAL 2017:YouTube: • 2019: Over 1

MEDIA
852876 views billion in
Revenue
Facebook: 85000 Ad Reward:
2021: 1
likes 2017: Internet
TV million Instagram
Advertising
follower
competition

RADIO

PRESS
 RESOURCES
Armstrong, G., Kotler, P., Trifts, V., & Buchwitz, L. (2021). Marketing An
Introduction, Seventh Canadian Edition. Pearson Canada.

Hung, K. (2000). Narrative music in congruent and incongruent TV

advertising. Journal of advertising, 29(1), 25-34.

Park, C. W., & Young, S. M. (1986). Consumer Response to Television Commercials:

The Impact of Involvement and Background Music on Brand Attitude
Formation. Journal of Marketing Research, 23(1), 11–24.